Reports must be submitted electronically via the MySCU assignment drop box by the due date. A hard copy may also be required if your local lecturer elects to mark via hard copy.
Length: 3500 words maximum (excluding executive summary, reference list and any appendices).
A penalty of 5% of available marks will be applied for every 100 words over this limit.
A key concern of strategic management is making prudent and effective use of an organisation’s resources and capabilities to achieve the organisation’s goals in light of prevailing external conditions. Thus, for this assessment you are required to choose one of two prescribed case study organisations and conduct an analysis of that organisation’s internal and external environments, then make recommendations as to how the organisation might maintain or improve its competitive advantage.
Students must base their report around one of two real-world tourism, hospitality, or event organisations prescribed by the unit assessor. The unit assessor will advise you early on in the session as to which organisations you may base your report around.
Students must work in pairs. On-campus students will arrange themselves into pairs, whilst distance education students will be placed into pairs by their lecturer.
This assessment must be presented in academic report format, the details of which are specified in the following sub-section.
You must cite a minimum of five (5) academic references in compiling this report.
You must also cite a minimum of six (6) pieces of ‘applied literature’ (e.g. company websites, newspaper and/or industry/trade journal articles) throughout specified sections of the report. Details of this requirement are spelt out in the following sub-section.
This assessment is designed as an experiential learning exercise by having you apply theoretical concepts to real-world situations in a critical manner. You should adopt the mindset of a business strategist for the organisation you have elected to base your report on.
Your business strategy report must be presented using academic report format. It should conform to the following format, and should also include a professionally laid-out table of contents prior to the executive summary:
An executive summary of a report is just that, a summary (and is not included in your total word count for this assessment). It contains a statement of report purpose and an overview of the actual and specific findings. For this assessment, it should be no longer than one page. The summary can only be written after you have completed your report. Write in ‘past’ tense (e.g. The purpose of this report was to … ). If an executive summary is well written the reader should be able to understand the main points, findings, and conclusions of the actual report without having to read the full report.
Section One – Introduction (~100 words)
This is a brief statement of the purpose of the report, what its objectives are, and an overview of how the report is structured.
Section Two – Analysis of the internal environment (~1000 words)
In this section you are required to critically analyse the organisation’s internal environment. You should critically evaluate the organisation’s resources, capabilities, strategic capabilities (a.k.a. distinctive competencies), and how these contribute to that organisation’s competitive advantage.
In compiling this section you must: critically analyse the organisation’s internal environment. Here you must:
a) critically discuss the organisation’s key resources, capabilities, and how those resources and capabilities combine to form distinctive competencies. You should also briefly discuss what you believe is the organisation’s key competitive advantage, and comment on its durability.
b) incorporate at least two (2) ‘applied literature’ references into your analysis to demonstrate wider reading on the organisation you are analysing.
It is strongly suggested that you make use of sub-headings in this section, and address each concept (i.e. resources, capabilities, distinctive competencies, competitive advantage) in isolation. Remember that the marker is looking for you to demonstrate an understanding of each concept.
Section Three – Analysis of the external environments (~1300 words)
Here you are required to analyse the organisation’s external environments. There are two components to this section: an analysis of the macro-environment, and an analysis of the industry environment.
3.1 Analysis of the macro-environment
In compiling your analysis of the organisation’s macro-environment you must:
a) discuss two (2) contemporary macro-environmental trends pertinent to the organisation you are analysing
b) incorporate at least two (2) ‘applied literature’ references into your macro-environmental analysis to demonstrate wider reading on such issues.