▪ Choose UK FTSE 100 company
▪ Recent past – 5 to 10 years; Research, describe an critically assess
the company’s strategic development history in the context of the
industry to which it belongs. Critically analyse and evaluate how and
why these changes were made (approximately 800 – 1,000 words).
▪ The Present / Current; The company’s current strategic situation.
Critical evaluation of its current strategic situation, relating to the
previous section. Consider especially: macro environment (wider
economy), the micro environment (industry, competitors, changes and
trends), resource audit, role of leadership and how it is reflected in
decisions made in the past. (approximately 800 – 1,000 words). 5
▪ The Future; Recommend a limited range of distinctively different strategic
choices of available to the company, based on your critical review of the
past and present situation.
Make clear what assumptions you have made, as the basis for the future
direction suggested.
In putting your recommendations forward, do it in a way that takes into
account potential uncertainties and changes that might occur and
therefore might impact those recommendations (800 – 1,000 words)
▪ The word-limit for each section is set at 800 to 1,000 words, resulting in
2,400 to 3,000 words. This is to allow for ‘Introduction’ and ‘Concluding
Words’.
