Project Description – Your task for the semester project is to select a small or mid-sized company operating in South Florida or internationally (could be the company you currently work for or a company a family or friend works for) and conduct a thorough strategic audit for the organization; The objective of this exercise is to give you an opportunity to apply relevant concepts as well as strategic analysis tools and techniques you’ve learned in class. Your strategic audit should address the following questions to the highest possible extent:
1- Give a short background of the company and its mission statement, goals, and objectives. What has the company’s strategy been over the years?
2- Describe the external context of the company. What environmental aspects of the influence industry structure and performance? Conduct a market analysis that integrates the:
• Target market
• Market size and growth
• Competitor analysis (positioning)
• Threats and opportunities Document Key Findings.