Company Project

MGMT 581 – Strategic Management

Spring 2023

Assessment type: Report

Assessment name: Company project

Description: This project is designed to encourage to apply the theoretical

knowledge they have learned about strategy into a real business case.
This project offers students the opportunity to have a deeper
understanding of the various strategic concepts and theories and how
to be applied in real life. The outcome of this project is to prepare a
strategic plan for the company.

Length/Duration: Written report (Word file) (About 20 pages long)

Report Structure
1. Cover Page:
 Project name
 Name of group members with student ID numbers
 Course number and semester
 Name of professor

1
2. Company’s Current state: “Where are we now?”
This section on the company’s current state is about 7 pages in length and includes the following:
 Company overview:
- History
- Management/organizational structure
- Mission statement, vision statement, and core values.
- Offerings (current products or services, markets, …)
- Key competencies,
- Company’s competitive advantages,
- Current key performance indicators, and
- Past milestones and achievements.
- Company’s CSR activities (CSR: Corporate Social Responsibility)

 Industry overview:
- Sector/industry
- Competitors
- Competitors’ competitive advantages
- Financial performance/Market share, sales performance, etc.
- New trends in recent years related to the airline activity.

 Strategic analysis of the internal and external environments:

- Capability Audit
- Value Chain Analysis
- PEST Analysis (PEST is an acronym for political, economic, social, and
technological)
- Competition Analysis using Porter’s Five Forces Framework
- SWOT Analysis (an acronym for strengths, weaknesses, opportunities and threats)

3. Company’s Desired Future State: “Where are we going?”

This section describes the desired future state of the company which is typically around 7
pages long. This section includes the following elements:

- Strategic priorities — identify the main company’s priorities.

- Strategic objectives — identify the company’s objectives.
- Vision statement summarizing the company’s aspirations for the future

2
 - Mission statement and core values and any anticipated changes
- Desired future value proposition or competitive advantages

4. Company’s Future Strategy: “How will we get there?”

The senior management needs to hold a series of strategic planning workshops and interviews
with middle managers and key employees to brainstorm ideas on how to achieve the company’s
objectives and reach its desired future state. Strategic planning is about finding a short list of
the highest-impact projects and initiatives leading to achieve the company’s objectives.

The section is generally 7 pages long and includes the following elements:

- Corporate directions — a broad overview of what you need to do to achieve your

goals.
- Action plan - List of initiatives, projects, and actions needed for each priority and
objective.

Reference list:
References (if any) cited in the report must appear in the reference list.