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Overview – The major written project in MG 4740 A1 L6 Capstone will challenge each student in analyzing, formulating, executing and implementing strategy for a business enterprise through the use of a complex case (case method) selected by the instructors. In the case study method, relevant data are gathered, organized, evaluated, and generalized. Recommendations and an implementation plan are provided. The case for analysis is Case 2: Airbnb in 2018.
Successful completion of this project will contribute to the student’s proficiency in the following learning outcomes:
· integrate and assess the elements of the internal and external environments of an organization using appropriate analytical tools
· formulate, select and evaluate alternative strategies and strategic approaches
· create action plans for strategy implementation considering resource allocation and control
Content – The following content is suggested for the complex case analysis. You must, of course, use your own good judgment, also, as the content and material should be presented in a way that is most clear and helpful to the reader/decision maker. Please remember that the following are suggestions, but you are not limited to them. Your work should be robust.
· Introduction/Company Profile – introduction to the company, name, ownership, history, headquarters, locations, size, product scope, geographic scope, integration, organization structure, key executives
· Company Direction – vision, mission, values, and major goals
· External Analysis – macro environment (e.g., political/legal, economic, demographic, socio-cultural, technology), industry environment (e.g., dominant economic traits, five forces, driving forces, key success factors), competitor (e.g., strategic group mapping, competitors’ next moves)
· Internal Analysis – resource strengths and weaknesses, capabilities, core competence, distinctive competence, financial analysis, costs/prices, value chain/value system, competitive strength assessment, and present company strategy/strategies
· SWOT Analysis – derived from previous two sections of the analysis
· Identification of Front-Burner Issues (strategic issues and problems) – multiple issues that merit immediate action should be identified; no company is without them
· Identification of Alternative Courses of Action to Solve the Issues and Problems Identified in the Previous Section – multiple alternatives should be identified for each problem/issue
· Decision Criteria – Identify the decision criteria used in selecting the course of action for each issue identified
· Recommendations – your decisions with respect to which alternatives to the problems/issues should be implemented based the identified decision criteria
· Implementation Plan – high level” plan(s) to implement the recommendations
· Any Concluding Remarks


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