Learning Outcomes: Critically analyze an organization's existing competitive position, internally and externally, using a range of models and tools.
Assessment - An Environmental Analysis of: Mercury Energy, New Zealand
You are to write a report on Mercury Energy New Zealand which examines the key trends and "dimensions of the external and internal contexts in which both the strategy ... and the strategy process are embedded' (Okumus, F., Altinay, L. And Chathoth, P. K. (2010) p. 39). Your report will include:
Executive summary (250 words) -
Summaries the essence of the report to highlight the key issues and conclusions of the report
Business background (500 words) which:-
Introduces the business by giving a brief background (key points of the history of organisation, an overview of its structure, the scope of the organisation and any other relevant information).
Describes the strategies the business has currently.
Outline the company's Vision, Mission and Values.
An environmental analysis (1400 words) -
Focuses on the environmental factors that affect the strategic aspects of the business. In this analysis you need to both identify the factors and explain their significance to the business.
External environment:
Macro external environment (include PESTLE with its features and Implications, and a Stakeholder analysis)
Industry competitive environment (using Porters 5 forces analysis)
Competitor analysis table
Internal environment -
Resource-based analysis (tangible and intangible resources, capabilities and core competencies - including V.I.R.O).
Limitations (500 words)
In your discussion, you have used theoretical models to analyse Mercury's internal and external environments. Each of these models, however, have limitations. Discuss the limitations of three of the theoretical models you've used and how their limits may restrict your analyses of Mercury's environments.
Conclusion (350 words)
Identifies the major strategic issues in the environmental analysis, and explains the implications of these issues in terms of strategy development. Also identify any major strategic benefits, mentioning implications of these benefits.
You may also include appendices. Appendices contain extra or supplementary material which gives extra information which is too detailed to be put in the main report but you think will help illustrate some aspect of the report. Appendices need to organized, number with a letter or a number, referred to within the report and presented in professional manner.
Your work should be 3000 words in length, Please note your work count, minus your reference list at the bottom of your submitted report.
Format of the report - Your report should be written in business form layout.
Title Page
Executive summary
Contents Page
Background to the business
External Environmental analysis
- Macro external environment - GRID/TABLE FORMAT - use bullets points
- Stakeholder analysis - GRID/TABLE FORMAT - use bullet points
- Industry analysis - GRID/TABLE FORMAT - use bullet points
- Competitor analysis - GRID/TABLE FORMAT - use bullet points
Internal Environmental analysis
- Resources, capabilities, competencies - GRID/TABLE FORMAT - use bullet points
Limitations of the analyses
Conclusions
Appendices and References
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