You are required to conduct a strategic analysis of an international company from the list provided below.

It is important that you relate relevant theoretical frameworks to the empirical information (data) you have gathered to analyse, and not merely describe the organisation’s strategy. You should aim to evaluate the viability of the firm’s current strategy and make any recommendations for changes to the strategy that you consider to be appropriate.

This analytical report should be maximum 3,500 words in length, should demonstrate your ability to identify and employ relevant academic concepts, theories and models, and should be fully referenced using the Harvard Referencing System.

An assessment proforma is attached below for guidance.

List of companies:

• Virgin Group
• Tesco
• IKEA – Choose this company
• Zara
• British Airways
• Marks and Spencer
• Diageo
• Sainsbury’s
• EasyJet
• Body Shop
• GlaxoSmithKline
• Astra Zeneca
• JLR
• Disney