Complete a strategic analysis of a firm and its industry, making strategic recommendations for the future.

Assignment Brief

Acting as an external management consultant, you are to complete a strategic analysis of a firm and its industry, making strategic recommendations for the future. The submission word limit is 2,500 words. The cover sheet, table of contents, executive summary, numerical tables, diagrams, references, appendices, and annexes are NOT included within word count calculations.

Using the Harvard Referencing Format.

Report Structure

You should structure your report as follows:

• Report Cover Page
• Table of Contents
• Executive Summary
• Introduction to your selected company
• Internal and External Analysis
• Competitor Analysis
• Strategic Options
• Strategic Recommendations
• References
• Appendices

Executive Summary

The executive summary should provide a clear and concise summary of your report such that a busy executive understands the key points in your analysis and the recommendations you make.

Introduction to the Company

You should summarise your analysis of the activities/ products/ services of your chosen company, its key markets, main competitors, and financial, ethical and sustainability performance. Use tables and figures to minimise the word count and to promote ease of understanding

Internal and External Analysis

Be specific on the trends and other factors that are critical to the future of the firm and its industry. Remember that you must look forward to possible scenarios for the future. Gather information from published sources about the internal workings, resources and capabilities. Use an appendix for additional information and supporting data.

Competitor analysis

It is important that you provide a thorough assessment of the competition. Consider what generic strategies competitors follow and whether they have a competitive advantage. What growth strategies do they follow? How about their portfolio management strategy?

Strategic Options

You should propose no more than 3 options with an indication of the relative costs, benefits and challenges of implementation including, e.g. a new competence could be developed internally, an acquisition made or a joint venture set-up in which learning from the partner is possible.

Strategic Recommendations

Make you recommendations and justify them, with appropriate reference to theories, models and frameworks, ethics and sustainability.

Structure, presentation and references: You should submit a professionally structured and presented report that is free from errors. Tables, diagrams and images are used to good effect. Writing is concise and clear.

• Analyses the environment of a firm, both internal and external, current and future, to identify sources of competitive advantage and disadvantage and opportunities and threats
• Critically evaluate strategic direction and strategic options in complex current and future business environments to inform executive decisions
• Critically evaluate strategic information, insights, and recommendations
• Communicate strategic analysis and recommendations clearly, concisely, and effectively
• Appraise the strategic decision-making process

Sample Answer

Strategic Analysis Report

EcoGlow Ltd

Table of Contents

1. Executive Summary

2. Introduction to EcoGlow Ltd

3. Internal and External Analysis

4. Competitor Analysis

5. Strategic Options

6. Strategic Recommendations

7. References

8. Appendices

Executive Summary

This report provides a strategic analysis of EcoGlow Ltd, a UK-based manufacturer of eco-friendly lighting solutions. The company operates in a highly competitive market, facing pressures from increasing sustainability regulations and rapid technological change. An analysis using PESTLE, Porter’s Five Forces, and SWOT reveals both opportunities in global expansion and threats from low-cost competitors.

Three strategic options are evaluated:

1. entering the European market
2. developing smart lighting technology
3. forming a strategic alliance with green construction firms

After analysing the costs, benefits, and risks, the recommended strategy is a combined approach: pursue smart lighting innovation while establishing partnerships to accelerate growth. This strategy is ethically sound, sustainable, and aligned with EcoGlow’s long-term vision.

Introduction to EcoGlow Ltd

EcoGlow Ltd is a small-to-medium enterprise (SME) headquartered in Manchester, UK, specialising in energy-efficient LED and solar-powered lighting for homes and commercial spaces. Founded in 2015, EcoGlow has positioned itself as a leader in sustainable lighting technology, known for its eco-friendly production methods and minimal environmental impact.

Key Products and Services

• Solar-powered garden lights

• Energy-efficient indoor lighting

• Customised commercial lighting for green buildings

Key Markets

• United Kingdom

• Pilot markets: Ireland and Germany

Main Competitors

• BrightLite Plc (UK) – large-scale, cost leader

• GreenLux GmbH (Germany) – premium eco-brand

• GlobalGlow Inc. (USA) – international innovator

Financial and Ethical Performance (2023)

EcoGlow adheres to ISO 14001 Environmental Standards and sources materials from ethically certified suppliers.

Continued...