Strategic Management in a Global Environment


Required to perform an in-depth analysis of a company and the industry in which it operates and submit one written report. You have two options regarding your company choice: (1) you approach a company in the UAE and gather information/data through direct interactions with the company as well as from secondary sources, or (2) you choose a company and do research on its strategic issues with information/data only from secondary sources. The company is Etihad Airline Each group should submit one group report: • The group project report should be type written, 1.5 line-spaced, using 12-point size font, and should not exceed 20 pages (excluding cover page, tables, figures, appendices, and references). • The cover page should provide the complete name of the group members, student ID number, and course code. • The report should contain the following: (1) A cover page listing team members; (2) Table of contents; (3) Executive Summary; (4) Company Background / History; (5) Analysis (SWOT); (6) Alternatives; (7) Decision Matrix; (8) Decision; (9) Implementation; (10) List of References; (11) Appendices. ITEMS THAT CAN BE INCLUDED IN THE INDUSTRY ANALYSIS PART: THE INDUSTRY ENVIRONMENT • A brief history of the industry • Industry structure (Porters five forces analysis). Analyze the information contained in the five forces model. THE COMPETITIVE ENVIRONMENT • Identify and profile the major strategic groups (You may use size, market share, and other critical and relevant variables to identify viable strategic groups in the industry). • Organizational analysis (organization structure analysis : where it is simple, functional or divisional and if it is good or not and why) • Key success factors (What does it take to succeed in this industry, What can a company do to gain a competitive advantage? What does it take just to survive in this industry?). • Identify and compare key strategies pursued by major players in the industry. You are also expected to discuss which strategy seems to be most successful in the industry, and why. • Special strategic issues facing the industry (such as changes in governmental policies, changes in demographics, globalization, etc.). SUGGESTED COMPANY ANALYSIS: Key Strategic Issue • From your team’s industry analysis and your competitive advantage analysis of the firm, identify a single major strategic issue facing the company (the best issues are typically either major problems to be solved, or major opportunities to take advantage of). Alternatives Develop, in detail, three strategic alternatives. In each alternative you should: • Show how it addresses the key strategic issue. • Discuss the advantages and disadvantages of each alternative. Decision • Select one alternative and discuss why this alternative was chosen over the other. Implementation • Discuss how the recommended course of action can be implemented and how the disadvantages and risks of the chosen alternative can be minimized or handled. TIPS ON MAKING AN EFFECTIVE PRESENTATION • Understand your material perfectly. Read and re-read the project report. • Plan your presentation to suit: • The time allocated • The audience • Do not present everything you know or have. There is not enough time for it. Layout everything on paper and ask: What does the audience need to know? What can I cut? • Use slides and handouts to illustrate your presentation. These tools increase clarity and help get more material across within a fixed amount of time. • Slides should be simple and clear. Text must be large enough to be seen from the back row. One rule of thumb is that each slide should have no more than 5-7 lines and each line should not have more than 5-7 words. • Use charts, graphs where appropriate. A picture can be worth a thousand words. • Focus on the following key points: • Objective – Define the problem/issue. • Provide a brief review of previous studies (or theories) of the problem/issue gleaned from the literature. • Describe the methods that were used to research the problem. • Discuss the main findings and recommendations. • Discuss the implications of your work for practice and theory. • Save some materials for the question-and-answer session if you cannot present everything you would like to. If it is relevant, chances are that someone will raise it as an issue.

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