MANM407 - Global Strategy Assignment - University Of Surrey

Assignment Task

Assignment Brief

Select one multinational enterprise (MNE) with any nationality that is active in one or more than one industry. This MNE can be small, medium, large or very large. This company can be famous or unknown, but the information about this MNE should be publicly available in English. Collect required data about this company and its environment from valid sources such as the company’s annual reports, the company’s press release, the company’s website, industry databases (such as Mintel, Euromonitor Passport, Orbis, or Statista), academic case studies, WTO, World Bank, IMF, OECD, UNCTAD’s Global Investment Trends Monitor, market research reports or news by reliable broadcasters.

You need to write an analytical report regarding this company that covers the following strategic issues:

A) Analyse the outer-organisational environment of this company in one of the countries where it is present to identify the major external factors that influence this company

B) Suggest corporate-level strategies for the company

C) Propose business-level strategies for this company

It is expected from you to use any theoretical frameworks or theoretical discussions that can help you in strategic analyses of your chosen company. So, you need to combine theoretical discussions with the factual data about the company. Every theoretical discussion and every provided information about the country or the company should be supported by relevant referencing (citation) from valid academic, international or the company sources. Thus, it is normal to expect citations in every paragraph except in the Introduction and Conclusion sections.

Introduction

In one paragraph say what are you going to discuss in your work. You may mention the list of main headings would be discussed in your work.

Background to the chosen company

In one or two paragraphs, give some short information about what your chosen company does and why you selected this company. You may provide some graphs or/and tables to show the company’s market share and position among the competitors in the same industry. Indicate in how many countries this company do business. If you can find, you might write the company’s vision, mission, and objectives. Do not worry if you cannot find.

Analyse the outer-organisational environment of this company in one of the countries where it is doing business

3.1. Theoretical: Start this section by brief mentioning of 3 to 9 techniques (theoretical frameworks) that can be used in analysing external environment of an organisation. Your mark would be increased if you identify the similarities and differences that are exist among these techniques (theoretical frameworks). You might use a table to compare these theoretical frameworks to each other (for example, each framework can be mentioned in one of the columns [or rows] of this table) and the written words in the table do not count as part of the 3000 words limit. Teaching and reading materials from week 2 are directly relevant to the topic of this section but do not limit your work to lecture notes in this week.

3.2. Practical: Use any suitable theoretical framework for environmental analysis such as Porter’s Five Forces or the Diamond Model to analyse the external environment of the selected MNE either in its home country or any other countries that this company does business there. You are allowed to use more than one theoretical frameworks for analysing external environment of the MNE. It is much better to use only one or two outer-organisational analysis tools for doing an in-depth analysis instead of using three or more analysis techniques for superficial analysis. Criticise the chosen frameworks. Focus on only or mainly industry-related factors that may have noticeable effect on effective formulation and development of the global strategy in this company. If your selected company is activated in more than one industry, you need to analyse only one industry that is the main source of the income for this company. There is no need for analysing inside of the company. So, do NOT waste your words and time for internal analysis of the firm because it does not have any marks.

Suggest corporate-level strategies for the company

4.1. Theoretical: First you may explain briefly main corporate-level strategies. It would be helpful if you compare two or more classifications of the corporate-level strategies by two or more different scholars such as the classification by Wheelen et al. (2017) and the one by Dessler (2016). Using a table would assist you in this comparison (you may allocate one column [or row] in the table for each classification) and the written words in the table do not count as part of the 3000 words limit. Try to criticise these strategy classification frameworks. Teaching and reading materials from week 4 are directly relevant to this topic but do not limit your work to lecture notes in this week.

4.2. Practical: Then by considering the results of the outer-organisational environment, you are expected to suggest the most suitable corporate-level strategies for this organisation. You should justify your suggested strategies by considering the external environment as well as functions and impacts of the proposed strategies. You would receive a higher mark if you propose one or two corporate-level strategies from each of the classifications of the corporate-level strategies. For instance, you may recommend one or two corporate strategies that mentioned by Wheelen et al. (2017) AND one or two corporate strategies that are stated by Dessler (2016). Some of your suggested corporate-level strategies can be similar to the strategies that are already being used by the company or the strategies that have not been used. I want to see your ability to recommend appropriate corporate-level strategies to this organisation, so you will receive a fail grade if you just describe the current corporate-level strategies of this company.

Propose business-level strategies for this company

5.1. Theoretical: Initially discuss briefly main business-level strategies. Try to compare two or more classifications of the business-level strategies by two or more different scholars such as the Generic Strategies by Porter (1980) and the Ansoff’s Matrix. Try to criticise the frameworks. Using a table would assist you in this comparison (you may allocate one column [or row] in the table for each classification) and the written words in the table do not count as part of the 3000 words limit. Teaching and reading materials from week 5 are directly relevant to this topic but do not limit your work to lecture notes in this week.

5.2. Practical: After that you should propose the most suitable business-level strategies for this company based on A) the outputs of analysing the outer-organisational environment, as well as B) your suggested corporate-level strategies. It is necessary to have direct and meaningful relationship between the business-level strategies that you are recommending and the corporate-level strategies that you suggested for this organisation. To receive a better mark, you may suggest one or two business-level strategies from each of the classifications of the business-level strategies. For example, you may suggest one or two business strategies from Porter’s Generic Strategies AND one or two business strategies from the Ansoff’s Matrix. Some of the recommended business-level strategies can be similar to the strategies that are already being used by the company or the strategies that have not been used. The intention is assessing your ability to suggest suitable business-level strategies to this company, thereby you will receive a fail grade if you just describe the existing business-level strategies of this MNE.

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