这个作业是选择一个公司进行市场营销战略分析
Strategic Management (BS3543)
General Guidelines:
Carry out a Strategic Management analysis, diagnosis and evaluation of a firm of your choice Any firm can be selected for analysis, excluding cases which have been analysed in class, as listed in the published lecture plan. The cases listed in the lecture plan have been covered and analysed in detail and should not be selected for the assignment.
It is important to select a firm for which adequate secondary data (both quantitative and qualitative) can be easily sourced. This includes data for primary competitors of the firm in question. Lastly, a geographical focus should be specified for your analysis (e.g. UK, US, EU). You are advised to carefully check for the above before finalising your firm selection.
Your report should draw upon a wide range of sources from the core textbook, the company’s website and other relevant websites, textbooks, academic journal articles and business databases. The data on the firm must be collected from secondary data sources ONLY
The assignment should be constructed with a primary emphasis on analysis, diagnosis and insight formulation. Also recommended: Targeted referencing that supports analysis and diagnosis.
Word count limit of 2000 with a +/- 10% allowance. Please ensure you do not exceed this allowance. Figures and Tables do not contribute to the limit. Supporting appendices are allowed and they do not contribute to the word limit. Key figures, tables and analysis should be included in the main body of the report.
Use of figures, tables, graphs is recommended (as part of the main body of your report).
Theory-based critical analysis combined with data-focused analysis / diagnosis is recommended.
Selecting key areas of analysis / prioritisation is strongly recommended. This will depend on the firm selected.
Question – Answer based structure is recommended. A short and specific introduction to the firm is needed and can be part of Q1.
Potential (not exclusive) thematic sources for each assignment question
Questions can focus on a range of thematic areas:
1. Appraise the firm’s strategy performance and diagnose any sources and causes of under / over performance. Analysis and diagnosis should include trends over time and benchmarks against main competitors.
Potential Thematic Focus:
– Introduction and Strategy Concepts, wk1
– Goals, Value and Performance, wk2
2. Analyse the firm’s external environment and evaluate its ability to compete
Potential Thematic Focus:
– Industry and Competitive Environment, wk3
– Competitive Advantage, wk7
– Industry Evolution and Strategic Change, wk8
– Corporate Level Strategy wk9
3. Analyse and evaluate the firm’s internal environment
Potential Thematic Focus:
– Resources and Capabilities, wk4
– Competitive Advantage, wk7
– Corporate Level Strategy, wk9
– Strategy Implemenation: Organization Structure , Governance and Management Systems, wk10
4. Evaluate the firm’s strategic fit and formulate recommendations for success
Thematic Focus:
– Synthesis and critique based on analysis outcomes / conclusions from Q1-3
Marking breakdown:
1. 25%
2. 25%
3. 25%
4. 25%
战略管理（BS3543）
一般准则：
对您选择的公司进行战略管理分析、诊断和评估 可以选择任何公司进行分析，不包括已在课堂上分析过的案例，如已发布的讲座计划中所列。 课程计划中列出的案例已经详细涵盖和分析，不应选择用于作业。
重要的是选择一家可以轻松获取足够的二手数据（定量和定性）的公司。 这包括有关公司的主要竞争对手的数据。 最后，应为您的分析指定一个地理重点（例如英国、美国、欧盟）。 建议您在最终确定公司选择之前仔细检查上述内容。
你的报告应该利用来自核心教科书、公司网站和其他相关网站、教科书、学术期刊文章和商业数据库的广泛来源。 公司数据只能从二手数据源收集
作业的构建应主要强调分析、诊断和洞察力的形成。 还推荐：支持分析和诊断的有针对性的引用。
字数限制为 2000，有 +/- 10% 的余量。 请确保您不超过此限额。 图和表不计入限制。 支持附录是允许的，它们不影响字数限制。 关键数据、表格和分析应包含在报告的正文中。