sma_workshop manual dec_2014 (reviewed)

1.0 Introduction

The Practice with Workshop Manual aims to provide an overview of the key requirements of the assignment question.

However, to understand this manual, you need to have your Strategic Management Analysis assignment with you as the

assignment brief is not included due to ARU copyright issues.

Task 2 - Discussion Paper

Contents

1. Introduction

2. Section A – Market Environment Analysis

3. Section B – Resource and Capability Analysis

4. Section C – Strategic Fit Analysis

5. Other Important Information

6. Assignment/Project Submission Guidelines

7.

2.0 Section One –Introduction to the Report

2.1 The scope of the report and about Tesco PLC, UK

• Describe the scope of the report (the strategic fit analysis of Tesco, UK).Step 1

• Provide a brief introduction of Tesco, UK (outline of history, current market position and strategy) and the supermarket industry in the UK. Step 2

• Outline the structure of the report. Step 3

2.2Outline of the Answer

2.2.1 Describe the scope of the report (the strategic fit analysis of Tesco, UK)

In order to lay the foundation for the report, candidates are required to describe the scope of the report under the introductory paragraph. Here, it is necessary

to mention that the report attempts to analyse the strategic fit between the market environment and the internal resources and capabilities.

2.2.2 Provide a brief introduction to Tesco, UK and to the supermarket industry in the UK.

Candidates should provide a brief introduction to Tesco, UK outlining its history, current market position and strategy and the supermarket industry in the

UK.

2.2.3 The structure of the report

Candidates are required to describe the scope of the report by explaining the key requirements of the three tasks.

2.3 Detailed Guidelines

This section requires candidates to provide a solid introduction to the report.

When introducing the content of the report to readers, candidates must exhibit

the fact that they possess a solid understanding of the background of the

organisation, i.e. Tesco, UK and the supermarket industry in the UK.

2.3.1 Describe the scope of the report.

2.3.2 Briefly introduce Tesco, UK and the supermarket industry in the UK.

2.3.3. The structure of the report

The following areas must be covered in the section

Candidates are required to describe the scope of the report, e.g. to perform a

strategic fit analysis for the given organisation, Tesco, UK.

For this purpose, a market environment analysis and a resource and capability

analysis will be conducted and how Tesco’s strengths and weaknesses fit the

opportunities and threats in its market environment will be highlighted.

2.3.1 Describe the scope of the report

Current market position

According to The Guardian, Tesco’s market share has dropped to 28.7% as at 11 March,

2014. Tesco competes currently with the other three supermarkets named by the

industry as ‘the Big Four’ comprising Tesco, Sainsbury, Asda and Morrisons.

Strategy

Tesco launched ‘Building a Better Tesco Plan’ two years ago, which outlines the

organisation’s strategy across six key areas, namely sales and staff, stores and formats,

range and quality, price and value, brand and marketing and clicks and bricks.

For instance, under service and staff, one of the priorities of Tesco is to deliver excellent

customer service to every customer.

Introduction to the supermarket industry in the UK

Research indicates that the UK supermarket sector is dominated by the ‘Big Four’.

However, the industry is mainly led by three of them, i.e. Tesco, Sainsbury and ASDA. The

supermarket industry is oligopolistic in nature.

2.3.2 Briefly introduce Tesco, UK and the supermarket industry in the UK

In this subsection, candidates are required to first introduce the given

organisation, i.e. Tesco, UK and then the supermarket industry in the UK.

Introduction to Tesco, UK

For this purpose, candidates are required to outline the following areas:

History of Tesco, UK

Tesco was founded by Jack Cohen in 1919 from a market stall in the east end of

London and over the years, the company has grown and is currently present in

12 countries around the world.

2.3.2 Briefly introduce Tesco, UK and the supermarket industry in the UK contd…

In this subsection, candidates are required to describe the scope of the report by

explaining the key requirements of the three tasks.

Task A – Market Environment Analysis

Task B – Resource and Capability Analysis

Task C – Strategic Fir Analysis

Task A – Market Environment Analysis

Under task A, the micro and macro environments of Tesco, UK will be evaluated.

For the purpose of evaluation, the following analytical tools are used.

Micro Environment, e.g. generic strategies, Growth strategies, Competitive Strategies,

Marketing mix, Value chain analysis etc.

Macro Environment: PESTEL framework

The critical success factors amongst the environmental conditions (micro and macro)

should be evaluated.

Task B – Resource and Capability Analysis

Under task B, the internal resources and capabilities of Tesco, UK will be explored.

For this purpose, the following models will be used.

1. Internal Audit

2. Resource based view

3. VRIO framework

4. Resource audit

5. Porter’s value chain analysis

Furthermore, the threshold and unique resources of Tesco, UK and its core

capabilities/ competencies will be highlighted.

2.3.3 The structure of the report

Task C – Strategic FIT Analysis

The strategic fit for Tesco will be evaluated under this task with the findings of the

analysis conducted for tasks A and B. For this purpose, how Tesco’s strengths and

weaknesses fit the opportunities and threats will be highlighted.

2.3.3 The structure of the report contd…

2.4 Helper questions

What type of information/ data are

expected to be collected?

In order to complete this assignment, you will need to gather, analyse and evaluate relevant information on both Tesco, UK and the supermarket industry. It is essential that, at the outset, you start collecting reliable and up-to-date information (e.g. reports, news, articles, etc) to develop your report.

What is the word count for this

section of this report? Candidates should limit the introduction to 300 words.

How should I decide on the order in which the introduction section is to be presented?

It is appropriate to present the answer as follows:

Describe the scope of the report Briefly introduce Tesco, UK and the supermarket industry in the UK

The structure of the report

2.5 Sample Answer

Note: Please note that these are sample answers for similar requirements. Candidates

are required to develop their own answers that meet the current context, word count

and depth as per the requirements of the assignment question.

Introduction

In this world nothing is permanent except change. Due to increasing development in

the areas of science and technology modern businesses have been witnessing

continuous change in market demands and product attributes. Customers are always

eager to grab any new tech-based products as soon as they can (Senior and Swailes

2010). It is very important for marketers to monitor change in market demands and

adapt to the changes effectively. Failure to do so often result in drastic fall in market

share and firm’s profit earnings (Jones 2007). The proposed report is expected to find

out the problems suffered by mobile phone brand marketed by A PLC due to rapid

changes in market demands and the causes that led to sudden fall of A PLC’s market

share. The writer also expects to offer some recommendations as to how A PLC could

recover from this situation by use of effective change management.

