The case is Hurtigruten: Sailing into Warm Water (THE LAST ONE) PAGE 125 in the course pack uploaded files
Clear and Accurate Key Problem(s) Statement: 10%
External Analysis: 30%
• Effective use of applicable analytical tools (PESTEL, 5 forces of competition, Industry Characteristics,
Strategic Group, etc.)
• Drawing relevant conclusions and insight from the analysis and applying them to improved strategy
formulation or other recommendations for the company’s future success (competitive advantage).
Internal Analysis: 30%
• Effective use of applicable analytical tools (Value Chain, VRIN).
• Effective and relevant financial analysis, if relevant.
• Clear assessment of firm’s relevant business, corporate and cooperative (e.g. M&A) strategies
• Drawing relevant conclusions and insight from the analysis and applying them to improved strategy
formulation or other recommendations for the company’s future success (competitive advantage).
Recommendations: 15%
• Clear recommendations that flow from the Internal and External Analysis including, if applicable,
recommendations for :
o Corporate Level Strategy
o Business Level Strategy
o Acquisition or Restructuring Strategy
o Main elements of the execution plan
• Recommendations will be judged on their connection with the analysis, overall feasibility and
company’s realistic ability to execute the strategy and their originality
Style & Structure: 15%
• Formatting as described in the course outline
• Persuasiveness and overall cohesion of the essay including rhetorical style, writing skills, grammar
and spelling
• Relevant use of appendices
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