Choose a company and/or industry that interests you and is relevant to your discipline. Perhaps you are already working in a particular industry. There may even be some ‘topical’ companies in the media at present that intrigue you.
2. You need to make sure data is readily available. It makes sense therefore to choose a publicly listed company since you are most likely to find annual reports and financial data as well as media coverage. My advice is for the group to come up with a few options and then run a scan on what information is available.
3. There is no restriction on ‘company size’ however it makes sense to keep the company to a manageable level. It is no use trying to analyse the corporate strategy of Wesfarmers, for example, in six weeks. Bunnings however is probably manageable. In this sense, your group’s choice will determine whether you are at Business level or Corporate level strategy. At the other end of the scale is the corner shop – which clearly, while equally important - is not likely to yield sufficient data for analysis at the level required by this course.
4. There is no restriction on the company’s location although, again, it makes sense to try to choose an Australian firm or an Asia Pacific firm. You must realise that if you do choose an international firm the complexity will increase and it may be necessary for you to spend more time assessing and explaining political and or regulatory matters at the expense of strategic choice and realized strategy matters.
5. Generally, make it easy for yourselves. It is easier to do the simple perfectly than the hard imperfectly. At the same time however, in my experience, your interest and passion for a specific industry / market / firm is more likely to yield a good analysis than trying to force yourself to investigate a firm that is of no interest to you.
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