Posted: December 17th, 2014

Adidas or Zara

Adidas or Zara

Order Description

Brief description: An individual assignment requiring the preparation of a report discussing the theoretical application of the strategic management process; including a variety of contextual examples for a specific firm; related to each strategic management process stage. [The chosen firm must be identified in advance; by the third week of module study].

UNIVERSITY OF SUNDERLAND
FACULTY OF BUSINESS AND LAW
OCTOBER 2014
Module Title: INTRODUCTION TO STRATEGIC MANAGEMENT            Stage 2
Module Code: UGB202                             Module leader: Gavin Mason
Assessment 1             Code: UGB202CW1415SEM1A            Weighting: 100%
Assignment title:  Introduction to Strategic Management Report (May 2014)
Brief description: An individual assignment requiring the preparation of a report discussing the theoretical application of the strategic management process; including a variety of contextual examples for a specific firm; related to each strategic management process stage. [The chosen firm must be identified in advance; by the third week of module study].

Issued week comm.:  06/10/2014    Hand-In: 19/12/2014     Returned week comm.: W/C 19/01/2015
(Electronic submission only) All reports must be submitted electronically via the Module Sunspace Site before 23.59pm of the hand-in date
Module Leader: Gavin Mason        Moderated by: Brian Morrison
**NOTE: You must not carry out a fully applied strategic analysis for each of the below phases BUT you should illustrate your theoretical based report with some specific examples related to your chosen firm.
Introduction and summary company profile
An introduction to your paper and to your company including a brief description of the firm and its position within the industry.                                                    (Word limit: 300)
Strategic Analysis
Outline the stages, steps and procedures in the strategic analysis part of the strategic management process; include pertinent examples from your chosen firm to highlight theoretical application.
(Word limit: 850-1000)
Strategy Formulation
For your chosen firm outline the stages, steps and processes involved in the formulation of business and corporate strategy as part of the strategic management process; include pertinent examples from your chosen firm to highlight theoretical application.
(Word limit: 850-1000)
Strategy Implementation
For your chosen firm outline the stages, steps and processes involved in the implementation of business or corporate strategy as part of the strategic management process; include pertinent examples from your chosen firm to highlight theoretical application.
(Word limit: 850-1000)
Conclusion                                                      (Word limit: 200)
Reference List (No Bibliography required)
Appendices
Final Submission Hand-In Date:     19/12/2014       (Electronic submission only)
(Overall word limit, excluding appendices and references must NOT exceed 3,500 words)
**NOTE: Referred students need to include a “reflection” stating how the referred submission has addressed the issues raised in the feedback on the original submission – maximum of 400 words. (This does not apply to deferred students)
Please study carefully the generic assessment criteria and use it as a guide when writing your report.
Warning: The University’s standard rules and procedures governing assessment regulations apply.
Generic Assessment Criteria – UGB202
Grade    Relevance     Knowledge     Analysis    Argument and Structure     Critical Evaluation     Presentation     Reference to Literature
Pass    86 – 100%    The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to UGB202.  There is also ample excellent evidence showing that all the learning outcomes of UGB202 have been 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 outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to UGB202.  There is also excellent evidence showing that all the learning outcomes of UGB202 have been fully satisfied. At this level it is expected that the work will be outstanding in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.

70 – 75%    The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to UGB202.  There is also excellent evidence showing that all the learning outcomes of UGB202 have been 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.

60 – 69%    Directly relevant to the requirements of the assessment

A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues therein
Good analysis, clear and orderly

Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical model(s)
May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice.    Well written, with standard spelling and grammar, in a readable style with acceptable format.    Critical appraisal of up-to-date and/or appropriate literature.  Recognition of different perspectives.  Very good use of source material.  Uses a range of sources.

50 – 59%    Some attempt to address the requirements of the assessment: may drift away from this in less focused passages
Adequate knowledge of a fair range of relevant material, with intermittent evidence of an appreciation of its significance    Some analytical treatment, but may be prone to description, or to narrative, which lacks clear analytical purpose    Some attempt to construct a coherent argument, but may suffer loss of focus and consistency, with issues at stake stated only vaguely, or theoretical model(s) couched in simplistic terms    Sound work which expresses a coherent position only in broad terms and in uncritical conformity to one or more standard views of the topic    Competently written, with only minor lapses from standard grammar, with acceptable format     Uses a variety of literature which includes some recent texts and/or appropriate literature, though not necessarily including a substantive amount beyond library texts.  Competent use of source material.
40 – 49%    Some correlation with the requirements of the assessment but there is a significant degree of irrelevance     Basic understanding of the subject but addressing a limited range of material    Largely descriptive or narrative, with little evidence of analysis    A basic argument is evident, but mainly supported by assertion and there may be a  lack of clarity and coherence    Some evidence of a view starting to be formed but mainly derivative.     A simple basic style but with significant deficiencies in expression or format that may pose obstacles for the reader     Some up-to-date and/or appropriate literature used.  Goes beyond the material tutor has provided/main text.  Limited use of sources to support a point. Weak use of source material.
Fail    35 – 39%    Relevance to the requirements of the assessment may be very intermittent, and may be reduced to its vaguest and least challenging terms     A limited understanding of a narrow range of material

Heavy dependence on description, and/or on paraphrase

Little evidence of coherent argument: lacks development and may be repetitive or thin

Almost wholly derivative: the writer’s contribution rarely goes beyond simplifying paraphrase

Numerous deficiencies in expression and presentation; the writer may achieve clarity (if at all) only by using a simplistic or repetitious style
Barely adequate use of literature.  Over reliance on
material provided by the tutor/main text.

