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Lend Lease Strategy Analysis

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Business Strategy Analysis
Among the whole business analysis process, Strategy Analysis is a key starting point that allows the identification of company’s profit drivers and key risks, it can also determine the profit potential of the property industry in which Lend Lease is competing. This section can be divided into three steps below.
Identification of company’s profit drivers and key risks
As the chairman of the group David Crawford said in the company’s annual report (2012), Lend Lease has successfully boost the profit growth for the financial year, the group has retained earning of $957.9 million and undrawn capacity of $1,242.5 million as at 30 June 2012. He also believed that this result reflects the continued success of the Group from implement of the Group strategy to mainly focus on the major infrastructure projects (Lend Lease 2012 p, 2). According to Mr. David Crawford, the company has the financial flexibility to fund their development and invest in new projects that are in line with their strategy.
Although Lend Lease have massive infrastructure projects to drive the company forward , However,there are also some risks that may compromise the further growth. From internal factor, the company would most likely facing the Public relations crisis as the brand image been damaged because there were some illegal and immoral activities in Lend Lease. As we can see from the report by Reuters(2012), the fact that a 10-year overbilling scheme on New York area projects of a US subsidiary of the Australia's Lend Lease Construction has been affirmed by court. The company must pay $US56 million ($A54.3 million) in fines and victim restitution. These mistake they made may have significant effects on brand image,and would lead to the Brand trust crisis and Public relations crisis.
In addition, from external factor, there are some systematic risks that would have

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