In this assignment, you are required to write a report which describes a strategic management situation and provides a critical analysis of that situation. Your report should be based on but not exclusively limited to the following tasks:

Step 1

Describe briefly the background information of the organisation (or strategic business unit - SBU) of your choice. This information should be brief and relevant to the discussion of your assignment and thus may include ownership, history, size, business scope, major products/services, and major markets of the organisation (or SBU) selected.

Step 2

Conduct both an internal and macro environment analysis for the industry within which the organisation (or SBU) operates as well as an analysis of the organisation/business itself using at least one of the following:

2.1. External:

Porter's 5 forces analysis.

PESTEL modelling and focus on the understanding of the purpose of this analysis, the identification of key factors and their implications in terms of key opportunities and threats, and the discussion of their overall impact on the industry growth in the future. Draw your conclusion based on your macro-environment analysis.

2.2. Internal:

Internal environment analysis. You should identify key resources, competencies risks and strategy of the organisation (or SBU) that are likely to provide sustainable competitive advantage.