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A case analysis of “Hurtigruten: sailing into warm water”. The case analysis should be of maximum of 1500 words (approx 6 pages) 1.5 or double spaced with Arial or times new roman font. Instructions for case Clear and Accurate Key Problem(s) Statement 10% • Use your own language to summarize the main theme • Five sentences paragraph should be enough (half page) • Identify key problem that needs to be addressed • The question should be reflect a particular solution or direction and should be at the strategic level. (should not be an operational question) External Analysis 25% (2 pages): • First apply Extended PEST on general environment analysis • Then use 5 forces model to analysis industry attractiveness • Define the industry – Product and geographic markets • Identify industry participants – Buyers, suppliers, competitors, substitutes, potential entrants • Evaluate each of the five forces • Determine overall industry structure – Profitability level, controlling forces, positioning of above avg. performers • Drawing relevant conclusions and insight from the analysis Internal Analysis 25% (1.5 page) • Effective use of applicable analytical tools (Value Chain, VRIN). • When use VRIN to analysis resource and capability, define a focal resource or capability first. And then thoroughly examine VRIN of the focal resource or capability. • DO NOT use VRIN to analysis the company or the product • Value chain: integrate with VRIN model to identify how those resource and capability engaged in different section of supply chain activities. • Drawing relevant conclusions and insight from the analysis SWOT analysis SWOT as a model to synthesis external and internal analysis • Discuss the implication of current strategic position Recommendation 25% (2 pages) First step: three alternatives • Need to develop three plausible solutions to the question generated in the beginning using the analysis results. • Each of the alternatives needs to be backed up by the analysis results (e.g., linking with the implications generated in the Analysis). • Building a solid and logical argument is important using the connection with the analysis results. • Need to discuss and compare pros and cons of each alternative. (depth matters) • Need to solve a strategic question (not operational/nor tactical) Second step: One recommendation • Recommend one best solution from the three alternatives • Need to discuss why one alternative is selected over the other logically. • It is not mandatory to define selection criteria, but defining and using the selection criteria will be plus. • The recommendation should be relevant. • No Implementation plan needed Please find the attached case and instructions for any further guidance

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