香港理工大学经济专业市场调查

Task:

Write a management report (word limit 3,000 words) addressing the following questions:

Question 1 [60 marks]

Choose ONE company from the following list. For this company, explain how successful you think it is and discuss the strategic reasons behind that success. Go on to suggest strategies and/or actions for ensuring success in the future.

a) McDonald s Corporation b) Dyson Limited c) Singapore Airlines d) Cathay Pacific Airlines e) The Alibaba Group f) Pixar Animation Studios g) BMW Group

Question 2 [40 marks]

Discuss the proposition that strategic drift in an organisation is caused entirely by failure of leadership. Illustrate your answer using the company Research in Motion Limited (RIM) and ONE further example of your own choice. Go on to suggest ways in which companies can avoid strategic drift.

The assignment should be written in Times New Roman, 12pt, left-justified, 1½ spacing. Start each answer on a new page. Your student ID (but not your name) should appear on every page. All academic and other sources must be cited and included in a reference list. No appendices are permitted.

to use any plastic folder.

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