Strategic Management
Assignment tasks
TMA 01 has 3 parts. You must answer each part. Before doing so, ensure that you have read materials and the guidance notes related to each part.
It is important to note that all TMAs are applied on one case company which this year is ‘Superdry’. Your application should be based on the Materials provided at the end of each TMA.
Part 1
Read the information provided on the company in ‘Materials’, ‘Part 1’.
Discuss the vision, mission, values, and goals of the company, reflecting on their relationship with the main events of the company’s history, their consistency and how they orient the company’s strategy.
Your answer to this part should be no more than 900 words. (35 marks)
Part 2
Look at the balance sheet and accounts data provided in the ‘Materials’, ‘Part 2’.
Analyse and discuss the financial performance of the company and its ability to create and capture value.
Your answer to this part should be no more than 400 words. (20 marks)
Part 3
Read the documents and materials provided in ‘Materials’, ‘Part 3’.
Evaluate the company’s corporate social responsibility strategy and how it relates to its stakeholders.
Your answer to this part should be no more than 900 words. (30 marks)
Materials
Part 1
1.1 Superdry – What we do, mission, vision, values and customers
Relevant material to answer Part 1 can be found in extracts as specified below:
Superdry (2021a) presents important context on the company:
What we do – A brief explanation of what the company does and its product range.
Mission – Superdry’s Intent and Mission, including a brief statement of ‘How’ they hope to achieve their strategy.
Business Model – A very brief summary of Superdry’s current approach to business.
Superdry (2021b) presents a brief timeline of the company’s history, from the founding of Cult Clothing in Cheltenham in 1985 to the current date. Superdry (2021c) presents the company’s Values.
Superdry (2021d) presents significant information and data on the company. Relevant extracts for Part 1 can be found as follows:
Global Reach – ‘Through our franchises, wholesalers and owned estate, we reach customers from all parts of the globe….’ (See Page 9).
Customers – ‘Our customers are global, aspirational and appreciative of style, quality and attention to detail, with a focus on value for money. …” (See Pages 11 and up to the end of page 12).
1.2 Brief overview of strategy
Superdry (2021d) page 4 section titled: ‘Difficult decisions, strategic changes and a disappointing performance’ offers a discussion on the current strategy.
The third paragraph discusses areas for strategic change. To the best of our knowledge, Superdry does not publicly provide its goals.
References for Part 1
Superdry (2021a) About us: at a glance. Available at: https://corporate.superdry.com/ about-us/ at-a-glance/ (Accessed: 14 April 2021).
Superdry (2021b) About us: our history. Available at: https://corporate.superdry.com/ about-us/ our-history/ (Accessed: 22 April 2021).
Superdry (2021c) About us: our values. Available at: https://www.open.ac.uk/ libraryservices/ resource/ website:134748&f=31051&f=31051 (Accessed: 22 April 2021).
Superdry (2021d) Annual report and accounts 2020. Available at:
https://corporate.superdry.com/ media/ 2821/ 27279-superdry-annual-report-2020-webready.pdf (Accessed: 14 April 2021).
PART 3
Part 3
You should use the materials in this section to help you complete Part 3 of the TMA.
Specifically, relevant material to answer Part 3 is found in extracts from Superdry (2021d; 2021e):
Superdry (2021e) discusses the company’s approach to Sustainability, the Environment and the Community under separate headings broadly defined by the areas of Product, People and Planet.
This provides a range of stakeholder considerations including:
Product sustainability through supply chain, raw materials and animal welfare.
Supporting people such as employees, colleagues, suppliers and communities including charitable partnerships.
Environmental considerations including using renewable energies, reducing waste, recycling, re-using and greenhouse gas emissions.
Superdry (2021d) presents significant information and data on the company.
Important extracts for Part 3 can be found as follows:
Sustainability Goals – information on Superdry’s three Sustainability goals for the year 2030 and their contribution towards the UN Sustainable Developments Goals (discussed during Week 4, section 2.2). (See Pages 52-55).
Progress Report: Product – ‘At Superdry, our continued ambition is to innovate using…’ (See Pages 56 and until the end of page 57).
Progress Report: People – ‘We know that our people, whether directly or indirectly engaged by Superdry, are fundamental to our success…’ (See Pages 58 and until the end of page 62).
Progress Report: Planet – ‘We understand that using resources sustainably minimises our impact…’ (See Pages 64 and until the end of page 66).
References for part 3:
Superdry Annual Report PDF supplied
https://careers.superdry.com/about-us/sustainability
PART 2
2.1 Superdry performance report
Look at the Amadeus report on Superdry (excel sheet provided)
Long description of the market value graph
Stock market price of Superdry reached a peak in 2017 but then declined from more than 1.800 GBX (pence) per share to a minimum of around 98 GBX per share in March 2020.
Since then the stock price has being rising, reaching a value of 252 GBX per share on the 20th of April 2021.
2.2 Market value of Superdry
You can find the evolution of the market value of Superdry on the financial time website:
https://markets.ft.com/data/equities/tearsheet/charts?s=SDRY:LSE&chartParams=%7B%22backfill%22%3Atrue%2C%22apiPath%22%3A%22%2F%2Fmarkets.ft.com%2Fdata%2F%22%2C%22apiSeries%22%3A%22chartapi%2Fseries%22%2C%22realtime%22%3Afalse%2C%22useProxyAction%22%3Afalse%2C%22localeId%22%3A%22en_GB%22%2C%22crosshairEnabled%22%3Atrue%2C%22crosshairFlagEnabled%22%3Atrue%2C%22showCrosshairXAxisLabel%22%3Atrue%2C%22panelXAxis%22%3A%22all%22%2C%22symbol%22%3A%2223588949%22%2C%22interval%22%3A%22OneMonth%22%2C%22dataInterval%22%3A1%2C%22dataPeriod%22%3A%22Month%22%2C%22style%22%3A%22fill%22%2C%22dataNormalized%22%3Afalse%2C%22upperIndicators%22%3A%5B%5D%2C%22lowerIndicators%22%3A%5B%5D%2C%22overlays%22%3A%5B%5D%2C%22comparisons%22%3A%5B%5D%2C%22notes%22%3A%5B%5D%2C%22trendlines%22%3A%5B%5D%2C%22days%22%3A3650%2C%22BaseXid%22%3A%2223588949%22%7D
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