You can choose any company you like for your assignment. This company can be a successful one or one that is failing. I am also willing to accept recent failures as well. Explanation of your choice of company and the background context of that company (successful/failing) should be given briefly in the introduction to the work. Your task is to analyse the business strategy adopted by the company through using the various lenses, tools, concepts and theories explained during the module. Consider what strategic position the company is in now and is currently pursuing. You could choose to evaluate their business strategy from the perspective of strategic fit, models of failure, resource-based view and strategic capabilities, strategy clock, 5 forces analysis, warfare perspectives and so forth. The choice of methods of analysis is entirely yours but should be justified.
Remember that strategic analyses serve a crucial purpose in companies in determining the appropriateness of the business strategy for the future. Bear this in mind while writing your strategic analysis report and ensure you prepare strategic recommendations for your chosen company for the future.
In completing the summative assessment coursework you may wish to contact managers of companies for interviews or for information regarding strategies. You may seek to interview revenant managers by contacting them to arrange meetings or requesting they address questions over email. It is important to note that not all managers are available or willing to do so and a lack of interviewing will not compromise your grades. However, you may feel you will better understand the strategic direction of the firm through an interview. To facilitate this, please familiarise yourself with the ethical guidelines of the University: http://www.dmu.ac.uk/research/ethics-and-governance/faculty-specific-procedures/business-and-law-ethics-procedures.aspx
This assessment method reflects conditions you will face when working for companies and when having to conduct strategic analyses of competitors or on behalf of clients (e.g., in consultancy). You will need to work under time constraints, you will not have full and perfect access to all information and you will need to make judgements based on analysis of data and information that you can get access to. Try to integrate information from across different analysis tools and methods for richer strategic insights.
Overall word limit: 4500 words maximum.
Assignments should be typed, using 1.5 spacing and an easy-to-read 12-point font. You should use double-sided printing, and ensure that assignments are securely bound.
The word count should:
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