Assignment task
Write a report where you critically analyze the strategy of an existing company, offering your original views and your strategic recommendations.
As subject of this assignment you can choose any organisation active in the broader aviation/ transportation/ tourism.
Your report should contain content covering the following four key areas:
1. Strategic purpose
In this section you should describe the reason why the organisation exists and what it plans to achieve.
This should include an overview of the nature of its business, organisational Culture, aim (Mission, Vision/Core Values, including Founders’ vision if appropriate) and the different stakeholders involved.
2. Strategic analysis
A critical analysis of the context in which the companies operates, aimed at offering valuable strategic insights. This should include an analysis of both the external and the internal environment, using tools such as SWOT, Pestle, Core Competencies, Value Chain.
3. Strategic options
In this section you should take a consulting approach: present a critical overview of the strategy currently adopted by the organisation, a list of possible alternative strategic options that you envisioned and your recommendation on what course should be chosen and why. Here you are encouraged to use creativity and imagination and you should not be afraid to recommend a very innovative or extreme strategic option, if you believe it would be the best one. Whatever your recommendation is, you will need to back it up with a solid rationale.
4. Strategic implementation
An overview of the possible actions needed to implement and monitor the organisation’s strategy. This could include an analysis of the actions being taken or planned, changes in resources, corporate/ organisational structure and people, key process, control and evaluation methods,
Your overall word count should be around 2400 words. However, in creating your e-portfolio you are encouraged to exploit the potentiality of
web publishing and not limit yourself to writing text. Your work can be expressed also with slides or multimedia elements such as photo, audio
or video (in that case, word count will be adjusted to reflect the presence of non-text elements). The website should be of quality standard and
should use a meaningful and easy-to-navigate content structure. All text elements should be written using high-quality English language and a
font with good readability.
In every piece of your work you should not simply describe what you observed. You are expected to provide a critical and original analysis,
offering your own point of view on the effectiveness of the current strategy and its alignment with the strategic purpose and environment.
Your analysis should be underpinned by the latest numerical data, evidences, trend analysis, understanding of current events (eg the effects of the Covid-19 pandemic or the war in Ukraine), lateral thinking, comparison with other organisation and relevant literature.
This assignment has been designed to provide you with an opportunity to demonstrate your achievement of the following module learning outcomes:
LO 1 Critically analyse the internal and external factors of an organisation using appropriate theoretical
frameworks and tools
LO 2 Identify and develop innovative strategic recommendations
LO 3 Apply and align organisational strategy with corporate and social responsibility
LO 4 Demonstrate an ability to take responsibility for personal leadership development in a strategic
management context
