Internal & External Analysis Strategy Video Presentation

Assignment Title: Internal and External Analysis of [enter your organisation name here] – Video Presentation.

Task: Present critical strategic analysis of an organisation of your choice through appropriate academic and non-academic research and the application of models and frameworks in a presentation of no longer than 12 mins.  

The fast-paced development of technology, economic and geo-political concerns are forcing many organisations to rethink their business models. 34% of CEOs believe their business won’t be economically viable within 10 years on current course — up from 21% in 2024 (PWC, CEO Survey 2025)

The CEO of your chosen organisation has called for a strategic review of the organisation. Knowing that you are undertaking study at the University of Hertfordshire, they have asked for you to demonstrate your understanding of strategy and make a recorded presentation to the board. This is a chance for you to demonstrate your understanding of the topic and impress the board members who are looking to select the business leaders of the future to implement the new strategy.

You have been told that

• The board are very busy people, and you must not exceed 12 mins for your presentation.
• The board are looking for you to provide evidence through research to support your discussion and justify your opinions.

Choice Of Organisation For The Task

You can choose to study your own organisation or an organisation with which you are familiar through research. You should bear the following information in mind when choosing your organisation.

• You are expected to use citations from high quality academic and non-academic texts in the public domain to evidence your discussion and justify your opinions/recommendations. You should spend some time using the University online library to make sure that you will have enough information available to you before making your choice, particularly if you are considering a smaller organisation or a startup.
• For large organisations, you are recommended to choose one specific business unit rather than the whole organisation e.g. Amazon AWS. Airbus Commercial Aircraft etc.

Note that this assignment must be completed using secondary research only i.e. that available in the public domain. You must not contact anyone at the organisation e.g. conduct a telephone interview as you do not have ethical permission to conduct primary research. If it is the organisation you work for, you must not disclose any confidential information.

Description Of The Assignment, Task, Content, And Structure

You should adhere to the following structure and suggested timings:

1. Introduction (2 Minutes)

An introduction to your presentation containing an outline of the selected organisation and the context of your analysis – i.e., the scope / boundaries in terms of the geography and industry they operate within and their current mission and vision statements.

If the organisation operates in multiple industries, you must clearly state which individual business unit and therefore single industry you are focusing on for the purpose of this assignment. For example, rather than all of the different Tesco businesses, you would select just one of Tesco mobile, Tesco bank, or their retail operations.

2. External Analysis Using PESTEL Or SCANSTEP (5 Minutes)

Using either the PESTLE or the SCANSTEP framework, identify threats and opportunities in the external environment, discuss the long-term implications for your selected organisation and what the country needs to address.

3. Industry Analysis Using Porter’s Five Forces Framework (5 Minutes)

You are required to conduct a full Porter’s Five Forces analysis for the selected industry in which the organisation operates, which is justified by supporting evidence (with references). This should be supplied as an appendix in .docx format.

Your presentation should provide a summary of the analysis and a discussion of the most important force, or forces, that the organisation needs to pay closest attention and an explanation of why.

4. Reference List

Relevant references for your evidence supporting your analysis must be provided on any visual aids used (“in-text referencing”) AND in a separate document in .docx format. The time displayed on screen is not counted as part of your presentation.

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Expert Answers on Above Strategic Analysis Assignment

Internal and external analysis of Singapore Airlines

Introduction: Singapore Airlines is the Flag Carrier of Singapore in which the airline operates with the objective of achieving service excellence, innovation and global connectivity. The main focus of analysis is the passenger airline business unit that is operating at the global level. Singapore Airlines is known for its premium brand reputation and commitment to technological innovation. But the company is faced with significant changes especially because of changing economic conditions, sustainability preserves and competition across the industry, requiring a strategic review.

External analysis

• The application of PESTEL analysis indicates that the political environment acrossing Singapore is stable in terms of supporting the aviation growth, but at the global level, there are significant tensions in the form of wars which directly affect the flight routes and demand. The opportunity available is in terms of positive Government support in Singapore for aviation, while the threat is in the form of international travel restrictions.
• The economic conditions show a positive growth rate as there is increasing air travel demand worldwide. The opportunity available to Singapore airlines is in terms of good growth in the Asia Pacific travel market, while the major threat is from the volatile fuel prices which significantly increases the cost of operations.
• The social conditions indicate that the customers are demanding comfort, safety and Digital Services, and this provides Singapore Airlines the opportunity to capitalise on the strong demand for premium travel. While the challenges are in the form of growth of low cost carriers that are increasingly attracting price sensitive customers.
• With respect to technology, it contributes significantly in improving efficiency and customer experience. The opportunity available to Singapore airlines is in terms of facilitating digital booking systems and fuel efficient aircraft, but at the same time it requires significant investment in technology which increases cost.
• The environmental factor affects the airline industry as it requires airline operators to undertake initiatives aimed at reducing carbon emissions. This increases the operating cost significantly because Singapore airlines need to undertake initiatives that support environmental performance. However the opportunity is in terms of building positive brand reputation by utilising sustainable aviation fuel.
• The legal factor affects the airline industry in terms of strict international aviation safety regulations. The major threat to Singapore airlines is in terms of ensuring compliance which increases the operational complexity.

Industry analysis using Porter 5 forces

An analysis of the airline industry at international level indicates that the competitive rivalry is very high because of major competitors like Emirates, Qatar Airways and Cathay Pacific. The major Areas where the airline competes are price, service quality and routes. The threat of new entrants is low because of high capital requirements, regulatory approval and brand reputation in the industry. The bargaining power of suppliers is high because the major aircraft manufacturers enjoy duopoly as there are two major aircraft manufacturers like Boeing and Airbus that capture the majority of the market share. The bargaining power of buyers is high because they have the opportunity to easily compare prices online and select the airline that offers maximum value. The threat of substitute is moderate because there is hardly any substitute for long distance physical travel.

Most important force – competitive rivalry

The competitive rivalry in the airline Industries is the most significant force because the competition is very threatening among Airlines at the global level. It is important for Singapore Airlines to maintain its premium service, support innovation and efficiency in its operations in order to stay competitive.

Want a Full Worked Out Answer with References?

Strategic analysis of an organisation requires knowledge and understanding of different strategic tools and frameworks such as SWOT, PESTLE, Porter Five Forces, Value Chain and many more. It also requires the correct application with good research to ensure proper strategic analysis. If you are finding it changing to do strategic analysis of any organisation, consult our strategic management assignment experts to guide you with proper selection and application of strategic framework to enhance the quality of your assignment.

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