Coventry University Hyatt Strategic Management Strategic Analysis and Evaluation Capstone Concise details on Coursework 2 Assignment Number and Weighti
Coventry University Hyatt Strategic Management Strategic Analysis and Evaluation Capstone Concise details on Coursework 2
Assignment Number and Weighting
60%
Anonymous marking
Yes
Submission Date and Time
See Moodle submission link
Expected return of feedback and marked work
2 weeks from assignment submission date
Assessment is made up of multiple submissions
No
Details of multiple item in submission if relevant
Item Title
CW1
Weighting
Item Due Date and 17:00:00
Submission
Procedure
See Assignment Brief for details
Word Count
2,500 Words
Assignment Title
Strategic Analysis and Evaluation
Assessment Learning Outcomes
Critical analysis of the organisations strategic direction, determining which theoretical models have valid applications in different environmental contexts and making practical use of mainstream strategy concepts to assess the organisation strategic direction.
Account for and critically evaluate the organisation’s strategic decisions within the context of its external and internal environment, using SWOT/TOWS frameworks to support your analysis.
Synthesise your understanding and knowledge of critical aspects of the organisation’s strategy and the strategic process in your Conclusions and Recommendations.
Demonstrate an ability to independently research, present, analyse and critically evaluate relevant data and appropriate academic literature to support your analysis, conclusions and recommendations.
Demonstrate effective communications skills to enable a clear presentation of key findings, results and recommendations. These include:
1. Clarity of written communication, including accurate spelling and grammar.
2. Consistency and appropriateness of writing style.
3. Appropriate use of standard Management Report template.
4. Correct and consistent use of Harvard Referencing System. [NOTE: There is a guide on Moodle. It is advised that you download this for future reference.]
CMI Learning Outcomes:
7006V1 Reviewing organisational strategy plans and performance –
1. Be able to review the organisational strategic aims and objectives
2. Be able to analyse progress towards organisational strategic aims and objectives
3. Be able to evaluate strategic options to support a revised strategic position
For full details regarding Assessments on this Module, please refer to the Assignment Brief located in the Assessment Section of the Moodle page of this Module STRATEGIC MANAGEMENT [M115LON]
Assignment Brief
MAYAUG2021
Contents
Introduction
——————————————————————————————————– Page 1
The Companies —————————————————————————————————– Page 2
Course Work 1 Brief/Instructions —————————————————————————— Page 4
Course Work 2 Brief/Instructions —————————————————————————— Page 7
Measuring the Quality of your Assignment Submissions ————————————————– Page 10
M115LON Strategic Management
Assignment Brief
[NOTE: It is important that you read and re-read this document throughout this term of study]
INTRODUCTION
The purpose of assessment (assignments, examinations, debates, reports and other methods) is to
assess your level of knowledge and understanding of a particular subject area. Additionally, it assess,
amongst others things, your cognitive skill sets.
This briefing document provides:
1. The details of the assessment for M115LON Strategic Management.
2. Advice and guidance for undertaking this assessment. This advice and guidance is the culmination
of many years experience of teaching and assessing at postgraduate level. As stated both here and in
other documents (indicated within this document) it is in your best interest to actively engage with
your studies and prepare for the assessment.
This document must be read in conjunction with the Module Handbook and the guide on How to
Succeed on M115LON: A Student Guide, in order to maximise your opportunity for success.
NOTE: It is your responsibility to follow the directions asset out within this document. Non- compliance
cannot be grounds for an appeal against the mark awarded (Please read the appropriate Course
Handbook).
For some of you this may be the first time that you have been required to tackle an
assignment/management report. In your previous studies you may have undertaken short essays
and/or examinations. If this is your first time in tackling a much larger assignment/management
report then it is vital that you commence your planning early (See later note Creating a Planning
Schedule) and seek relevant support from Coventry University Londons Spotlight Scheme. Leaving
either of Summative assignments to the last minute is a very high-risk strategy.
M115LON Assessment (CW1 and CW2)
As stated in the guide How to Succeed on M115LON and in the modules Learning Outcomes you
must be able to explore the subject area, critically evaluate, synthesise reliable and validated sources
and provide evidence to support conclusions and recommendations. The assessment for this module
is divided into two components, both Summative.
CW1 – Environmental Audit – Group Voice Over Powerpoint (VOPP) Presentation and Individual
Management report (1500 words). This carries 40% of the marks (20% Group VOPP Presentation and
20% Individual Management Report)
CW2 Strategic Review – Individual Management Report (2,500 words). This carries 60% of the marks.
