Hyundai live case study
HYUNDAI STRATEGIC REPORT Task: You are a newly graduated management consultant who is required to research and write a strategic report about a real life organisation – Hyundai. Your consultancy company works closely with universities. For this reason your manager instructs you to write a report using a given structure and style that would appeal to both academics and business people. The analysis should demonstrate your ability to apply strategic management skills and knowledge to a real life situation. Suggested structure: A professional looking front cover Executive Summary. Table of Contents Introduction Write an introduction for sign posting purposes. Explain the purpose and the structure of the report, and briefly introduce the organisation that you will be analysing. Since you have a limited word count, the introduction should be very small – about one paragraph. Suggested word count: 150 words 1. Analysis of the external environment To analyse the external environment of the case study organisation you are asked to use both frameworks: a 5 Forces analysis for the micro external environment, and a PESTEL analysis for the macro external environment. Choose the most important factors from these frameworks that you will later use to justify the business level strategy. There is no need to analyse every aspect of these frameworks. Make sure that your analysis focus on the industry, and not on a specific organisation. Specify the geographical area of the industry that you are focusing your analysis on. You may consider the external environment in a global context or within a context of one country. Suggested word count: 200 words. 2. Analysis of the internal environment To analyse the internal environment we expect you to use the resources and capabilities theory (R+Cs or else the Resource Based View of the Company) or the Value Chain theory. If you use RBV we would like you to present the key strategic resources and core capabilities. Please see examples of resources and capabilities in the lecture slides. To analyse the organisation’s financial resources you must mention some key financial indicators for that organisation. You will need to state clearly what are the core capabilities/competencies of the organisation and why they are core. An example could be: does the organisation’s level of financial control and or use of economies of scale derive competitive advantage? Is this a core capability within the organisation? As for the Value Chain analysis you do not need to describe in detail every single activity. Here, you will need to show those linkages (combinations of primary and support activities) that either increase the customer value or reduce the operating cost. You can conclude this section by explaining what competitive advantages are created for the organisation and how. Suggested word count: 200 words 3. The Strategic Analysis This section can be divided into two sections: the analysis of business (competitive) level strategies and the evaluation of current and / or future strategies that include ethical implications. 3.1 Analysis of the business (competitive) strategy Identify, evaluate and justify the competitive level strategy of Hyundai. Consider theories, such as cost leadership, differentiation, hybrid or Blue Ocean. To justify the business level strategy you need to make a clear link between the strategy, external and internal environment analyses. Suggested word count: 550 – 600 words 3.2 Evaluation of strategic options through SAF and ethics The evaluation of strategies should include suggestions and recommendations for future strategies. You can suggest either sustaining the existing ones, or developing the existing ones, or developing new strategies. To evaluate strategies use theoretical frameworks such as: SAF (preferably – as said above) STAIR model SUITS model RACES model or any other properly referenced model. You don’t need to use more than one of the above frameworks. This section must include ethical implications of strategy. Identify one, two or three key issues that impacted Hyundai’s ethical image. How does the public perceive the organisation? How do the ethical issues affect the organisation’s current and future strategy? This section is more flexible about which theories you would like to use. You can use theories studied in other modules as well if they are appropriate. After all this module integrates the knowledge and skills that you have learnt in your previous years of study (see the module aims in the module handbook). Suggested word count: 550 – 600 words Conclusion Emphasise and summarise the most important ideas presented in the report. Do not just summarise all of your findings. Suggested word count: 200 words References Appendices