A similar requirement from a previous assignment was:

Write a report on organisational change management at A PLC, which is a

telephone manufacturing firm.

In the given case study the writer finds a number of notable problems and key issues

being faced by the once market leader in the cellular phone industry A PLC. Based on

the Symbian series operating system A PLC once dominated the industry very strongly.

But with the entry of other flexible and user friendly platforms such as android, iOS, etc

from renowned firms like Google and Apple etc, A PLC’s handsets loose once extreme

appeal to customers. The concept of smart phone has been redefined by Apple when it

released i-phone based on iOS operating system of its own. This smart phone offer led

Apple’s market share to grow 61 percent in 2010 from just mere 25 percent in 2008.

Also sudden boom of android operating system developed by Google also affected the

market leadership of A PLC. Moreover increasing production of mobile phones in China

at cheap prices affected the business of A PLC devices.

There is a close and plausible relationship between internal and external

environmental factors of a firm. When the market demand and needs change due to

rapid development in technology firms must have to change their internal

environmental factors to meet the changing market demands effectively (Jones 2007).

Investment in research and development to change the product design and offer user

friendly products is very much important for staying and competing with the rivals

(Senior and Swailes 2010). A change in market demand which is an external

environmental factor has been continuously pushing the management of A PLC to

change theinternal environment of the company.

Sample answer

Sample answer

To overcome the present crisis arising out of improper change management A PLC first

has to run a comprehensive change management mechanism. Extensive market

research and monitoring is required to suggest what A PLC should do to cope up with

changing market needs and offer devices that would be able to compete strongly with

existing popular smart phones. The writer believes that different internal problems

might arise with the need for change in A PLC. Resistance to change is a big challenge

for any firm that wants to change the organizational policies and strategies. Huge

investment is required in terms of research and development to design new devices

that would give better user experience than that offered by competing brands.

This report has been arranged in three sections with individual focus on each of the

section. Section one offers initial introduction to the whole report, section two provides

background of the report including problems and findings, section three provides

conclusions, and lastly section four provides some recommendations to find the course

of actions required to carry out the project.

Sample answer

The answer sets a solid foundation for the report. However, for the purpose of

this assignment, candidates are required to note that the word count for the

introduction is 300 and therefore, the content should be summarised.

Furthermore, the background of Tesco should be briefly explained.

However, the scope of the report and the structure have been provided in an

acceptable manner.

3. Task A – Market Environment Analysis

3.1 Assignment answer process

•Using appropriate analytical tools, evaluate the conditions in the market environment of Tesco. Step 1

•Highlight the market environment's critical success factors. Step 2


3.2.1 Market environment analysis

The market environment comprises a combination of the industry itself (the micro environment) and the wider macro environment in which Tesco operates. Candidates are required to use the appropriate analytical tools to evaluate the conditions in the market environment that Tesco operates.

3.2.2 Highlighting the critical success factors

From the conditions of the market environment identified and evaluated, candidates are required to highlight what they consider to be the market environment’s critical

success factors.

3.3 Detailed Guidelines of the Answer

Candidates should first identify the analytical models to evaluate the conditions of the

market environment (micro and macro) of Tesco. Various micro and macro environmental

analysis models should be used. Furthermore, candidates are expected to highlight what

they consider to be the market environment’s critical success factors.

3.3.1Market environment analysis

3.3.2 The critical success factors

The following areas must be covered in the task

Candidates are required to identify the analytical tools to evaluate the conditions in the

market environment, i.e. the macro and micro environments of Tesco.

The Macro environment

An environmental analysis would enable candidates to identity and evaluate the macro

environmental factors and changes that affect the existing marketing strategy and other

operations of Tesco. This plays a crucial role in strategic audits, as marketing strategy has

to be changed in accordance with the changes and uncertainties of the macro environment.

In this context, candidates could use the PESTEL analysis to identify/ evaluate the

conditions of the macro environment. In addition to political, legal, economic, social and

technological (PEST) developments, candidates are encouraged to consider environmental

/ ecological and international dimensions.

The Micro environment

After the macro environmental analyses, candidates should then focus on the micro

environment/ industry analysis for the chosen organisation.

The industry analysis should cover the following elements:

• Customers

• Competitors

• Suppliers

3.3.1 Market environment analysis

Candidates are recommended to use the following frameworks:

Porter’s Five Forces analysis

SPICC analysis

Evaluation of key strengths and weaknesses of key competitors (a maximum of

three competitors)

A positioning map to indicate the positioning of few key competitors (a

maximum of 5 competitors)

Illustration of market share data through a pie chart

For example,

Industry analysis – Others

Market share

Market share data can be included in the industry analysis in the form of a pie chart

to provide an explanation of the strength of the main players. The pie chart should

be accompanied by an explanation of the type of industry and its characteristics.

Competitor strengths and weaknesses

In addition, you can also include a table to list out some of the key strengths and

weaknesses of key competitors. Care should be taken to select only the key

strengths and weaknesses and to provide a concise analysis of the key competitors.

All analysis should be analytical and not descriptive.

Therefore, using the appropriate models, candidates are required to present an

evaluation of the conditions in the market environment.

3.3.1 Market environment analysis contd…

As the answer to the second part of this question, candidates are required to

highlight the critical success factors for Tesco amongst the market conditions

identified earlier.

Critical success factors

These are the factors internal to the organisation that are imperative to operational

success. For example, having the right set of resources, the service level of the staff,

understanding the customers and identifying their needs are of critical importance

for success.

3.3.1 Market environment analysis contd…


Is there a specific word count for

this section?

Yes, the word count allocated for this task is 1,000.

Is there a restriction on the

number of tables and charts to be

used for a particular task?

Yes, you are required to apply models from the lecture notes to the analysis of the company. You will be allowed to

include a maximum of two tables or figures or charts per task. For example, for task A, you may include one chart

and one table.

Do I need to include references in

the answer?

