TASK
Present a current critical strategic analysis of ONE Business Unit within General Electric.
You are required to cover the following topics covered in the module:
Resource Audit
Value Systems
Product/Service portfolio (BCG Matrix)
Potential future strategic growth
– Identification of options
– Evaluation of options
You may want to focus the analysis on a specific product. This is fine but you will need to make the focus of the analysis clear to the reader.
News & Web Links
The links below provide some starting points but students MUST add their own detailed research to develop the analysis:
https://www.gepower.com/
http://www.marketwatch.com/investing/stock/ge/news
https://www.theguardian.com/business/generalelectric
https://www.bloomberg.com/quote/GE:US
The following structure is required for the submitted report:
1. Introduction to the report.
2. Brief strategic position of the company.
3. A critical evaluation of the resources and value systems of the company.
4. A critical evaluation of the product/portfolio mix within the SBU.
5. A critical analysis and evaluation of KEY future directions for strategic growth.
6. Recommendations.
The coursework is an individual piece of work. It will be 3,000 words, inclusive of appendices (+/- 10%). Please note that text in diagrams or tables will count towards the word count.
It is important that attention be focused on a strategic appraisal of the company as opposed to providing lots of interesting facts over what interests you or what you find on the internet. Assessment will focus on students’ abilities in applying strategic models and frameworks in a coherent manner that enables them to develop a clear strategic view of the strategic position being studied. You do not need to reference many academic sources in this element of the assessment, but you must reference sources of company or market information.
Furthermore, you must reference sources for any theoretical background that you decide to include.
Marking Criteria
(The marks for each criterion are to illustrate where the main effort should be spent and are not meant to be a strict marking scheme)
Presentation
Use of front page to set out important details i.e. title of work, student number, etc.
Well laid out text that is easy to follow Analysis
Strategic Position
Sets out the Differentiation position of GE.
Provide some clear examples to illustrate the strategic position.
Identify the SBU being examined in relation to others within the company.
Resource/Competences
Identify the main resources and skills within the company
The section should act as an introduction to the Value Systems
Use of Resource/Competence model helps to identify the balance related to the strategic position so that you can discuss the way the balance is relevant to the aims of the SBU
Avoid just describing the resources that have been identified
Value System
• Identify the activities that enable the strategic position of the company.
• Use the Value Chain model to critically examine key activities and the links between them.
• Look to evaluate relevant external links that create value for the company.
• Develop an analysis of the activities rather than just a list of examples of company activity.
BCG
Use the model to identify the portfolio of SBUs or product ranges.
Develop a critical explanation of positions that have been identified.
Future Directions
Use the Product/Matrix model to identify potential areas of future development.
Critically explore the relevant differences of each section of the model e.g. Market development and product offer different challenges.
Conclusions & Recommendations
Draw the main aspects of the analysis together.
Set out key points that can be considered for strategic development.
Structure
Clear balance of the report
Effective use of headings, sub-headings
Use of supporting evidence
Clear use of relevant sources to support the analysis, particularly current news and media material.
Awareness of the balance of sources.
The evidence is developed into the analysis to provide the depth of explanation.
Style of writing
Clear writing style.
Avoid a personal, descriptive style in the analysis.
