Strategic Management in Theory and Practice

Assignment Brief
Module: Strategic Management in Theory and Practice
Assessment Type: Written report
Weighting of assessment: 50% of total module marks
Deadline for Feedback: 18th November
Final Deadline: 2nd December
Assessment Learning Outcomes:

• Develop a critical understanding of the main aspects of modern strategic thinking in the context of a multinational and multicultural environment.

• Understand with clear insight and reflection the competing directions in which strategy can move depending upon the business environment, demonstrating a critical awareness that strategy is rarely static.

• Research and evaluate a range of sources of data and make choices about which to apply in which circumstances

• Work with others in formulating a plan, making decisions and reflecting on the process.

• Working to tight time constraints to assess a problem or requirement and provide an appropriate and effective solution/response.

• To apply theoretical concepts in a real-world situation and undertake a critical evaluation of the firm and its dynamic industry environment, and make recommendations for improved business performance.

Size Limit

The written report should be in a business style format
Maximum length for the report is 10 pages, including any diagrams, text boxes, graphs, etc. The Executive Summary, Table of Contents, Introduction and References are not included in the 10-page limit.
You are free to include any relevant appendices, but these must be reasonable in number and must add value to the main report. The report should be in type 12 font (Gill Sans MT) and 1.5 spacing.

PART 1. Introduction, including terms of reference; scope and boundaries of the analysis; methodology;
PART 2. External Analysis of the Industry in which your chosen company operates taking the following into account:

Industry overview, including relevant facts, figures, values, volume, segments, etc.
Macro-environment analysis;
Industry structure analysis,
Competitor analysis and/or Strategic Groups;
Opportunities and Threats
Implications of macro-environment analysis on industry structure; Key Trends and Key Drivers of change, critical uncertainties, Critical Success Factors/Key Success Factors, etc.

PART 3. Internal Analysis of your chosen company taking the following into account:

Brief introduction to the chosen company and its scope of activities, key facts and figures, etc.;
Mission/Vision and their “fitness for purpose” in the current business and competitive environment;
Any CSR or Business Ethics issues facing the industry and your chosen company;
Your chosen company’s resources and capabilities;
A Strategic Financial analysis of your chosen company and at least two other direct competitors using relevant metrics/ratios;
A critical analysis of how well your chosen company has performed financially in comparison to its main competitors;
An analysis of the competitive strategy (or strategies) that you believe your chosen company is following, including competitive positioning;
Any value proposition that clearly differentiates your chosen company and its chosen segments from that of its competitors;
Any strategic capabilities or distinctive core competencies leading to sustainable competitive advantage, if any;

PART 4. A summary of all analysis undertaken taking into account:

Identification of key external and industry specific issues, challenges, opportunities and critical uncertainties;
Identification of key internal, organisation specific issues, challenges, opportunities and critical uncertainties;


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