Strategic Analysis Report
LEARNING OUTCOMES
Learning Outcome One
Evaluate strategic planning and management concepts and their value to organisations
Key Elements
a) Vision and mission statements
b) Twenty first century landscape?
c) PESTEL
d) Corporate diversification strategy
e) Hostile takeover
f) International strategy
g) Engaging change
Learning Outcome Two
Apply and demonstrate understanding of (within a simulated business environment) techniques and tools used in strategic planning including analysis, choices and implementation
Key Elements
a) Internal environment
b) External Environment
c) SWOT analysis
d) PESTEL Analysis
Learning Outcome Three
Identify strategic options and produce a strategic plan for an organisation Key Elements
a) Present situation and strategic option
b) Environmental analysis including SWOT and PESTEL
c) Feasibility: costs , benefits, risks
d) Necessary actions
e) Resources
f) Critical outcomes
g) Time scales and outcomes
h) Contingency planning
Scenario:
You have been employed as an assistant manager for KiwiRail. Your role is to assist management with a strategic analysis, to develop strategic options and produce a strategic plan. You are required to write a report which they can use as the basis for strategic decision making. It must be appropriately referenced and presented in an appropriate format.
Whilst this assignment is an individual assessment, the research can be done in groups (of maximum two students) or in discussion with others. However, each student must present an assignment which is an individual piece of work. The assignment is based on KiwiRail and all the questions should be based on information relating to it.
PART ONE : ENVIRONMENTAL ANALYSIS
Research, analyse and report on the Internal and External Environment for KiwiRail, using appropriate situational analysis tools.
Use a PESTEL analysis tool for the external factors
Use a SWOT analysis tool for both internal and external factors
The factors from the PESTEL analysis can be used as the basis for opportunities and threats, however they should be applied specifically to KiwiRail
Each component of the analysis should be described in detail, referenced (to an appropriate business or academic source) and evaluated for the strategic impact
it has or will have on the organisation
As a guide, an average of three factors for each component of the analysis should be identified
Each factor will likely require 150 words to fully evaluate
PART TWO : STRATEGIC OPTIONS
Summarise the present situation faced by KiwiRail (on the basis of your situational analysis)
The summary should describe the most important factors in the environment faced by KiwiRail
The full summary will likely require at least 250 words
Present three (3) strategic options KiwiRail could consider pursuing in relation to the present environmental situation. Each strategic option can be summarised and bullet pointed, but must clearly summarise:
the action
the option’s feasibility (costs, benefits, risks)
necessary actions of the organisation
resources required
critical outcomes
time scales and outcomes
contingency plans
Each strategic option will likely require 500-1,000 words; however the focus should be on the quality and the strategic nature of the option, not the word count
Using an appropriate decision making methodology select which of your options is the most appropriate. Justify your answer.
The selection and justification should identify how the option selected contributes to the strategic future of the organisation and discuss how the option works in terms of the environmental situation
The selection and justification will likely require 500 words, however the focus should be on the relevance and the strategic nature of the selection, not the word count
PART THREE : CRITICAL EVALUATION
Referring specifically to KiwiRail, critically evaluate the following planning and management concepts and their value to the organisation:
Vision and mission statements
State whether they exist for this organisation
Describe how are they used within the organisation
Discuss whether they are valuable for KiwiRail
Justify your answer
The contemporary (21st century) business landscape
Discuss whether this organisation reflects the contemporary business landscape
Justify your answer
International strategy
Discuss what international potential KiwiRail has
Describe the international trends that affect KiwiRail
Discuss whether KiwiRail is aware of and managing these trends
Justify your answer
Change engagement
Explain how KiwiRail engages
Describe the systems and structures in place for managing change
Each evaluation is likely to require approximately 500 words