strategic management report should: a) effectively utilise the secondary research from the draft working notes and apply FOUR strategic management frameworks/models to critically analyse and establish the current ‘position’ that GOOGLE finds itself in

strategic management report should: a) effectively utilise the secondary research from the draft working notes and apply FOUR strategic management frameworks/models to critically analyse and establish the current ‘position’ that GOOGLE finds itself in

CONTEMPORARY STRATEGIC MANAGEMENT

Instructions to candidates:

a) Time allowed: Three hours (plus an extra ten minutes’ reading time at the start – do not write anything

during this time)

b) Candidates are required to answer BOTH questions, which relate only to the GOOGLE case that has been

pre-issued

c) Marks for each question are shown in [ ]

d) You are allowed to bring into the examination up to two pages (four sides) of A4 notes. Your

prepared notes will count for 15% of the overall marks for this unit. These notes should be handed

in and securely attached to your answer script at the end of the examination period

You are to assume the role of senior management of GOOGLE and you are requested to write a strategic

management report to assist with developing the strategic future of the organisation. (Note: A standard report

format is acceptable.)

1. Your strategic management report should:

a) effectively utilise the secondary research from the draft working notes and apply FOUR strategic

management frameworks/models to critically analyse and establish the current ‘position’ that

GOOGLE finds itself in (i.e. whether the company is in a good/bad/reasonable position to pursue

different/new options or strategies). Briefly highlight the reason for using each particular model. [28]

b) identify THREE future strategies derived and justified from the analysis above. [7]

c) provide a brief summary including possible limitations of using secondary research. [5]

(A total of 5 marks will also be awarded for report structure, readability and legibility)

2. a) Critically evaluate your suggested THREE future GOOGLE strategies, using relevant criteria such

as suitability, feasibility and acceptability, and select the best strategy with your reasoned

justification. [15]

b) Provide a detailed account of how the selected best strategy should be implemented, with

consideration of resource implications and a Gantt chart for timescales, in order for it to build a

competitive advantage and contribute to a successful and sustainable company future. [15]

c) Provide a brief summary to conclude. [5]

(A total of 5 marks will also be awarded for report structure, readability and legibility)


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