Assessment Type

Group assignment (2500 words +/-10%)

Due date

Assignment Task  

• The purpose of your assignment is to analyse the internal and external environment of a company of your choice.
• For your assignment, choose ONE company of small or medium size and analyse the company’s external and internal environment in which it inhabits.

General guidance:

• Before you choose your company, please think about the sources for your assignment. Are they easily available from the internet or any database? Are they relevant? Are they available in English or will you have to translate them? I strongly recommend finding a company with information available in English as it will save you time to translate it.

• Cite all information used in your work that is clearly from a source. Try to ensure that all sources in your reference list are seen as citations in your work, and all names cited in the work appear in your reference list. 

• Reference and cite your work in accordance with the University’s chosen referencing style (use the University’s internal norm for citing and referencing https://www.slu.cz/opf/cz/file/cul/e617c25f-1c26-4c28-9e09-a2920f626d1d look at the appendix 4. and 5.).  

Task specific guidance: 

1.     Introduce your company: Who is it? What does it do – product/services? Is it private/public/voluntary? Which country does it operate in? What is the size of the company?

2.     An analysis of the external environment in which the company exists:

·        PESTEL - For each factor detailed state what the implications are.

·        Opportunities and Threads from SWOT analysis

·        Market analysis – using STP and Perceptual mapping.

·        Competitor analysis using Porter’s Five forces analysis.

3.    An analysis of the internal environment including:

·        Product analysis – using BCG model.

·        Competitive advantage – using VRIO analysis.

·        Strengths and weaknesses from SWOT analysis

·        Business model using Business model canvas.

·        The impact of the company on the environment and vice versa the impact of the environment on the company – how ecological is their production (the resources, processes, and products/services), how this company mitigates its impact on the environment (what measures does it apply and how this is communicated to their stakeholders), do they practice CSR or ESG (they can practice some of the activities of CSR even without publicly stating this).

Opportunities for feedback sessions for the assignment will be provided during lectures or office hours.