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Strategic Management Case Study Essay

NorthTec reserves the right to use electronic means to detect and help prevent plagiarism. Students agree that when submitting this assignment, it may be subject to submission for textual similarity review to Turnitin.com.

Submissions received late will be subject to a penalty of 10% of the student’s mark per working day.

This assessment is worth 25% of the total marks for this course.

This paper has 6 (6) pages including the cover sheet.


The case study will include:

Learning Outcome 1:

Demonstrate conceptual understanding, tools and techniques fundamental to strategic management

Learning Outcome 2:

Critically evaluate strategic planning and examine its value to organisations

Learning Outcome 4:

Analyse the role of the strategic leader and the effect culture and ethics have in moving an organisation forward


Your case study is based on information from various sources, including their website and annual reports. At this level you are also expected to read widely from your text and other academic literature demonstrating that you have consulted other sources appropriate for a level seven paper.

You need to show evidence of theory from the current textbook and from databases (such as ABI Inform/Proquest, EBL) to investigate FONTERRA beyond what is shown on their website. Specifically, use the Instructional Words to guide your responses to the essay questions in addition to the

FONTERRA Annual Reports and other relevant information on their website. Textbook Hanson, D., Dowling, P., Hitt, M., Ireland, D., Hoskisson, R. (2014). Strategic Management: Competitiveness & Globalisation (5th edition, Asia-Pacific Edition). Victoria, Australia: Thomson. A minimum of ten (10) additional justifiable sources, not including annual reports and their website, is expected, which must be evidenced in your report.


AnalyseBreak down and carefully examine the most important parts showing how they are related, whether they work together and why they are important.

Critically evaluateGive an in-depth and logical judgment of something. Support your judgment with reliable evidence and/or authoritative views.

Examine in detail. Explore alternatives, challenging and questioning. Discuss strengths and weaknesses (for and against).

DemonstrateUse clear thinking to either:
Prove by using statistics and reliable evidence etc., or
Explain to show you understand, by using examples and/or experience.

DiscussExamine carefully and completely. Give reasons for and against, or examine a range of views. Come to a conclusion.

InterpretExplain the meaning of something in a clear way. Give examples or comment on a subject.

JustifyReinforce your point of view or perspective based on business evidence and academic literature.


On the due date students must submit an electronic copy, showing the course code, name of the paper, your ID number, and the lecturer’s name.

Type the question and your answer/response underneath. You also need to number all pages except for the cover and reference pages. The assignment should be approximately eight (8) to twelve (12) pages in length (not including cover page and reference page(s)), based on 12 point Times New Roman font and 1.5 spacing. Note: APA referencing is required.


Your assignment is due on July 18th 2014 at 6 p.m. If the assignment is not submitted by the date and time indicated, you will be penalised by 10% of the mark awarded for each period of 24 hours or part thereof commencing from the due date and time. The only exception is where an application for an extension has been accepted by the course examiner.


The case study is worth 25% of your final grade for this paper.


1 Vision, Mission and Strategy;

(a) State and then critique the vision AND mission statement for FONTERRA, using relevant theory to demonstrate their value to the organisation. If you are unable to find the information, develop a mission and vision statement for the organisation, with reasons why your statements are appropriate for the organisation.

(12 marks)

(b) State FONTERRA’s strategy. If you are unable to find the information, develop an appropriate strategy for the organisation, with reasons why this is an appropriate strategy. Discuss the rationale of changing the name of the organisation to SPARK.

(8 marks)

2 Write a SWOT analysis with rationale for FONTERRA. (A list is not acceptable).

(15 marks)


(a) Using the PESTLE Analysis Template as a guide, prepare one (1) example of each of the six (6) components (including why it is important to consider) for FONTERRA. (12 marks)

(b) Use critical evaluation skills to discuss the implications of four of your examples (mentioned in 3a above), on FONTERRA’s strategy.

(8 marks)

4 Leadership, Culture and Ethics;

(a) Analyse the organisational culture you believe is needed to support the strategic areas of focus as outlined in the Annual Report for the year ended 30 June 2013. Justify your views.

(5 marks)

(b) Choose a relevant leadership theory to demonstrate his role, given the focus of the organisation.

(5 marks)

(c)From an ethical perspective discuss the CEOs salary package. Include a discussion related to the profits of FONTERRA and the appropriateness of possible reasons why the bonuses may be awarded at the time the salary package was announced.

(10 marks)

5 Mission and Staff Engagement;

Given the stated mission for FONTERRA, review two (2) current career opportunities posted on their website or elsewhere.


(a) The job descriptions for their alignment to the mission.

(8 marks)


(b) Your understanding of their mission by recommending three (3) changes to each of these two (2) current job descriptions.

(6 marks)


(c) The effect these three changes may have on achieving FONTERRA’s mission (for each of the job descriptions).

(6 marks)

6Formatting and Referencing;

Your essay has been submitted in an acceptable format and uses correct referencing of sufficient sources. It is concise and generally free from spelling mistakes.

(5 marks)

Essay Topics:

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