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Introduction
The CIMA Global Business Challenge is designed to give a taste of the boardroom and of business. You are cast in the role of a consultant reporting to a board of a fictitious company. You are presented with some background information on the company and its industry in the form of `case study’. Then, as a consultant, you will be presented with some details behind a variety of current issues facing the company. This is called the ‘scenario’. These issues may or may not have been mentioned in the case study. Your role is to produce a report to the board that prioritises these current issues, discusses them and provides recommendations based on them.

©The Chartered Institute of Management Accountants

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Approach
The main idea behind the case study is to ensure that the consultant understands the business upon which he or she is advising (this is no less than would be necessary in a real situation). Accordingly, you should begin by reading and analysing this case study material. Analysis can take many forms and provided here is some brief guidance on areas to consider and approaches you could take: • What – so what analysis: note down the key facts from each section of the case study material (this is the `what’), then consider the implications of that fact (the `so what’.) For example suppose you were told that the business did not have a marketing director (the `what’.) The implication here is that the business may not grow to its full potential and may miss out on potential opportunities that arise (this is the `so what’.) SWOT analysis: the strengths, weaknesses, opportunities and threats of a business. This tool is probably essential in most business analyses (and certainly for this exercise.) Strategic analysis: there are many

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