Yes, it is important that you include in-text references particularly when including theories and definitions. The

examiner specifically considers this when providing higher grades. You are advised to comply with the Harvard

referencing system.

3.5 Sample Answer

Macro Environmental Analysis

Note: Please note that these are sample answers for similar requirements. Candidates are required to develop their own answers that meet the current context, word count and

depth as per the requirements of the assignment question.


Prepare a marketing audit for the chosen organisation including a macro and micro environmental analysis.

Sample answer

Micro Environmental Analysis

Sample answer contd…

Sample answer contd…

Comment: The macro and micro environmental analyses provided above focus on the general marketing practices of the organisation and have not been specifically

developed for Tesco. Therefore, candidates are required to develop the analysis based on the organisational context. Furthermore, the sample answer does not identify

the critical success factors of the market environment.

4.0 Task B – Resources and Capability Analysis

4.1Assignment answer process

•Using the appropriate analytical tools, evaluate the internal environment of Tesco, highlighting its threshold and unique resources, and its core capabilities/ competencies. Step 1


4.2.1 Evaluate the internal environment of Tesco, highlighting its threshold and unique resources, and its core capabilities/ competencies

Candidates are expected to identify various tools and techniques that could be used in analysing the internal environment of Tesco highlighting, its threshold and unique

resources, and its core capabilities/ competencies. Proper references to journal articles should be made in order to build a critical evaluation under this section.


Candidates should first identify the analytical models to evaluate the internal

environment of Tesco and conditions of the market environment (micro and macro)

of Tesco. Various micro and macro environmental analysis models should be used.

Furthermore, candidates are expected to highlight what they consider to be the

market environment’s critical success factors.

4.3.1 Identify the appropriate analytical tools to evaluate the internal environment

of Tesco

4.3.2 Evaluate the internal enviornment of Tesco using the identified tools in

section 4.3.1

4.3.3 Highlight the threhold and unique resources, and Tesco’s core capabilities/

competencies


Candidates are required to first identify and state the available tools to analyse the internal environment of Tesco.

As far as the internal environment is concerned, a range of factors should be

considered and evaluated.

Important areas and models and frameworks for internal analysis - Marketing objectives & strategy – Generic Strategies, Growth strategies, Competitive Strategies, Marketing mix

- Vision, Mission & Value Proposition – (Bowman’s Strategy Clock, Positioning maps etc)

- Value chain analysis – This is of paramount importance to understand the value stream.

- KSF and CSF analysis

- Portfolio analysis – BCG, GE, etc

- Financial analysis – Financial ratios

- Performance indicators – Sales, cost etc.

- Brand positioning – Positioning maps

- Branding – Brand audits, Brand anatomy, Brand strategies

- Product life cycle and Total product concept

- Market analysis – Forecasts, Gap analysis

- Stakeholder analysis

- Other performance indicators - CSR

- Risk analysis – Risk assessment matrix

4.3.1 Tools to analyse the internal environment

Through the identified models and frameworks, candidates are required to evaluate the internal environment of Tesco, UK. Example Value Chain Analysis

This is an important analysis that could be conducted to identify non value adding

activities, resources of which can be deviated to strengthen value adding activities.

The strengths and weaknesses of each of the following areas should be highlighted

through the analysis. Care should be taken to avoid giving a description of each

activity instead of highlighting strengths or weaknesses.

Primary activities

• Inbound logistics: the receiving and warehousing of raw materials and

distribution to manufacturing as they are required.

• Operations: the processes of transforming inputs into finished products and

services.

• Outbound logistics: the warehousing and distribution of finished goods.

• Marketing and sales: all marketing and selling activities conducted to identify

customer needs and pursue purchases.

• Service: after sales services

4.3.2 Evaluate the internal enviornment of Tesco using the identified tools

Supporting activities

• Firm infrastructure: Includes physical infrastructure such as IT systems, buildings as

well as virtual infrastructure such as controls and culture

• HR management: recruitment, development and compensation

• Technological development: includes IT capabilities, process improvements, etc.

• Procurement: includes purchase of raw materials and capital equipment

Example

Current marketing strategies

The students may analyse the following marketing strategies:

- The STP strategy

- The growth strategy

- The competitive strategy

- The international strategy (if applicable)

There are three types of targeting strategies: differentiated, undifferentiated and

concentrated. Candidates are expected to identify the strategy that is currently used by

the organisation and explain its strengths and cons. Furthermore, positioning could be

analysed through corporate positioning, brand positioning and product positioning.

The growth strategy could be identified using the Ansoff matrix whilst Porter’s generic

strategies could be used to identify and analyse the competitive strategy.

The international strategy can be based on globalisation, regionalisation, adaptation or

localisation.

4.3.2 Evaluate the internal enviornment of Tesco using the identified tools

As the next step, candidates are required to identify and highlight the threshold and

unique resources, and the core capabilities/ competencies of Tesco through the internal

analysis conducted.

Organisational Resources are all assets that are available to a firm for use during the

production process. The four basic types of organisational resources

are human, monetary, raw materials and Capital. Organisational resources are

combined, used, and transformed into finished products during the production

process.

An organisational capability is defined as an ability and capacity of an organisation

expressed in terms of its human resources: their number, quality, skills and

experience, physical and material resources: machines, land and buildings, financial

resources: money and credit, information resources: pool of knowledge, databases and

intellectual resources: copyrights, designs and patents.

Threshold capabilities and resources do not underpin the competitive advantage. They

are needed to meet the customers’ requirements at a minimum level and thus, ensure

organisations’ survival.

Unique resources and core competencies on the other hand underpin competitive

advantage and hence, they are not easily imitable and obtainable.

4.3.3 Highlight the threhold and unique resources, and Tesco’s core

capabilities/ competencies



this section?

Yes, the word count allocated for this task is 1,000.




Yes, you are required to apply models from the lecture notes to the analysis of the company. You will be allowed to

include a maximum of two tables or figures or charts per task. For example, for task B you may include two tables.


the answer?

Yes, it is important that you include in-text references particularly when including theories and definitions. The

examiner specifically considers this when providing higher grades. You are advised to comply with the Harvard

referencing system.

4.5 Sample Answer Note: Please note that these are sample answers for similar requirements. The candidates are required to develop their own answers which meet the current context, word

count and depth as per the requirements of the assignment question.