1
For both assignments you will analyse a company that you will select from the list provided.
You will receive marks and written feedback on both submissions. However, it is your responsibility
to engage with the feedback and seek to enhance your CW2 submission.
Please Note: You must achieve a minimum of 40% to pass this module. Work submitted late will not
be marked and you will be required to resit the assessment next term where your mark will be capped
at a maximum of 40%. Unless appropriate evidence is provided a non-submission will mean that you
have failed the module. Please refer to the module and course handbook for the specific details.
Creating a Planning Schedule
It is vital that you plan your time in order to conduct the research and prepare drafts prior to your
submissions. It is suggested that you create a plan with specific dates, for example a Gantt chart. Do
not leave the research and writing until just before submission as this is a high-risk strategy and can
significantly reduce your potential for success. Our advice is to start planning both elements of CW1
as soon as you finish reading this briefing document. [A useful resource is Stella Cottrells book The
Study Skills Handbook, published by Palgrave Macmillan. There are copies in the Library.]
Assessment Learning Outcomes
You will see from both the Module Handbook (On the M115LON Moodle site. A sub-set of these is a
set of Assessment Outcomes which link to the Rubric as stated below:
?
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Critical analyse of the organisations strategic direction, determining which theoretical models
have valid applications in different environmental contexts and making practical use of
mainstream strategy concepts to assess the organisation strategic direction.
Account for and critically evaluate the organisation’s strategic decisions within the context of
its external and internal environment, using SWOT/TOWS frameworks to support your
analysis.
Synthesise your understanding and knowledge of critical aspects of the organisation’s
strategy and the strategic process in your Conclusions and Recommendations.
Demonstrate an ability to independently research, present, analyse and critically evaluate
relevant data and appropriate academic literature to support your analysis, conclusions and
recommendations.
Demonstrate effective communications skills to enable a clear presentation of key findings,
results and recommendations. These include:
1. Clarity of written communication, including accurate spelling and grammar.
2. Consistency and appropriateness of writing style.
3. Appropriate use of standard Management Report template.
4. Correct and consistent use of Harvard Referencing System. [NOTE: There is a
guide on Moodle. It is advised that you download this for future reference.]
2
THE COMPANIES
You have to select one of the following companies to investigate and analyse for your assessment.
Choose your company carefully. Your selection could be based upon areas of interest, the type of
company that you might want to work for in the future and/or the course you are enrolled on. We
suggest that you briefly review each of the organisations prior to making your final choice. The choice
has to be yours alone and not yourtutors.
Each company has a corporate website from which you can extract the companys Annual Report
and Accounts, in addition to other reports (usually indicated under the Investors tag). We suggest
that this is your starting point for your research.
The companies and their industries are:
Name of
Company
1 Virgin Atlantic
2 HYATT
3
4
5
6
7
8
SSP
Pepsi
Volkswagen AG
JP Morgan Chase & Co
Halfords
Shell
Corporate Website
https://www.virginatlantic.com/
https://www.hyatt.com/
https://www.foodtravelexperts.com/
https://www.pepsico.com/
https://www.volkswagenag.com/
https://www.jpmorganchase.com/
https://www.halfordscompany.com/
http://www.shell.com/
Business
Sector
Aviation
Hospitality
Hospitality
Manufacturing
Automobile
Finance
Retail
Energy
Chartered Management Institute (CMI) Learning Outcomes
The following learning outcomes need to be clearly met in your coursework to ensure that you meet
the criteria for the double accreditation which includes a Level 7 certificate in Strategic Management
and Leadership
7006V1 Reviewing
organisational strategy
plans and performance
1. Be able to review the organisational strategic aims and objectives
2. Be able to analyse progress towards organisational strategic aims and
Objectives
3. Be able to evaluate strategic options to support a revised strategic
Position
3
COURSE WORK 1 BRIEF/INSTRUCTIONS
For CW1 you are required to deliver a group Voice Over Powerpoint (VOPP) presentation of no
more than 25 minutes, critically examining both the micro and macro environments of your chosen
company. Groups will formed of between 4 and 6 students. In addition you will submit a 1500
word Management Report. All group members must submit the group VOPP presentation slides
in addition to their individual Management Report. This means:
? Examining and evaluating the macro environment, stating specific examples of how these
factors influence/impact upon the business operations of your chosen organisation.
