2025 L6M2: Global Commercial Strategy–The Best PDF
2025 L6M2: Global Commercial Strategy–The Best PDF
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CIPS L6M2 Exam Syllabus Topics:
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CIPS Global Commercial Strategy Sample Questions (Q12-Q17):
NEW QUESTION # 12
SIMULATION
Evaluate the following types of business structures: simple, functional, multi-divisional and matrix, explaining the advantages and disadvantages of each.
Answer:
Explanation:
Evaluation of Business Structures: Simple, Functional, Multi-Divisional, and Matrix Introduction A company's business structure defines how it organizes its people, processes, and decision-making hierarchy. The right structure helps an organization operate efficiently, communicate effectively, and achieve strategic goals.
This answer evaluates four common business structures:
Simple Structure - Small, centralized decision-making.
Functional Structure - Organized by business functions (e.g., marketing, finance).
Multi-Divisional Structure - Separate divisions with decentralized decision-making.
Matrix Structure - A hybrid of functional and project-based management.
Each structure has advantages and disadvantages that impact efficiency, flexibility, and strategic execution.
1. Simple Structure(Small, Centralized Organization)
Explanation:
A simple structure is typically used by small businesses or startups with few employees and direct leadership by the owner or CEO.
✅ Key Characteristics:
Centralized decision-making.
Minimal bureaucracy and hierarchy.
Quick adaptability to changes.
Example: A local retail store or family-owned restaurant where the owner makes all key decisions.
Advantages of a Simple Structure
✔ Fast decision-making - No complex approval processes.
✔ Flexible and adaptable - Can quickly respond to market changes.
✔ Low operational costs - Minimal administrative expenses.
Disadvantages of a Simple Structure
❌ Lack of scalability - Difficult to manage growth.
❌ Over-reliance on leadership - If the owner is absent, decision-making stalls.
❌ Limited specialization - Employees often perform multiple roles, reducing efficiency.
Best for: Small businesses, early-stage startups, and family-run companies.
2. Functional Structure(Organized by Department Functions)
Explanation:
A functional structure groups employees based on business functions (e.g., HR, finance, marketing, operations).
✅ Key Characteristics:
Specialization within departments.
Clear lines of authority.
Efficient division of work.
Example: A manufacturing company with dedicated teams for production, sales, HR, and R&D.
Advantages of a Functional Structure
✔ Encourages specialization - Employees develop expertise.
✔ Efficient resource allocation - Reduces duplication of roles.
✔ Clear chain of command - Reduces confusion in reporting lines.
Disadvantages of a Functional Structure
❌ Silos between departments - Poor cross-functional communication.
❌ Slow decision-making - Requires coordination across departments.
❌ Limited flexibility - Harder to respond quickly to market shifts.
Best for: Medium to large firms in stable industries (e.g., banks, insurance companies, government agencies).
3. Multi-Divisional Structure (M-Form)(Organized by Business Units or Divisions) Explanation:
A multi-divisional structure consists of separate business units (divisions), each operating independently under a corporate headquarters.
✅ Key Characteristics:
Decentralized decision-making at the divisional level.
Each division focuses on a specific product, market, or region.
Corporate HQ oversees strategic direction.
Example: Unilever operates multiple divisions for food, beauty, and household products, each with its own leadership team.
Advantages of a Multi-Divisional Structure
✔ Faster decision-making - Divisions operate autonomously.
✔ Better market responsiveness - Each unit focuses on its unique customers.
✔ Risk diversification - If one division underperforms, others can offset losses.
Disadvantages of a Multi-Divisional Structure
❌ Higher operational costs - Each division requires management and resources.
❌ Duplication of functions - HR, marketing, and finance teams may exist in multiple divisions.
❌ Potential competition between divisions - Internal rivalry may slow down collaboration.
Best for: Large corporations with diverse product lines or global operations (e.g., Toyota, Amazon, PepsiCo).
4. Matrix Structure(Dual Reporting: Functional & Project-Based Teams)
Explanation:
A matrix structure combines functional and project-based management, where employees report to both functional managers and project leaders.
✅ Key Characteristics:
Employees work on cross-functional teams while still belonging to their department.
Encourages collaboration between different business functions.
Enhances project efficiency and resource sharing.
Example: NASA and consulting firms (e.g., Deloitte, PwC) use matrix structures where engineers or consultants work on multiple projects while reporting to department heads.
Advantages of a Matrix Structure
✔ Encourages collaboration and knowledge sharing.
✔ Flexible and adaptable to projects.
✔ Better use of company resources - Employees work across different teams.
Disadvantages of a Matrix Structure
❌ Complex reporting relationships - Employees may receive conflicting instructions.
❌ Higher administrative costs - Requires extensive coordination.
❌ Slower decision-making - More meetings and discussions needed to align multiple teams.
