External analysis Report/ Strategic management
Requirements: Take the position of consultants who have been hired by a group of investors to investigate a New Zealand industryand report back to them on whether you would recommend this industry as one to invest in.

The purpose of this report is to highlight the key strategic issues of which they need to be aware.

You have access to the same information as would be available to a consultant, i.e. market intelligence databases, company reports, media reports and industry trade publications. You are producing a high-value report that will highlight future issues that investors would need to consider. Information based on the past and present is of much less value than well supported credible data about future trends.
a) Select one of the following industrial sectors in New Zealand as listed
• TRANSPORT

Note: You can choose to focus on a narrower segment of the industry – for example, you could look at the sea ports segment within Ports, the air travel segment within Transport. Within Agriculture & Fishing the dairy industry could be addressed as a whole or segmented into production focused markets (dairy farming, cheese manufacture, baby food, etc.)
Some industries are more globally connected than others, so you must examine the industry both globally and with a New Zealand focus. For example, much of NZ’s dairy production is for overseas markets, so you would need to understand which are the most relevant future markets and competitors, and also describe the local market. Some consumer markets however may be primarily NZ domestic markets.
b) Conduct an external analysisof your industry using relevant strategic tools as covered in the text book and lectures, including:
• A definition of the industry, market and key competitors with a strategic group analysis
• Key industry dynamics/drivers/forces and competitive intensity (Porter’s Five Forces analysis)
• Key trends from the macro-environment that are likely to influence the industry and the company (PEST analysis)
c) From your external analysis identify the main strategic issues/problems for the industry. You should conclude whether this is a good industry to compete in. Notes
Research
•You should also be familiar with company, market and industry research and a high standard is expected.
• Refer to the library’s guides to as a starting point start your research: http://aut.ac.nz.libguides.com/content.php?pid=27625&sid=200660
• After following the link, look at the tabs above – you will see pointers there to guide your search.
• Following these links you will find useful industry focused information sources such as the Marketline database. Identify and examine relevant reports.
• Note that generic Google searches will be less useful than using subscription databases through the library. For example, if you access our subscription to the IRG database you get a lot more content than accessing it through the net. You are expected to access company reports, market intelligence reports, and to examine the relevant trade publications for your industry to find information on future trends and forecasts.
• Report:
• Start your report with a very brief introduction, even though it carries no marks.
• Then proceed with headings taken from the marking guide.
• Use of appendices: Your report will have to collate detailed company and industry information. It is recommended that you use the analytical tools outlined in the lectures and templates provided on, to develop your report. The main body of the report should be focused on providing analysis of the key issues. The appendices can be used to hold supporting information and analysis (e.g. a full PEST analysis) which you should refer to within the main report.
Programme Learning Goals:
• Be self-directed, reflective learners
• Be knowledgeable in their major field of study
• Be critical enquirers and problem solvers
• Be able to think and act ethically
• Be able to work collaboratively
• Be effective communicators (written)
Paper Learning Outcomes: This assessment event measures paper learning outcomes 1 and 2 stated above in 3.3.