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Examining and evaluating the industry through Porters Five Forces model.
Stating and examining the capabilities (resources and competences) of the organisation.
Examining and evaluating the strengths and weaknesses of the organisation.
Structure of Presentation
? Non-anonymous cover sheet: This must contain the names of your team members and their ID numbers;
Module title and code; name of your specific seminar tutor; submission date.
? Introduction: An introduction to the organisation, its business, its industry and performance
? Environmental Audit on the Organisations Business Environment, which will include:
o An analysis of the organisation’s external macro business environment using
the PESTEL framework
o An analysis of the organisations external micro environment using the
Porters Five Forces model.
o An analysis of the organisation’s internal business environment specifically the
capabilities of the organisation. This will include the use of the VRIO framework.
o
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A critical evaluation of the chosen company’s strategic position, based on an
assessment of the organisation’s internal and external business environment using
the SWOT/TOWS framework
Conclusions What conclusions have you drawn regarding the organisations competitive
potential having embarked on the analysis of the organisations business environment
Please note that we want you to have the mind-set that you are making a presentation and submitting
this Management Report to the Board of Directors for their consideration and understanding. Therefore
it must be professional both in content (depth of research and analysis) and presentation (layout and
writing style).
This assessment requires you to engage with the business models and frameworks typically employed
to undertake an environmental audit. When presenting the frameworks do not simply re- create the
diagrams. Your role is to apply the frameworks. It is perfectly acceptable to use a series of subheading
to delineate the points that you wish to make.
Structure of the Management Report
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Non-anonymous cover sheet: This must contain the module title and code, assignment title,
your name and ID number, name of your specific seminar tutor, submission date and word
count
Executive summary: This should present a snapshot of the report What did you find out?
What conclusions have you drawn? [This will help you to start formulating the Executive
Summary for your Summative.]
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Introduction: An introduction that places the organisation within context its financial
status, operations (what it does), its proposed strategy and their key competitors.
An analysis of the organisation’s external business environment macro factors (PESTEL
framework).
An analysis of the sector/industry through Porters Five Forces model.
An analysis of the organisation’s internal business environment specifically the capabilities
of the organisation. This will include the use of the VRIO framework.
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A critical evaluation of the chosen company’s strategic position, based on an assessment of
the organisation’s internal and external business environment using the appropriate
frameworks SWOT/TOWS
?
Conclusions [What conclusions do you draw from undertaking the various examinations of
the above topics/issues? This will help you to start formulating some of your conclusions for
CW2
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References: These must be in the CULC Harvard Format. Additionally there must be
appropriate in-text citations throughout your work. [NOTE: You must seek out reliable and
validated sources of information for your assignments Please refer to comments elsewhere
in this document and other guides on the M002 Moodle pages.]
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Appendices: No more than four pages in total.
The analysis should be supported by data gathered from your case study company and your
independent research. It should also be presented using a range of theoretical frameworks and
methods covered in the module (Topics 1 5 only).
You are expected to use (as an absolute minimum) the core text, the companys most recent Annual
Report, two business news items (from reliable sources) and one journal article.
You should also check your work against the rubric (see later note).
Presentation of CW1
Group VOPP Presentation Format:
Groups will consist of 4-6 students each. Each group has to produce a VOPP PowerPoint slides, all
group members have to present. The group presentation should be no longer than 25 minutes.
The presentation slides should be submitted by each individual group member by the submission
deadline.
Individual Report Format:
The Management Report must be professionally presented and appropriately referenced. As stated
above we want you to develop the mind-set that this is for the Board of Directors of your chosen
company. Even though you are submitting this electronically we want you to follow the format
stated below.
Assignments must be presented in the following format:
Word-processed in Arial font, 12 pitch and double-spaced.
Margins must be as follows: Top; 1.0 inch (2.5cm), Bottom; 1.0 inch (2.5 cm), Left; 1.25 inches
(3.2 cm), Right; 1.25 inches (3.2 cm).
All pages must be numbered in the top right-hand corner.
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Use only a plain white background no coloured/designed backgrounds (including company
logos) as this impedes readability.
Please also remember that a report can be enhanced or damaged through layout, for example
placing all tables and diagrams in Appendices can hamper the flow of discussion (see later comments
on the use of tables). Decisions therefore need to be made about the most appropriate place to use
tables [please see various notes on what should not be in a tabular format] and so on to support your
case.
