Coursework Assignment Brief

Semester A 16
Module Code PM 303
Module Title Strategic Management
Programme BSc (Honours)
Level Level 6
Awarding Body University of Plymouth
Module Leader Dr Ufi Cullen
Strategic Report
Format
Individual
Maximum 2,500 words 10% excluding Cover Page, Table of
Word Limit
Contents, Bibliography and Appendices
Any Special The Report should be submitted on the Student Portal along
Requirements with a Turnitin Report.
Deadline Date For
18th of April 2016
Submission
1. Critically examine the relationship and the need for
compatibility between corporate strategic and functional
Learning Outcomes management policies.
To Be Examined In 2. Analyse the internal and external influences on corporate
This Assessment objectives and strategy.
3. Demonstrate the need for flexibility in strategic management
and the practical limits of quantifying corporate strategy.
Percentage Of Marks
50% of the total marks for the module
Awarded For Module
Explanatory comments on the Maximum marks for
Assessment Criteria
assessment criteria each section
Clear demonstration of rigorous research
Content, Style, from recognised authoritative sources.
40%
Relevance, Originality Relevance of Content to the task at hand
Originality of Content
Demonstration of a clear understanding
Constructive Critical of the issues facing the organisation.
50%
Analysis, Introduction, Effective application of academic models
Conclusion to the selected firm
Evaluation of key factors highlighted
Format, Referencing,
Harvard Referencing 10 %
Bibliography

BSc Plymouth Strategic Management Assignment A 16

Assignment Brief
This assignment requires students to conduct a strategic analysis of both the internal
and external environment relating to either one of the following companies or a
company of your choice.

Manchester United FC
Ocean Park
Ebay
Amazon
Dyson
Victoria Beckham
Warner Bros

Students are required to examine the strategic choices facing this organisation and
evaluate these choices as to their suitability, acceptability and feasibility. You should
also provide a critique of contemporary strategic management research and practice
within your report.

Strategic Report to Board of Directors

Please Note Each of the following eight sections must be addressed.

1. Executive Summary
Provide a concise summary of the key issues identified within the report.

2. Corporate Objectives
Put forward the current corporate strategy statements. Include the fundamental goals
that the organisation seeks and the scope of the organisations activities.

3. External Analysis
Conduct both of the following tasks
3.1. Macroeconomic Analysis: Conduct a PESTLE analysis for the chosen firm.
3.2. Competitive Analysis: Utilize Porters Competitive Forces for your analysis.

4. Internal Analysis Strategic Capabilities

BSc Plymouth Strategic Management Assignment A 16

Conduct both of the following tasks
4.1. Identify what comprises strategic capabilities in terms of organisational
resources and competences and how these relate to the strategies of
organisations. Distinguish between basic and unique resources.
4.2. Analyze the business functions of the company

5. Basis of Competitive Strategy

5.1. Identify Key Market Segment(s) targeted within chosen business area such as
age, income, and lifestyle and so on.
5.2. Analysis of business strategy: Assess business strategy in terms of the generic
strategies of cost leadership, differentiation and focus through Porters Generic
Strategy Framework.

6. Strategic Choice
In the light of the preceding sections, examine the key directions for future growth for
the selected company. Evaluate which of the Ansoff product market growth strategies
(given below) can be applied to the company of your choice and what the possible
outcomes and entailments of the implementation of the selected Ansoff strategy (ies)
are.
Market Penetration
New Product Development
New Market Development
Diversification

7. Strategy Evaluation
Choose the most appropriate option of Ansoffs matrix for the chosen company and
assess it from the perspective of its
7.1. Suitability
7.2. Acceptability
7.3. Feasibility

8. Conclusion and recommendations

8.1. Please briefly conclude the report by conducting an overall summary of the
strategic issues facing the selected company.
Please respond the given statements below:

BSc Plymouth Strategic Management Assignment A 16

 8.2. Do you think the company has been capitalizing its strengths effectively and
efficiently through its strategic choices?
8.3. What is the main weakness of the company comparing with its competitors?
8.4. Do you think the company is managing the threats successfully?
8.5. Do you think there is a contradiction between the companys vision and its
strategic choices?