The evidence provided shows that the majority of the learning outcomes of UGB202 have been satisfied.
30 – 34%    The evidence provided shows that some of the learning outcomes of UGB202 have satisfied.
15-29%    The work is unacceptable and provides little evidence that the learning outcomes of UGB202 have been satisfied.
0-14%    The work examined is unacceptable and provides almost no evidence that any of the learning outcomes of UGB202 have been satisfied.
Please note that all work must to be referenced correctly according to the Harvard/APA system. Serious cases of plagiarism or collusion will be reported to the Business School Infringement Panel.
Commentary on the Assessment Criteria / Marking scheme

Relevance
“Directly relevant to the requirements of the assessment”
You need to do what the assignment requires. Read the question/task carefully and do what it asks rather that what you would prefer to do. Keep focused on the question/task and avoid irrelevant material.
“The aim is to give a theoretical outline overview of the ‘strategic management process’. This needs to cover in the three main parts outline overviews of ‘strategic analysis’, ‘strategy formulation’ and ‘strategy implementation’. You need to demonstrate that you understand how each of these stages fits into the strategic management process. You also need to demonstrate that you understand how each of the approaches and techniques fit together and contribute. Remember that an outline overview is all that is required. You do not need to carryout any of the procedures (fully applied overview) only outline what they involve, how they fit together and how they contribute. The emphasis is on asking the right questions rather than providing the answers.  “Under this criterion we are looking to see that you have done the right things rather than the depth of your knowledge, analysis and so on…i.e. why the process is relevant for firm”

Knowledge
“A substantial knowledge of relevant material, showing a clear grasp of themes, questions and issues..”
You need to demonstrate your knowledge of the relevant material. Demonstrate to your reader that you really understand the material and that you are not merely paraphrasing. A good use of applications and examples will be useful in doing this.
“Under this criterion we are looking to see that you understand what is meant by the ‘strategic management process’, ‘strategic analysis’, ‘strategy formulation’ ‘strategic implementation’ and their component parts.. There will be a tendency to give definitions either as direct quotations or paraphrased. Students need to demonstrate a real understanding by offering a selection of key applications and illustrating these with relevant concepts. For example, if you have chosen to focus on a cloth weaving firm then you need to illustrate the concepts as far as possible in relation to cloth weaving.”

Analysis
“Good analysis, clear and orderly.”
You need to give a good analysis (explanation) and avoid too much description. Description is relatively superficial whereas analysis gives a deeper explanation.
“Students will tend to describe what is meant by the different stages of the strategic management process and so on. What is needed here is analysis (explanation).For example, when considering the potential impact of a theoretical concept/model in relation to a firm. It is not sufficient to merely say that the concept/model is appropriate, instead offer both pro’s and con’s for use of the concept/model and their impact on the strategic process i.e. some explanation of how they could impact the process”

Argument and Structure
“Generally coherent and logically structured, using an appropriate mode of argument and/or theoretical model(s)”
Your argument needs to be clear, coherent and logical and you should use relevant theoretical models and evidence in support of your argument. Avoid mere assertion. Make sure that you understand what your argument is and avoid merely stringing together a series of points.
“Assertions need to be substantiated either by reference to authoritative sources or by evidence and logical argument. For example, a statement about a firm’s strength in marketing would need to be substantiated by a reference to an authoritative report or article. “This could give it a competitive advantage over rivals because………………”
Weaknesses in this area would be indicated by making comments such as ‘Substantiate!’, ‘Why?’, ‘How? and so on..”

Critical Evaluation
“May contain some distinctive or independent thinking; may begin to formulate an independent position in relation to theory and/or practice.”
To gain these marks you need to be demonstrating your own judgement rather than just relying on the judgements of others. For example, “‘A’ considers that………. ‘B’ considers that……. On balance this report reaches the following conclusion…………”
The requirement of this assignment cannot be completed relying on the work of others so any reasonably successful paper in terms of the earlier criteria should have a fairly high level of originality.

Presentation
“Well written, with standard spelling and grammar, in a readable style with acceptable format.”
An “acceptable format” for a report will be relatively formal in style with headings and sub-headings.

Reference to Literature
“Critical appraisal of up-to-date and/or appropriate literature.  Recognition of different perspectives.  Very good use of source material.  Uses a range of sources.”
You need to demonstrate a good use of a range and quality of up-to-date source materials. Literature use, limited to the main text and/or superficial/out-of-date www sources would score badly as these highlight either a greater depth and understanding of the topic or alternatively a limited understanding and hence lack of relevant relationship to theory.

In addition, all work must be referenced correctly using the Harvard style. (See a guide to Harvard referencing from the Library Services). Serious cases of plagiarism or collusion will be reported to an Infringement Panel.

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