Best for: Project-based companies, tech firms, multinational corporations (e.g., Google, IBM, Boeing).
5. Comparison of Business Structures
Key Takeaway: The choice of business structure depends on company size, industry, and strategic objectives.
Conclusion
Each business structure offers unique benefits and challenges:
✅ Simple Structure - Best for small, agile businesses but lacks scalability.
✅ Functional Structure - Encourages efficiency and specialization but creates departmental silos.
✅ Multi-Divisional Structure - Ideal for large firms with diverse product lines but can be costly.
✅ Matrix Structure - Encourages collaboration and flexibility but is complex to manage.
Organizations must select a business structure that aligns with their strategic goals, operational needs, and industry requirements.
NEW QUESTION # 13
SIMULATION
XYZ is a large technology organisation which has used an aggressive growth strategy to become the market leader. It frequently buys out smaller firms to add to its increasing portfolio of businesses. How could XYZ use the Kachru Parenting Matrix to assist in decision making regarding future investments?
Answer:
Explanation:
Using the Kachru Parenting Matrix for XYZ's Investment Decisions
Introduction
The Kachru Parenting Matrix is a strategic decision-making tool that helps businesses evaluate how well a parent company can add value to its subsidiaries. For XYZ, a large technology firm that follows an aggressive acquisition strategy, the Kachru Parenting Matrix can guide investment decisions by assessing the synergy between the parent company (XYZ) and its acquired businesses.
By using this matrix, XYZ can determine which acquisitions will benefit from its expertise, resources, and management style, ensuring maximum strategic alignment and value creation.
1. Explanation of the Kachru Parenting Matrix
The Kachru Parenting Matrix evaluates business units based on:
Business Unit Fit - How well the subsidiary aligns with the parent company's core capabilities and expertise.
Parenting Advantage - The ability of the parent company to add value to the subsidiary through strategic oversight, resources, and expertise.
It categorizes business units into four quadrants, influencing investment decisions:
| Parenting Advantage →
2. How XYZ Can Use the Kachru Parenting Matrix for Investment Decisions
1. Identifying Core Growth Areas - Heartland Businesses (Invest & Grow) These businesses strongly align with XYZ's expertise and benefit from its technology, resources, and leadership.
XYZ should prioritize investment, innovation, and expansion in these areas.
Example: If XYZ specializes in AI and cloud computing, acquiring smaller AI startups would fall into the Heartland category, ensuring seamless integration and value creation.
✅ Strategic Action: Invest in R&D, talent acquisition, and global expansion for these subsidiaries.
2. Maintaining Complementary Businesses - Ballast Businesses ⚓ (Maintain or Divest if Needed) These businesses are profitable but do not directly fit XYZ's core strategy.
XYZ can keep them for financial stability or sell them if they drain management resources.
Example: If XYZ acquires a hardware company but primarily operates in software, the hardware unit may not fully align with its expertise.
✅ Strategic Action: Maintain for profitability or sell if it becomes a burden.
3. Avoiding Value Draining Investments - Value Trap Businesses (Reevaluate or Divest) These businesses seem promising but struggle under XYZ's management approach.
They may require too much intervention, reducing overall profitability.
Example: If XYZ buys a social media company but lacks the right expertise to monetize it effectively, it becomes a value trap.
✅ Strategic Action: Reevaluate if restructuring is possible; otherwise, sell to avoid financial losses.
4. Exiting Poorly Aligned Businesses - Alien Territory (Divest Immediately) These businesses do not align at all with XYZ's strategy or expertise.
Keeping them leads to resource misallocation and inefficiencies.
Example: If XYZ acquires a retail clothing company, it would be in Alien Territory, as it does not fit within the technology industry.
✅ Strategic Action: Divest or spin off these businesses to focus on core competencies.
3. Strategic Benefits of Using the Kachru Parenting Matrix
✅ Improves Investment Focus - Helps XYZ identify the most valuable acquisitions.
✅ Enhances Synergy & Value Creation - Ensures subsidiaries benefit from XYZ's resources and leadership.
✅ Prevents Poor Acquisitions - Avoids wasting capital on unrelated businesses.
✅ Optimizes Portfolio Management - Balances high-growth and stable revenue businesses.
4. Conclusion
The Kachru Parenting Matrix is a critical tool for XYZ to assess future acquisitions, ensuring that each business unit contributes to long-term profitability and strategic alignment.
✅ Heartland businesses should receive maximum investment.
✅ Ballast businesses can be maintained for financial stability.
✅ Value Trap businesses should be reevaluated or restructured.
✅ Alien Territory businesses must be divested to avoid inefficiencies.
By using this framework, XYZ can ensure smarter, more strategic acquisitions, maintaining its market leadership while avoiding financial risks.