Prepare a marketing audit for the chosen organisation including an internal environmental analysis.

Sample answer

Sample answer Contd…

Sample answer Contd…

Comment: The internal environmental analyses provided above focus on the general marketing practices of the organisation and have not been specifically developed for

Tesco. Therefore, candidates are required to develop the analysis based on the organisational context. Furthermore, the answer provided does not highlight the threshold

and unique resources and its core capabilities/ competencies.

5.0 Task C – Strategic Fit Analysis

5.1Assignment answer process

•Evaluate the Strategic Fit of TescoStep 1

•Highlight how Tesco's strengths and weaknesses fit the opportunities and threats in its market environmentStep 2


Strategic Fit Analysis

• Evaluate the Strategic Fit of Tesco. • Highlight how Tesco's strengths and weaknesses fit the opportunities and threats in its market environment.


In this section, candidates should clearly evaluate the strategic fit of Tesco,

highlighting how Tesco’s strengths and weaknesses fit the opportunities and

threats in its market environment. For the purpose, candidates are required to

refer to the analysis conducted in task A and B.

5.3.1 Evaluate the strategic fit of Tesco

5.3.2 Highlight how Tesco's strengths and weaknesses fit the opportunities and threats in its market environment


The candidates are first required to explain what is meant by ‘Strategic Fit’.

Strategic fit is the level to which organizational resources and capabilities are

matched with the opportunities and threats posed by the external environment.

Strategic fit is a concept which is closely related to the Resource-based view of the

firm which indicates that profitability is achieved not only through positioning and

industry selection, instead through an internal focus which seeks to make use of the

unique characteristics of the company’s portfolio of resources and capabilities.

5.3.1 Evaluate the strategic fit of Tesco

Weaknesses

Tesco faces greater competition from discount supermarkets such as Aldi and Lidl

and is overly dependent on its largest market, UK.

Opportunities

In terms of market development, Asian countries will bring growth opportunities for

Tesco as well as expanding its product lines/ portfolio.

Threats

Tesco faces threats in terms of market competition (such as Aldi and Lidl) and has lost

its market share. Also, there are increasing signs of profit margin tightening within

the UK grocery sector.

Strategic Fit

As highlighted above, Tesco is overly dependent on UK as its largest market and there

is a threat of increasing signs of profit margin tightening within the UK grocery sector.

This is further justified by the competition faced from other supermarkets such as

Aldi and Lidl. Therefore, Tesco may look at growing into new markets such as Asia to

gain more market share and increase profitability. The expertise gained over the

years and the customer recruitment and retention strategies implemented in the UK

market can be used (may be with slight changes) for the new markets in gaining more

presence, appeal and loyalty in the long run.

5.3.2 Highlight how Tesco's strengths and weaknesses fit the opportunities and

threats in its market environment contd…

5.3.2 Highlight how Tesco's strengths and weaknesses fit the opportunities and

threats in its market environment

This part of the answer requires candidates to refer to the findings of the analysis

conducted in tasks A and B and highlight how Tesco’s strengths and weaknesses

(internal environment analysis) fit the opportunities and threats in the market

environment (macro and micro environments).

For example,

Strengths

Tesco owns a strong brand name in the UK. For many years, the company has enjoyed

satisfactory profits although its profits are in decline presently. Furthermore, Tesco

has a large number of loyal customers and has implemented strategies to widen its

appeal to further segments of the population.



this section?

Yes, the word count allocated for this task is 700.




Yes, you are required to apply models from the lecture notes to the analysis of the company. You will be

allowed to include a maximum of two tables or figures or charts per task. For example, for task C you may

include one figure and one table.


the answer?

Yes, it is important that you include in-text references particularly when including theories and definitions.

The examiner specifically considers this when providing higher grades. You are advised to comply with the

Harvard referencing system.

5.5Sample Answer Note: Please note that these are sample answers for similar

requirements. Candidates are required to develop their own answers

which meet the current context, word count and depth as per the

requirements of the assignment question.

Strategic fit is the level to which organizational resources and capabilities are

matched with the opportunities and threats posed by the external

environment.

Strategic fit is a concept which is closely related to the Resource-based view of

the firm which indicates that profitability is achieved not only through

positioning and industry selection, instead through an internal focus which

seeks to make use of the unique characteristics of the company’s portfolio of

resources and capabilities.

As per the analyses conducted in Task A and B it was analysed that Tesco owns

a strong brand name in the UK, For many years, the company has enjoyed

satisfactory profits although its profits are declining presently. Furthermore,

Tesco has a large number of loyal customers and has implemented strategies

to widen its appeal to further segments of the population. These are identified

as strengths of the organisation.

A sample answer evaluates the strategic Fit of Tesco, highlighting how

Tesco’s strengths and weaknesses fit the opportunities and threats in its

market environment.

On the other hand, Tesco faces greater competition from discount supermarkets such as Aldi

and Lidl and possesses the weakness of being overly dependent on its largest market, UK.

However, when analysing the external environment, it was noticed that currently Tesco faces

threats in terms of market competition (such as Aldi and Lidl) and has lost its market share.

Furthermore, there are increasing signs of profit margin tightening within the UK grocery

sector. These factors are seen as threats to the orgsanisation.

On the other hand, Tesco could look at growth opportunities such as developing the Asian

market and expanding its product lines/ portfolio.

Establishing the Strategic Fit of Tesco;

As highlighted above Tesco is overly dependent on UK as it’s largest market and there is a threat

of increasing signs of profit margin tightening within the UK grocery sector. This is further

justified by the competition faced from other supermarkets such as Aldi and Lidl. Therefore,

Tesco may look at growing in to new markets such as Asia to gain more market share and

increase profitability. The expertise gained over the years and the customer recruitment and

retention strategies implemented in the UK market can be used (may be with slight changes) for

the new markets in gaining more presence, appeal and loyalty in the long run.

Sample answer

Sample answer

When developing the answer to this task, candidates are required to state more

strengths, weaknesses, threats and opportunities identified in Tasks A and B and

conduct a detailed and a thorough strategic fit analysis.

