Critically evaluate the key issues that strategic analysis plays in a business or organisation that you are familiar with.
Your Report should cover the following:
1. Briefly descnbe the background information of the organisation (or SBU) chosen. This information should be bnef and relevant to the discussion of your assignment and thus may include ownership, history, size, busrness scope,
major products/services, and major markets of the organisation (or SBU).
2. Conduct an external environment analysis including a macro-environment analysis and Porter’s 5 forces analysis:
(a) Conduct a macro-environment analysis for the entire industry within which the organisation (or SBU) operates- You should use the PESTEL model and focus on understanding the purpose of this analysis, the identification of key
factors and their implications in terms of key opportunities and threats, and discussion of their overall impact on industry growth in the future. Draw your conclusions based on your macro-environment analysis.
(b) Undertake an industry analysis using either Porter’s 5 forces model or Hubbard’s industry analysis approach. You should pay attention to the purpose of this analysis, the inter- connectedness of different aspects of the competitiVa
forces, and their overall impact on the industry and the organisation selected in terms of main driving forces in the competitive environment. Draw your conclusions based on your industry analysis.
3. Conduct an internal environment analysis. You should identify, differentiate and evaluate the key resources and competencies of the organisation (or SBU) that are most likely to provide sustainable competitive advantage-
4. Summarise your findings based on your external and internal environment analysis. Identify the key issues that the organisation (or SBU) faces and give your recommendations.
