CASE STUDY - ALCHIMIST LTD

Questions-

Question 1 - Graduate trainee scheme

a) Identify and discuss TWO skills and attributes that Michelle would consider essential requirements in the applicants selected for the graduate trainee scheme.

b) Michelle would like the trainees to experience a variety of roles within the business. To help her draw up the job specification, choose THREE operational areas of Alchimist from the following list:

-Manufacturing
-Finance
-Sales and Marketing
-Human Resources
-Research and Development
-Information Technology

For each of them:

Explain the function of this area

Explain why it is important to Alchimist in particular.

Question 2 - Business structure and corporate governance

a) Alchimist 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.

Redstone will be hoping that the company will be able to become a Public Limited Company (PLC) in a few years' time. Explain the difference between a Ltd company and a PLC.

Redstone has stated that it would like Alchimist 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 Redstone would like the company to have one.

Consider the comments made by Michelle Goldsmith in Exhibit 4 in regard to Redstone's expectations of Alchimist's corporate governance arrangements.

c) Identify and explain ONE benefit and TWO drawbacks of Michelle taking on the joint role of Chief Executive and Chairman of Alchimist (assuming the company becomes a PLC in the future).

d) Describe TWO benefits of having non-executive directors on Alchimist's Board

e) In considering the remuneration package for the Sales Director of Alchimist:

-State the name of the committee Alchimist should put in place to decide the package, and who should sit on it.
-Explain a KEY feature that any future remuneration package should contain.

Question 3 - Overseas expansion

One of the main reasons that Alchimist 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.

b) Identify and discuss THREE cultural issues that Alchimist will have to take into consideration when trading overseas, or setting up an overseas operation in a foreign country of your choice.

c) Discuss how Alchimist might best deal with these issues to ensure that the company can be successful in this different country.

d) As part of a PESTLE analysis, identify and discuss THREE political factors in this country that may have an influence on Alchimist's plans.

Question 4 - Marketing

Michelle is very excited about the launch of the company's new perfume "Michelle". 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 examples.

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

Question 5 - Professional Format

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

b) Professional layout:

A title page
Addressed to Michelle
A table of contents
Clear headings for each section
Proper referencing using the Harvard convention, if you have used the work of another person.

Attachment:- CASE STUDY - ALCHIMIST LTD.rar