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UNIVERSITY OF SUNDERLAND

AND

MANAGEMENT DEVELOPMENT INSTITUTE OF SINGAPORE

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Course : Bachelor of Arts (Hons) Business and Marketing
(Top-Up) BMTE51814_5_6A- BMTD51816A

Bachelor of Science (Hons) Business Management


(Top-Up) BBUE51802-3A - BBUD51804A

Module : SIM336 Strategic Management

MDIS Module Tutor : Dr. Krishnamoorthy Renganathan

Assessment : Individual Assignment

Due Date : Day classes- 04 January 2019


Evening Classes – 18 Jan 2019

Word Length : 3,000 words +/- 10%


Please refer to AQH-F15 Guidance for Students on
the Penalty for Exceeding the Limit for Assessed Work.

Weighting within Module : 100%


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Assignment Submission

Students are required to submit their coursework through JIRA. Only assessments submitted
through JIRA will be marked. Any other submission including submission to your study
centre in hard copy will be treated as a non-submission.

If your centre supports Turnitin©, a copy of your Turnitin© originality report must be
submitted in conjunction with your assignment.
ASSIGNMENT TITLE: Strategic Analysis

Learning outcomes: To strategically analysis of an organization.


To synthesise ideas or solutions relating to strategy issues

Skills outcomes: Research skills


Critical evaluation
Creativity
Communication

All work submitted must adhere to the University Policy on ‘Cheating, Collusion and
Plagiarism’

Assignment Task:
You are required to submit an individual report by selecting an organisation with which you
are familiar (this can be the organisation you are working for or you have worked with, or other
public/or a private business organisation). Conduct a strategic analysis on the organisation by
undertaking the following tasks:

 Describe briefly the background information of the organization selected. This information
should be relevant to the discussion of your assignment and thus may include ownership,
history, size, business scope, major products/services, and major markets of the
organisation selected.

 Use a suitable framework of your choice to conduct a macro-environment analysis for the
chosen industry in which the business organisation operates. Emphases should be placed
on understanding the purpose of this analysis, the interconnectedness of the different
environmental factors, and their overall impact, in terms of key opportunities and threats,
on the industry. Draw your conclusion based on your analyses.

 Examine the industry through competitive analysis using an appropriate model. Again, you
are also required to pay attention to the purpose of this analysis, the interconnectedness of
different aspects of the competitive forces, the links between the competitive forces and
macro-environment, and their overall impact on the industry and the organisation selected
in terms of main driving forces in the competitive environment.

 Identify the core competencies of the organisation using an appropriate analytical technique
tool to evaluate the internal resources and capabilities in sustaining competitive advantage
within the industry.

SIM336 Strategic Management_ BMTE51814_5_6A- BMTD51816A _ BBUE51802-3_4A - BBUD51804A Submission


Jan 2019
 Analyse the content of the current business strategy deployed by the organization through:
– Identifying and briefly discussing the contents of the business strategy; and
– Explaining how the strategy has been identified (i.e., is it intended as a written
document (as a plan), or emergent as a pattern of decision-making / activities /
behaviours (you can use common strategic analysis tools and techniques or framework
to help identify the patterns of the organisation’s activities and processes.

 Evaluate the suitability of the strategy identified in the light of the outcomes of your
analyses on the environment (both macro and industry environments), and the
organisation’s core competence.

 Provide recommendations and suggestions, and including a conclusion accordingly.


The report must be written in a recognised style, i.e. table of contents, introduction, main
analysis, recommendations, conclusions and list of references. You must apply the Harvard
system of referencing in your report.

Objectives and Requirements


This assignment is to be undertaken individually. It is primarily designed for you to
demonstrate your understanding of key concepts, theories, or models covered in this unit and
apply/link them to business reality/your personal experience to facilitate your learning. Be
assertive to draw conclusions for your analyses and evaluations. You are strongly encouraged
to reflect on your own managerial experience, if you have, in developing business strategy in
your organisation. Using secondary data in the form of literature or publications is expected.
The length of this part of the assignment should NOT exceed 3,000 +/- 10% word count, double
spaced, Times New Roman 12 point font, 2.5 cm margins all sides.

Applied penalties for exceeding the word count.

