02 May This assignment is designed to test students understanding of three key areas:
This assignment is designed to test students understanding of three key areas:
· External Environments – the macro environment and the industry
· Internal Environments – the firm
· Strategic Choices – reasons why firms in same industry choose different strategic directions and the key uses associated with business level strategic choice.
The assignment is to be based on your choice of one of the following industries and associated firms within the selected industry.
| Industry | Example Firm |
| Airlines | Airasia and Ryanair |
This assignment will help you to understand key concepts in strategic management by conducting a real world analysis of an organisation and external environments.
here is a strong focus in developing an understanding of the issues associated with the choice of business level strategic direction.
Task Requirements
(a) External Environment Analysis
You are to undertake an analysis of the external environment of the industry you have selected. This will require you to asses both the macro environment and the specific industry. ( Use PESTLE and 5 Porters in the 2 Industry) – Analysis not a description
This will provide you with a good understanding of the external environment and provide a base for answering Part C.
(b) Firm Level Analysis
You are to choose two (2) firms in the selected industry and undertake a preliminary analysis of the firm’s key resources, capabilities and competencies. Use SWOT analysis
This will require identifying some of the key strengths and weaknesses of the two firms.
This will enable you to understand the key sources of sustainable competitive advantage for the chosen two firms.
As with Part (a) you are required to develop your answer drawing on some of the tools/frameworks of the course. It is an analysis – not just a description of the chosen firms.
(c) Strategic Choice
Linking your understanding of both Part (a) and Part (b) you are to:
Discuss which type of generic strategy you believe the two selected firms have adopted and outline your rationale.
You are also to discuss the key reasons/factors that have influenced the choice of strategic option (s) both firms.
Remember – there are four (4) key generic business level strategies.
· Focussed cost advantage/cost leadership
· Focused differentiation
· Broad base cost advantage/cost leadership
· Broad based differentiation
You might want to discuss some of the key advantages and disadvantages associated with the strategic choices made by the firms – and identify some of key success factors and risk factors.
Assessment Criteria:
The assignment will be assessed against the following criteria:
· Your ability to interpret, analyse, and respond to the question asked in an appropriate manner
· The thoroughness of research undertaken, extent of reading, collection of relevant data, and quality of sources consulted, etc.
· Your ability to analyse source material and draw valid conclusions to support arguments etc.
· Evidence of your understanding of firm level analysis and your ability to apply analytical frameworks and perspectives
· Evidence of personal reflection and insight
· Full acknowledgment of sources consulted, references used etc. including the bibliography
· Evidence of your ability to logically arrange and present the materials to an acceptable standard
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