Strategic

Management

Department: Accelerated BABS

Module Code: MOD003397

Level: 6

Academic Year: 2016/17

Semester/Trimester/Session: June-Sept 201
 1.1 010: The Assignment
1. Assignment Brief

You are required to conduct research on a company of your choice that is currently experiencing strategic
performance problems relative to other firms in the industry. Drawing on relevant models, concepts and
theories covered in this module and those gathered from your extensive research attempt the tasks below:
Task 1
Using relevant models, conduct an internal and external analysis to explain the key strategic issues facing the
company. Your analysis must be supported with appropriate data. (limit: 900 words)

Task 2
Drawing on the blue ocean framework of strategy, identify and critically discuss the ways in which your
chosen company could shift its strategy and challenge current industry paradigm in order to open up new
and uncontested market opportunities.(limit: 900 words)
Marking Scheme

Introduction ( 10 marks)
Application of relevant models to evaluate critical strategic issues and draw appropriate conclusions
(40 marks)

Application of strategic choice models to make appropriate recommendations (40 marks)

Presentation (10 marks)
Assessment Criteria

MARK 29 or less 30 - 39 40 - 49 50 - 59 60 - 69 70 +

CONTENT: Vague, Some mention Barely answers Some looseness/ Well focused Highly focused
random, of the issue, but the question
Has the question been unrelated a collection of just reproduces digressions
answered? material disparate points what knows
about the topic

TOPIC No evidence No evidence of No evidence of Some reading Good reading. Excellent reading.
of reading. reading. reading. Very evident, but
KNOWLEDGE basic theories confined to core Good range of Well chosen
No use of An implicit hint mentioned but texts. theories included. theories.
Is there evidence of having theory not at some not developed
read widely even hinted knowledge of or well used.
at implicitly. theory, etc.
and use of appropriate and
up to date material to make a
case?
UNDERSTANDING & No theory Vague Long winded Some long Good summary of Succinct, effective
SYNTHESIS included. assertions/poor descriptions of winded sections. theory. summaries of
explanations. theory. theory. Excellent
Are ideas summarized rather Some quotations, Good use of choice and
than being reproduced, and but stand alone. quotations that threading of
are they inter-related with flow with quotations into
other ideas? Some inter- narrative. argument. Good
connections. counterpoising of a
Good inter- range of
connections. perspectives.

APPLICATION No No/limited/ Few Uneven Good Excellent range

Does it show examples examples examples examples of examples.
appropriate use of inappropriat
theory in a e examples

practical situation?
ANALYSIS Vague Largely Limited insight Some good Good, detailed Comprehensive
assertions descriptive with into issues. observations. analysis. range of issues
Does it identify the key issues, about issues. no identified and
etc in a given scenario, identification discussed fully.
proposal or argument? and analysis of
central issues.

EVALUATION & CONCLUSION No Uncritical Some Good Good critical Full critical
Does it critically assess evaluation. acceptance of evaluation but interpretation. assessment. assessment and
material? material. weak. Little Some but limited Independent substantial
insight. sophistication in thought individual insight.
Are there a workable and argument. displayed.
imaginative solutions?

REFERENCING No No referencing Limited/poor Some Appropriate Appropriate

referencing referencing inconsistencies in referencing referencing
Thorough and accurate referencing
citation and referencing

PRESENTATION No structure Poor structure. Acceptable, but Reasonable Good argument. Excellent argument.
apparent. uneven structure.
Lgical and coherent structure Poor structure. Well presented Very effective
to argument and effective Poor presentation. Good material. presentation
presentation presentation. Reasonable presentation. format.
presentation.

Description of Assessment Requirements

1. Your analysis must be underpinned by appropriate academic literature and must provide clear
evidence of independent critical evaluation.

2. The coursework is an individual written assignment and worth 50%

 3. All research must be referenced and a bibliography attached. Improper or lack of either of these
constitutes plagiarism and students will be awarded a Zero.

4. The application of theory to practice will be given good marks.

5. Maximum Words (1800word)

Submission Deadline: 18th August by 23:59 hrs

Module Learning Outcomes to be Assessed:-

Upon successful completion of this assessment the student will be able to:

Think strategically about a company, its business position, and how it can gain sustainable
competitive advantage.

Develop skills in conducting strategic analysis in a variety of industries and competitive

situations.

Use their hands-on experience in crafting business strategy; reason carefully about strategic
options; use what-if analysis to evaluate action alternatives, and initiate the changes
necessary to keep the strategy responsive to newly emerging market conditions.

Improve their ability to manage the organisation process by which strategies get formed and
executed.

Develop their powers of managerial judgment, that is how to assess business risk, and gain a
stronger understanding of the competitive challenges of a global market environment.

Demonstrate the ability to design and continuously revise strategies in turbulent and hyper-
competitive situations.