MSc Management with Streams Strategy Assessment Brief Due: 4pm, 29 April 2014

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1. Background Information
The purpose of this assignment is to give you an opportunity to present your understanding of the concepts in strategy, to identify and appreciate the challenges strategists face in real-life situations and to apply different frameworks and tools in order to analyse the strategic positions of a firm in an industry or market. A direct outcome of this last part is to demonstrate that you can diagnose any challenges or gaps that this firm can pursue or fill and, therefore, you can recommend alternative strategies. Instructions: 1. Pick a company you find interesting in any industry, market or country you like. Make sure that you choose a firm that meets the following criteria: a. It is not very small (10+ employees) b. It generates revenue of a few hundreds thousands pounds or equivalent (£100,000+ revenue) c. you can find enough information about it The last criterion is very important as your assignment is heavily based on the information you can collect and the level of accessibility you can get for this information 2. Read as much material as you can find about this firm. Try to understand the business, the strategies it follows and the challenges it faces in that industry 3. Then, proceed with the assignment questions

2. Assignment Questions
You are a management consultant and you have been asked by the Board of Directors of your employer to prepare a report that presents an assessment of the strategic position of the firm you have chosen within its industry. The report to the client should include the following:

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1. A critical analysis the business environment (industry) of the firm and how it impacts the strategic position of the firm 2. A critical analysis of the competences and the resources of the firm 3. An evaluation of the outcomes in (1) and (2) that shows the sources of the firm’s competitive advantage 4. Strategic recommendations that allow the firm to take advantage of current/potential opportunities and shield against current/potential threats. Your analysis should be based on advanced frameworks, tools or any other techniques drawn from the domain of strategy. Employing a SWOT analysis only is not enough, as it fails to capture the different aspects of the challenges firms face in a competitive environment. Your recommendations should follow from the analysis and the arguments should be as specific as possible; suggestions like “develop competitive advantage” or “watch the competition” are very general and, therefore, not useful to the management team. They must also be fully justified and presented in a professional way, as this is a professional report.

3. Assignment Structure
The assignment has the role of a professional report and it should be one. It must, at minimum, include: • • • • • • • • Assignment Cover Sheet (See Appendix 1) Title page Table of contents Introduction Main section(s) Conclusion References Appendixes (if relevant)

A short section with background information about the company is expected, as the reader needs to get familiar with the firm. Make sure you describe the commercial activity of the firm. This can be part of the introduction or a section in the main body of the essay.

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The references should include academic, web-based and professional sources. In is important to show that you understand the limitations of the web sources and appreciate the significance of the professional and academic ones. This is reflected on the number and the quality of the used sources. For this level, a minimum of 15-20 references is required as evidence of broader reading. References must be cited using the Harvard Style.

The world limit is 2,500 (without the table of contents, the reference list and the appendices) and the assignment cover sheet (appendix 1) must be on the first page. The fonts must be consistent throughout the text, the font size 13pt, the paragraphs of, at least, 1.5 lines spacing and the document must have standard margins (A4 page) and page numbers. Any figures or graphs must have fully self-explanatory captions and, wherever needed, properly referenced.

4. Marking Criteria
The assignment is marked out of 100. The following table shows the mark allocation. Assignment Part Business Environment: • Does the student employ an appropriate framework (eg. 5 Forces) for analysis of the business environment? • Does the analysis reveal opportunities or threats for profitability? Internal Environment: • Does the student employ an appropriate framework (eg. RBV) for internal analysis? • Does the analysis show strong and weak elements that can affect profitability or performance? Competitive Advantage: • Does the student use the previous analysis to reveal sources of (potential) advantage? Mark

35%

35%

10%

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Strategy recommendations: • Does the student present realistic and non-ambiguous recommendations? 10% • Are they based on the outcomes from the previous analysis? Are they result of thinking that shows synthesis skills? General: • Structure, format, referencing, appearance, evidence of 10% broader reading, knowledge, creative thinking, originality Minimum pass grade (50) should go to students who show evidence of understanding how to use modern strategic frameworks to analyse the external/internal environment of a firm, use relevant terminology and common phrases, understand the idea of competitive advantage and attempt to link the above analysis and form recommendations. Stronger/Good answers (51-69) should, on top of the previous criteria, show a deeper knowledge and understanding of the link between external/internal factors, how they affect strategy and present recommendations for further action based on previous analysis. Very good/excellent (70+) answers should, further, show systematic understanding and innovative and creative analysis of the industry/firm followed by solid arguments about the strategy recommendations. Originality, broader knowledge and reading should be apparent in the text.

