Assignment: Case Study 

Please see the case titled 'Chester & Kent Craft Beer' in the assignment.

Assignment questions:

After reading and analysing the case 'Chester & Kent Craft Beer' carefully, please respond to the following questions.

Title page

The USQ Cover sheet should not be included.  The first page of your assignment must be a title page where the following information must be included:

1. Summarise the Industry and Market Information

Based on the information provided in the case, summarise the industry and market background for Chester & Kent Craft Beer.  Present this in your own words and outline aspects such as the industry in general, current industry trends, competition in the industry, the state of the global market, state of the Australian market, and any other fact that might be relevant background that can be used in preparing future strategies.

2. Industry analysis: PESTEL Analysis

2.1 - Introduction 

Explain what the PESTEL tool is used for and how it assists in strategy development.  Use theory to support your explanations.  Use your text but also other theory sources to add depth to your discussion.

2.2 - Figure 1: PESTEL analysis

Draw the PESTEL framework as presented in your text, (Grant et al. 2014, p.115) and populate each block with data from the case, using bullet points.  The six elements as well as the middle block, the industry environment, must be populated. Make sure that the reader understands what the case study fact is that you are identifying, one word in a bullet point may not be sufficient.  For each element, identify a number of issues.  The level of analysis of your case will be demonstrated in the population of each of the blocks.

2.3 - Element narrative

In this section, each of the elements that you populated with case study facts must be discussed.  Explain how the environmental conditions might influence the organisation (Chester & Kent Tap House & Brewery) in the future and impact on future strategic planning. The overall industry environment (the middle block of PESTEL) must also be discussed in terms of the impact of the environmental conditions on suppliers, competitors and customers and how this impacts on future strategic planning. Here you need to add theory to support your views (please see Point C & D above in the 'Important Instructions section). Make sure that you use your theory component to integrate the views and arguments of other authors (journal articles) with your own views rather than using theory only for definitions of elements.

3. Industry Analysis: Porter's Five Forces

3.1 Introduction

Explain what Porter's Five Forces Framework is used for and how it assists in strategy development. Use theory to support your explanations.  Use your text but also other theory sources to add depth to your discussion.

3.2 Figure 2: Porter's five forces framework (extended version)

Draw 'Porter's Five Forces Framework Extended with Complements' as presented in your text, (Grant et al. 2014, p.134) and populate each block with data from the case, using bullet points.

Make sure that the reader understands what the case study fact is that you are identifying, one word in a bullet point may not be sufficient.

Read Grant et al. (2014, pp. 121 - 134) for information about what each force entails. Note that the case study facts should be included here. For each element, identify a number of issues if applicable. The level of analysis of your case will be demonstrated in the population of each of the blocks.

3.3 Forces narrative

In this section, each of the forces that you populated with case study facts must be discussed. Explain how the micro environmental conditions (industry conditions) might influence the organisation (Chester & Kent Tap House & Brewery) in future and impact on future strategic planning.  In the middle block, the Industry competitors, the rivalry among existing firms must be discussed. Here you need to add theory to support your views (please see Point C & D above in the 'Important Instructions section). Make sure that you use your theory component to integrate the views and arguments of other authors (journal articles) with your own views rather than using theory only for definitions of elements.

4. Industry Analysis: Key Success Factors (KSFs)

4.1 Introduction

Explain what KSFs are and how they are used in strategy development.  Use theory to support your explanations.  Use your text but also other theory sources to add depth to your discussion.  

4.2 Table 1: Key Success Factors

Draw up a KSF Table similar to Table 4.2 (Grant et al. 2014, p.145) for the Craft Beer Industry. Identify the external forces impacting on this industry, list the likely industry responses as a whole (how the whole industry is currently responding to these forces) and then list Key Success Factors for the industry.  These are the characteristics that companies in this industry should have if they want to be successful and competitive.  Pay special attention to how you formulate these success factors (see Table 4.2 in Grant et al. 2014 p.145 for examples) as they play an important role in developing a range of strategies going forward.

4.3 KSF narrative

From the list of KSFs that you identified in the table, choose five (5) of the most important key success factors for the industry.  Explain why you have chosen each of these KSFs as most important in the industry; why are these factors critical in the Craft Beer industry?

Here you need to add theory to support your views (please see Point C & D above in the 'Important Instructions section). Make sure that you use your theory component to integrate the views and arguments of other authors (journal articles) with your own views rather than using theory only for definitions of elements.

5. Discuss the value of the rational models (such as PESTEL, Five Forces and KSFs) in contemporary strategic planning. (+/- 350 words)

The Module 2 Readings address the use of strategic tools in modern strategic planning. In this section, discuss the value and role of rational models in practice.  Provide your personal view (supported) about the issue, as to whether these strategic tools should be used or not in strategy development.

In Section 2.3.2 Strategic Tools and their Use in Practice of your Study Book (Module 2, p.11) the use of 'technical rational' models is addressed. Please do not copy information from the study book into your answer in this section.  It is important that you read the views of the authors of the readings (Module 2 Readings) and develop your own opinion about the usefulness of these models in practice.  In this section, additional theory sources are not required, only the relevant Module 2 readings should be used as theory to support your discussion.  Remember to apply in-text referencing (and of course full references in the List of References) when you present the views obtained from these sources.

Conclude with a final assessment in regard to forecasted demand for Chester & Kent Craft Beer including projections for 2021 based on your strategy selection.

Assignment link - https://www.dropbox.com/s/gs0ksj8lmmmgcpi/Assignment.zip?dl=0.