Strategy Definition
This assignment is in two parts:
Present a statement encapsulating the strategy of your chosen organisation in a maximum of 35 words (see Collis, D. and Rukstad, M. (2008). Can you say what your strategy is Harvard Business Review, 86(4), pp.82–90.).
Provide an argument as to why the wording of the strategy statement is appropriate. This should include evidence from a variety of sources covering different aspects of the organisation. The word limit for the supporting evidence is 500 words excluding the Reference List.
A copy of the assignment will be uploaded to the drop-box on Moodle by midnight on Friday the 25th November in Week 9.
In completing Assignment 2 you should take account of the following notes:
The 35 word strategy statement should:
Include a distinctive strategic Objective which is specific, measurable, and time bound, a definition of Scope that captures customer offering, geographical location and level of vertical integration and a definition of Advantage in terms of value proposition and unique capabilities.
Provide your definition of the current, not proposed, strategy.
Be based on your analysis of their current strategy which may not be the same as the company’s espoused strategy in their marketing materials.
The supporting argument should demonstrate the validity of each component of the statement and:
demonstrate knowledge of the organisation and its wider competitive and macro environment
adopt a critical approach, avoiding taking company statements at face value
make good use of a range of appropriate and relevant informational and academic sources
be carefully and logically organised, and present a coherent and clearly communicated argument
include a critical analysis of Collis and Rukstad’s approach
be accurately referenced including a correctly formatted references list