9-2 Project Submission: Strategic Planning Proposal

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MBA 540 Project Guidelines and Rubric

Competencies

In this project, you will demonstrate your mastery of the following competencies:

Analyze internal and external business environments

Recommend short-term and long-term strategic focuses

Communicate strategy to a variety of audiences

Scenario

You have been appointed the director of strategic planning for the Fortune Global 500 company you selected in Module One.

The vice president of strategy and operations (VP) has confided in you that strategic planning has been a challenge for the company over the past year; specifically, crafting new strategies and aligning them to the company’s mission and goals. You have now been tasked with creating a new strategic planning proposal to help the company explore at least one new growth opportunity to increase its revenue or market share in the industry.

Your proposal should present a detailed analysis of the company’s internal and external environments as well as specific actions the company can take over the next five years to achieve the targeted growth. Your proposal will be presented to various stakeholders at different levels in the organization, so you will need to adapt parts of your proposal to suit different needs. Additionally, you will need to send a shorter executive summary of your proposal to the leadership team.

Directions

Strategic Planning ProposalComplete an analysis of your company and organize this information into a presentation. Compile all slides from your milestone assignments to create a final presentation for your stakeholders. Use resources such as the company website, which will have pertinent information including its sustainability report, and other relevant sources to help complete this presentation. Be sure to address any feedback you have received on your milestone assignments.Part 1: PresentationYour final presentation should include the following elements:

Perform an internal environment analysis of your company to understand the company’s current business environment and future goals. Present the results of your analysis.

Overview (slide 1): Provide a brief overview of the company’s products, services, and customer base.

Existing entities (slides 2–3): Identify at least two existing partnerships, mergers, or acquisitions. Explain how these entities contribute to the company’s revenue or market share.

Five-year goals (slide 4): Speculate on what the company wants to achieve in the next five years by considering their mission statement, values and goals, and relevant sections of their sustainability report.

Perform an external environment analysis of your company to identify the company’s competitive environment and find an opportunity the company can utilize to grow its revenue or market share in the industry. Present the results of your analysis.

Competitors (slide 5): Identify at least two of your company’s top competitors and explain how they compete with your company.

Competitive advantages (slides 6–11): Evaluate your company’s competitive advantages.

Summarize the unique skill sets, products, location, and values of your company.

Use Porter’s five forces to analyze your company’s competitiveness and growth potential in its industry. Assign a rating to your company for each of Porter’s five forces as very high (VH), high (H), low (L), or very low (VL). Justify your ratings.

Area of opportunity (slides 12–13): Identify one area of opportunity that will help your company increase its revenue or market share over the next five years. Explain how this opportunity can lead to an increase in revenue or market share.

Conduct a buy-build-ally analysis for your company and recommend actions your company can take to realize your identified opportunity within five years.

Implementation strategy (slides 14–17): Recommend an implementation strategy for your company.

Determine whether the company will need to buy, build, or ally with another company. Consider the skills, facilities, products, and services the company will need, to capitalize on the identified opportunity.

Use the speaker notes of your presentation to explain the strategy behind your buy, build, and ally recommendations.

Timeline (slides 18–19): Construct a timeline of what your company should achieve by the end of each year for the next five years.

(Note: Use both on-slide text and narration or speaker notes to convey your information effectively. If narration is not possible, precise and extensive speaker notes should be used, while addressing all of the rubric elements in the presentation. For example, you can use brief bulleted lists summarizing the highlights of your analysis on the slide and include more detailed explanations in your narration or speaker notes.)

Part 2: Executive SummaryCreate an executive summary of your strategic planning proposal. Remember to consider the audience and purpose of this report when drafting your summary.

Purpose: Briefly explain the purpose of the proposal.

Current business environment: Describe the internal and external business environments of the company.

Outline the various analyses you conducted and briefly summarize their importance.

Describe the opportunity for growth you identified and how it will impact the company’s revenue or market share.

Recommendations: Recommend actions, such as buy, build, and ally, that the company should take to utilize the identified opportunity and explain the reasons for your recommendations.

What to Submit

To complete this project, you must submit the following:

Stakeholder PresentationSubmit a PowerPoint presentation with on-slide text and narration or detailed speaker notes. Your presentation should be 18 to 20 slides in length. Sources should be cited according to APA style. Consult the

Shapiro Library APA Style Guide

for more information on citations.Executive SummarySubmit a 2-page Word document with 12-point Times New Roman font, double spacing, and one-inch margins. Sources should be cited according to APA style. Consult the Shapiro Library APA Style Guide for more information on citations.

