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Details of Assignment
Assignment 1

Assignment task:
To undertake an analysis of the strategic position of an organization selected by the student and agreed with the course tutors. See Appendix for specific CWA brief .


This assignment is based on the global pharmaceutical industry. To help you out with your research you should refer to the case study The global pharmaceutical industry: swallowing a bitter pill on page 547 in the book Exploring Strategy, 9th Edition by Johnson, Scholes & Whittington (Prentice Hall, 2011). For tasks 2 and 3 you must choose one pharmaceutical company (that is featured in the case study). This is however only a starting point you will need to access further (and more current) information on the industry and the chosen company. TASKS 1. External analysis Analyse the external environment of the global pharmaceutical industry using appropriate strategy tools (PESTEL - identify the main opportunities and threats arising from environmental change and assess key drivers for change for the industry). PESTEL (Os and Ts) (25 marks) Key drivers for change (5 marks)

Carry out 5 Forces analysis and discuss attractiveness of the industry. 5 Forces analysis Industry attractiveness (15 marks) (5 marks) Total (50 marks) 2. Internal analysis Discuss strategic capabilities (resources and competences) of the chosen company using appropriate strategy tools (use Value chain to discuss companys activities and identify their core competences) and identify strengths and weaknesses for the firm. Also discuss companys financial position and their culture. Value chain and Core competences (15 marks) Financial analysis (10 marks) Culture (10 marks) Strengths and weaknesses and resources (human and physical) (10 marks) Total (45 marks) 3. Summarise your findings (from tasks 1 and 2) in a SWOT matrix. (5 marks) GUIDELINES You can use any relevant sources providing all sources are properly referenced. Of particular relevance are sources like Keynotes, Mintel and the FT. Your assignment should not exceed 2,000 words (excluding appendices). The main purpose of the assignment is to demonstrate your understanding and application of the concepts used in the module.


For ease of understanding, your report should be word processed. You should clearly label any diagrams, graphs, charts etc that you include. 10% of the total marks will be allocated for presentation, English and referencing.

Plagiarism is the taking of the work of others and passing it off as if it were ones own. The university has strict rules about this offence and you should remind yourself of these. However, to avoid any misunderstandings about plagiarism please note the following requirements about referencing and working with others.


Your report must: Acknowledge and properly reference all data sources, books or other written material that you draw upon. Clearly indicate any direct quotes or extracts from such references with the use of quotation marks, italics or similar distinguishing marks. Use an accepted referencing system (e.g. the Harvard system).

Working with others

Your report must be all your own work. It is natural that you may wish to discuss the assignment with others. There is no reason why you should not do this. Indeed it is to be encouraged, as it is likely to improve your learning if you do so. However, what you submit for assessment must be written entirely by you. Marking criteria Your work will be marked against these criteria: 1. 2. 3. 4. Comprehensiveness (coverage of all aspects of the assessment brief) Academic standard (Application of appropriate subject knowledge, models and concepts) Credibility (including use of appropriate supporting data) and quality of analysis Effective communication (including logic and flow of argument, quality of presentation and written English).

DEADLINE: TBA. To be submitted via Turnitin.