Assessment Brief

Assessment Brief_L4_POS_21/22

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 BAE_4_POS

Module Title Principles of Strategy
Lecturer Dr. Hien Nguyen
% of Module Mark 100%
Distributed 24/01/2022
Submission Method Submit online via this Module’s Moodle site
Submission
04/05/2022 at 14.00
Deadline
Release of
Feedback will be available online from 03/06/2022
Feedback
Provisional marks will be available in the
Release of Marks
Gradebook on Moodle from 03/06/2022

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

1
 1) Analyze the external environment the selected company in the market

The following will need to be carried out to address the following tasks

1.1. Analyse the external macro environment (using PESTEL framework)

1.2. 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.

2) 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.

3) 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.

4) 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.

2
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:
1- Introduction 10 %
2- Findings 70%
3- Conclusions 10%
4- Reference and Structure 10%

1. 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
Introduction
This should include a brief description of the followings: 10% 100 words
 Background on the selected company and the market where
they operate.
 The market/country to do the analysis
 The purpose of the report

Findings
This should include a detailed explanation of the followings:

1) External environment analysis 700 words

1.1. Analyse the external macro environment of the chosen industry 15%
(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 15%
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 15% 400 words
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:

3
- 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. 10% Word count
Student should provide: exclusive

- 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? 15% 700 words

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

Conclusions 10% 100 words

 A recall of the report objectives and concise summary of the
main findings
 No new information should be presented here.
Reference and Structure 10%
 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

4
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

provided
 Work 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 spacing
 Your 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

5
 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.

1. 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.

3. Practical Skills

 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

4. Transferable Skills

 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

6
Each task is being marked according to the following rubric: -

Application of course concepts, and evidence of Coherent argument, logical

Marking Discussion and analysis of key issues in the
background reading and research (including structure, overall presentation of
Scheme case, calculation and solutions
literature review). the report, and referencing

% 40 50 10

Extensive knowledge and understanding of small Demonstrates a very good level of argument Well-structured arguments with
business challenges and issues. Management process with critical judgement in the analysis, good design of the sections with well
presented with the exploration and critique of evaluation, synthesis and findings evaluated structure diagrams and flow of the
Excellent >=70% information/ideas from a comprehensive range of critically, rigorously, and fully discussed in report. Very good range of
sources. Very Good literature review in connection with context with research. Exceptional research background reading with very good
references to textbook and website material. and excellent information collected and referencing consistently accurate to
analysed in full a recognised standard.

Good knowledge and understanding of small business Demonstrates a good level of argument with Well-structured arguments and
challenges and issues. Management process critical judgement in the analysis, evaluation, design with reasonable flow of the
presented with the exploration and critique of synthesis and findings evaluated critically, report.
Good 60-69%
information/ideas from a comprehensive range of rigorously, and fully discussed in context with Good range of background reading
sources. Good literature review in connection with research. Good l research and good amount with good referencing consistently
references to textbook and website material. information collected and analysed in full accurate to a recognised standard.
Fair understanding of small business challenges and Demonstrates a fair level of argument with
issues. Management process presented with the critical judgement in the analysis, evaluation,
exploration and critique of information/ideas from a synthesis and findings evaluated critically,
Fair 50-59% Fair structure, design and reference.
comprehensive range of sources. Fair literature review rigorously, and fully discussed in context with
presented in connection with references to textbook research. Fair research and fair amount
and website material. information collected and analysed in full
Some understanding of small business challenges and Demonstrates some level of argument with
issues. Management process presented with the critical judgement in the analysis, evaluation,
exploration and critique of information/ideas from a synthesis and findings evaluated critically, Poor structure and design with a
Weak 40-49%
comprehensive range of sources. Fair literature review rigorously, and fully discussed in context with reasonable flow of ideas
presented in connection with references to textbook research. Some evidence of research and
and website material. some information collected and analysed in full

Fail <40% Barely any investigation into the background No reasoning and no ideas of their own Lack of all the above

7
How to get help

We will discuss this Assessment Brief in class. However, if you have related
questions, please contact me Dr. Hien Nguyen at [email protected] as
soon as possible.

Resources
1. Core Materials

Johnson, G. and Whittington, R., Scholes, K., Angwin, D. and Regner, P,

2017. Fundamentals of strategy. 4th ed. Pearson Education

2. Optional Materials

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

3. Other learning resources

The library website (http://www.lsbu.ac.uk/library/) offers a range of business case studies,
students can access and use for practice.