Strategic Management

Semester: E 15 Module Code: PM 303 Module Title: Strategic Management Programme BSc (Honours) Level: Level 6 Awarding Body: Module Leader John Threlfall Format: Strategic Report. Group format (no more than 4 per group) 2,500 words (with 10% plus or minus leeway) plus Appendices 50% of overall mark for the module. Any special requirements: The Report should be submitted on the Student Portal Along with a Turnitin Report. Deadline date for submission: Week 10 Friday 11th December Learning outcomes to be examined in this assessment 1. Critically examine the relationship and the need for compatibility between corporate strategic and functional management policies. 2. Analyse the internal and external influences on corporate objectives and strategy. Percentage of marks awarded for module: 50% of the total marks for the module Assessment criteria Explanatory comments on the assessment criteria Maximum marks for each section Content, style, relevance, originality Clear demonstration of rigorous research from recognised authoritative sources. Relevance of Content to the task at hand Originality of Content 40% Format, referencing, bibliography Harvard 10 % Constructive critical analysis, introduction, conclusion Demonstration of a clear understanding of the issues facing the organisation. Effective application of academic models to the selected firm Evaluation of key factors highlighted 50% Candidates must clearly label their ID Number on additional separate reference, formula or answer sheets. Assignment Brief One of the most recent leading developments in the business world has been the rise of new types of business models which completely revolutionize the workings of industries sometimes decades, if not centuries old. This level of change has impacted on a wide range of industries ranging from retail, banking and books to now even revolutionizing previously untouched business areas such as transport, hotels, education and music. This assignment requires students to conduct a strategic analysis of both the internal and external environment relating to one of the following leading technology and online companies: Spotify Netflix Expedia TripAdvisor Opentable Students are required to examine the strategic choices facing this organization and evaluate these choices as to their suitability, acceptability and feasibility. You should also provide a critique of contemporary strategic management research and practice within your report. All group members are required to participate Assignment Task: 50% of the overall mark for the Module Strategic Report to Board of Directors To: Board of Directors From: Date: tbc Subject: Strategic Review Contents: Please Note: Each of the following eight sections must be addressed. 1. 1. Executive Summary Provide a concise summary of the key issues identified within the report 1. 2. Corporate Objectives Put forward corporate objectives for your selected company for the coming year. Include both financial and strategic objectives. 3 External Analysis Conduct both of the following tasks 3.1 Macroeconomic Analysis. Conduct a PESTLE analysis for the chosen firm. 3.2 Competitive Analysis. Utilise Porter’s Competitive Forces for your analysis 4 Internal Analysis: Strategic Capabilities Conduct both of the following tasks 4.1 Resource Audit, distinguishing between Basic and Unique Resources 4.2 Analysis of Functions of the business and Core Competencies 5 Basis of Competitive Strategy 5.1 Analysis of Bowman’s Strategy Clock. In your answer identify which of the available positions does the firm take and - Identify Key Market Segment(s) targeted within chosen business area e.g by age, income, lifestyle etc. - Briefly analyse the various practices the firm adopts to sustain their competitive advantage and meet customer needs. 6 Strategic Choice In the light of the preceding sections, examine the key directions for future growth for the selected company. Using Ansoff’s Matrix, examine each of the 4 options available, detailing what each choice would possibly entail - Market Penetration - New Product Development - New Market Development - Diversification 7. Strategy Evaluation Choosing one of the options of Ansoff’s matrix assess the level of - Suitability - Acceptability - Feasibility Facts & figures, academic opinion and commentary from industry experts may all be utilised to aid evaluation and justify selection. Please consult class notes and key texts such as Johnson, Scholes et al. (2015) regarding these strategic concepts. 8. Conclusion and recommendations Conduct an overall summary of the strategic issues facing the selected company Examines how the selected company can • Make the most of their strengths? • Circumvent weaknesses? • Capitalize on opportunities? • Manage their threats? A SWOT analysis with bullet points is not required here, instead focus on key issues raised in the report. Total marks for Report: 100