Answer the 3 questions below: Discuss each of the issues raised and use the material sources. Where appropriate use references in the Harvard style, and diagrams and theories. It is not essential for you to write a report on each.A maximum of up to 1800 words for the whole exercise

Questions: 1. A mission statement of an organisation reflects its direction and strategic purpose over the long term. For example, "McDonald's mission is... ‘to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience - People, Products, Place, Price and Promotion', McDonalds Annual Review (2013). Evaluate how this vision of McDonalds has been at the core of its strategic direction.

2. Strategic capabilities are the ‘capabilities of an organisation that contributes to its long-term survival or competitive advantage. These are resources or internal competences that it has that are valuable to customers and its rivals do not have, or have difficulty in obtaining', (Johnson, Whittington, Scholes, Angwin and Regner (2014). Using examples from the world of business, evaluate how companies such as Amazon, Google, Disney or Nike, have used these strategic capabilities to create a strong and sustainable competitive advantage.

3. Porter (1985) in his description of generic competitive strategies refers to cost leadership as a strategic pathway to competitive advantage. Using examples of organisations that adopt a low price strategy, examine how organisations can achieve sustainable competitive advantage by the cost leadership approach.