Books to reference from:
J JOHNSON, G, SCHOLES, K, & WHITTINGTON, R.
2011: EXPLORING CORPORATE STRATEGY
RUGMAN, A.M. AND HODGETTS, R.M
2003: INTERNATIONAL BUSINESS
THOMPSON J.L AND MARTIN, F.
2005: STRATEGIC MANAGEMENT: AWARENESS AND CHANGE
WALL, S. AND REES, B
2004: INTERNATIONAL BUSINESS
WIT, BOB DE & MEYER, R
2004 – STRATEGY: PROCESS, CONTENT, CONTEXT.: AN INTERNATIONAL PERSPECTIVE
JOHNSON, G. WHITTINGTON, R. AND SCHOLES, K.
2012: FUNDAMENTALS OF STRATEGY
ALSO INCLUDE SOME JOURNALS.
Management report on strategic direction and evaluation of MARSTON’S organisation’s strategy.
Use relevant strategic management tools and techniques to evaluate the current strategy of the organisation based on their strengths, weaknesses, opportunities and threats, derived from a analysis of Marston’s (plc) Brewery.
Firstly you need to provide some ‘performance’ data on how the strategy is working, trends in sales, profits, market share etc.. How the organisation competes (e.g. Differentiation/ Cost/ Focus). Evaluate how the strategic direction of the organisation by creating a ansoff matrix table which is put into the appendices, relate it to growth, innovation or international expansion. Analyse why this strategy might be suitable, acceptable and feasible given what you know about the SWOT for the organisation. Given the nature of this analysis there must be a contemporary and inventive flavour to much of the relevant data. Is the recent change in government likely to impact on their strategy? Stock market crashes in the Far East? Briefly identify and justify a potential improvement in strategic direction for the organisation.
An effective structure might present key trend data on how the organisation has been performing as the starting point for evaluating the strategy. Re-evaluating how the organisation tries to compete, its competitive advantage. The directions the organisations strategy is taking it in and how this matches what you discovered in terms of its SWOT and what this means in terms of its growth, innovation or movement into international markets. An evaluation of the strategy through SAF or another suitable model and a suggestion of how the strategy could be developed or augmented.
complete following and put in the appendices at the end of document to support the report arguments and information:
– swot on MARSTONS
– ansoff matrix relation to growth, inovation, expansion on MARSTONS
– external pestel analysis on MARSTONS
– vrin model on MARSTONS
– porters 5 forces on MARSTONS
– performance and statical data throughout the actuall report demonstating profits, losses, goverment taxation etc on MARSTONS.