Applied Corporate Strategy Assessment: Strategic Analysis Report


5 Forces

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Micro and macro environment

All this should be used and show the strategy they have used how have they used and why.


The Strategic Report should address the following:

2) Analyse the resources and key competencies of the organisation to identify a set of Strengths and Weaknesses and identify core competencies (key factors that may give the company its competitive advantage).

3) Evaluate the given strategy (as per chosen case) using SAFe criteria.

Please note that the emphasis is on application! This assignment is NOT about the general (or critical) discussion of strategic models. You are asked to apply these models to the case chosen. Appropriately referenced data should be used in support of your arguments and discussion.


In this Strategic Report, high marks come from using strategic concepts and analysis from the module clearly applied to the organisation. Harvard referencing, a professional report style plus appropriate diagrams/tables are also required. Outline marking expectations are as follows:



Q1: External analysis.

Discuss the business environment and identify a number of Opportunities – Os and Threats – Ts (we expect 6 issues from the business environment to be discussed in total each of which concluded as an O or a T). Please note that there is no need to address each factor (if for example there are no important legal or technological issues do not discuss these factors). Your task is to identify and discuss 6 most important issues in your opinion. Demonstrate how an issue is an Opportunity or a Threat.


Industry analysis (5 Forces) should be applied to assess industry attractiveness (each force should be discussed and assessed as High, Moderate or Low and industry attractiveness should be assessed having these forces in mind).


Please make sure that you use appropriately referenced data (charts, figures, quotes etc) to support your arguments. Also, note that this is an external analysis so it is not about the firm but about issues in that industry (in context).


Q2: Internal analysis.

Identify and discuss organisation’s unique resources & distinctive capabilities (at least 6 Strengths and Weaknesses should be covered in total). Discuss resources (what a company has) and competences (activities) separately.

While addressing unique resources (physical – e.g. retail outlets, manufacturing facilities, products etc.; human – e.g. people and teams crucial for successful strategic development; intangible – e.g. brands, links to external stakeholders etc. and possibly financial) make sure that each is discussed separately and concluded as an S or a W.

While discussing distinctive competences construct Value Chain for the organisation and within list a number of specific and distinctive activities for your organisation. Demonstrate how unique capabilities link to competitive advantage (each distinctive competence from Value Chain should be “pushed” through VRIO to identify Core Competences for the organisation). Once you identify one (or two at most) core competence provide a discussion about these below Value Chain or VRIO (what is the activity and how does it contribute to firm’s competitive advantage). Note that all competences listed in value chain (and VRIO) should be company’s Strengths (Weaknesses could be discussed in a descriptive fashion separately). Again, use properly referenced data to support your arguments. This question is about the company (internal analysis).


Q3:  Strategy Evaluation

Evaluate the given strategy – please see “Cases for the assignment” on moodle) using the three SAFe tests:

Construct TOWS(if you read the other way you will see is SWOT) populating Os, Ts, Ss and Ws fully (all Os and Ts obtained from Q1, all Ss and Ws obtained from Q2). Place the strategy you are evaluating in one of the inner sections and try to associate it to one or more internal and one or more external items while addressing Suitability (e.g. if you place a strategy in S-O quadrant identify appropriate S or Ss combined with O or Os while contemplating this strategy).

Construct Power/Interest matrix with a number of relevant stakeholders, then choose two stakeholder groups that will be affected with the strategy and for each discuss if the strategy you are evaluating is acceptable or not and why.

While addressing Feasibility, comment on financial resources and skills required for the implementation of the strategy being evaluated.


Note that it is a specific strategy that is evaluated!


PRESENTATION: We expect a professional report with clear report style (not an essay) e.g. front sheet, contents, clear sections, tables & diagrams and relevant Harvard referencing. The word count should not be exceeded by more than 10%.


The Business School requires a digital version of all assignment submissions.  These must be submitted via Turnitin on the module’s Moodle site.  They must be submitted as a Word file (not a pdf) and must not include scanned in text or text boxes.  They must be submitted by 2 pm on the given date.  For further general details on coursework, preparation refer to the online information via Student Zone




Info about the company

  1. Vodafone acquires European Liberty

Corporate site:

Annual report 2019:


Acquisition of European Liberty:–what-you-need-to-know-190412


Try to use all these steps in the report and show the strategy application

Introduction to Corporate Strategy

Analysing the strategic environment- business environment

[Core] Johnson, G., Whittington, R., Scholes, K., Angwin, D. and Regner, P. (2017) Exploring Strategy: text and cases. (11th ed.) Harlow: Pearson Education. Chapter 2.

Analysing the strategic environment – industry  

Analysing strategic capability

Developing Competitive Advantage

Business Level strategy

Corporate Level Strategy

Evaluating strategy and stakeholders analysis


Culture and strategy

[Core] Johnson, G., Whittington, R., Scholes, K., Angwin, D. and Regner, P. (2017) Exploring Strategy: text and cases. (11th ed.) Harlow: Pearson Education. Chapter 6. 



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