Research Report – External Analysis – Firm Analysis

 Requirements

Part 1 – External Environment Analysis – Macro and Industry Level
You are to choose one of the following industry sectors or associated sub-sectors:
–  Hotels – Four Star
–  Fast Food
–  International Courier
–  Mid-range Clothing – Retail
–  Cinemas

Following each requirement is compulsory:

You are then to undertake a review and analysis of your selected industry with a strong emphasis on both the macro environment and industry level issues.

This will require you to draw on the key principles and issues discussed in this unit and the analytical tools and frameworks that form a key part of this unit.

Your analysis should however include other key factors that you believe are impacting on the industry – both now and in the near-medium term.

The above will require you to apply a range of frameworks and perspectives on industry level analysis.

Remember – you are to ANALYSE – not just describe.

This is an assessment task that requires you to demonstrate a strong appreciation of external analysis/research AND the associated implications of this for both the wider industry and firms that operate in the industry.

Part 2 – A Selected Firm
You are then to select an individual firm/organisation operating in your selected industry and undertake the following tasks:
–  Analysis of the firms key resources, capabilities and competencies
–  Identify and discuss its current approach to generating a sustainable competitive advantage e.g is it driven by cost advantage, focus or differentiation. Or a mix of these.

You are then to explain and discuss how the firm’s strategy has been shaped by both internal and external factors – drawing on the above analysis, research and understanding.

NB: To complete the above you are expected to draw on both the theory of competitive analysis – and how this impacts the decisions and strategies of individual firms.