(a) Prepare a ‘Brief’

“I didn’t have time to write a short letter, so I wrote a long one instead.” ? Mark Twain (also

attributed to Pascal, Cicero et al)

You are asked to prepare briefing notes for an incoming ‘Chairman of the Board’ for your

organisation (or last employer). Assume they know nothing about the business or your market

segment.
Prepare word document no longer than 3 pages, 1.5 spacing, 12 font on:
(a) The mission or value proposition of your organisation.
(b) The cost structure of the organisation? Have you achieved minimum efficient scale? Are you

facing diseconomies of scale?
(c) What are your value drivers? That is, what it the main source of your competitive

advantage? [Certain types of skilled workers, ownership of a scarce resource; intellectual property

(brands, design or inventions); access to knowledge from a foreign parent company]. What is your

competitive advantage (over rivals in your market)?
(d) What is the structure of your industry? (number and size of competitors, domestic or

overseas suppliers)
(e) How innovative is the organisation? Why does it innovate; what have been the past

successful and unsuccessful innovations?
• Assume the Chairman is new to the industry and only understands common English (avoid

jargon). This ‘Brief’ is an exercise in being clear, pithy and precise in your words. Use dot

points if appropriate, plenty of white space and do not make the page overly fussy. This will be

read by a busy person who will skim the page and will only read if it is well structured and

expressed. Layout and formatting is important. Leave white space on the page.

• You may want to mention the concepts with a short explanation if you think this is

warranted however. This is an exercise in conveying information about the company to a busy person

who needs the essential conceptual information.

• Academic referencing is not required

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