To fulfill the assessment criteria, your report you should demonstrate you have completed each of these criteria. See the Rubric below for specific details:

1. The Introduction summarises insights from Assignment 1 - include a summary of the SWOT/TOWS analysis. [Rubric Criteria 4]
2. Analyse the current business-level strategy using Porter's Generic Strategy OR Miles and Snow Strategy typologies. Based on your analysis make and justify a recommendation for the most appropriate future business-level strategy that you selected [Rubric Criteria 1].
3. Propose ONE new strategic initiative for the organisation to implement. This initiative can be a major functional initiative, such as marketing, use of technology, product (service) innovation/development, and mergers and acquisitions. Describe the features of the strategic initiative in detail and explain why it is strategic [Rubric Criteria 2].
4. Future Directions: Provide a concise overview and justification of the best future strategy options available to the organisation - a corporate strategy framework or an international strategy (CAGE framework) (see Whittington et al. 2020, Ch.9, Section 9.5Links to an external site.) [Rubric Criteria 3].