Purpose of the Assessment
The purpose of this assignment is to
a) test the student’s knowledge of the core concepts, models and frameworks taught in the module and relevant to the strategy process
b) allow the student to apply their learning in the module to date in a case study analysis and to present their findings in a high level report format
Assessment Task
1. Using appropriate academic models and concepts identify GE’s core competences and capabilities and discuss their effectiveness in supporting the corporation’s success up to the date of the case. (30%)
2. Outline and discuss at least two strategic options for GE over the next five years from the date of the case, with a recommendation as to which you recommend. Your answer should draw on your earlier analysis. It may also include independent research on GE, commenting on GE’s current strategy. Applying suitable academic models such as Kaplan’s Balanced Scorecard show how strategy could be monitored and evaluated. (40%)
3. Drawing on sources such as Gary Hamel, compare and contrast Jeff Immelt’s management approach to his predecessor Jack Welch’s, and give your opinion as to which is more suitable for strategic leadership in today’s VUCA (volatile, uncertain, complex and ambiguous) world, and why? (30%)
Target word count 3,000 + or – 10% (excluding appendices)
Assessment Breakdown
The percentages above indicate the weighting given to each section.
Assessment Guidance
You will be expected to read the case several times to make sure you understand the context, grasp the detail and then review the key elements using the core strategy models to go through the strategy process, drawing on evidence from the case to support and justify your views.
You should carry out further research on GE, however you must only use material drawn from credible sources such as: academic articles and texts; quality newspaper and business periodicals, e.g., the FT, The Economist and the official GE website. You should not use unreliable sources such as non-reviewed websites, e.g., Wikipedia.
Academic Practice
Learning outcomes
The learning outcomes being addressed through this assignment are:
Knowledge and Understanding
a) Identify, critically appraise and select strategies for organisations operating within domestic and international contexts.
b) Critically evaluate strategies linked to responding to external environments (fit strategies) and contrast them to strategies linked to core competencies (stretch strategies).
c) Recognise, consider and address macro-economic trends in a changing world and their impact on business whilst evaluating competitive, organisational and ethical values.
Subject Specific Skills
d) Be able to apply the concepts of strategic planning to current organisations and conduct an environmental and competitor analysis of a given organisation or industry, including within an international or global marketplace.
e) Develop appropriate policies and strategies within a changing environment for a variety of organisations, to meet stakeholder interests.
Key Skills
f) Demonstrate key communication and time management skills.
h) Demonstrate critical thinking and creativity: engage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise alternative strategies and choices.
