Assignment: 6 (4 parts) Company: Super Dry Plc

Part 1
Read about the macro-environmental factors influencing the external environment of the company in
‘Materials’, ‘Part 1’.
Analyse the macro environment of an industry in which the company operates.
Your answer to this part should be no more than 400 words.
This question asks you to carry out an analysis of a macro environment. First, you should define the
macro environment of interest: you will find it helpful to identify the industry on which you are focusing
In this part, you need only to identify the industry; you will develop its definition in Part 2. It may be that
the company is involved in more than one industry. If so, select one of the industries for your analysis of
the macro environment. The macro environment of interest is the one relevant to the industry you have
You should select VUCA framework to carry out your analysis.
It is important to support your analysis with evidence from the Materials.
Part 2
Read the documents and materials provided in Part 2 of the ‘Materials’.
Analyse one of the industries where the company operates, considering the structure of competition
and the competitive forces within the industry. Based on that analysis, discuss the attractiveness of the
industry. Refer to the theories and frameworks (external analysis: the competition in an industry and
external analysis: evaluating the competitive forces in an industry – the six forces model).
Your answer to this part should be no more than 800 words.
In this part you should carry out an industry analysis of the industry you chose in Part 1. You should
present your analysis as an assessment of the industry: a good answer will propose a detailed picture
of the industry supported by data and reflections and detailing the main outcomes of the analysis in a
final paragraph, coming to a clear conclusion. You should include in your answer the following points:

  1. The definition of the industry: while the company may operate in more than one industry,
    you are required to select and analyse only one industry. To define an industry, answer
    these two questions: cope of products or services: which products or services are
    provided? Scope of the industry: is the competition local, national, regional or global?
  2. The analysis of industry competition: you need to identify the type of industry and its
  3. The six forces analysis: a fundamental part of the answer is the analysis of the six forces.
    Prepare a diagram of the six forces. You should discuss the contents of the diagram in
    the text, presenting the outcomes of the analysis.
  4. Enrich your answer by considering one of the following topics, but only if the topic is
    relevant to your analysis: hyper competition, analysis of the exit barriers, the identification
    of the type of industry according to the entry barriers, the analysis of the entry barriers or
    the presence of strategic groups. You do not need to focus on all of these topics but
    select and discuss one of them, where relevant.
    Part 3
    Read the documents you can find in ‘Materials’, ‘Part 3’.
    Analyse the resources and capabilities of the company and how they might contribute to a position of
    sustainable competitive advantage. Refer to the theories and frameworks (Internal analysis: identifying
    resources and capabilities, Internal analysis: assessing resources and capabilities, Internal analysis:
    from capabilities to strategy) apply them to the specific case.
    Your answer to this part should be no more than 1350 words.
    First, read the materials and take notes. Considering the company’s activity in the industry you
    identified in Part 2, trace the resources and capabilities profile of the company. A diagram would be
    useful to present resources and capabilities, but the diagram will only have value if it is used to support
    the analysis you present in the text.
    Once you have identified the relevant resources and capabilities, use one of the VRIO frameworks or
    value chain to appraise them.
    You can choose the most relevant topic from: capabilities development, dynamic capabilities or
    functional strategies that the company can adopt to enhance its competitive advantages. Be sure that
    your choice is relevant to your argument.
    Part 4
    How analysis of market shares has developed your analytical skills.
    Your answer to this part should be no more than 200 words.
    Take a step back from the content and write brief a summary about how analysis of market shares has
    enhanced your analytical skills. It is not important that you explain the meaning of the concept. Explain
    how your skills have developed, give an example.

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