MN7002 Summative Assessment 2 Individual Report, London Metropolitan University

Assessment Brief

This assessment assesses all 5 learning outcomes of the module, which are that on successful completion of the module students will be able to:

• Analyse the environment of a firm, both internal and external, current and future, to identify sources of competitive advantage and disadvantage and opportunities and threats
• Critically evaluate strategic direction and strategic options in complex current and future business environments to inform executive decisions
• Critically evaluate strategic information, insights, and recommendations
• Communicate strategic analysis and recommendations clearly, concisely, and effectively
• Appraise the strategic decision-making process

Acting as an external management consultant, you are to complete a strategic analysis of a firm and its industry, making strategic recommendations for the future. In choosing your firm and industry you should:

• Choose a firm and industry that is of interest to you, has a turnover of more than £100m and more than 250 staff. The firm may be based in any country
• Be wary of choosing a very large firm in a complex technology industry unless you have deep existing knowledge; industry boundaries in the technology industry are blurred and the products and services complicated. Large firms like Apple that are very large and operate in multiple sectors of the technology industry are particularly challenging to analyse
• Ensure that there is sufficient information available to you from university and internet sources. A firm like Waymo, which is part of Alphabet and in a very interesting business, may be difficult to research as it is not quoted on a stock exchange.