Posted: February 3rd, 2017
Below is a detailed outline of what should be included in each section of the paper.
SITUATION ANALYSIS
In this assignment, approximately two-thirds of your written summary should focus on a
thorough strategic situation analysis of the company. You should pull together a coherent written
summary of the analyses you developed through applying tools and concepts from this course.
Specifically, in developing your analysis, you should utilize theories and core concepts from
Chapters 1-6 of the textbook plus your coursepack readings applied to this organization, its
industry, and its competitors in order to develop the necessary components for a comprehensive
analysis of the external and internal environments facing the company.
Do not just repeat facts from the case without adding some value to them by assessing,
examining, or combining them to draw conclusions and derive insights or findings; individual
case facts are the basis of the analysis and should be used selectively as examples to illustrate the
points you make.
Your paper must include the following appendices to support your analysis of the situation. In
general, appendices are good places to present data and analyze it, while the text of your
executive summary is a good place to summarize and pull out the strategic implications of your
analysis. In your executive summary, you should reference the appropriate appendix to support
your analysis.
distinctive competencies)
KEY ISSUES STATEMENT
This short, but crucial section specifies the most important key issues or problem areas that the
company faces (usually 3-5 will emerge). These are NOT recommendations, or questions. They
ARE synthesis statements, representing important areas of concern or action that emerge from
your situation analysis, and that you will be addressing in your recommendations. In other
words, what are the issues that are potential barriers to future viability/growth that your company
will need to address in order to be successful in the future? This will be your shortest section.
You do not need to give much detail, as these should arise directly from your analyses in the
previous section. Remember that this section bridges the Analysis and the Recommendations, so
is very important: make sure it is clear and logical.
STRATEGIC RECOMMENDATION AND RATIONALE
This section contains the strategic alternatives considered and your ultimate recommendations. In
this course, you should focus primarily on big picture strategic level recommendations (and not
specific tactics.) Your alternatives considered and ultimate recommendations should directly
address the key issues described in the previous section. Be sure that your recommendations are
directly linked and relevant to your identified key issues. Be sure to consider both long and short
term actions in your recommendations. Finally, support your recommendations and specify the
links between your recommendations and the benefits for the company. In other words, why
should the company implement your plan? Given the space constraints of the text section, you
are encouraged to present alternatives and their analysis in exhibit form.
CONCLUSIONS
This section should summarize your memo and end with a restatement of your
recommendations.
APPENDICES
Here you will attach your tables, charts, graphs, and other appendices. Each appendix should be
numbered and should add value (not just length), and be relevant to your analysis or
recommendations outlined in the Executive Summary. Use your space wisely and do not spend
time repeating data from the case – turn the data in the case into information and strategic
implications by doing analysis! Please do not spend time recreating exhibits provided in the case,
assume that the management team to whom you are addressing your executive summary already
has these exhibits in hand.
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