Important Notes
All the analysis required should be conducted based on facts & figures. Academic
opinion and commentary from industry experts may all be utilised to aid evaluation
and justify selection. Please consult class notes and key texts such as Johnson,
Scholes et al. (2015) regarding these strategic concepts of the company.

Total Marks for Report 100

Report Marking Criteria

Criteria Marks
Allocated
1. Executive Summary 5
2. Corporate Objectives 10
Vision (2 Marks)

BSc Plymouth Strategic Management Assignment A 16

 Mission (3 Marks)
A Statement Of Corporate Values (5 Marks)
3. External Analysis
3.1. PESTEL Analysis (7.5 Marks) 15
3.2. Porters Competitive Forces Analysis (7.5 Marks)
4. Internal Analysis
4.1. Organisational Resources Audit (5marks) 10
4.2. Functions Of The Business And Core Competencies (5 Marks)
5. Basis Of Competitive Strategy
5.1. Key Market Segment(S) Analysis (5 Marks) 10
5.2. Porters Generic Strategy Framework Analysis (5 Marks)
6. Strategic Choice: Ansoffs Matrix 10
7. Strategy Evaluation
7.1. Suitability (5 Marks)
15
7.2. Acceptability (5 Marks)
7.3. Feasibility (5 Marks)
8. Conclusion and Recommendations
8.1. Conclusion (5 Marks)
8.2. Do you think the company has been capitalizing its strengths
effectively and efficiently through its strategic choices?
8.3. What is the main weakness of the company comparing with its
15
competitors?
8.4. Do you think the company is managing the threats
successfully?
8.5. Do you think there is a contradiction between the companys
vision and its strategic choices?
Presentation And Structure Of Report (2 Marks)
10
Use Of Harvard Referencing (8 Marks)

Total Marks 100

Marking Criteria

BSc Plymouth Strategic Management Assignment A 16

 Indicative % marks Characteristics.
Grade
First class 70%+ Very high standard of critical analysis using appropriate conceptual frameworks.
Excellent understanding and exposition of relevant issues.
Clearly structured and logically developed arguments.
Good awareness of nuances and complexities.
Substantial evidence of well-executed independent research.
Excellent evaluation and synthesis of source material.
Relevant data and examples, all properly referenced.
Excellent Presentation skills evident
Upper 60-69% High standard of critical analysis using appropriate conceptual frameworks.
Second Clear awareness and exposition of relevant issues.
Clearly structured and logically developed argument.
Awareness of nuances and complexities.
Evidence of independent research.
Good evaluation and synthesis of source material.
Relevant data and examples, all properly referenced.
Good presentation skills in terms of style and delivery
Lower 50-59% Uses appropriate conceptual frameworks.
Second Attempts analysis but includes some errors and /or omissions.
Shows awareness of issues but no more than to be expected room attendance at
classes.
Arguments reasonably clear but underdeveloped.
Insufficient evidence of independent research.
Insufficient evaluation of source material.
Some good use of relevant data and examples but incompletely referenced.
Satisfactory presentation skills in terms of style and delivery, with some minor
problems evident
Pass 40-49% Adequate understanding of appropriate conceptual frameworks.
Answer too descriptive and or any attempt at analysis is superficial containing errors
and omission.
Shows limited awareness of issues but also some confusion.
Arguments not particularly clear.
Limited evidence of independent research and reliance on a superficial repeat of
class notes.
Relatively superficial use of relevant data sources and examples and poorly
referenced.
Adequate presentation skills, certain problems evident in style and delivery
PASS MARK 40%
E 30-39% Weak understanding of appropriate conceptual frameworks. Weak analysis and
several errors and omissions.
Establishes a few relevant points but superficial and confused exposition of issues.
No evidence of independent research and poor understanding of class notes or no
use of relevant data, sources and examples and no references.
Poor presentation skills, numerous problems evident in style and delivery

F Below Little or no understanding of appropriate conceptual frameworks. Weak analysis and

30 % several errors and omissions.
Few if any relevant points but superficial and confused exposition of issues.
No evidence of independent research and poor understanding of class notes or no
use of relevant data, sources and examples and no references.
Very Poor presentation skills, numerous problems evident in style and delivery

BSc Plymouth Strategic Management Assignment A 16