6.0 Useful Information

Name Website

Tesco http://www.tesco.com/

UK Supermarket industry https://www.google.lk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=UK+supermarket+indsutry

Strategic Fit Analysis https://www.google.lk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=Strategic%20Fit%20analysis

Market Environment Analysis http://www.learnmarketing.net/pestanalysis.htm

Resources and capability Analysis

https://www.google.lk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=Resources+and+capability+analysis+for+an+organisation

Critical Success factors https://www.google.lk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=Critical%20success%20factors

6.1 Reference Weblinks

6.2 Sample Formats

2.0 Table of Contents

3.1 The Formal Address

4.0 Introduction

5.0 Discussion

6.0 Conclusion/Recommendation

7.0 Bibliography

1.1 Executive Summary

8.0 Appendices

This is an organised list of titles for

quick information on the summary of

the report. It should contain proper

headings and subheadings along with

numbers.

Students should include a brief

introduction of the firm they have

selected. They should introduce the

company and its products/services

briefly. Additional details can be

included in the appendix and

referred to in the answer.

References should be listed in

alphabetical order of author's or

editor's surnames. It should follow

the Harvard Referencing style.

This should be at the beginning of the

report. It is the overview of the report.

Students should summarise the key points

of the report for their readers, saving them

time and preparing them for the upcoming

contents.

For example, you may state this report will

address the importance of the role of

marketing.

There should be formal address in the

report. It will follow as:

To:

From:

Subject:

Date:

The main argument should be included

within this. It is recommended to use

separate sub headings as required.

6.2.1 Report format

6.3.2 Briefing paper

All Briefing Papers should include the following:

• a clear statement of the topic of the brief and short summary of the issue

• a relevant and brief background to the issue(s)

• a concise analysis of the issues,

• conclusions & recommendations for action, which may include your opinion,

backed up by evidence and support

• any "annexes" or appendices with supplemental information (for example a table

of statistics or a map)

6.3 Sample Formats – Contd.

6.4.1 Citing References in the Text

In- test citations should give the surname of the author or editor, the date of publication

and, where necessary a precise.

Page reference which is separated from the rest of the information by a comma. Some

examples are listed below:

6.4.1.1 Single author

Kaufman (1987) advances the notion that elderly people maintain a sense of continuity

with their past lives. Health is dynamic and this makes it difficult to define it

unambiguously as a concept (Seedhouse, 1986). Early recordings show how distinctive

the orchestras of different countries sounded at the start of the twentieth century

(Roberts, 1989, p.22-48). When an author has published more than one cited source in

the same year these are distinguished by adding a lower case letter after the year:

Burnard (1992a) wrote about communication for health care professionals that .

Burnard (1992b) predicted problems of childhood obesity

6.4 Harvard Referencing System

6.3.2 Presentation

Presentation is a form of presenting information in an attractive manner. The most

commonly used software is MS PowerPoint.

Match design to purpose

It is essential to decide if the presentation is meant to entertain, inform, persuade,

or sell. Further whether it is a informal or a more formal approach most appropriate

to the subject and to the audience? Need to keep colours, clip art, and templates

consistent with the main objective.

Keep it simple

Use two font families; it is a good rule of thumb. No more than one graphic image

or chart per slide is another good rule (excluding any corporate logo or other

recurring element in the design).

Be consistent

Use the same colours and fonts throughout. Select graphic images in the same

style. Templates go a long way toward helping to maintain consistency.

Includes speaker’s notes

Speaker’s notes should be adequately included to fully understand the audience on

what the presenter needs to say and make sure that it contains

information/contents greater than appears on the slide.

Follow a proper order

Follow a proper sequence when including slides:

A title page (including name of the presentation, company name and log etc.)

Content page

Introduction

Body of the presentation (the answers for the given questions)

Conclusion

6.3 Sample Formats – Contd.

6.4.1.2 Two authors

In the study by Basford and Slevin (1995).

6.4.1.3 More than two authors

Benner et al (1996) concluded that. Note: however all the authors' names should

appear in the reference list.

6.4.1.4 Direct quotation

When quoting directly from a source use quotation marks and acknowledge the

writer's name, year of publication and page number. Short quotations (up to 2

lines) can be included in the body of the text: Weir (1995, p.10) states that

"defining roles and their remits is not simple". Longer quotations should be

indented in a separate paragraph: In discussing staff development Thomas and

Ingham (1995, p.33) state that:

"Development is infectious, and staff who previously have recoiled from

undertaking a degree or conversion course have been encouraged by the success of

others".

6.4.1.5 Secondary referencing

Secondary referencing is when one author is referring to the work of another and

the primary source is not available. You should cite the primary source and the

source you have read thus: Torres (1990) suggests that the individual is the core'

of nursing practice (cited by Jasper, 1994) Merleau-Ponty (1962, cited by Munhall,

1989) suggests that key concepts relating to this are embedded in individual

experience. In your reference list details of the publications by Jasper (1994) and

Munhall (1989).

6.4 Harvard Referencing System

6.4.2 Citing References in the Reference List or Bibliography Printed Sources

Arrangement A book by a single author A book by two authors A book by more than two authors A book by a corporate author (e.g. a government department or

other organisation) An edited book: A chapter in a book An article in a journal by one author An article in a journal by two or more authors An article in a newspaper Official and Government publications

Conference Proceedings

Published conference proceedings with author or editor(s): Paper from published conference proceedings with author or editor(s)

Thesis or Dissertation

A Secondary Reference

6.4 Harvard Referencing System- Contd.

Arrangement

References should be listed in alphabetical order of author's or editor's surnames.

If the author's surname is not known use the abbreviation 'Anon.' for 'Anonymous',

and list the book under 'A'. If the publication is produced by a company or

organisation it should be listed in the alphabetical sequence under the initial letter

of the first major word of the organisation's name ('A', 'An' and 'The' are not

regarded as major words).

Two abbreviations that you may need to use are 'n.d.' and 'n.p.'. 'n.d.' means 'no

date' and is used when the date of publication is not know. Put this in square

brackets [n.d.] 'n.p.' means 'no place of publication' and is used when the place of

publication is not known. Again put this in square brackets [n.p.]

