Guidelines for Group Project:

Strategic Audit/Competitive Analysis

Introduction

This group project involves conducting a strategic audit and

competitive analysis of a company of your choice. The
objective is to apply strategic management concepts and tools
learned in the course to a real-world organization.

This document provides clear and comprehensive guidelines to

help you complete the project effectively, including general notes
and specific instructions for each section.

Assignment Overview

• Group Formation: Groups of five students (or six for larger

tutorial classes).

• Report Length: Maximum of 5,000 words.

• Submission: Via Teams Classroom; one group member

submits on behalf of the group.

• Deadline: Friday of Week 12 of the semester.

General Notes for the Report

• Academic Integrity:

• Citing Sources: Use a consistent citation style (e.g., APA,

MLA). Reference all sources of information, including data
and ideas that are not your own.
 • Plagiarism: Ensure all work is original. Plagiarism is a
serious offense and will result in penalties.

• Data and Statistics:

• Reliable Sources: Use credible and up-to-date sources such

as company reports, reputable news outlets, and academic
journals.

• Accuracy: Verify all data for correctness and relevance.

• Writing Style:

• Clarity and Conciseness: Write clearly and directly. Avoid

unnecessary jargon.

• Professional Tone: Maintain an academic and objective

tone throughout.

• Formatting:

• Consistency: Use a uniform font (e.g., Times New Roman,

12pt), and consistent headings and subheadings.

• Organization: Include a table of contents, page numbers,

and appropriate section headings.

• Proofreading:

• Grammar and Spelling: Check thoroughly for errors.

• Coherence: Ensure the report flows logically from one

section to the next.

Report Structure

Your report should include the following sections:

1. Introduction to the Company

2. Analysis of Industry Structure

3. Assessment of Firm Strategy

4. Analysis of Firm Scope (if applicable)

5. Recommendations for Future Firm Strategy/Actions

1. Introduction to the Company

Purpose: Provide background information to set the context for

your analysis.

Include:

• Company Overview:

• Brief history and founding details.

• Mission, vision, and core values.

• Products/Services:

• Main products or services offered.

• Unique selling propositions.

• Market Position:

• Size and market share.

• Primary customer segments.

• Financial Highlights:

• Key financial metrics (e.g., revenue, net income).

 • Growth trends over recent years.

• Recent Developments:

• Significant news such as mergers, acquisitions, or new

product launches.

Notes:

• Relevance: Focus on information that is pertinent to your

subsequent analysis.

• Current Data: Use the most recent information available.

• Citations: Reference all data and factual statements.

2. Analysis of Industry Structure

Purpose: Examine the external environment using Porter’s Five

Forces to understand factors affecting the company’s
performance.

Include:

• Threat of New Entrants: Barriers to entry, capital

requirements, brand loyalty.

• Bargaining Power of Suppliers: Number of suppliers,

uniqueness of inputs, switching costs.

• Bargaining Power of Buyers: Customer concentration, price

sensitivity, availability of substitutes.

• Threat of Substitute Products/Services: Availability and

attractiveness of alternatives.
• Rivalry Among Existing Competitors: Competitor intensity,
industry growth, product differentiation.

• Opportunities and Threats: Summarize key findings from the

analysis.

• Industry Trends: Technological advances, regulatory changes,

economic factors, and social shifts.

Notes:

• Depth of Analysis: Provide detailed insights supported by data

and examples.

• Relevance to Company: Highlight how each force impacts

your chosen company.

• Visual Aids: Consider using charts or diagrams to illustrate

your analysis.

• Citations: Reference all sources of information.

3. Assessment of Firm Strategy

Purpose: Analyze the company’s current strategy to identify its

competitive advantages and areas for improvement.

Include:

• Strategy Diamond Analysis:

•Arenas: Where the company competes (markets, products,

geographies).

•Vehicles: How it gets there (organic growth, partnerships).

•Differentiators: How it wins (unique features, cost
advantages).

