Strategic analysis is a necessary step before a company's corporate and business strategy
can be formulated. It is necessary for the company to assess its present strategic position
in order to determine its future strategic direction. Determination of the strategic position
is a basic and crucial step in strategic analysis. Strategic analysis uses a framework that
guides the analyst to review the company's mission and objectives, explore the
opportunities and threats in the external and internal environment of the company, and
analyze its strengths and weaknesses. This leads to formulation of strategies suitable for
the company to overcome its competitors and strengthen its position in the market.
You are required to analyse and determine the strategic position of the company of your
own choice. In order to be able to suggest a viable and workable strategy, you are
required to critically evaluate the company's internal and external environment by using
the SWOT and Porter's 5 Force Analysis tools. You are also required to critically
evaluate the current strategy of the chosen company and suggest an alternate strategy
backed by sound arguments.
The following companies are NOT ALLOWED to be discussed:
1. Air Asia
2. Firefly
3. McDonalds
4. KFC
5. Toyota
6. BMW
7. Mercedes Benz
8. Starbucks
9. Coffee bean
10. Maxis
11. Digi
12. Hewlett-Packard (HP)
Report Format:
1. Executive Summary: (summarizing the entire assignment and not exceeding one
page)
2. Introduction: (5% of the total word count)
3. Background of the Company: (5% of the total word count)
4. External Analysis: (15% of the total word count)
a. Porter's 5-Force Analysis
5. Internal Analysis: (15% of the total word count)
a. SWOT Analysis:
6. Review of Existing Strategy: (30% of the total word count)
7. Proposed Strategy: (25% of the total word count)
8. Conclusion: (5% of the total word count)
9. List of Referencing following Harvard Referencing System
10. Bibliography following Harvard Referencing System
INSTRUCTIONS
1. The assignment MUST be submitted on-line on or before the due date.
2. Assignments should be word processed.
3. The assignments shall contain 3500 words (+/- 10%), presented in text of font size 12
with 1.5 line spacing.