If more than one item by the same author has been published during a specific

year, use lower case letters after the year (1999a, 1999b etc.):

Aggleton, P. And Chlmers, H. (2000) Burnard,

P.(1998a) Burnard, P. (1998b) Drain, C.B

(1994) health Education Authority (1993)

Hinchliff, S.M. ed. (1979) hinchliff, S.M. (1987)

Whenever possible details should be taken from the title page of a publication and

not from the front cover, which may be different. Each reference should include the

detail and punctuation given in the examples below. Author's forenames can be

included if given on the title page but the initial is sufficient. The title of the

publication should either be in italics or underlined, followed by the place of

publication and the publisher's name. The examples given below are in italics:


A book by a single author: Stiglitz, J. (2002) Globalisation and its discontents. London: Allen Lane.

A book by two authors: Aggleton, P. and Chalmers, H. (2000) Nursing models and nursing practice. 2nd ed. Basingstoke: Macmillan.

A book by more than two authors should have all the authors acknowledged:

Bowes, A., Gleason, D. and Smith, P. (1990) Sociology: a modular approach. Oxford:

Oxford University Press

A book by a corporate author (e.g. a government department or other organisation):

United Nations. Department of Economic and Social Affairs (2001) World public

sector report: globalisation and the state 2001. New York: United Nations.

An edited book: Basford, L. and Slevin, O. (eds.) (1995) Theory and practice of nursing: an integrated approach to patient care. Edinburgh: Campion.

A chapter in a book: Taruskin, R. (1988) The pastness of the present and the present of the past. In Authenticity and Early Music, ed. N. Kenyon, p.137-207. Oxford: Oxford University Press.


An article in a journal by one author:

Allen, A. (1993) Changing theory in nursing practice. Senior Nurse, 13 (1), p.43-5.

An article in a journal by two or more authors:

As with books (see above), you should list all the authors in the reference or

bibliography: Colley, A., Banton, L., Down, J and Pither, A. (1992) An expert-novice

comparison in musical composition. Psychology of music, 20, p.124-34.

An article in a newspaper:

Leadbetter, C. (2002) Why globalisation is a good thing: analysis. The Times, June

26, p.6.

Official and Government publications:

Official and government documents include such items as laws and statutes,

reports of government committees and the debates that take place in the

legislature of a country. There is no standard pattern for the citation of official

documents; the information you are able to give will depend on what is supplied by

the official body that issued the document. If there is a possibility of confusion, you

should give the name of the country concerned as the first part of the citation. This

is followed by the name of the body or agency that issued the document, the title of

the document in italics, the publication date, the place of publication and the

publisher's name:

Great Britain. Parliament. House of Commons. International Development

Committee (2001) The Globalisation White Paper. Report, together with minutes of

evidence, appendices and proceedings of the committee. London: The Stationery

Office (HC 2000-2001 (208)).


Conference Proceedings

Published conference proceedings with author or editor(s):

Banks, S. et al (1998) Networked Lifelong Learning: innovative approaches to

education and training through the Internet: Proceedings of the 1998 International

Conference held at the University of Sheffield. Sheffield: University of Sheffield.

Paper from published conference proceedings with author or

editor(s)

Proctor, P. (1998) The tutorial: combining asynchronous and synchronous

learning. In Banks, S. et al . Networked Lifelong Learning: innovative approaches to

education and training through the Internet: Proceedings of the 1998 International

Conference held at the University of Sheffield . Sheffield, University of Sheffield.

Thesis or Dissertation

Most dissertations and theses are unpublished, so they need a special citation

method: Jones, J.B. (1974) The piano and chamber works of Gabriel Fauré.

PhD dissertation. Cambridge University. If a dissertation or thesis is published, it

should be cited as a book.

A Secondary Reference

You may find that you need to cite a specific chapter or essay in a book, particularly

where the chapters are written by different authors:

Bushy, A. (1996) Cultural and ethnic diversity: cultural competence. In Hickey, J.V.

Advanced practice nursing: changing roles and clinical applications. Philadelphia:

Lippincott, p.91-106


Internet Sources

• Individual works

• No specified Author

• Citing electronic journals

• Email Discussion Lists

• Personal e-mail

Individual works

Author/editor surname, Initial (year) Title [online]. Edition. Place of publication,

Publisher. Available from: <URL> [Accessed date].

Marieb, E. (2000) Essentials of human anatomy and physiology: AWL Companion

Web Site. [online]. 6th edition. San Francisco: Benjamin Cummings. Available from:

<http://occ.awlonline.com/bookbind/pubbooks/marieb-essentials/> [Accessed 4

July 2001].

The date of publication is the date the pages were last updated. If no publication

date is given write (No date) or (n.d.).

No specified Author

Organisation. (Year) Title [online]. Edition statement if given. Place of publication:

Publisher. Available from: <URL>. [Accessed date].

University of Reading (2000) Education: a brief guide to internet resources [online].

Reading: Reading University. Available from:

<http://www.reading.ac.uk/libweb/Lib/Subj/Ir/ireduc.html> [Accessed 6

October 2000]


Citing electronic journals

Author surname, Initial. (Year) Title of article. Journal title [online], Volume (part).

Available from: <URL>. [Accessed date].

Snyder, M. (2001) Overview and summary of complementary therapies: Are these

really nursing? Online Journal of Issues in Nursing [online], 6 (2), 31 May 2001.

Available from: <http://www.nursingworld/ojin/topic15/tpc15ntr.htm>

[Accessed 4 July 2001].

Email Discussion Lists

References to these messages should be treated in the same way as journal

references; using the list name in place of the journal title and the subject line of

the message in place of the article title. For 'Available from' use the email address

of the list administrator. These details, together with the author, will appear in the

message header. Author, (Day Month Year). Subject of Message. Discussion list

[online]. Available from: email list address [Accessed 5th July 2001]

Nott, A.J. (26 Jan 2000) Integrated care pathways. Psychiatric-nursing [online].

Available from: <http://www.jiscmail.ac.uk/lists/psychiatric-nursing.html>

[Accessed 5 July 2001]

Personal email

If you wish to refer to a personal email message then the following format is

recommended. Always get the sender's permission to quote a message especially if

you quote their email address. Sender (Sender's email address) (Day Month Year).

Subject of Message. Email to recipient (Recipient's email address). McConnell, D.

