Answer all questions.

AKAN ENTERPRISE STRATEGY QUESTION 1 (50 MARKS: 24 HOURS) . THS is a printing company that specialises in printing magatines and book production. The company is engaged in printing high-quality mapuzines, school textbooks, general publications, directories, company annual reports, and brochures and pamphlets. The company has also published large books for overseas publishers, including printing and exporting to Africa and the Middle East. However, in recent years, THS has lost some of its essential customers to other competitors. THS was founded in 1985 by three people, and at that time, the company used a new technology developed by one of the founders. Another founder member was a finance professional. The third person was Mr Amirul, who had a robust and dynamic personality. Mr Amirul had been the driving force behind the development and growth of the business to its current size of 250 employees. With a charismatic leadership style, Mr Aminul was very proud that he knew all employees by their first names and considered everyone as part of one big team, which he called a "THS family". Everyone understood clearly what the company stood for and how things should be done. However, as the company has grown, Mr Aminul foels he is not in touch with newer staff members, and they do not understand his and the company's values. In addition, the technology used by THS is no longer considered innovative, and some other competitors are operating in exactly the same way. THS is still the market leader within the industry, but only by a few percentage points. Mr Amirul feels that the industry has reached the maurity stage of its lifecycle One day Mr Amirul has discussed this matter with his friend, Mr Bob, a management consultant. Mr Bob has suggested that the company should have a published mission statement and a clear set of strategic objectives. Besides that, Mr Bob advises Mr Aminal to formulate a new company strategy and adopt the latest marketing approach, which he called relationship marketing, to acquire new customers and improve customer retention REQUIRED: () Advise Me Amirul on how to develop a mission statement (6 Marks) (b) (c) Explain the role of the mission statement to assist THS in promoting goal congruence (2 Marks) Prepare a report to Mr Amirul on how to formulate company strategy under a national approach and identify THREE (3) challenges that this could face (10 Marks) Advise Mr Aminul on how to apply Payne's (1993) relationship marketing model to enhance THS performance as a market leader. (6 Marks) (d)