香港理工大学经济专市场调查.docVIP

Module Code: SM0374 Module Title: Strategic Management and Leadership Distributed on: February 2012 Hand in Date: 9 May 2012 Task: Write a management report (word limit 3,000 words) addressing the following questions: Question 1 [60 marks] Choose ONE company from the following list. For this company, explain how successful you think it is and discuss the strategic reasons behind that success. Go on to suggest strategies and/or actions for ensuring success in the future. McDonald’s Corporation Dyson Limited Singapore Airlines Cathay Pacific Airlines The Alibaba Group Pixar Animation Studios BMW Group Question 2 [40 marks] Discuss the proposition that strategic drift in an organisation is caused entirely by failure of leadership. Illustrate your answer using the company Research in Motion Limited (RIM) and ONE further example of your own choice. Go on to suggest ways in which companies can avoid strategic drift. The assignment should be written in Times New Roman, 12pt, left-justified, 1? spacing. Start each answer on a new page. Your student ID (but not your name) should appear on every page. All academic and other sources must be cited and included in a reference list. No appendices are permitted. Simply staple your completed assignment together and NOT to use any plastic folder. Guidance Question 1: We want you to tell the reader what is “special” about the company and justify your answer with analysis using frameworks carefully selected from those you have been taught. Success could be measured in terms of growth, profitability, market share and so on. But how has the company achieved this position which may well have taken several years? It could be due to, for example: Exploitation of opportunities in the factors in the far environment including market growth A favourable near environment Strong strategic capabilities leading to competitive advantage A clear competitive strategy consistent with strategic capabilities Development stra