Reference no: EM132217418 , Length: 1800 Words

Carry out a Strategic Management analysis, diagnosis and evaluation of a firm of your choice. Your report should draw upon a wide range of sources from the textbooks, the company's website and other relevant websites, to academic journal articles and business databases. The data on the firm must be collected from secondary data sources ONLY.

You report should address the following areas:

1. Appraise the firm's strategy performance and diagnose any sources and causes of under / over performance. Analysis and diagnosis should include trends and benchmarks against main competitors.

2. Analyse the firm's external environment and evaluate its ability to compete

3. Analyse and evaluate the firm's internal environment

4. Evaluate the firm's strategic fit and formulate recommendations for success

General guidelines:
It is important to select a firm for which adequate secondary data (both quantitative and qualitative) can be easily sourced. This includes data for primary competitors of the firm in question. Lastly, a geographical focus should be specified for your analysis (e.g. UK, US, EU). You are advised to carefully check for the above before finalising your firm selection.

General textbook for this assignment is Contemporary Strategy Analysis, Robert M. Grant, Ninth Edition, Wiley, text and case
The cases and firms covered in the book cannot be used for the assignment - Tough Mudder, Starbucks, Walmart, The US airline industry, Harley Davidson, Siemens, Air Asia, Eastman Kodak, The Virgin Group etc. (these are all listed at the end of CONTENTS of the book)
The assignment should be constructed with a primary emphasis on analysis, diagnosis and insight formulation. Also recommended: Targeted referencing that supports analysis and diagnosis.
Use of figures, tables, graphs is recommended (as part of the main body of your report). Supporting Appendices are allowed. (These are not included in the word count)

Theory-based critical analysis combined with data-focused analysis / diagnosis is recommended.
Selecting key areas of analysis / prioritisation is strongly recommended. This will depend on the firm selected.

Question - Answer based structure is recommended. A short and specific introduction to the firm is needed and can be part of Q1.

Potential (not exclusive) thematic sources for each assignment question
Questions can focus on a range of thematic areas:
1. Appraise the firm's strategy performance and diagnose any sources and causes of under / over performance. Analysis and diagnosis should include trends and benchmarks against main competitors.
Potential Thematic Focus (book chapters):
- Introduction and Strategy Concepts, p.3
- Goals, Value and Performance, p.35

2. Analyse the firm's external environment and evaluate its ability to compete Potential Thematic Focus:
- Industry and Competitive Environment,
- Competitive Advantage,
- Business Level Strategy,
- Corporate Level Strategy

3. Analyse and evaluate the firm's internal environment Potential Thematic Focus:
- Resources and Capabilities,
- Organizational Structure, Governance and Management Systems,
- Competitive Advantage,
- Corporate Level Strategy,

4. Evaluate the firm's strategic fit and formulate recommendations for success Thematic Focus:
- Synthesis and critique based on analysis outcomes / conclusions from Q1-3