([email protected]) (28th November 1997) Follow up to your interview.

Personal email to L. Parker ([email protected])


mailto:[email protected]

Other Sources Audio-visual

Author, Initials. (Year) Title [format]. Edition statement if given. Place of

publication: Publisher. If no author, use the title as the first part of the citation.

Now wash your hands. (1996) [Videocassette]. Southampton: University of

Southampton, Teaching Support and Media Services Gandhi. (1982) [DVD]. Dir.

Richard Attenborough. Columbia.

Thatcher, Margaret. (1986) Interview. In Six O'Clock News. TV, BBC 1. 1986 Jan 29.

18.00 hrs.

CD sleeve/liner notes

Al Hilgart, liner note to Ella Fitzgerald sings the Rodgers and Hart Song Book. 1997.

Compact disc. Verve. 537 258-2.

Source ; http://lrs.tvu.ac.uk/find/recording_your_references.html


7.0 Frequently Asked Questions

1. General FAQs

You need to obtain 40 marks or more for you to secure a pass grade for this assignment. A score of 40 marks could secure you a marginal pass for SMA. If you

obtain less than 40 marks, your grade will be classified as failed.

1.1 How many marks do I need to obtain a pass grade for this assignment?

If you obtain less than 40 marks for this module, you will need to complete a re-assessment. For online students, this is a NEW assessment, you CANNOT re-

work the assessment that you have already submitted. The re-assessment information is given in the appendix of the module guide.

Full time students will need to complete a time constrained case study as well an examination for re-assessment.

1.2 What is the procedure I need to follow if I obtain a fail grade for this module?

An assessment offence is the general term used to define cases where a student has tried to get unfair academic advantage in an assessment for himself or

herself or another student. Assessment offences can include plagiarism, collusion and cheating. For most serious offences, the penalty includes expulsion

from Anglia Ruskin. For full details of our assessment offences policy and procedures, see Section 10 of the Academic Regulations at:

www.anglia.ac.uk/academicregs.

1.3 What sort of assessment offences will I be penalised for?

http://www.anglia.ac.uk/academicregs

To obtain an A grade, you need to secure between 70 to 100 marks. Your

assignment should demonstrate the following;

Outstanding knowledge and understanding of the topic

Excellent integration of theory into practice

Analytical originality and autonomy

Balanced and coherent arguments

Complementary use of relevant sources of information

Exceptional academic, problem-solving and presentation skills

Excellent and accurate written expression and referencing

Word limit

1.4 What are the requirements I need address to obtain an A grade for this module?

2. Subject related FAQs

This module is designed to provide students with a holistic view of an organisation’s strategic position. The module content is mainly concerned with the

strategic analysis of organisations regarding their competitive positioning and strategic fit. This analysis will provide a springboard for reviewing strategic

options in response to the competitive environment and for considering issues involved in strategy implementation.

2.1 What is the key aim of this module?

Key text

Grant, R.M. and Jordan, J., 2012. Foundations of strategy. Chichester:

John Wiley and Sons.

Supplementary texts

Johnson, G., Whittington, R. and Scholes, K., 2011. Exploring strategy:

Text and cases. 9th ed. Harlow: FT Prentice Hall.

Rothaermel, F. T., 2013. Strategic management: Concepts and cases.

Irwin: McGraw-Hill.

Grant, R.M., 2012. Contemporary strategy analysis: Text and cases.

8th ed. Chichester: John Wiley and Sons.

2.2 What are the key reading references for this module?

It is important that you draw on articles published in the world’s leading

management journals which will contribute to the development of your

academic and professional skills. There are some relevant titles that are

available in the Digital Library. In addition, it is strongly recommended

that you keep updated with the latest news from the business world on a

daily basis.

2.3 Am I expected to go through other sources rather than the

aforementioned texts when studying for this module?

Strategic management is the process of developing a vision, mission, objectives, strategies and an action plan in order to ensure that an organisation meets

its shareholders objectives. Strategic management takes the long term planning horizons of the company into consideration when making strategic

decisions. It also pays attention to how best the resources of the organisation can be allocated. Strategic management determines the nature of an

organisation (according to the type of business they are in) and what it should be in the future based on the expectations of the stakeholders.

2.4 What is strategic management?

Strategic intent is the means by which an organisation achieves its vision. Expression of strategic intent helps individuals and organisations share the

common intention to survive and continue or extend themselves through time and space.

2.5 What is meant by strategic intent?

Marketing environment generally refers to both internal and external

environments in which organisations operate. The marketing environment

has been subdivided in to three different sections.

Macro environment – Wider politico-economic variables

Meso environment – Organisation’s industry and market place

Micro environment – Organisation’s internal environment

Relevant information and analysis are needed for an organisation to build

and renew its knowledge base for developing successful strategies in the

face of external opportunities and threats and internal strengths and

weaknesses.

2.6 What is meant by environmental analysis?

You can use a PESTEL framework to undertake a macro environmental

analysis and Porter’s Five Forces to undertake a micro environmental

analysis. These are the two essential frameworks to use when conducting

a macro and micro environmental audit.

2.7 If aim am to undertake an external environmental analysis what are the

tools and frameworks that I can use?

“Critical Success Factors are those factors that are either particularly valued

by customers or which provide a significant advantage in terms of cost.”

(Johnson, Whittington, & Scholes, 2012) These are factors internal to the

organisation that are imperative to operational success. For example,

having the right set of resources is of critical importance to enabling

capabilities and so on.

2.8 What are Critical Success Factors (CSF)?

Strategic capability is the adequacy and suitability of the resources and

competences of an organisation for it to survive and grow. Strategic

capability is underpinned by the resources and competencies of the

organisation.

2.9 What is strategic capability?

Organisational culture is the set of beliefs, customs, practices and ways of thinking that an organisation’s employees have come to share with each other

through working together. The culture of an organisation often evolves over a period of time and is influenced by a range of factors such as the nature of

business, management style, organisational structure and leadership.

2.10 What is organisational culture?

Strategic fit is the level to which organisational resources and capabilities

match the opportunities and threats posed by the external environment.

