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1. Coursework specification
This coursework gives your group an opportunity to actively apply concepts from
the Strategy Analysis Module SMM880 and formulate a strategy for a live
organization, Tsuru. The founders of Tsuru have had mixed success since they
opened their first restaurant in 2007 providing take-away lunch to a steady city
worker market segment with the provision for sit-down meals. The founders wanted
to take advantage of the (perceived) generally inferior Japanese quality food around
London and minimal evening competition in the London central business district
(CBD). The founders opened a second outlet in 2010 and opened a third in 2011
all located in the London CBD. The founders are now considering whether to put
their effort in on-going menu diversification to get new revenues or revise strategy,
consolidate and scale?
In this project your task is to undertake relevant analysis that will ultimately lead to
some recommendations to Tsuru about which is the best route for the greatest value
creation for the founders. Your analysis should follow the template as outlined
below:
Template
External analysis
What implications for Tsurus strategy did you infer from the trends in the
industry/sector where Tsuru competes? What are the current industry forces or
factors affecting Tsuru and how do (or will) they affect Tsurus strategy?
Internal analysis
What are the specific and explicit activities performed by Tsuru that link together to
deliver Tsurus offering? Distil which activities currently lead to advantage and/or
which need improving? What trade-offs are required and is the advantage
sustainable?
What are Tsurus strategically important resources and capabilities that are
competitively superior? Which of Tsurus resources and capabilities are their weak
points?
Competitive advantage
What do Tsurus customers value in its product/service offering? What attributes are
more important to them or less important? How is Tsurus offering differentiated
from Tsurus competitive rivals? Distil which activities/resources and capabilities
contribute to the advantage and/or where it needs improving? Is the advantage
sustainable over time?
1
Strategy Summary
A strategy is a set of choices whose fundamental purpose is for the firm to create a
unique external positioning where (1) the firm uses its strategic resources and
capabilities to serve specific customer needs and (2) the organizations activities
are aligned and integrated to support its unique external positioning and so create a
sustainable competitive advantage. Describe Tsurus strategy current strategy and
(the proposed) new or improved strategy. Include the strategic objectives (financial
and market), winning advantage, scope guidelines (product, vertical and
geography).
Action Plan
What are the implications of your strategy, i.e. what are the key action items
needed for Tsuru to achieve or refine its strategy? Which specific actions will you
recommend? Which parts of the organization must change? Which actions are most
timely? What are the likely challenges as you try to implement this strategy?
number clearly marked at the bottom of the page. It should contain a separate title
page with the members of your group in alphabetical order.
Your report is due in on 11th December, 2015 by 5pm via moodle.