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2023 PROJECT GUIDELINES (2)

This document outlines a group project for a strategic analysis of an existing company, requiring teams of up to three students to select a small or medium-sized business for analysis. The project must include sections on company overview, data collection methods, external environment analysis, competitive advantages, and business strategies, with specific editorial guidelines on report length and formatting. Plagiarism and unauthorized use of AI tools are strictly prohibited, and all sources must be properly cited.

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stans
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3 views

2023 PROJECT GUIDELINES (2)

This document outlines a group project for a strategic analysis of an existing company, requiring teams of up to three students to select a small or medium-sized business for analysis. The project must include sections on company overview, data collection methods, external environment analysis, competitive advantages, and business strategies, with specific editorial guidelines on report length and formatting. Plagiarism and unauthorized use of AI tools are strictly prohibited, and all sources must be properly cited.

Uploaded by

stans
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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PROJECT DESCRIPTION

General guidelines

1) This is a group project which entails a strategic analysis of an existing company.


2) Students work in groups of 3 or smaller.
3) It is up to students to suggest the company for this strategic analysis but its selection must
be approved by the lecturer and meet the criteria listed below.
a) It should preferably be a small or medium company, preferably one that you are familiar
with being its customer or employee. It may be a shop, hairdresser, mechanic, small
manufacturer, e-commerce business.
b) In exceptional cases larger public (i.e. quoted at a stock exchange) company may be
accepted but in such a the analysis should be limited to a single market.
4) The project can be based either on
a) primary data (personal experience, observations, interviews etc)
b) or secondary data (company reports, newspaper/magazine articles, interviews with
owners or managers, statistical or market data, company web pages).
c) It is forbidden to use strategic analyses prepared by third parties or Artificial intelligence
tools. The latter can be used exclusively to improve the quality of writing or summarize
source materials and such use must be clearly acknowledged in the project. In case
when plagiarism is detected or unauthorized use of AI is detected, you will fail the
class.

Written report content

This is an indicative list of questions and obviously some of them may be impossible to answer
in certain circumstances. All sources of data used in the project should be listed in the

1) Title page, which should include


a) the name of the company,
b) names of team members
c) clearly explained contribution of each team member (responsibility for individual
project sections should be roughly equally divided between team members)
2) The first section of the project should provide overview of the company
a) Basic facts concerning history (when, by whom it was established)m who owns the
business
b) Description of the company domain: what it does? where it operates?
c) when, by whom it was established?
d) who owns it currently?
3) The second section should provide a short overview of methods of data collection that
you applied in the project.
4) The third section should present the key facts from the external environment, based on
PEST(EL), 5 forces model and/or VAue Network
a) The fifth section should present competitive advantages of the firms using one or more
of the approaches
i) Value chain
ii) SWOT analysis
iii) VRIO analysis
5) The fourth section present firm (business and/or corporate) strategies using one or more
of the approaches
i) Porter's generic strategies
ii) Bowman's Strategy Clock
iii) Ansoff's diversification matrix,
iv) BCG matrix (or other matrices of this kind, like McKinsey's matrix, ADL matrix)
v) Analysis of the corporate strategic choices: M&A, alliances, divestitures,
international expansion etc.
6) The fifth sections concludes the project presenting insights or possibly
recommendations, either for the company in question or for other companies, based on
analysed company's experience.

Each team member must take responsibility for one of sections 2-4.

Editorial guidelines

1) Written report must not exceed 3000 words, excluding references and title page
2) Formatting – standard page size, font Times New Roman, size 12, 1.5 spacing,
3) Sources should be mentioned in the text and additionally all sources used for the project
must be listed alphabetically (according to the last name of the first author) in the list of
references.
4) Recommended citation style (when you use external sources such as interviews, annual
reports, industry reports etc) – APA (you can find rules of APA citations here:
https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_gu
ide/index.html

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