2.11 What is meant by strategic fit?

Competitive advantage is the advantage that the company has over its

competitors which add value to the organisation’s product portfolio over

that of its competitors. Sustainable competitive advantage is the

advantage of the company over its competitors which cannot be copied or

imitated.

2.12 What is meant by competitive advantage?

Core competencies are skills and the technologies that are unique to the organisation. These provide a benefit to the customer of the organisation and equip

the organisation with a competitive advantage. The core competencies of the organisation are achieved through collective learning and can consist of

superior production skills and advanced technologies, which enable the organisation to provide value to the customer more than competitors.

2.13 What are core competences?

Sources should be properly cited and displayed in a reference list according to the Harvard System of Referencing style.

2.14 When citing references what is the preferred style of referencing?

3. Assessment related FAQs – Online students

The form of assessment for this module is an assignment. The assignment

can be considered as an individual patchwork portfolio.

3.1 What is the form of assessment for this module?

Students are expected to develop the patchwork portfolio to be a total of

3000 words.

3.2 What is the word count allowed for the patchwork portfolio?

The patchwork portfolio usually contains three patches and each patch is allocated 1000 words. Each patch consists of three tasks: A, B and C.

3.3 Usually how many patches are included in the individual patchwork portfolio?

Usually, each patch carries around 33-34% of the total marks allocated

for the assignment.

3.4 Usually, what is the weightage of marks allocated for each patch?

Yes, one draft assignment is allowed for this module.

3.5 Is a draft submission allowed for this module?

It is very important to note that the draft assignment submitted

should be no more than two pages. The points that you intend to

cover in the assignment should be summarised using two sides of A4

in the draft assignment.

3.6 What is the length of the draft assignment that I should submit?

No marks are allocated for the draft assignment and the draft assignment

will not have any contribution to the final assignment marks. The

individual patchwork portfolio will carry 100% of the marks.

3.7 Does the draft assignment contribute to the final marks of the assignment?

4. Assessment related FAQs – FT

Time constrained case study

This module is assessed in two ways: time constrained case study (30% of the total marks) and end semester exam (70% of total marks).

4.1 What is the form of assessment for this module?

Here, the case study and questions are released one week before the

submission date. It is a time-constrained task where students should

manage/ plan their time effectively.

4.2 What is meant by time constrained case study?

The key requirement is to apply models from the classes and readings to

your analysis of the case and to select and answer one question from

sections 1 and 2.

4.3 What are the key requirements of the time-constrained task?

1000 words in total, which will be split between two questions (one from

each section).

4.4 What is the word count of the time-constrained case study?

No, the reference list is not included in the word count.

4.5 Is the reference list included in this word count?

End semester exam

Students should use font point 12, single spacing, and 1-inch margins. The reference list should be in line with the Harvard Referencing Style.

4.6 What are main guidelines for the format and presentation of the time constrained case study?

Students should avoid restating facts from the case or describing theories.

Key focus should be on careful analysis of the situation, supported by

relevant theories, models and conceptual frameworks.

4.7 What are the key points to pass this the time-constrained case study?

No - Your tutors/ lecturers will not look at any part of your report before

the submission.

4.8 Will there be a draft feedback for this assessment?

The end exam accounts for 70% of the total marks allocated for this

module.

4.9 What is the weightage of marks allocated for the exam?

This is a case study based exam.

4.10 What is the nature of this exam?

The case study will be released two weeks before the examination date.

Please note that only the case study will be released in advance and the

questions will be given in the examination day.

4.11 When will the case study be released?

Students can bring to the examination a document with notes to help in

answering the question. These notes should consist of a maximum of

2000 words (including tables, figures, charts, and references) and should

not exceed eight pages.

4.12 Can I bring notes to the exam room?

Yes - Notes should be referenced according to the Harvard Referencing

System. In order to be allowed to use your notes and references during the

examination, you are required to submit your notes to Turnitin®UK (up

to the examination day), and print your notes with a Turnitin digital

receipt.

4.13 Do I have to put references for my notes?

Answering questions by simply copying content from other sources will

decrease your marks. You are encouraged to use the notes to advance

your analysis of the case, rather than copying material from the key text

and other sources.

4.14 Can I take contents from my notes to answers?

Yes, however if you use contents from other sources in any exam answer,

you have to cite them.

4.15 Can I use contents from other sources?

5. Final submission related FAQ – online students

Yes, you are expected to submit the final assignment to Turnitin before

final submission. The originality report accessed through Turnitin

should be submitted along with your final submission.

5.1 Am I expected to submit the final assignment via Turnitin UK?

It is very important that you enter your SID as the submission title. All work

submitted MUST be entitled by your student ID number.

5.2 When submitting the final submission via Turnitin, can I include my name

in the submission?

You are required to submit a soft copy of the final assignment

according to the submission guidelines as informed by LS academic

office. Usually, the soft copy of the final assignment should be

submitted to the London school of Marketing submission website.

http://www.lsmsubmissions.com/. You are advised to refrain from

sending the final submission to the academic staff.

5.3 What is the submission procedure when submitting the final

submission of the assignment?

The assignment must be submitted at 5 pm on the deadline for final

submission. Late work will not be accepted and zero mark will be awarded

for the assignment task.

5.4 What are the consequences I will have to face if I am unable to submit the

assignment on time?

You are entitled to written feedback on your performance for all your assessed works. LSM is committed to providing you with feedback on all assessed

works within 20 working days of the submission deadline or the date of an examination.

5.5 How long will it take to obtain feedback of the completed module?

http://www.lsmsubmissions.com/

6. Final submission related FAQ –FT students

No, you are not expected to submit the time constrained case study to Turnitin before final submission. However, in order to be allowed to use your notes

and references during the examination, you are required to submit your notes to Turnitin®UK (up to the examination day), and print your notes with a

Turnitin digital receipt.

6.1 Am I expected to submit the time constrained case study via Turnitin UK?

Usually, the soft copy of the time constrained case study should be submitted to the LSM submission website. http://www.lsmsubmissions.com/.

6.2 What is the submission procedure when submitting the time constrained case study?

http://www.lsmsubmissions.com/

Published by

London School of Marketing

8th Floor 4 Grosvenor Place

London SW1X 7DL

United Kingdom

www.londonschoolofmarketing.com

http://www.londonschoolofmarketing.com/

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