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Applying the knowledge of relevant strategic management frameworks, you need to - carry out the external analysis

Background In this assessment you will have the experience of developing strategic management analysis and recommendations for Five Guys operating in Europe food industry. Story of Five Guys: Five Guys has been a Washington, DC area favourite since 1986 when Jerry and Janie Murrell offered sage advice to the four young Murrell brothers: “Start a business or go to college.” The business route won and the Murrell family opened a carry-out burger joint in Arlington Virginia (Five Guys). Early in 2003, Jerry and Janie, together with the “Five Guys,” began offering franchise opportunities. In just under 18 months, Five Guys Enterprises sold options for more than 300 units. The overwhelming success of franchising a local restaurant made national news, with articles in trade publications such as Nation’s Restaurant News, Restaurant Business Magazine and the Franchise Times. Five Guys is looking to expand its market share in the European food market, having already formed some successful branches in the UK. Considering the Five Guys expansion approach, your brief as a strategic consultant will be to analyse and recommend strategies identifying ways in which they can expand and strengthen its position in one of the European countries (suggested above). 2.2 Assessment brief including criteria mapped to learning outcomes Assignment Task You will be given a scenario in the form of a case study. The case study will be published on BB. Applying the knowledge of relevant strategic management frameworks, you need to - carry out the external analysis - address the internal analysis - identify key issues, evaluate alternatives and make conclusions based on thorough analysis - make appropriate strategy recommendations for the organisation(s) given in the case study, in today’s business environment. - All these must be completed by accessing, selecting and utilising a variety of business information sources Assessment Details Your individual strategic management report will need to identify the internal and external opportunities and threats facing the organisation (s) given in the case study, and present appropriate frameworks that inform the development of strategic options and recommendations for the organisation(s) in terms of future strategic directions and methods of expansion. The report should therefore be comprised of areas for consideration that address the following questions: 1. What is the current strategic positioning of the organisation (s) given in the case study’s in the EU market? The following will need to be carried out to address this question: Strategic analysis of the current positioning of the organisation(s) in the case study. This will need to include an assessment of the external MACRO environment (using the PEST or PESTEL framework); external MICRO environment (using Porter’s 5 Force framework) and internal analysis of the organisation (s) given in the case study internal environment (applying Jay Barney’s VRIO or Michael Porter’s Value Chain Analysis) to identify opportunities and threats in both these external and internal environmental layers. 2. What strategic recommendations can you propose for the organisation (s) given in the case study to strengthen its current position in the EU Market? The following will need to be carried out to address this question: An identification of the competitive strategies currently being followed by the organisation (s) given in the case study UK and a consideration of their future competitive strategies applying either Porter’s Generic Strategies of Competition framework or Bowman and Faulkner’s Strategy Clock and a consideration of the future methods of strategic expansion and directions available to the organisation (s). Your final strategic management report should contain: Executive Summary Introduction (Company & industry background, key challenges faced by the selected company) External environmental analysis for identifying opportunities and threats: Macro (PEST or PESTEL) & Micro (5 Forces Framework for analysing industry structure and the nature of competition) Internal environmental analysis for identifying strengths and weaknesses: VRIO or value chain analysis Identification of Competitive Strategies (Bowman’s Clock or Porter’s Generic Strategies) Strategic directions (Markets, Products, Services) & methods of expansion In-text citations and list of references using Harvard Referencing

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