STRATEGIC AUDIT

STRATEGIC AUDIT - Please select the company you would like to use for the Audit. You have to choose one of the following 4: Nike, Asics, Puma or Adidias
1. Describe various key strategic management processes (strategic inputs, strategic actions and strategic outcomes)
2. Discuss, asses and analyse the internal and external environments of an organisation to determine resources, capabilities and core competencies
3. Develop and critique the implementation of strategic responses to current and future issues facing the global business environment
4. Evaluate business and corporate level strategy and identify the key risks associated with these strategies
5. Evaluate an organisations ability to effectively implement business/corporate strategies
Strategic audit - INSTRUCTIONS 
The audit will requires you to do additional research.
It will consist of research on external and internal analysis, evaluation of strategies and recommendations
Please select the company you would like to use for the Audit. You have to choose one of the following 4: Nike, Asics, Puma or Adidias. Please see the marketing criteria and follow this closely. You should start collecting research on the external environment first as This is the most time consuming part so PLEASE start this first. 
A sample Audit from a previous semester is also provided, this is the correct way of doing it. Please do not copy, but use this as a guide.
You should now complete the external environment and start on the internal environment, these should also include This should include the identification of the opportunities and threats also.
You should have completed internal environment and started on the evaluation of the strategies and the recommendations
Identification of strategies and strategic issues and recommendations.

PLEASE NOTE: 
. You have to select one of the following companies for your audit: 
1. Nike 
2. Adidas 
3. Asics 
4. Puma 
: Select your organisation 
: Data collection. You need to collect information on the EXTERNAL ENVIRONMENT, which includes the general environment, industry environment, competitors (2-3 will suffice). 
: Complete the analysis (identify opportunities and threats) and writing of this section. 
: Collect information on the INTERNAL ENVIRONMENT which should include resources, capabilities and core competencies 
: Complete the analysis (identify strengths and weaknesses) and writing of this section. 
: Complete the analysis of strategy and recommendations 
: Edit, proof read, Submit 
Instructions : The format of the report should be as follows: Executive summary (objectives, method, limitations and findings of the report - one page only)
 Introduction: Background of the company and focus of your report

 External analysis: In this section you should outline what you think are the main opportunities and threats facing the organisation. You should analyse the general, industry and competitor- environment of the company. Do not attempt to analyse all elements of the external environment equally: it is important that you concentrate on a few main elements and explain why they are significant. You have to support the most significant elements of the external environment by references from the business media, industry publications and other relevant websites. 

Internal analysis: In this section you should outline what you think are the main strengths and weaknesses of the organisation. As with the external analysis, you need to try to identify and explain the main issues rather than list a wide variety of factors. You should explain what resources and capabilities contribute into a competitive advantage of the company. Your analysis should be supported by relevant information from the case study, a company- web site and the media. 

Summary SWOT: This will be based on the strength, weaknesses, opportunities and threats you identified as part of your internal and external analysis above. 

Strategy evaluation Evaluate the current strategy. What are the main strategic issues identified? 

Problems/Challenges and recommendation in this section you should outline a range of strategic actions for the company: where to from now to re-solve the main strategic issues identified. You should recommend some of these alternative actions and justify your choice in terms of the company- SWOT analysis. To link together the results of the external and internal environmental analysis, you should use the TOWS matrix. 

Conclusion (major results of your analysis and recommendations with regards to the main strategic issues identified in Introduction) 

The report should be prepared in a professional manner. This means that the papers should be concise, incisive, and literate and include appropriate supporting tables, charts, and exhibits. There must be clear evidence of consultation of academic literature - at least 5 academic journals articles, two books and three web sites must be used, and appropriately referenced in accordance with the Harvard referencing guide.
Marking Criteria for Strategic Audit of a Company-REPORT Executive Summary 	 5 marks 	
Introduction: Background of the organisation and briefly explain how you are going to approach this study 	 5 marks 	
External environmental analysis: Analyse the general environment, industry environment and competitor environment. Identify opportunities and threats. 	 30 marks 	
Internal environmental analysis: Analyse the organisations tangible and intangible resources, capabilities and core competencies. Identify strengths and weaknesses. 	 20 marks 	
Summary SWOT 	 5 marks 	
Identify the existing corporate/business level strategies. 	 10 marks 	
Strategic issues the organisation faces- problems and challenges and recommendations 	 15 marks 	
Presentation and references 	 10 marks