Assessment Brief
Read this assessment brief carefully, it tells you how you are going to be assessed, how to submit your assessment on-time and how (and when) you’ll receive your marks and feedback.
| Module Code | |
| Module Title | Principles of Strategy |
| Lecturer | |
| % of Module Mark | 100% |
| Distributed | |
| Submission Method | Submit online via this Module’s Moodle site |
| Submission Deadline | |
| Release of Feedback | Feedback will be available online |
| Release of Marks | Provisional marks will be available in the Gradebook on Moodle |
Assessment:
| You are required to select a multinational company operating in an industry of your choice (i.e. Banking and finance, Technology, Automobile, Food Retail, Telecommunications, Agriculture, etc) You are encouraged to choose a specific market (i.e. UK, US, Denmark, etc) where the selected company is operating in to do this report. You should conduct research of external environmental and internal environment within which the selected company operates and propose strategies for the selected company. The tasks are as the following Analyze the external environment the selected company in the market The following will need to be carried out to address the following tasks Analyse the external macro environment (using PESTEL framework) Analyse the external micro environment (using Porter’s 5 Forces framework). You should conduct a 5 Forces analysis (evaluating each force as high, moderate or low together with analytical comments) Note: The discussion should not focus on the description of the frameworks alone but the implications they do have for your chosen company. Conduct an internal analysis of the chosen company’s strategic capabilities (resources and competences) using appropriate strategy tools (i.e. resources and capabilities analysis with the use of Jay Barney’s VRIO framework to identify and discuss company’s core competences). You should justify which of these resources/capabilities are strategic/distinctive that can bring sustainable competitive advantage to the company. Undertake a SWOT analysis using a diagram to determine the company’s current situation vis a vis their competitors to critically evaluate the strengths, weaknesses, opportunities, and threats of your selected company. Propose strategic recommendations for your chosen company to strengthen its current position in the market? Identify and critically discuss at least Two potential business strategies that can be pursued by your chosen company to address the strengths, weaknesses threats, and opportunities identified in the analysis done to ensure the company’s retaining market share and further growth. General information: You should make use of all available sources and current thinking on Strategic management should be central to your analysis and illustrated with reference to current articles from relevant journals and from broadsheet newspapers (e.g., Financial Times). Use should be made of the library’s electronic databases such as Science direct, Emerald, etc. You should apply theoretical concepts and models relating to the entrepreneurial process and to the various stages of growth and development of the business. You are advised to adopt the following structure for the report: Title page: Include module title, the name of the selected multinational company discussed, student ID number, and the total word count Contents page Introduction: this should include some background on the selected company and the market where the company operates, and the purpose of the report. You may wish to include details such as the type of business, size, how long it has been trading, etc. Findings: here the results of the research need to be presented. this should include the research findings related to external environment analysis, internal environment analysis, and strategic recommendations for the company. Note: Students are also expected to consistently support their work with reference to appropriate sources (cited in accordance with the Harvard referencing style). Conclusions: this should follow logically on from the findings and provide a concise summary of them. No new information should be presented here. References and Bibliography: you should be discerning about your sources of information and ensure that all references conform to the Harvard convention. Mark Distribution: Introduction 10 % Findings 70% Conclusions 10% Reference and Structure 10% Assessment Checklist The Assessment checklist is designed to monitor your weekly progression during seminar classes in order to help you complete the summative assessment task successfully. Student Assessment Checklist Mark Proposed word count Weekly checked by seminar tutor Introduction This should include a brief description of the followings: Background on the selected company and the market where they operate. The market/country to do the analysis The purpose of the report 10% 100 words Week 6 (Monday 28 February 2022) Findings This should include a detailed explanation of the followings: External environment analysis 1.1. Analyse the