•Staging: Speed and sequence of moves.

•Economic Logic: How returns are obtained (profit models).

• Generic Strategy Identification:

•Cost Leadership: Efficiency, cost structure.

•Differentiation: Unique offerings, brand strength.

•Focus Strategy: Targeting specific market niches.

• Resources and Capabilities:

•Tangible Resources: Physical and financial assets.

•Intangible Resources: Brand equity, patents, proprietary

technology.

•Human Resources: Skills, expertise, leadership.

• Competitive Analysis:

•SWOT Analysis: Strengths, Weaknesses, Opportunities,

Threats.

•VRIO Framework: Value, Rarity, Imitability, Organization.

Notes:

• Application of Theory: Connect strategic concepts directly to

company practices.

• Evidence-Based: Support assertions with examples and data.

• Critical Evaluation: Assess the effectiveness of the company’s
strategy, not just describe it.

• Comparisons: If helpful, compare strategies with key

competitors.

4. Analysis of Firm Scope (if applicable)

Purpose: Evaluate the breadth of the company’s operations,

including diversification and integration strategies.

Include (if relevant):

• Vertical Scope (Vertical Integration):

• Backward Integration: Control over suppliers.

• Forward Integration: Control over distribution channels.

• Horizontal Scope (Diversification):

• Related Diversification: Expanding into similar industries.

• Unrelated Diversification: Expanding into different

industries.

• Growth Options:

• Acquisitions: Buying other companies.

• Alliances/Partnerships: Collaborations with other firms.

• Internal Development: Investing in R&D and new product

development.

• Geographic Scope:

• Domestic Operations: Activities within the home country.

 • International Operations: Global market presence and
strategy.

Notes:

• Relevance: Include this section if these strategies significantly

impact the company.

• Examples: Provide specific instances to illustrate points.

• Strategic Rationale: Explain why the company pursues these

scopes.

• Impact Assessment: Discuss the outcomes of these

strategies.

5. Recommendations for Future Firm Strategy/Actions

Purpose: Propose actionable strategies to enhance the

company’s future performance.

Include:

• Strategic Recommendations:

• What: New or improved products/services.

• Who: Targeting new customer segments or markets.

• How: Process improvements, technological adoption.

• Where: Expansion into new geographic regions.

• Implementation Plan:
 • Short-Term Actions (0-1 year): Immediate steps to be
taken.

• Long-Term Strategies (1-5 years): Goals and initiatives

for sustainable growth.

• Justification:

• Alignment with Analysis: Ensure recommendations

address issues identified earlier.

• Feasibility: Consider resources and capabilities required.

• Expected Outcomes: Anticipated benefits and potential

risks.

Notes:

• Specificity: Provide clear and detailed recommendations.

• Practicality: Ensure suggestions are realistic and

implementable.

• Prioritization: Focus on strategies with the highest impact.

• Evidence: Base recommendations on your analysis.

Additional Tips

• Research Thoroughly:

• Primary Sources: If possible, interview company managers

or industry experts.

• Secondary Sources: Use reputable sources for data and

industry information.
• Use Visual Aids:

• Enhance your report with charts, graphs, and tables where

appropriate.

• Collaborate Effectively:

• Assign Roles: Divide tasks based on each member’s

strengths.

• Communication: Maintain regular meetings and updates.

• Peer Review: Review each other’s work for consistency and

quality.

• Proofread and Edit:

• Consistency: Check that the report is cohesive.

• Clarity: Ensure ideas are clearly expressed.

• Grammar and Spelling: Correct any errors.

Conclusion

By following these guidelines, you will be able to produce a

comprehensive and insightful strategic audit and competitive
analysis of your chosen company. This project is an opportunity to
apply strategic management concepts to a real-world context and
to develop valuable analytical skills.

Remember:

• Start Early: Give yourselves ample time to research and

compile your report.
• Stay Organized: Keep track of sources and document
progress.

• Focus on Analysis: Prioritize critical thinking over description.