The coursework continues by focusing Hanse Group and its activities within the “European sailing boat and yacht manufacturing industry”. Please answer the following questions using course concepts, frameworks and models:
(1) To what extent has Hanse Group met the critical success factors for the sector in the last five years?
(you may wish to refer to your answer for part two of the first industry assignment)
(2) Using Bowman’s Strategic Clock identify the range of “generic” strategic choices that Hanse Group appears to have made.
(3) Identify the key resources and competencies which Hanse Group has used to support these strategic choices in the last 5 years, and evaluate whether these generate sustainable competitive advantage.
(4) Using the framework of strategic development directions, further evaluate Hanse Group current strategies against the future competition they face.
(your answer must include a review of Hanse Group recent performance – see below)
? Hanse Group and competitors in the industry: An overview of Hanse Group (or of its individual competitors) can initially be obtained from annual financial statements and reports (downloadable from websites), and their investors’ websites. You should also seek out analysts’ reports and comments on the sector, and in some instances corporations publish lists of prominent analysts for their sector on their investor websites. Apart from information that analysts will provide on specific issues or performance, they will typically refer to what they, as experts, regard as the Key Performance Indicators for the industry.
? Deadline: up to week 12 commencing on 3 December 2012 8 pm students have to load their papers on to the Moodle system up which automatically passes it to the Turnitin program.
? Word Limit: 2,000 words. The word limit excludes references. There is no allowance for words over the limit.
? The importance of your research: Material on a firm’s resources and capabilities is not always readily available from the firm’s published sources. You will need to learn to look widely through third party commentaries such as business press reports, analysts viewpoints, case studies, etc. As a guide, we would typically expect a well-researched piece of work to have consulted at least 15 different sources.
? Financial and Performance data: The evaluation of Hanse Group success and the strategic development directions of their strategy going forward will require you to review Hanse Group financial information, and those for its principal competitors. The data will not simply be available for you pre-packaged in one place, but it is likely you will have to research data from a number of sources. Merely re-presenting the published financial data from the annual report and accounts is inadequate to answer the question, however. More insight can be gained by analysing trend data, and making direct comparisons with the key competitors and industry average data.
? The importance of using course concepts, models and frameworks: The module is designed to teach you about the tools of strategic management and how to USE them. Work which is essentially “descriptive” in nature will fail, so please evaluate and prioritize your findings in all cases.
? References and Sources: You will be well aware of the business school’s rules on referencing and acknowledging sources. Coursework which fails to meet these requirements may well be penalized or referred to the Academic Conduct Officer.
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