The Strategic Manager – external (macro and competitive) context of Asos.com
The Strategic Manager
INSTRUCTIONS:
In the first weeks of the semester you will choose an organisation (ASOS.com) which you will evaluate in strategic terms as your SECOND and FINAL piece of summative assessment. In this, your FIRST component of summative assessment, you will write a Powerpoint document which is an analysis of the external (macro and competitive) context of this chosen case organisation. It is important that you identify the KEY DRIVERS FOR CHANGE within this assignment. N.B. A substitute organisation will be given by the tutor at a later date if they feel your choice is lacking in suitable scope. You should cover the following details in your submission:
? the NAME of your company and its CURRENT STATUS;
? the KEY DRIVERS FOR CHANGE in the MACRO environment;
? the KEY DRIVERS FOR CHANGE in the MICRO environment;
? the OPPORTUNITES ARISING FROM THESE;
? the THREATS ARISING FROM THESE.
? You are advised to use ALL THE RELEVANT CONCEPTS, MODELS AND ANALYSIS TOOLS covered in the module and RELATE these to you company. Feel free to include graphs, charts, models and tools in your Powerpoint.
? Please note that we advise you to focus first on external factors and secondly on the opportunities and threats for the company arising from these external factors. A simple ?PESTEL? analysis or a list of facts and figures about the company will not be sufficient to pass this assessment. Use it as a guide.
We will use the following assessment criteria:
1. Use of Module Concepts LO1: Critically apply strategic management conceptual understanding and insight.
CORRECT USE OF TERMS SUCH AS MEGATRENDS, INFLEXION POINTS, WEAK SIGNALS; BLUE OCEAN, AND COMPETITIVE SPACE
2. Critical Analysis LO2 undertake holistic and in-depth critical analysis through the application of relevant strategy tools, models & concepts
CORRECT USE OF MACRO & MICRO ANALYSIS CONCEPTS; INDUSTRY LIFE CYCLE STAGE CORRECTLY IDENTIFIED; SCENARIO ANALYSIS.
3. Structured Argument
LO3: Synthesise analytical evidence using logical reasoning to enable the formulation and presentation of clear, well-structured and balanced arguments and options in relation to real life organisational situations
SENSIBLE OPPORTUNITIES & THREATS ARE IDENTIFIED WHICH ARE CLEARLY RELATED TO THE EVIDENCE ABOVE.
? The company I have chosen to cover this PowerPoint work is:_Asos.com (fashion online)
? There is a PowerPoint example (student work) for Costa, I want my work to be like the example.
? There is a Templates PowerPoint attached file. Just fill the work in it.
? see the lecturers attached files. Also, assignment instructions PowerPoint which give more details about the assignment
? Useful Recourses:
https://www.asosplc.com/~/media/Files/A/ASOS/results-archive/pdf/2015-annual-report.pdf Asos annual report 2015
https://www.theguardian.com/business/2014/sep/03/zalando-value-frankfurt-float
Important Note:
Key Drivers of Change for Asos.com:
Macro
Analysing the PESTEL factors that affect Asos.com and its environment, these are the key ones:
? EU Referendum is a political factor which could affect the environment in terms of tariff costs and international competitiveness. Sudden change in political and economic environment can become an inflexion point.
? You MUST write about (the opportunity with Brexit) in the Scenario Analysis.
? THERE WERE FOUR MORE PROVIDED AND THE STUDENT INDICATED WHICH PESTEL FACTOR AND WHETHER THE ITEM WAS INFLEXION POINT, MEGATREND OR WEAK SIGNAL
Micro
There are external factors affecting the retail industry. Analysing the Porter?s Five Forces model for M&S and industry life cycle, these are the key drivers of change:
? FOUR WERE PROVIDED WITH REFERENCE TO THE AMOUNT OF COMPETITIVE RIVALRY.
Maybe a useful point:
– Week signals: Fast fashion the key to their success is the low label cost , but they turn it around quickly. So, they go the catwalk shows, which is now or season before and they copy designers
