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You are required to conduct a strategic analysis of an international company of your choice. You should choose a company in which you have worked; have some knowledge, or one that has a high media profile. If you are in doubt about your choice of company, consult your tutor.
You should use as the focus for your analysis a topic taken from the lecture programme and apply this to your chosen organisation to look at the particular aspects of the strategy within that organisation. However, this should be set in the context of the broader environment in which the organisation operates.
It is important that you relate relevant theoretical frameworks to the empirical information (data) you have gathered in order to analyse, and not merely describe the organisation’s strategy. You should aim to evaluate the viability of the firm’s current strategy and make any recommendations for changes to the strategy that you consider to be appropriate.

This analytical report should be no more than 3,000 words in length, should demonstrate your ability to identify and employ relevant academic concepts, theories and models, and should be fully referenced using the Harvard referencing system (refer to examples in handbook).

Please attend the assignment preparation tutorials (see schedule below) where you will be provided with further information about the required content and scope of the work.

In the event of a late submission, university regulations will apply.

Possible Topics: (Choose only one)

Resource Based View (RBV)
Knowledge Bases View (KBV)
Strategy Formation
Strategic Thinking

(Strategic Change is not available as an assignment topic)

Keep introductory sections brief

Keep Corporate Level Strategy analysis brief – make sure you analyse this through the chosen lens i.e. Leadership, thinking, formation etc

Business Level Strategy analysis will be the main body of the report – again though, make sure you look at the strategy through your chosen lens

You must consider the external and internal environment throughout the analysis.

Identify the success of the strategy through considering the share price, market share, profitability.

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