The assignment requires you to write a report where you critically analyze the strategy of an existing company, offering your original views and your strategic recommendations.

The assignment requires you to write a report where you critically analyze the strategy of an existing company, offering your original views and your strategic recommendations.

Strategic Management

Assignment task
The assignment requires you to 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
   Task requirements
   How your work will be assessed
   Your work will be assessed against the assessment criteria which have been provided at the end of this
   brief. These criteria have been designed specifically for this assignment and are intended to measure the
   extent to which you have demonstrated your achievement of its associated learning outcomes (see above).
   They have been aligned with the institutional-grade descriptor appropriate for your level.
   The mark will be determined as follow:

• 40% for your assessment of the organisation’s strategic purpose and the internal and external
  context in which it operates
• 40% for your ability to analyse the current strategy and offer recommendations, including

considerations on implementation

• 10% for effective use of external sources and referencing