Word limit Penalty Actual

Word Count
Exceeds limit by up to 10% No penalty – tolerance 3300
band (see below)
Exceeds limit by 10.1-20% -5% 3301 – 3600
Exceeds limit by 20.1-30% -10 % 3601 - 3900
Exceeds limit by 30.1-40% -15 % 3901 - 4200
Exceeds limit by 40.1-50% -20 % 4201 - 4500
Exceeds limit by more than Mark of zero 4501+
50%

Assessment Criteria
The assignment will be graded for individuals on the basis of the specific criteria outlined on
the following page.

The “Presentation” element of the Generic Assessment Criteria will be used to assess the report
structure. All sources must be cited correctly in accordance with the Harvard system of
referencing (minimum 10 references).
SIM336 Strategic Management_ BMTE51814_5_6A- BMTD51816A _ BBUE51802-3_4A - BBUD51804A Submission
Jan 2019
Generic Assessment Criteria – Undergraduate

These should be interpreted according to the level at which you are working and related to the assessment criteria for the module
Categories
Grade Relevance Knowledge Analysis Argument and Structure Critical Evaluation Presentation Reference to Literature
86 – 100% The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is also unequivocal evidence showing that all the learning
outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and
elegance of argument, interpretation or discourse.
76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence showing that all the learning outcomes and
responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of
argument, interpretation or discourse and there may be some evidence of originality.
The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also clearly articulated t evidence demonstrating that all the
70 – 75% learning outcomes and responsibilities appropriate to that level are satisfied At this level it is expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling
evaluation and elegance of argument, interpretation or discourse.
Directly relevant to the A substantial knowledge of Good analysis, clear and Generally coherent and logically May contain some distinctive or Well written, with standard Critical appraisal of up-to-date and/or
60 – 69% requirements of the relevant material, showing a orderly structured, using an appropriate mode independent thinking; may spelling and grammar, in a appropriate literature. Recognition of
assessment clear grasp of themes, of argument and/or theoretical begin to formulate an readable style with different perspectives. Very good use
Pass

questions and issues therein mode(s) independent position in relation acceptable format of source material. Uses a range of
to theory and/or practice. sources
Some attempt to address Adequate knowledge of a Some analytical Some attempt to construct a coherent Sound work which expresses a Competently written, with Uses a variety of literature which
50 – 59% the requirements of the fair range of relevant treatment, but may be argument, but may suffer loss of focus coherent position only in broad only minor lapses from includes some recent texts and/or
assessment: may drift away material, with intermittent prone to description, or to and consistency, with issues at stake terms and in uncritical standard grammar, with appropriate literature, though not
from this in less focused evidence of an appreciation narrative, which lacks stated only vaguely, or theoretical conformity to one or more acceptable format necessarily including a substantive
passages of its significance clear analytical purpose mode(s) couched in simplistic terms standard views of the topic amount beyond library texts.
Competent use of source material.
40 – 49% Some correlation with the Basic understanding of the Largely descriptive or A basic argument is evident, but Some evidence of a view A simple basic style but with Some up-to-date and/or appropriate
requirements of the subject but addressing a narrative, with little mainly supported by assertion and starting to be formed but mainly significant deficiencies in literature used. Goes beyond the
assessment but there are limited range of material evidence of analysis there may be a lack of clarity and derivative. expression or format that material tutor has provided. Limited
instances of irrelevance coherence may pose obstacles for the use of sources to support a point.
reader
35 – 39% Relevance to the A limited understanding of a Heavy dependence on Little evidence of coherent argument: Almost wholly derivative: the Numerous deficiencies in Barely adequate use of literature.
requirements of the narrow range of material description, and/or on lacks development and may be writer’s contribution rarely goes expression and presentation; Over reliance on material provided by
assessment may be very paraphrase, is common repetitive or thin beyond simplifying paraphrase the writer may achieve the tutor.
intermittent, and may be clarity (if at all) only by using
reduced to its vaguest and a simplistic or repetitious
least challenging terms style
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied – for compensation consideration.
Fail

30 – 34% The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some of the learning outcomes and responsibilities
appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15-29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that few of the learning outcomes and responsibilities
appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0-14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to show that any of the learning outcomes and
responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.

SIM336 Strategic Management_ BMTE51814_5_6A- BMTD51816A _ BBUE51802-3_4A - BBUD51804A Submission Jan 2019