Supporting Materials

The following resources support your work on the project:

Shapiro Library:

MBA Library Research Guide

Use the resources and websites in this Shapiro Library resource to research your company and complete your analysis. 1
Company Research and Selection
Yusef Robinson
SNHU
Michael Billington
MBA-540
17 May 2024
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Company research selection: Airbus SE
Company Overview
Airbus SE is a company that specializes in offering defense, aeronautics, and spacerelated services. It also manufactures corporate jets, helicopters, passenger, commercial,
freighter, and unmanned aerial systems. Based on Bharadwaj (2024), Airbus SE has systems
used in developing, designing, supporting, and delivering diverse defense and civil defense space
systems for navigation, telecommunications, earth observations, science, and orbital systems.
The company expanded its product line to include manufacturing military transport aircraft,
satellites and infrastructure, special mission aircraft, and para-public and civil helicopters (Klein,
2024). Apart from its products, Airbus SE also offers a wide range of services, such as flight
upgrades, flight operations, and maintenance and training services. Though the company
headquarters is in Leiden, Netherlands, the company operates in the Middle East, America,
Africa, Europe, and Asia-Pacific.
Customer base for Airbus SE
Unlike most companies, Airbus SE mostly works with corporate organizations, not
individuals. The company’s main customers are branches of armed services among different
agencies that work with Space and National Security/ Intelligence. Over many years, Airbus SE
has served the space-related needs of the U.S. Navy, the U.S. Army, and the Department of
Homeland Security (Sawhney & Choudhury, 2024). However, other customers for the company
relying on its products and services based on Airbus SE Company Profile – Overview (n.d)
include the Marine Corps Warfighting Lab, the U.S Pacific fleet, Airforce Space Command,
NSF, U.S Naval Research Lab, NAVWAR, DARPA, NGA, NRO, U.S Special Ops, U.S
Strategic Command, Coast Guard, Navy, Marine Corps, NASA, FBI, CBP, DHS, and Air force.
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Obstacles or events facing the company that may impact its success
Airbus SE faced supply chain issues in the past year that disrupted its major operations
and affected its overall operational success. Bharadwaj (2024) states that manufacturing a single
plane requires multiple parts from different suppliers globally. Hence, any supply chain
disruptions affect the company’s operations. Last year, logistic issues also affected the delivery
of company orders, resulting in delays and an overall shortage of raw materials, hence delaying
the production process. There were various causes of the disrupted supply chain. First, the covid
19 pandemic and the related travel restrictions, such as closures among national borders, affected
the shipping of raw materials, hence causing layoffs of aircraft mechanics, baggage handlers,
flight attendants, and pilots (Forbes & Park, 2024). Besides, the war in Ukraine also affected the
company’s operations by affecting oil supply, resulting in inflation. Shortage of plane parts
forced the company to focus more on maintenance of the planes.
Effect of the obstacle on the company revenue and market share
A seamless supply chain process for any organization ensures the supply of goods at the
right time to ensure timely production of goods and services to meet customer needs or demand.
However, disruption at any point in the supply chain process affects the entire production
system. In this case, the disruption challenges in Airbus’s supply chain affected the company
differently, including market share and revenue (Forbes & Park, 2024). For instance, the inability
of the company to receive the ordered raw materials in time resulted in production delays,
slowing down the production rate of the different products. Hence, the company also failed to
meet some customer demands, affecting its revenue amounts due to failure to make sales during
that time. The loss of sales and the inability to meet the demands risked the company’s market
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share since some of its companies sought substitute products and services from competitors like
Bombardier, Embraer, and Boeing.
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References
Airbus SE Company Profile – Overview. (n.d.). GlobalData.
https://www.globaldata.com/company-profile/airbus-se/
Bharadwaj, P. N. (2024). Empirical Examination of the Relationship between Supply Chain
Effectiveness and a Company’s Overall Success. Administrative Sciences, 14(4), 74.
https://doi.org/10.3390/admsci14040074
Forbes, S., & Park, Y. (2024). Supply Shocks and Emissions When Firms Can Adapt. Available
at SSRN. https://dx.doi.org/10.2139/ssrn.4733269
Klein, T. (2024). Investor behavior in conflict: A natural experiment on the interplay of
geopolitical risk and defense stocks. Journal of Economic Behavior & Organization, pp.
222, 294–313.
Sawhney, M., & Choudhury, D. (2024). Tata Group and Air India: Optimizing Brands, Routes,
and Operations in the Airline Portfolio. Kellogg School of Management.