external macro environment of the chosen industry (using the PESTEL framework) Note: The discussion should not focus on the description of the framework alone but the implications this does have for your chosen organisation. Student should provide: – A figure/table to summarize the key points in each element of the PESTEL – An explanation of the figure/table 1.2. Analyse the external micro environment (using Porter’s 5 Force framework). You should carry out a 5 Forces analysis (evaluating each force as high, moderate or low). Note: The discussion should not focus on the description of the framework alone but the implications this does have for your chosen organisation. Student should provide: – A figure/table to summarize the key points in each element of the 5-force model – An explanation of the figure/table. Note: student should evaluate each force as high, moderate, or low. 2) Conduct an internal analysis of the selected company’s strategic capabilities (resources and competences) using appropriate strategy tools (e.g., Resources and capabilities analysis with the use of Jay Barney’s VRIO framework) to identify and discuss company’s core competences). You should justify which of these resources/capabilities are strategic/distinctive that can bring competitive advantage to the company. Student should provide: – A table listing down all the resources and capabilities of the selected company – Use the VRIO framework to evaluate each resource/capability – Explain the resources/capabilities that bring the sustainable competitive advantage to the selected company. 3)Undertake a SWOT analysis to critically evaluate the strengths, weaknesses, opportunities, and threats of your selected company. Student should provide: A table/figure of SWOT analysis for the selected company Note: No explanation of the SWOT is needed. The word count for the SWOT table is exclusive from the total word count. 4)What strategic recommendations can you propose for your chosen company to strengthen its current position in the Market? Identify and critically discuss at least Two potential business strategies that can be pursued by your chosen organization to combat the strengths, weaknesses, opportunities, and threats identified to ensure market share and growth. Note: Student should provide the strategic recommendations based on the SWOT analysis in part 3 15% 15% 15% 10% 20% 700 words 400 words Word count exclusive 700 words Week 7 (Presentation, Monday 7 March 2022) Week 8 (Presentation, Monday 14 March 2022) Week 9 (Monday, 21 March 2022) Week 10 (Monday 28 March 2022) Week 11 Conclusions A recall of the report objectives and concise summary of the main findings No new information should be presented here. 5% 100 words Week 12 Reference and Structure Adheres to a recognised report format and remains within the specified word count Spelling and grammar is accurate Citations and references adhere to the Harvard convention Integration of theory and practice consistently throughout the report Work is logically structured and coherent throughout Plagiarism, Referencing & Turnitin All materials about plagiarism, referencing and Turnitin can be found on the link below: https://libguides.lsbu.ac.uk/marketing/referencing 10% |
Assessment Details:
| Type: | Individual report |
| Resources: | Background reading and resources |
| Word Count: | As a guide, aim for 2000 words. The maximum word limit is 2,200 words Footnotes will not count towards word count totals but must only be used for referencing, not for the provision of additional text. Tables, figures, appendixes, and bibliography will not count towards the word total. Explain what will happen if the total word limit is exceeded. |
| Presentation: | Work must be referenced, and a bibliography providedWork must be submitted as a Word document (.doc/docx)Course work must be submitted using Arial font size 11 (or larger if you need to), with a minimum of 1.5 line spacingYour student number must appear at the front of the coursework. Your name must not be on your coursework. |
| Referencing: | Harvard Referencing should be used, see your Library Subject Guide for guides and tips on referencing. |
| Regulations: | Make sure you understand the University Regulations on expected academic practice and academic misconduct.Note in particular: Your work must be your own. Markers will be attentive to both the plausibility of the sources provided as well as the consistency and approach to writing of the work. Simply, if you do the research and reading, and then write it up on your own, giving the reference to sources, you will approach the work in the appropriate way and will cause not give markers reason to question the authenticity of the work.All quotations must be credited and properly referenced. Paraphrasing is still regarded as plagiarism if you fail to acknowledge the source for the ideas being expressed. TURNITIN: When you upload your work to the Moodle site it will be checked by anti-plagiarism software. |
Learning Outcomes
This assessment will fully assess the following learning outcomes for this module.