Written English
Review both your sentence and paragraph structuring prior to submission. Your written English must
be of a professional standard. This includes avoiding journalistic words and phrases such as: cutthroat competition. A good text to help you enhance your writing skills is:
Peck, J. and Coyle, M. (2005) The Students Guide to Writing: Grammar, Punctuation and Spelling.
(2nd Ed). Basingstoke: Palgrave Macmillan.
There are also other resources that you can use in the library.
Word Limit: 1,500 words using the standard format described above.
Please Note: The specified word count refers to the main body of the report and does not include:
title page, executive summary, tables, graphs, references or appendices (however no more than four
pages of appendices). You are allowed an upper margin of 10%. In cases where the formative
submission exceeds this 10% upper limited, the sections beyond the 10% limit will not be read.
Submission Date: As shown in the Assessment section of the M115LON Moodle page via Turnitin,
both elements (these are two documents – presentation slides and Management Report). This
means that it must be registered on the university server before 5.00pm. Any submission with a
time stamp of 5:00pm or later will automatically be considered late and awarded zero marks. It is
your responsibility to check the submission date As shown on the submission link on Moodle
It is therefore strongly advised that you submit at least one day beforehand. It is your responsibility
to upload the correct document onto the university system prior to the deadline.
Feedback on CW1
You will receive written individual and generic feedback. It is your responsibility to reflect upon the
written feedback provided and feed that forward to your CW2 submission. General questions on the
assessment are addressed either via email and/or within the seminar sessions.
6
COURSE WORK 2 BRIEF/INSTRUCTIONS
This assignment represents the culmination of all your work on this module having undertaken an
environmental audit in CW1. You have studied the strategic options available to the business. You are
now required to independently evaluate the existing strategy of the business and make
recommendations to the Board of Directors as to the future development of the business’ strategy. You
are expected to use the same company you analysed in CW1. Your evaluation and recommendations
should be presented as a 2,500 word Management Report.
Submission Date: As shown in assessment section of the M115LON Moodle page via Turnitin. This
means that it must be registered on the university server before 05.00pm. Any submission with a
time stamp of 05:00pm or later will automatically be considered late and awarded zero marks. It is
your responsibility to check the submission date – As shown on the submission link on Moodle.
Your management report should include:
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Anonymous cover sheet: This must contain the following: Module title and code, Assignment
title, Your ID number, Name of your seminar tutor, Word Count (the word count minus the title
page, contents page, executive summary, tables/charts, reference list and any
appendices) and date of submission.
Executive Summary: This should be no more than one page in length and should present a
snapshot of the report including your findings from the environmental audit and the strategic
direction of the organisation. You should also include an overview of your recommendations
with a brief rationale. [Note: This is not counted in the word limit.]
Table of contents: This should be no more than one page in length. [NOTE: This is not
counted within the word limit.]
Introduction: An introduction to the companys operations in other words setting the scene.
This to include an overview of the organisations operations, their proposed strategy, its
financial situation, general state of the sector/industry (for example, is it in growth or decline)
and its key competitors. It is expected that elsewhere in the report you will apply the
models/concepts and frameworks to the organisation. This approach should underpin your
knowledge and understanding of the organisation and the environment in which it operates.
Analysis of the organisations strategic position in its industry- by using relevant business KPIs in
comparing the performance of the organization with that of its main competitors
Analysis of the organisation’s strategic direction: This needs to be undertaken with a clear
identification of the methods by which the organisation’s strategies have been pursued. You
must use Ansoff and either BCG or GE/McKinsey.
Critical evaluation of the organisation’s strategy: This is in terms of its suitability,
acceptability and feasibility (SAF Framework).
Conclusions: What conclusions have you drawn from analysing this organisation?
Recommendations: These are what you have derived from examining the organisation.
These should link back to the material that you have critically reviewed within the previous
sections. There must be a clear rationale for the recommendations. Read your
recommendations carefully and ask yourself the following questions:
o Are your recommendations rational?
o What evidence can you provide in support of these recommendations?
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o
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How would the various stakeholders react? How would you react if you were a
shareholder?
o Is it logical that the company would or need to take these specific actions?
o Do they make sense?
o Would you be prepared to discuss them at a Board meeting?
References: These must be in the Coventry University Harvard Format. There must be
appropriate in-text citations throughout your submission. [NOTE: You must seek out
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