For the selected organisation(lufthansa), assume you are an outside consultancy reporting to the Chief Executive. The Strategic Report should:-
1). Identify 3 key strategic issues facing the organisation with a clear explanation of why they are “strategic” (20%).
2). Analyse fully the resources and key capabilities of the organisation plus key factors that give the company its competitive advantage. (40%)
3). Assess the extent to which the organisation’s competitive strategy
addresses its strategic issues, and suggest improvements where they
might be justified. (30%)