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
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