NEW QUESTION # 14
SIMULATION
Explain the characteristics of strategic decisions. At what level of a business are strategic decisions made and why?
Answer:
Explanation:
Characteristics of Strategic Decisions
Strategic decisions are long-term, high-impact choices that shape a company's future direction. These decisions differ from operational and tactical decisions in several key ways:
Long-Term Focus - Strategic decisions determine the future direction of a business, often spanning several years.
Example: A company deciding to expand into international markets.
Significant Impact - They affect the entire organization, influencing growth, profitability, and market positioning.
Example: A shift from a brick-and-mortar retail model to an e-commerce-based approach.
Resource Intensive - They require large financial, human, and technological resources to implement.
Example: Investing in AI-driven supply chain automation.
High Risk and Uncertainty - These decisions involve considerable risks due to market changes, competition, and external factors.
Example: Entering an emerging market with regulatory and political risks.
Difficult to Reverse - Strategic decisions are not easily changed without significant costs or consequences.
Example: Mergers and acquisitions require extensive planning and are challenging to undo.
Cross-Functional Involvement - They require input from multiple departments (finance, marketing, operations, IT).
Example: A new product launch involves R&D, marketing, supply chain, and finance teams.
Aimed at Gaining Competitive Advantage - The goal is to improve the company's market position and long-term success.
Example: Tesla's focus on electric vehicle technology and charging infrastructure.
At What Level Are Strategic Decisions Made?
Strategic decisions are made at the corporate and business levels, typically by senior management and executives. The three levels of decision-making in a company are:
1. Corporate-Level Decisions (Top Management)
Made by the CEO, Board of Directors, and Senior Executives.
Concerned with the overall direction of the company.
Focuses on long-term objectives, market expansion, mergers & acquisitions.
Example: Amazon's decision to acquire Whole Foods to expand into the grocery industry.
2. Business-Level Decisions (Middle Management)
Made by Divisional Heads, Business Unit Managers, and Senior Functional Leaders.
Focuses on how to compete effectively within a specific industry or market.
Covers areas such as pricing, product differentiation, and operational efficiency.
Example: Netflix shifting from a DVD rental business to a streaming service.
3. Functional-Level Decisions (Operational Managers)
Made by Department Heads, Operational Managers, and Team Leaders.
Concerned with day-to-day implementation of strategic and business-level plans.
Focuses on efficiency, productivity, and execution of company strategy.
Example: A supply chain manager optimizing inventory levels to reduce costs.
Why Are Strategic Decisions Made at the Corporate and Business Levels?
Require Vision and Expertise - Senior executives have the big-picture perspective needed for long-term planning.
Affect the Entire Organization - These decisions impact multiple departments, requiring cross-functional coordination.
High-Risk and Costly - Strategic choices involve financial investments, brand reputation, and market positioning.
Long-Term Focus - Corporate-level leaders ensure that decisions align with the company's mission, vision, and goals.
Conclusion
Strategic decisions shape the company's future, requiring careful planning, significant investment, and risk assessment. They are made at the corporate and business levels because they impact the entire organization, require expert leadership, and have long-term consequences.
NEW QUESTION # 15
SIMULATION
Describe four drivers of internationalisation
Answer:
Explanation:
Four Key Drivers of Internationalisation
Introduction
Internationalisation refers to the process of expanding business operations into international markets. Companies expand globally to increase market share, access resources, reduce costs, and enhance competitiveness.
Several factors drive internationalisation, but the four key drivers are:
Market Drivers - Demand from global consumers.
Cost Drivers - Reducing production costs.
Competitive Drivers - Gaining an edge over rivals.
Government & Regulatory Drivers - Trade policies and incentives.
These factors influence business strategy, supply chain management, and operational efficiency in international markets.
1. Market Drivers(Demand and Market Expansion)
Definition
Market drivers relate to consumer demand, global branding opportunities, and standardization of products across different markets.
✅ Why It Drives Internationalisation?
Companies seek new customers and revenue streams beyond domestic markets.
Global branding creates strong market presence and customer loyalty.
Similar customer preferences allow for product standardization and scalability.
Example: McDonald's expands globally by offering consistent branding and adapted menus to match local tastes.
Key Takeaway: Businesses expand internationally to tap into new markets, increase sales, and leverage brand recognition.
2. Cost Drivers (Reducing Production and Operational Costs)
Definition
Cost drivers involve reducing manufacturing, labor, and supply chain costs by operating in lower-cost regions.
✅ Why It Drives Internationalisation?
Labor cost savings - Companies move production to low-cost countries (e.g., China, Vietnam, Mexico).
Economies of scale - Expanding operations globally lowers per-unit costs.
Access to cheaper raw materials - Firms relocate to resource-rich countries for lower procurement costs.
