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MMGT6001 – Strategy
Group Assessment (20%)
ASSESSMENT TASK
The group assignment will ask you to perform a strategic analysis of an Australian
company, generate strategic options and design a learning launch.
The strategic analysis should provide the following elements:
- A sound analysis of the current situation, the strategic issues to tackle as well
as the key success factors of the industry. To do so, you should use relevant
and applied frameworks discussed in class. Ideally, your analysis should
include an external analysis, an internal analysis/activity analysis and a
discussion of the customers. Pay particular attention to emerging trends that
affect the industry as well as emerging business models.
- Based on your findings, you should suggest two strategic options. Use theory,
evidence as well as your critical thinking to design these potential options. You
should then evaluate these options and select one strategic option that you
would like to investigate further in a learning launch. There are no wrong
answers, however you should back-up your choice of a specific strategic option
with a short comparative analysis of the strategic options (outcomes, input,
time, etc.).
- You should then provide a proposition of a learning launch. Hess and Liedtka
define a learning launch as a “carefully designed experiment or prototype
designed to test the key underlying value-generating assumptions of a potential
new-growth initiative. In contrast to a full new-product roll-out, a learning launch
is a learning experiment conducted quickly and inexpensively” (Liedtka, 2009:
p.1).
- Finally, you should evaluate your strategy by using the four Hess & Liedtka
tests. A document with the relevant information will be uploaded to Canvas in
the ‘Group Assessment’ Module.
Your group is responsible for choosing the Australian company to analyse. I strongly
recommend you select a public company for which there is information available such
as annual reports, earning calls and strategy presentations. You can find this
information in the ‘Investor’ section of the company’s website, as well as on the ASX
database or other databases you might have access to, such as Capital IQ. Your
chosen company should have interesting strategies, and/or be in industries that are
disrupting the way customers do things or in industries facing disruption. Your chosen
company should be approved by the lecturer. Please notify the lecturer of your
selection via email (
[email protected]) by 28 February 2023. Along
with this, please also brainstorm and email me five challenges and five opportunities
for your selected company, which may later form the basis of your Group Assessment.
Some examples of companies that you could investigate are Afterpay, Seek, Tyro,
Splitit, Xero, Myer, Santos, Atlassian, Coles, Woolworths, Airtasker, Zip, any Big Four
BUSINESS SCHOOL
bank (ANZ, CBA, NAB, Westpac), Fortesque Metals, or any Australian lithium or
hydrogen company (e.g. Lake Resources).
The Group for this assignment will be allocated by the lecturer and made available on
Canvas.
Your Group should consider itself a team of consultants that have been called by the
Board of Directors to provide a strategic analysis of the situation the company face,
strategic options and a learning launch. Therefore, your presentation needs to be
backed up by solid quantitative and qualitative evidence.
During your analysis, look at both what the organization says of itself and what other
sources say of it. Industry and consulting reports will be valuable to identify key trends,
as well as the business press (e.g. BusinessWeek, Bloomberg