Investigate the corporate strategy of a selected multi-business organization.

Guidelines and Scoring criteria

Investigate the corporate strategy of a selected multi-business organization. In other words, assess whether the company has the potential to further extend their reach and to provide recommendations about reaching those objectives. Focus on three critical areas: analysis, synthesis and evaluation.

Section 1: Analysis of the Company

Students will be required to identify, collect information about both the internal (company, history, resources, competences, activities) and external factors (i.e., sociological, cultural, technological, economic, environmental, political, demographic, and competitive) that influence the company of study. Particular attention will be paid to the sources and the type of information used to conduct the analysis. Therefore, it is of the outmost importance for students to identify references and gather information that is current, reliable and relevant. Students should also pay particular attention to the way in which the information is presented. Information should be presented in such a way that the reader can readily and easily understand (i.e., tables, figures). At the end this first section, students will propose a tentative model for future expansion. Specifically, this model should identify the key facets that will help move the company to reach its growth objectives.

For the purpose of the assurance of learning, one (1) score will be administered for Section 1. The criteria for this score is the student’s ability to:

Survey the externall environment: For this first score, the instructor will assess the extent to which students are able to identify valid and current information from reliable sources such as academic and trade journal, newspapers related to company external environment, current and potential business expansion and the company current corporate strategy;

Section 2: Synthesis

In this second section, students will assess how the information discussed and how the proposed expansion plan relates to and will impact internal functions and processes and more in general the current corporate strategy. Student should also highlight the leadership role.

Section 3: Evaluation for a Company to Expand Its Marketing Activities Globally

In this final section, each group will evaluate the extent to which the company of study has the potential to expand and to extend their corporate objectives and provide recommendations. They will also have to defend that position and recommendations.

For the purpose of the Assurance of learning, three (3) scores will be administered for Section 3. The criteria for these scores are the student’s ability to:

Appraise the outcomes of alternative corporate strategy recommendations: For this score, the instructor will assess students’ ability to clearly indicate their position regarding whether the company should transition towards a revised or new corporate strategy and to provide recommendation towards this transition or provide modifications for later reconsideration towards this end;

Justify recommendations: For the score, the instructor will evaluate the extent to which students are able to justify the transition toward the new corporate strategy ; and

Assess for global context: Finally, for this last score, the instructor will assess the extent to which students are able to indicate new potential avenues for further growth and conside