Example: Apple manufactures iPhones in China due to lower labor costs and supplier proximity.
Key Takeaway: Companies internationalise to optimize costs, increase profit margins, and improve supply chain efficiency.
3. Competitive Drivers (Gaining Market Advantage)
Definition
Competitive drivers push firms to expand internationally to stay ahead of rivals, access new technologies, and strengthen market positioning.
✅ Why It Drives Internationalisation?
Competing with global players forces firms to expand or risk losing market share.
First-mover advantage - Entering new markets early builds brand dominance.
Access to innovation - Expanding to regions with advanced R&D and skilled talent enhances competitiveness.
Example: Tesla expanded into China to compete with local EV manufacturers and dominate the world's largest electric vehicle market.
Key Takeaway: Businesses internationalise to outperform competitors, access innovation, and capture strategic markets.
4. Government & Regulatory Drivers(Trade Policies & Incentives)
Definition
Government policies, trade agreements, and financial incentives influence how and where businesses expand internationally.
✅ Why It Drives Internationalisation?
Free Trade Agreements (FTAs) reduce tariffs, making exports/imports more attractive.
Government incentives (e.g., tax breaks, subsidies) encourage foreign investments.
Favorable regulations allow easier market entry and operations.
Example: Car manufacturers set up plants in Mexico due to NAFTA trade benefits and lower import tariffs into North America.
Key Takeaway: Businesses internationalise when government policies support market entry, trade facilitation, and investment incentives.
Conclusion
Internationalisation is driven by market demand, cost efficiencies, competitive pressures, and regulatory factors. Companies expand globally to:
✅ Access new customers and increase revenue.
✅ Reduce costs through cheaper production and labor.
✅ Stay competitive and gain market leadership.
✅ Leverage government trade policies for easier market entry.
Understanding these drivers helps businesses make informed global expansion decisions while managing risks effectively.
NEW QUESTION # 16
SIMULATION
Evaluate diversification as a growth strategy. What are the main drivers and risks?
Answer:
Explanation:
Evaluation of Diversification as a Growth Strategy
Introduction
Diversification is a growth strategy where a company expands into new markets or develops new products that are different from its existing offerings. It is the riskiest strategy in Ansoff's Growth Matrix, but it can provide significant opportunities for business expansion, revenue diversification, and risk mitigation.
Diversification is driven by factors such as market saturation, competitive pressure, and technological advancements but also carries risks related to high investment costs and operational complexity.
1. Types of Diversification
2. Main Drivers of Diversification
1. Market Saturation and Competitive Pressure
When a business reaches peak growth in its existing market, diversification helps find new revenue streams.
Competition forces businesses to explore new industries for continued growth.
Example: Amazon expanded from an online bookstore to cloud computing (AWS) due to competition and limited retail growth.
2. Risk Reduction and Business Sustainability
Diversifying reduces dependence on a single market or product.
Protects the business against economic downturns and industry-specific risks.
Example: Samsung operates in electronics, shipbuilding, and insurance, reducing reliance on one sector.
3. Leveraging Core Competencies and Brand Strength
Companies use existing expertise, technology, or brand reputation to enter new markets.
Example: Nike expanded from sportswear to fitness apps and wearable technology.
4. Technological Advancements & Market Opportunities
Digital transformation and innovation create opportunities for diversification.
Companies invest in new technologies, AI, and automation to expand their offerings.
Example: Google diversified into AI, smart home devices, and autonomous vehicles (Waymo).
3. Risks of Diversification
1. High Investment Costs & Uncertain Returns
Diversification requires significant R&D, marketing, and infrastructure investment.
ROI is uncertain, and failure can result in financial losses.
Example: Coca-Cola's failed diversification into the wine industry resulted in losses due to brand mismatch.
2. Lack of Expertise & Operational Challenges
Expanding into unfamiliar industries increases operational complexity and risks.
Companies may lack the expertise required for success.
Example: Tesco's expansion into the US market (Fresh & Easy) failed due to a lack of understanding of American consumer behavior.
3. Dilution of Brand Identity
Expanding into unrelated sectors can confuse customers and weaken brand strength.
Example: Harley-Davidson's attempt to enter the perfume market damaged its brand credibility.
4. Regulatory and Legal Barriers
Compliance with different industry regulations can be complex and costly.
Example: Facebook faced regulatory scrutiny when diversifying into financial services with Libra copyright.
4. Conclusion
Diversification can be a high-reward growth strategy, but it requires careful planning, market research, and strategic alignment.
✅ Main drivers include market saturation, risk reduction, leveraging expertise, and technology opportunities.
❌ Key risks include high costs, operational challenges, brand dilution, and regulatory barriers.
Companies must evaluate diversification carefully and ensure strategic fit, financial feasibility, and market demand before expanding into new industries.
NEW QUESTION # 17
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