Introduction:
This module is assessed by two individual assignments, a case study-based coursework
(Assessment 1) and a Poster Presentation (Assessment 2).
Module Learning Outcomes
Upon successful completion of this module, students will have demonstrated:
• Demonstrate the ability to evaluate and apply the key theories and frameworks in
strategic management and organisational foresight.
• Demonstrate the ability to critique the relationship between corporate vision,
strategic objectives, intent, resources, planning, the firm’s environment, and its
impact on the firm competitive advantage.
• Demonstrate the ability to develop a critical understanding of the interactions
between different strategies, business models, emerging digital technologies,
organisational foresight, and the impact of digital and the sustainability agenda on
strategy formation and development.
Assessment 1 (80% weighting)
For this individual coursework, you are required to write 3000 words (plus or minus 10%)
to fulfill all the learning outcomes.
Assessment 1 covers the two topics below, each equally weighted.
You must answer both topics.
Topic One: Industry Analysis & Strategic Positioning [50 marks]
Word Guideline (1500 words)
Assessment 1 Description:
Simon envisions starting a bakery in his hometown with the goal of growing the business
into several outlets. He plans to position his bakery as a local brand that sources
sustainable raw materials. Your task is to conduct an in-depth investigation into the
bakery industry (industry analysis) and provide Simon with a critical assessment of its
dynamics and competitive landscape. Drawing from your research findings, you are
required to offer essential advice on how Simon should navigate the various forces within
the industry. Additionally, suggest strategic options that align with Simon`s core strategic
intent.
Assessment Objective:
The objective of this assignment is to enable you to apply industry analysis tools and
frameworks to evaluate the bakery industry`s attractiveness and challenges. By doing so,
you will be able to offer valuable insights to Simon that will inform his strategic decisionmaking
process and assist in positioning his bakery successfully in the market.
Guidelines for Completion:
Undertake a Comprehensive Industry Analysis:
Conduct thorough research to identify and understand key trends, drivers, and challenges
within the bakery industry. Analyze factors such as market size, growth potential,
customer preferences, and industry regulations.
Evaluate the competitive forces, including the bargaining power of suppliers and buyers,
threat of new entrants, rivalry among existing competitors, and the threat of substitutes.
Utilize relevant industry analysis frameworks and tools to gain deeper insights into the
industry`s structure and dynamics.
Provide a Critical Assessment of the Industry:
Based on your industry analysis, critically assess the attractiveness and profitability of the
bakery industry. Identify opportunities and potential areas of concern that Simon should
consider.
Offer a clear and objective evaluation of the industry`s growth prospects, potential risks,
and challenges that may impact Simon`s bakery business.
Strategic Advice for Simon:
Drawing from your analysis, provide Simon with essential strategic advice on how to
navigate the industry`s competitive landscape. Suggest feasible actions and strategies to
enhance the bakery`s market position and sustainability.
Consider how Simon can capitalize on his strategic intent of being a local brand that
sources sustainable raw materials to create a competitive advantage.
Strategic Options:
Present a range of strategic options that align with Simon`s core strategic intent. Discuss
the advantages and potential risks associated with each option.
Recommend the most suitable strategic options for Simon`s bakery based on your
analysis and the alignment with his vision for the business.
Assessment Criteria:
Depth and breadth of industry analysis conducted, including the identification of key
trends and competitive forces.
Critical evaluation of the industry`s attractiveness and challenges, supported by relevant
data and evidence.
Topic Two: Organisational Structures, Innovation & Globalisation [50 marks]
Word Guideline (1500 words)
One of the conventional approaches to organizing firms is based on the concept of
Strategic Business Units (SBUs). This organizational structure allows each SBU to pursue
a unique business strategy tailored to the specific needs of the markets it serves. Johnson
et al. (2018) emphasizes the advantages of adopting SBUs, asserting that decentralizing
into multiple units enables large corporations to adapt their business strategies according
to the diverse demands of external markets. SBUs also promote accountability, as
individual business units are often treated as profit centers with their own profit and loss
responsibilities.
However, the dynamic changes in organizational characteristics brought about by
technological advancements, demographic shifts, and globalization have prompted many
organizations to adopt more innovative structures that align with their strategic goals
(Dunbar and Starbuck, 2006). Particularly in the fast-moving technology sector, firms are
now designing their systems to foster innovation, recognizing it as a driving force for
growth and a potent source of competitive advantage.
Based on International Journal of Business and Management; Vol. 15, No. 6; 2020,
“Analysis of How Tesla Creates Core Innovation Capability”, the organizational structure
of Tesla and its emphasis on innovation will be critically examined in the context of
contemporary firms` strategies amidst globalisation. Your analysis should demonstrate a comprehensive understanding of organizational structural designs, the pivotal role of innovation in firm performance and gaining competitive advantage, and the
interconnections between organizational structure and fostering innovation.
