STRATEGY AND THE GLOBAL COMPETITIVE ENVIRONMENT
Unit learning outcomes
1. Demonstrate an in-depth and critical knowledge of the theoretical underpinnings of marketing and strategy. Demonstrate a synthetically, analytically and persuasively deep understanding of the process of marketing and strategic analysis
2. Deploy analytical tools of strategic and marketing management in relation to both the external and internal environments of organisations to synthesise, evaluate and develop appropriate strategic and marketing options in a complex environment..
Select one scenario from the four that you developed in Assignment 1, as being the one that the a selected organisation should use in order to develop its strategy for the near future.
Your task in this assignment is to produce a consultancy report for that company that clearly outlines the Strategy that it should pursue in order to compete in the selected strategy.
You should develop a two potential Strategic Options for the company and recommend and justify one Strategy for the company.
You should use appropriate tools and frameworks in order to develop the strategy and it should be demonstrate how this takes into account the developments indicated in the scenario from A1. As part of this you must develop a meaningful Value Proposition and link this clearly to concepts drawn from Marketing to show how the value proposition will be expressed to customers (these may be B2B or B2C).
Given the word limit you are advised to focus on the development of Business rather than Corporate Strategy.
