Q1 Strategic Analysis: 

The aim is to achieve an understanding of the key strategic issues, both externally and internally, that are likely to influence the performance of the company into the future. You are required to carry out extensive research to update the information provided, in order for a full strategic overview to be formed.

Q2 Strategic Options and Strategy Selection:

Develop a range of strategic options, their evaluation and the selection of the ones to be implemented. Various models and tools that are part of strategic management theory may help you in your analysis. The emphasis here is very much on widening the strategic perspectives and creating a cross-disciplinary approach. Additionally, there is a key issue that has received research attention in management journals, students are encouraged to introduce this into the debate presented in their projects. 

Understanding is only achieved by interpretation of the analysis undertaken, and it is up to you as an engineering management consultant to present a well justified and logical argument for the strategic plan presented. 

Justification should be made by referring to the relevant literature, or additional research. It is the quality of the argument presented that will determine the final mark. Hence it is the data / interpretation of the data that is important and not the volume of tools of analysis used.

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