Reference no: EM131122835

Assignment Brief

This assignment requires students to conduct a strategic analysis of both the internal and external environment relating a company operates in the retail business sector. Students are required to examine the strategic choices facing this organisation and evaluate these choices as to their suitability, acceptability and feasibility. Students should also provide a critique of contemporary strategic management research and practice within the report.

1. Executive Summary

Provide a concise summary of the key issues identified within the report.

2. Strategic Purpose

2.1. Assess the strategic purpose of the organisation in terms of mission, vision and values.

2.2. Critically examine the relationship and compatibility between strategic statements and functional objectives of the company.

3. External Analysis

Conduct both of the following tasks

3.1. Analyse the broad macro-environment of the company in terms of political, economic, social, technological, ecological and legal factors. Discuss threats and opportunities in order for the company to gain sustainable competitive advantage.

3.2. Utilize Porter's Five Forces analysis in order to define the attractiveness of the industry and the market of your choice and to identify potentials for change.

4. Internal Analysis Strategic Capabilities

Conduct both of the following tasks

4.1. Identify what comprises strategic capabilities in terms of organisational resources and competences and how these relate to the strategies of the company. Distinguish between basic and unique resources.

4.2. Analyse the business functions of the company

5. Basis of Competitive Strategy

Critical Analysis of the generic strategies of the company through The Strategy Clock. In your answer identify which of the available positions does the company take and briefly analyse the various practices the company adopts to sustain their competitive advantage and meet customer needs.

6. Strategic Choice and Strategy Evaluation

6.1. In the light of the preceding sections, examine the key directions for future growth for the company. Using Ansoff's Matrix, examine each of the four (4) options given below, detailing what each choice would possibly entail.

6.1.1. Market Penetration

6.1.2. New Product Development

6.1.3. New Market Development

6.1.4. Diversification

6.2. Choosing one of the options of Ansoff's matrix, assess the level of;

6.2.1. Suitability

6.2.2. Acceptability

6.2.3. Feasibility

7. Conclusion and recommendations

Conduct an overall summary of the strategic issues facing the selected company and evaluate how the selected company can,

a) Make the most of their strengths

b) Circumvent weaknesses

c) Capitalize on opportunities

d) Manage their threats

A SWOT analysis with bullet points is not required here; instead focus on key issues raised in the report.