Strategic Management Project Report
Executive summary
Provide a brief summary or overview of the study (one page at most) stating what the
business of the company is, the main result of the external and internal analysis, the key
strategic issues faced by the companies and the recommended strategic and action plans.
1. Introduction
Include a short background of the company chosen
Nature of the business/product/services
Current revenue size and profit
Major markets served
Number of employees
Other relevant basic information
2. Research Design and Methodology
Identify the following
Data and information sources
How information was obtained and methodologies used
Major assumptions
3. Vision and Mission
State the current vision, mission and objectives of the company
Comment on the vision and mission and the current strategies followed. Are they in line
with the vision and mission?
Recommend changes if needed in vision and mission
Give recommendation how you would communicate the vision and mission to the
employees and stakeholders
4. Internal Analysis
Appraise the internal resources and capabilities of the firm. How is the current strategy
incorporating these competencies and helping the firm compete within the industry?
Evaluate the current performance of the firm. How successful has the strategy been in
generating an above average financial performance for the firm over time and relation
to the industry and competitors?
5. External Analysis
General Environment
Discuss the current and expected outlook in the following areas, focussing only on factors
that will have a significant impact on the business of the chosen firms. Consider the
following areas only insofar as they are relevant and thus exert a significant impact on your
industry
Economic development
Socio-cultural, demographic trends, lifestyle changes
Technological changes
Political, legal and government aspects
Ecological aspects
Other external factors that may be more directly relevant to your business
Translate the above in terms of what it means for the business chosen; identify
opportunities and threats that may affect the following.
Market demand and opportunities
Types of product and services offered
Intensity of competition
Suppliers and distributors
Cost of doing business
Other aspects of business
Industry and Competitor Analysis
Analyse the industrys situation and prospects by looking at the following
Market size and/or growth rate and stage in the growth cycle
Number of players and their relative sizes, market share analysis
Market aspects (product or service, price, promotion, and channels of distribution
Buyer/customer profile
Factors affecting cost of doing business
Operation/production aspects
Technology developments
Industry financial analysis (growth, profitability, liquidity, leverage, efficiency)
Problems in the industry
Critical success factors in the industry
Analyse your industry using Porters Five Forces framework of competitive analysis and
based on the preceding analysis, state your conclusion for each force.
Do a competitor analysis:
Identify major competitors in the industry and provide relevant information eg. Revenue
size, financial health, market share, strategies etc.
Evaluate the firms vis--vis the critical success factors identified earlier
6. Recommended Business Strategies
This should provide a more specific and comprehensive discussion of your proposed
strategies. The strategies should enable the company to achieve its objectives and
address the strategic issues identified in your external and internal analysis.
If you are dealing with several businesses or product types, you may need to group them
or come up with one set of strategies for each business or product types
Include functional level strategies for instance marketing, sales and distribution,
operation/production/manufacturing, finance and HR.
Acknowledge and site your references and data sources
