Melmotte Ltd Case Study - Commercial Awareness - BSc Programmes Assessment Answer

Assessment Task:

 BSc Programmes Assessment Answer 

Question 1 – Business structure and corporate governance 

a) Melmotte is currently a Limited Liability (Ltd) company. Explain what is meant by ‘Limited Liability’ in this context, and how this differs from a sole trader company.

Grosvenor will be hoping that the company will be able to become a Public Limited Company (PLC) in a few years’ time. Explain the main difference between a Ltd company and a PLC. Grosvenor has stated that it would like Melmotte to have an audit each year, despite not being required to do so by law.

b) Explain the purpose of an audit and why an investor like Grosvenor would like the company to have one.

Consider the comments made by Hetta Carbury in Exhibit 4 in regard to Grosvenor’s expectations of Melmotte’s corporate governance arrangements.

c) Identify and explain ONE benefit and ONE drawback of Hetta taking on the joint role of Chief Executive and Chairman of Melmotte (assuming the company becomes a PLC in thefuture).

d) Explain what a ‘non-executive director’ is.

e) Describe TWO benefits of having non-executive directors on Melmotte’s Board of Directors.

f) In considering the remuneration package for the Sales Director of Melmotte:

• State the name of the corporate governance committee Melmotte should put in place to decide the package, and who should sit on it.

• What kind of remuneration, other than a higher salary, could the company offer that might persuade Hamilton Fisker to remain with the company for the next few years?

Question 2 – Management 
If Hetta Carbury is persuaded that she should not be both Chairman and Chief Executive, she may decide to appoint someone new as the Chief Executive (CEO).

a) In your view, what is the difference between ‘leadership’ and ‘management’?

b) A CEO’s role involves a combination of decision-making, planning and organisation, and leadership. Discuss what these three roles involve, using the information in the case study to give examples of each in the context of Melmotte.

c) Given the current exciting developments, and the potential expansion of the company in terms of new products and new markets, discuss THREE areas of skills, attributes and / or experience that a good candidate would be expected to demonstrate in order to be offered the position of CEO, explaining why these would be useful for Melmotte.

Question 3 – Overseas expansion

One of the main reasons that Melmotte is seeking additional investment is that it would like to expand overseas in the next few years.

a) Identify ONE GLOBAL institution that has been established to help companies to trade with companies and consumers in other countries, and briefly explain what it does. (This should not be a commercial business, or an institution linked solely to one country or one region).

b) Identify and discuss THREE cultural issues that Melmotte may have to take into consideration when trading overseas or setting up an overseas operation in ONE foreign country of your choice (any country other than the United Kingdom).

c) Discuss ways in which Melmotte might best deal with the issues identified in part (b) to ensure that the company can be successful in the country you selected to discuss.

d) As part of a PESTLE analysis, identify and discuss THREE political and/or social factors in this country that may have an influence on Melmotte’s plans.

Question 4 – Marketing (Total of 24 marks for this section)
Hetta is very excited about the launch of the company’s new perfume “Juliet”. She would like some recommendations as to how best to market the product, in order to secure the maximum sales.
a) In terms of marketing, explain what is meant by the “Four P’s”, giving an example of each.

b) Recommend THREE different ways in which Melmotte could choose to market the new perfume, explaining at least ONE benefit and ONE drawback of each method.

You should present your answer in the form of a professional report. This means that you should include
a) An executive summary that briefly presents the findings of the report at the beginning of your report.
b) Professional layout:
• A title page
• Addressed to Hetta
• A table of contents
• Clear headings for each section
• Proper referencing, using the Harvard convention, if you have used the work of another person.

c) Your answer should be clear and coherent

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