J plc manufactures a range of cars. The company is structured on a divisional basis with each division having responsibility for a segment of the market. One of the divisions manufactures the most popular car in J plc's own country and, based on this success, J plc is now looking to expand into new markets. The Finance Director of J plc has made a statement that 'the company needs to consider its strategic growth possibilities and that the emerging economies of Brazil, Russia, India and China (BRIC) might be markets for future consideration and for establishing a manufacturing presence. Competing successfully and delivering effectively in these markets will be important to delivering the promise to shareholders of 5% profit growth over the next two years.'

Explain, with reference to the above statement, the different levels of strategy that will exist within J plc, with specific reference to the growth possibilities within the BRIC economies.

Corporate strategy is concerned with what type of business or businesses should the organisation be in. At this level, issues will contain decisions on acquisitions, mergers and sell-offs or closure of business units. These strategies are to ensure there is a balanced portfolio of businesses. The corporate strategy usually includes development of corporate policies on issues like as public image and employment practices.

Corporate level strategy in J plc will be concerned with the overall purpose and scope of the organisation, meeting the expectations of shareholders and making choices about allocating corporate resources. Decisions at this level tend to be difficult and non-routine.