Final Project Outline
Congratulations on making it to the strategy capstone course. Over the several semesters in
your business education, you have assembled an impressive array of tools with which to
evaluate corporate performance and establish a strategic vision.
The project in this capstone course is to offer you an opportunity to incorporate
developments in business practices with the tools you have acquired to engage in successful
strategic management. As a result of your quality participation in this project, you will
demonstrate that you can apply classroom learning to a real-world situation, and you will
emerge from the experience with a new sense of collaboration and community as well as
the confidence to apply your degree outside the academy.
Therefore, satisfactory performance in this project is a requirement of both MARA 466 and
your business degree.
All students should use the following format, which is a logical analysis of your business
environment and an evaluation of your alternatives for your business optimal solutions. The
format is based on the premise that you are a consultant to the firm and have been asked
to develop a strategic plan.
You will need to begin with a detailed analysis of external environment, an in-depth analysis
of the industry and the firm’s competitive position. Each section needs a summary of what
you think are the most pressing strategic issues.
The next section will include a thorough analysis of internal environment to indicate how the
organization is functioning. The purpose of the internal analysis is to provide a good
understanding of the internal strengths and weaknesses so that you will develop a good
insight of how to make the best use of your competitive advantages and overcome the
deficiencies in coping with the external challenges in your survival and success.
In the final section, you will provide your strategic recommendations supported by the
results of your analysis. The final project is a detailed strategic analysis of McDonald’s.
Outside research on your case and the industry is mandatory—use the Web. Elimination of
any part of this report without the consent of the instructor will result in a lowering of your
total grade. You are required to obtain a copy of the firm’s Annual Report and 10K for the
year of your analysis.
Your written project MUST contain:
1. Cover Page;
2. Table of Contents;
3. Executive Summary;
4. Brief history of company;
5. Thorough analysis of external environment;
6. Thorough analysis of internal environment
• Thorough analysis of financials (for 3 years), including a comparison to industry averages
and a discussion;
7. SWOT analysis
8. Recommendations
This is the most important part of your report since it represents your vision for the future
of the company. You should include a complete discussion of your strategies, as well as a
thorough discussion of your plans for implementation and control needed to see your vision
fulfilled.
Provide specific and detailed strategic recommendations. (For example, don’t just say they
need better marketing, but be specific). Be sure to address the following issues in justifying
your strategic choices.
• What: Specifics. Not Vague, general statements like ―they should innovate.‖ Should be
detailed description.
• Why: The ―why‖ should be based on your analyses earlier as to why it is important that
the company should implement your recommendations.
• How: Specific description of how to implement recommendation (don’t just say they
should market more – be specific. Also explain how they should pay for it, for instance.)
• When (the milestones): Time frame of how long to implement: target date (month,
quarter or year), based on a prioritizing of the recommendations. Give a possible time line.
• Risk assessment and contingency plans;
• Long-term effects. What are the long-term consequences of your recommendations?
Consider the impact on all of the stakeholders. Discuss the control systems needed to
monitor the success of the selected strategies.
General Notes:
Written Presentation. The written analysis should be done in a professional manner. Please
double-space your case analysis for the final team project. Proper sentence structure and
grammar are expected. Provide a cover sheet for the report.
Oral Presentation -The oral presentation should be done in a professional manner. The
presentation should be limited to fifteen minutes. You will have five minutes of questions
from the professors from SoBA and alumni. The maximum time allowed will be twenty five
minutes. Be prepared to answer any question pertaining to your presentation.
Note: Equipment for simple PowerPoint and overhead presentations will be available. You
will need to provide any additional equipment you need. Come to the presentation room ten
minutes before you present and set up you presentation. You are expected to begin on
time.
Project Format:
Project Format – Mandatory:
TABLE OF CONTENTS
1.0.0. Executive Summary…………………………………………………
2.0.0. Company History…………………………………………………….
2.1.0. Background…………………………………………………….
2.2.0. Purpose of this study ………………………………………….
3.0.0. External Analysis ………………………………………………….
3.1.0. General Environmental Analysis ………………………….
3.1.1. Demographic Segment ……………………………….
3.1.2. Economic Segment …………………………………
3.1.3. Political/Legal Segment ……………………………
3.1.4. Socio-Cultural Segment …………………………..
3.1.5. Technological Segment………………………………
3.1.6. Global Segment ………………………………………
3.1.7. Summary of General Environment Analysis………….
3.1.8. Driving Forces ……………………………………….
3.2.0. Industry Analysis ……………………………………………
3.2.1. Description of the Industry……………………………
3.2.2. Industry Dominant Economic Features………………..
3.2.3. Market Size ……………………………………………
3.2.4. Market Growth Rate………………………………….
3.2.5. Industry Trends………………………………………..
3.2.6. Five Forces Analysis ………………………………….
3.2.6.1. Threat of New Entrants……………………..
3.2.6.2. Power of Suppliers ………………………….
3.2.6.3. Power of Buyers…..…………………………
3.2.6.4. Power of Suppliers………………………….
3.2.6.5. Intensity of rivalry ………………………….
3.2.7. Summary of Industry Analysis………………………
3.3.0. Competition Analysis………………………………………… Use the Strategic Group Mapping
3.3.1. Industry Competitors …………………………………
3.3.2. Rivals Anticipated Strategic Moves……………………
3.3.3. Summary of Competitive Analysis…………………….
3.3.4. Key Factors of Success……………………………………
4.0.0. Internal Analysis………………………………………………………
4.1.0. Organizational Analysis……………………………………….. Use the 7S Framework
4.1.1. Corporate Mission……………………………………………..
4.1.2. Products and Services ………………………………………….
4.1.3. Leadership …………………………………………………….
4.1.4. Organizational Culture………………………………………….
4.1.5. Structure ……………………………………………………….
4.1.6. Strategy………………………………………………….……
4.1.7. Summary of Organizational Analysis…………………………
4.1.8. Analysis of Firm Resources………………………………….. Use VRIO Framework
4.1.8.1. Tangible Resources……………………………………
4.1.8.2 Intangible Resources …………………………………
4.1.8.3. Capabilities…………………………………………….
4.1.8.4. Core Competencies and Sustainable Advantages …….
4.1.8.5. Summary of Firms Resources ………………………..
4.2.0. Financial Analysis……………………………………………..
4.2.1. Valuation Analysis……………………………………..
4.2.2. Growth Analysis………………………………………..
4.2.3. Profitability Analysis…………………………………..
4.2.4. Financial Strength Analysis……………………………
4.2.5 Management Efficiency Analysis ……………………….
4.2.6. Summary of Financial Analysis…………………………
5.0. 0. SWOT Analysis
5.1. Strengths…………………………………………………
5.2. Weaknesses ……………………………………………..
5.3. Opportunities……………………………………………
5.4. Threats ………………………………………………….
5.5. Value Chain Analysis
6.0.0. Recommendations …………………………………..…………………
6.1 External Recommendation 1……………………………………………….
6.2 Internal Recommendation 2……………………………………………….
6.3 Conclusion
7.0.0. References……………………………………………………………….
8.0.0. Appendix …………………………………………………………….
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