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Assignment 1: Strategic Direction and Analysis Report
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Module Learning Outcomes (from module syllabus)

1. Critically research, analyse, interpret, and evaluate the theories and interdisciplinary factors which contribute to the identity, formation, and application of strategy and strategic thinking in contemporary organisations and contexts. 

2. Critically research, analyse, and interpret case study situations, sector scenarios, and strategic contexts, and formulate strategic plans and proposals, and make informed recommendations on future strategy in particular contexts.

Background / Introduction

As a strategy consultant, you have been approached by the Board of Directors of an existing company of your choice to advise them on their future strategic direction. You are required to present your opinion, based upon researched evidence, in the form of a report to cover the following five tasks:

1. The strategic direction that the company has followed in the past and the way in which strategic thinking has developed within the past 5 years                      
                                                                                                                          
2. A detailed analysis of the industry in which the company is operating to include:

a. The choice and use of appropriate frameworks for strategic analysis.

b. A critical discussion of the company’s competitive advantage among its direct competitors.

c. The probable industry scenarios facing the company within its existing market domains.

                                                                                                                         
3. Further analysis with regard to:

a. Whether their mission and vision statements are aligned to the demands of the marketplace.

b. The company's strategic capabilities.
                                                                                                                        

4. Discuss possible strategies that the company could follow to defend its core business.

5. In the light of your discussion in tasks 1-4, analyse and evaluate the resource implications of your recommendations that the company has to address. 

3000 words +/- 10%.  Any deviation from this will be penalised

Please note the following when completing your written assignment:

1. Writing: Written in English in an appropriate business/academic style

2. Focus: Focus only on the tasks set in the assignment.

3. Length: 3000 words

4. Formatting: Typed on A4 paper in Times New Roman or Arial font 12 with at least 2.5 centimetre space at each edge, double spaced and pages numbered.

5. Document format: Report

6. Ensure a clear title, course, and name or ID number is on a cover sheet and a bibliography using Harvard referencing throughout is also provided.

7. Research: Research should use reliable and relevant sources of information e.g. academic books and journals that have been peer reviewed. The research should be extensive. 


The use of a range of information sources is expected – academic books, peer reviewed journal articles, professional articles, press releases and newspaper articles, reliable statistics, company annual reports and other company information. All referencing should be in Harvard style.

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