Problem Based Learning

Changing Markets, Changing Strategies

This Problem Based Learning (PBL) exercise focuses on changing markets and how businesses adapt their strategies to these changing markets. It can be looked at from different angles, for instance, why eBay have decided to diversify, or how technology can cause markets to run in cycles bearing in mind the decline in telecommunications since the advent of the Internet (witness Marconi, BT, etc.) and how new developments can revive interest in such markets.

Our Guide for Educators provides advice on how to use this resource with both HE and FE students.

Learning Objectives:

At the end of the PBL exercise, students should understand and have covered:

• The business reasons for diversification
• The difference between business aims and objectives
• The principles of business strategy
• Models of strategic analysis
• Elements of strategic planning
• Product life cycles
• Changing markets and market structures

Resources:

• The Problem: eBay and Skype - diversification or disaster?
• References for Investigation: Changing Markets, Changing Strategies