This assignment assesses your ability to critically analyse the external environment of a firm and assess the impact of trends upon the firm’s strategy. This task also assesses your ability to critically evaluate the usefulness and relevance of a firm’s internal resources and capabilities in the light of industry developments. You are expected to produce a report of 3,500 – 4,000 (+/-10%) words that uses appropriate tools, frameworks and concepts in order to identify the key development in the operating environment of an organisation. Your analysis should make use of quality and up to date data and opinion from a wide range of reliable sources. It is not necessary to recommend specific alternative strategic directions.

You should base your assignment on a company of your choice within the pharmaceutical industry. This could be:
• Drugs and pharmaceuticals production
• Medical devices
• Research and development
• Distribution
• Marketing
• Pharmacies
• (others