5. Submission
Date: 4pm, 29/04/2014 Mode: via TurnItIn

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6. Generic Marking Criteria
Criteria Pass Grades High Distinction 85-100% The work displays: Knowledge & Understanding (a) Systematic Understanding (b) Emerging Thought (a) Strong evidence of a comprehensive and systematic understanding of an extensive range of appropriate issues, concepts, theories and research (b) Sustained excellence in the application of thoughts and practices at the forefront of the discipline Argument (a) Analysis, Synthesis & Evaluation (b) Numerical Analysis (c) Argumentation (d) Independent Research (a) Consistently precise, accurate and reasoned analysis, synthesis and/or evaluation; addressing issues with insight or originality (b) Numeric analysis that is complete and free from errors with application of methods that may be insightful or original (c) Extremely strong and consistent argument making a convincing whole with evidence of originality. Impressive dexterity in the use of information gathered to support the argument. Distinction 70-84% The work displays: (a) Clear evidence of a comprehensive and systematic understanding of a considerable variety of issues, concepts, theories and research (b) Precise and well judged application of thoughts and practices at the forefront of the discipline (a) Consistently precise, accurate and reasoned analysis, synthesis and/or evaluation addressing all issues, some with creativity (b) Numeric analysis that is complete and mostly free from errors with fluent and appropriate application of methods. (c) Extremely strong and consistent argument that convincingly addresses issues including uncertainties and conflicts. Excellent use of information gathered which to support and further the argument Merit 60-69% The work displays: (a) Clear evidence of a comprehensive and systematic understanding of all major - and some minor issues, concepts, theories and research (b) Some clear evidence of the application of thoughts and practices at the forefront of the discipline (a) Precision, accuracy and clear reasoning throughout the analysis, synthesis and/or evaluation addressing all issues appropriately (b) Numeric analysis that is complete and mostly free from errors with relevant and effective application of methods. (c) Evidence of an argument that is generally convincing with a good internal consistency and addresses most issues. Very good use of information gathered to support the argument. Pass 50-59% The work displays: (a) Evidence of a systematic understanding, which may contain some gaps, of all major - and some minor issues, concepts, theories and research (b) Clear evidence of an understanding of thoughts and practices at the forefront of the discipline. (a) Broad levels of precision, accuracy and reasoning in analysis, synthesis and/or evaluation, and addresses all key issues (b) Numeric analysis that is mostly complete and free from significant or critical errors with appropriate application of methods. (c) Evidence of an overall convincing argument but may have weaknesses, gaps or inconsistencies. Clear use of information gathered but may have some weaknesses in the integration into the argument. Fail Grades Fail 30-49% The work displays: (a) Evidence of an understanding of an appropriate range of issues, concepts, theories and research but has significant gaps or misunderstandings. (b) Unclear or imprecise understanding of thoughts and practices at the forefront of the discipline. (a) Errors which affect the consistency of the analysis, synthesis or evaluation and/or key gaps in the issues addressed (b) Numeric analysis that is mostly complete but contains errors with significant effect, or methods that are applied inappropriately (c) Evidence of a consistent argument but may have weaknesses, significant gaps or be unconvincing. Clear use of information gathered but may not be sufficient to sustain the argument. Low Fail 0-29% The work displays: (a) Evidence of a limited understanding of issues, concepts, theories and research either major and/or minor. (b) Significant gaps in the understanding of the debates at the forefront of the discipline. (a) A lack of precision, accuracy or reasoning in analysis, synthesis or evaluation with significant gaps in the issues addressed (b) Numeric analysis that is incomplete or contains errors which have critical effect, or methods that are applied inappropriately (c) Lack of consistency or structure in the argument. Serious weaknesses in the integration of evidence and/or no awareness of the limitations or weaknesses of the research.

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Criteria (Continued)

Pass Grades High Distinction 85-100% The work displays: Distinction 70-84% The work displays: (d) Substantial research and evidence of an innovative use of a wide range of personal research with clear and consistent critical evaluation both conceptually and methodologically Merit 60-69% The work displays: (d) Clear evidence of considerable personal research and the use of a diverse range of appropriate sources but may contain problems with consistency in the conceptual and methodological critical evaluation (a) Good structure and presentation (b) Full and appropriate references and notes with minor or insignificant errors (c) Clear and precise use of language allowing a complex argument to be easily understood and followed Pass 50-59% The work displays: (d) Appropriate use of a wide range of personal research which is critically evaluated for key conceptual and methodological issues although this may not be consistent throughout

Fail Grades Fail 30-49% The work displays: (d) Evidence of a range of personal research but evidence of methodological or conceptual evaluation may be limited, inconsistent or inappropriate Low Fail 0-29% The work displays: (d) Over reliance on very restricted range of personal or secondary research much of which may not be evaluated and may not be directly related to the question or area

Argument (continued) (d) Independent Research

(d) Evidence of an innovative or original use of extensive personal research which has been thoroughly critically evaluated both conceptually and methodologically

Presentation (a) Structure (b) Referencing (c) Use of Language

(a) Excellent structure and presentation (b) Precise, full and appropriate references and notes. (c) Subtle use of language expressing highly nuanced thought with clarity and precision to a level appropriate for submission for publication.

(a) Excellent structure and presentation (b) Precise, full and appropriate references and notes. (c) Precise use of language expressing complex thought with clarity, accuracy and precision which furthers and enhances the argument

(a) Adequate structure and presentation (b) Good references and notes with minor or insignificant errors or omissions (c) Generally clear use of language sufficient for arguments to be readily understood and followed

(a) Adequate structure and presentation (b) Competent references and notes but may contain inconsistencies, errors or omissions (c) Generally understandable use of language but significant errors in expression affecting overall clarity

(a) Poor structure and presentation (b) Poor references and notes with multiple inconsistencies, errors or omissions (c) Serious errors in the use of language which makes meaning unclear or imprecise

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Appendix A: Assignment Cover Sheet

BPP Business School Assignment Cover Sheet
Please Print in Capitals in either Blue or Black ink Programme: Module Title:

Title:

Tutor: SRN:

Word Count (if applicable): Number of pages: Site:

I hereby declare that I have read and understood BPP’s policy on plagiarism and that the work presented herein is my own. Received by:

Signed:

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