Peloton Interactive LLC is a US based Corporation founded in 2012, that uses technology and design to connect the world through fitness, empowering people to be the best version of themselves anywhere, anytime1. The company enjoyed massive growth and success during the global pandemic, reaching market capitalisation of $44.38 Billion in 2020, but has recently exhibited signs of commercial distress, leading to a significant decline in the value of its publicly traded shares. You are to undertake a critical analysis of key strategic challenges it faces, using an evidence-based approach to inform your assessment. Where you use tools, models or theories of Strategic Management to structure your analysis, you must include commentary setting out your rationale for adopting these, and explaining any key critical issues associated with their use in exploring strategy.

1. An introduction setting out your understanding of the task and, your planned approach. (150-200 words) 5 marks

2. An outline of the organisational context selected for your report and an overview of its development to- date. (200-300 words) 5 marks

3. Evidence of your engagement with relevant academic sources and literature. You should aim to demonstrate balanced critical evaluation of relevant theoretical concepts drawn from a range of appropriate sources (2000-2500 words maximum) 40 marks

4. Application of theory in the context of your selected organisation, as directed above, and using insights and examples from your reading of relevant academic and industry literature to provide support for any observations and arguments (1200-1500 words maximum) 30 marks

5. A short concluding section drawing conclusions about the relevance of Strategic Management theory in informing organisational strategy (400-500 words maximum) 15 marks

6. A short Reflective Assessment of your key learning from undertaking the assignment (150-300 words) 5 marks