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Choose two companies that are listed on the London (FTSE) or New York Stock Exchange, one that has successfully implemented a strategic initiative, and one that has taken a strategic initiative that has not been successful.
Write a report comparing, contrasting and critically evaluating the two initiatives using material from the module. Justify your assessment using at least FIVE of the following concepts, tools and techniques discussed in the course: 

 strategic purpose 

 industry attractiveness 

 resources and capabilities 

 competitor and market analysis 

 competitive advantage 

 portfolio analysis 

 industry life cycle 

 option evaluation 

 organisational design 

 change management

Your report should reflect your understanding of the topics covered in the course
and your ability to analyse and apply the appropriate strategic concepts, tools
and techniques. You should also demonstrate your research skills and ability to derive analysis from a range of up-to-date high quality sources. Full in-text citations and a bibliography, using Harvard Referencing Style, are required