Organisational Scenario: The GEA Group Aktiengesellschaft

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GEA Group Aktiengesellschaft is one of the largest suppliers of technology for the food processing industry and for a wide range of other process industries. As an international technology group, the Company focuses on world-leading process technology and components for sophisticated production processes.

In 2014, GEA generated consolidated revenues in excess of EUR 4.5 billion, more than 70 percent of which came from the food sector, which is a long-term growth industry.

The group employed more than 18,000 people worldwide as of December 31, 2014. GEA Group is a market and technology leader in its two business areas of Equipment and Solutions. The company is listed on Germany’s MDAX stock index (G1A, WKN 660 200) and on the STOXX® Europe 600 Index. In addition GEA Group has a sponsored level I ADR program in the USA.

‘The GEA Group – engineering for a better world’

Assignment Requirements:

As an engineering management consultant you are required to advise the company on their strategic plans.

This includes an analysis of the influence which the external environment plays on the formulation of GEA’s organisations strategy.

You will be required to use the tools of strategic management to analyse and evaluate the strategic position of the GEA organisation and propose and evaluate its strategic options to meet its objectives and make suitable recommendations.

You will be required write an individual strategic report (approximately 2500 words) to the senior management of the GEA organisation highlighting the benefits and risks associated in the current set-up and make suitable recommendations to champion the benefits and mitigate the outcomes of the risks identified.

Q1 Strategic Analysis:

The aim is to achieve an understanding of the key strategic issues, both externally and internally, that are likely to influence the performance of the company into the future. You are required to carry out extensive research to update the information provided, in order for a full strategic overview to be formed.

Q2 Strategic Options and Strategy Selection:

Develop a range of strategic options, their evaluation and the selection of the ones to be implemented. Various models and tools that are part of strategic management theory may help you in your analysis. The emphasis here is very much on widening the strategic perspectives and creating a cross-disciplinary approach. Additionally, there is a key issue that has received research attention in management journals, students are encouraged to introduce this into the debate presented in their projects.

Understanding is only achieved by interpretation of the analysis undertaken, and it is up to you as an engineering management consultant to present a well justified and logical argument for the strategic plan presented.

Justification should be made by referring to the relevant literature, or additional research. It is the quality of the argument presented that will determine the final mark. Hence it is the data / interpretation of the data that is important and not the volume of tools of analysis used.

Data Sources

Under no circumstances should you approach the case study company for any reason.

 Additional Information

 Appropriate Secondary Data Sources

It is suggested that secondary data sources are extensively utilised e.g. electronic library sources / hard copy data / articles in academic journals / business press such as the Financial Times and the Economist – class notes should not be referenced and the ‘popular press’ not be used. Wikipedia references are not considered to be of the required standard and hence should not be included.

Final Reports

As in all decision making in business, generally there are no right and wrong solutions. Good strategic decisions are generally recognised as those where there has been generation of several alternative strategies, consideration of the likely outcome from adopting each alternative, and a convincing justification for why the chosen strategy is likely to be more effective than the other alternatives.

The range of strategic issues that are to be addressed in the strategic plans presented, and the relative emphasis that is given to each is part of the decision making process, should be decided by you, this in itself part of the assignment. The content of your individual engineering management report will differ from other candidates, there is definitely not one “right answer”.

Submission requirements

  • Students shall work
  • The assignment is to be submitted in report format and as such should have a formal structure and layout. It should be presented as a professional electronic
  • The total submission should not exceed 2,500
  • The assignment must be submitted electronically ONLY through AUT Online and Turnitin on or before the above submission deadline. Turnitin will be used to check the originality of the
  • All students should be aware on the School’s policy on plagiarism, collusion, late submission and special
  • All submissions shall have a bibliography of references and sources used in the preparation of the project. Students must use AUT APA referencing system when citing literature sources.
  • All submissions should have a cover sheet identifying the course, the date and the student’s name.
  • All submissions should be in Times New Roman 12pt 1.5 spaced (excluding table of contents, tables, references list and appendices).


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