Assignment Brief

Company: Cairn Homes plc
You are required to write a report critically evaluating the competitive position of the company by addressing the following:

1. What business is the company in?
Strategically assess the main business, industry, and market(s) of your chosen company. Identify the company’s Purpose /Mission/Vision and Values and how they relate to the business.

2. External Environment
Using PESTEL analysis, critically evaluate the Key/Dominant Drivers of Change for your chosen company, and analyse whether these drivers of change have a positive or negative effect. PESTEL analysis of Drivers of Change must be (i) relevant to the company/industry, (ii) limited to dominant factors affecting your company and, (iii) relate only to current and future events. Drivers of Change must be critically evaluated and not merely described.

3. Industry Environment
For the main/primary business of your chosen company, and using Porter’s 5 Force framework, analyse your chosen company’s current competitive environment. 5 forces aspects must be critically evaluated – not merely described – and classified as high/low/medium threats or sources of power.

4. Internal Analysis