- Knowledge and Understanding
- Understand management processes and factors determining business capability, performance.
- Apply basic elements of business strategy
- Use strategic tools to analyse the business environment in order to identify issues of strategic importance
- Make informed decisions about future strategic directions for the business
- Create an implementation plan of a strategic objective
- 2. Intellectual Skills
- Analyse, interpret, critically evaluate, and offer solutions to multidisciplinary business problems
- Synthesise key information from a variety of sources to identify and react to the key strategic dilemmas.
- Access, select and utilise a variety of business information sources
- Practice information technology skills through the use of electronic databases, presentation and graphical software, spread sheets for financial analysis and the world wide web for corporate information and publisher-based learner support materials
- Work effectively as part of a team to do class activities.
- Enhance independent learning skills (i.e. independent information search, independent analytical skill, self-assessment)
- Communicate effectively in written and oral forms and demonstrate effective presentation skills.
Assessment Criteria and Weighting
| Each task is being marked according to the following rubric: – Marking Scheme Application of course concepts, and evidence of background reading and research (including literature review). Discussion and analysis of key issues in the case, calculation and solutions Coherent argument, logical structure, overall presentation of the report, and referencing % 40 50 10 Excellent >=70% Extensive knowledge and understanding of small business challenges and issues. Management process presented with the exploration and critique of information/ideas from a comprehensive range of sources. Very Good literature review in connection with references to textbook and website material. Demonstrates a very good level of argument with critical judgement in the analysis, evaluation, synthesis and findings evaluated critically, rigorously, and fully discussed in context with research. Exceptional research and excellent information collected and analysed in full Well-structured arguments with good design of the sections with well structure diagrams and flow of the report. Very good range of background reading with very good referencing consistently accurate to a recognised standard. Good 60-69% Good knowledge and understanding of small business challenges and issues. Management process presented with the exploration and critique of information/ideas from a comprehensive range of sources. Good literature review in connection with references to textbook and website material. Demonstrates a good level of argument with critical judgement in the analysis, evaluation, synthesis and findings evaluated critically, rigorously, and fully discussed in context with research. Good l research and good amount information collected and analysed in full Well-structured arguments and design with reasonable flow of the report. Good range of background reading with good referencing consistently accurate to a recognised standard. Fair 50-59% Fair understanding of small business challenges and issues. Management process presented with the exploration and critique of information/ideas from a comprehensive range of sources. Fair literature review presented in connection with references to textbook and website material. Demonstrates a fair level of argument with critical judgement in the analysis, evaluation, synthesis and findings evaluated critically, rigorously, and fully discussed in context with research. Fair research and fair amount information collected and analysed in full Fair structure, design and reference. Weak 40-49% Some understanding of small business challenges and issues. Management process presented with the exploration and critique of information/ideas from a comprehensive range of sources. Fair literature review presented in connection with references to textbook and website material. Demonstrates some level of argument with critical judgement in the analysis, evaluation, synthesis and findings evaluated critically, rigorously, and fully discussed in context with research. Some evidence of research and some information collected and analysed in full Poor structure and design with a reasonable flow of ideas Fail <40% Barely any investigation into the background No reasoning and no ideas of their own Lack of all the above |
How to get help
We will discuss this Assessment Brief in class. However, if you have related questions, please contact as soon as possible.
Resources
Johnson, G. and Whittington, R., Scholes, K., Angwin, D. and Regner, P, 2017. Fundamentals of strategy. 4th ed. Pearson Education
Campbell, R., 2011. Business Strategy: an introduction. 3rd ed. Palgrave.
Lampel, J., Mintzberg, H., Quinn, J.B. and Ghoshal, S. (2014). The Strategy Process: Concepts, Contexts, Cases. 5th edn. London: Pearson Education
The library website (http://www.lsbu.ac.uk/library/) offers a range of business case studies, students can access and use for practice.
