PART A- Business Report (3000 words) – 70 MARKS
In the role of a Management Consultant, you are required to undertake a strategy upgrade of ZARA
and provide a business report to the CEO on further growth opportunities using the techniques and
concepts you have covered in the module. At least THREE Global Entry Strategies should be
evaluated in the report.

• Task 1 -The External and Internal Environment (15 Marks; LO1)
o Identify and critically analyse the external and internal environment for Zara using relevant
models.
o Determine Zara’s current sources of competitive advantage from the environmental analysis and
critically evaluate how they maintain and build on this competitive advantage.
Support your arguments with academic literature and references to other similar real companies.
• Task 2 – Strategy in the Global Environment (15 Marks; LO3)
o Using a relevant model for analysing how organisations enter foreign markets, critically evaluate
the motives for Zara’s Global expansion and explain how this impacts their overall company
strategy.
o Based on research conducted, provide justified recommendations for the different strategies (at
least THREE Global Entry Strategies), which Zara can use in a better way to enter and compete in
the global environment.
o Use the Environmental Analysis conducted above to provide a brief justification of the Global
Entry Strategies suggested.
Support your arguments with academic literature and references to other similar real companies.

• Task 3 – Corporate Strategy (15 Marks; LO2)
o Evaluate and critically analyse how Zara can improve its supply chain globally with the use of
horizontal integration, vertical integration, outsourcing, strategic alliances and so on.
o Provide recommendations as to how Zara can increase their profitability using relevant
models/frameworks.
Support your arguments with academic literature and references to other similar real companies.
• Task 4 – Strategic Purpose – Ethics and CSR (15 Marks; LO4)
o Using relevant theoretical models, analyse and evaluate Zara’s CSR strategy.
o Using theories, identify and critically discuss the main ethical issues which Zara currently faces
and provide recommendations as to how they can address these.
Support your arguments with academic literature and references to other similar real companies.

Presentation and Structure (10 Marks)
Assessment Self-Evaluation (N/A)
You should self-evaluate each single task of your report by using the rubric provided in the marking
guide and attach it to your report. The template for this can be found in the marking guide section.
Word count: 3000 words
Your report structure should include the following sections:
• Cover page (University cover sheet)
• Table of Contents
• List of Abbreviations (if appropriate)
• Introduction
• Task 1 – The External and Internal Environment
• Task 2 – Strategy in the Global Environment
• Task 3 – Corporate Strategy
• Task 4 – Strategic Purpose
• Conclusion
• References
• Assessment Self-Evaluation
• Appendix (if appropriate)

Word count – only applies to the main body (shown in bold); i.e., cover page, table of content, list of
abbreviations, references, assessment self-evaluation and appendix are not part of the 3000-word