Assessment Brief – Level Six UndergraduateBusiness and Managemen.docx

Assessment Brief – Level Six Undergraduate
Business and Management modules
Module Code:
SM0374 Semester 2 2013-14
Module Title:
Strategic Management and Leadership
Distributed on:
February 2014Hand in Date:
Check noticeboards
Further information about general assessment criteria, ARNA
regulations, referencing and plagiarism can be found on the
module site on the e-Learning Portal. Students are advised to
read and follow this information.
Task:
Choose onecompany from the following list. For this company,
explain how successful you think it is and discuss the strategic
reasons behind that success. Your explanation should include
something about the contribution of leadership to the company.
Go on to suggest strategies and/or actions for ensuring success
in the future.
1. Jaguar Land Rover Automotive plc
2. FedEx Corporation
3. Hertz Global Holdings Inc
Notes:
a. Word limit = 3,600 words. See page 3 of this brief for an
explanation.
b. Tables with sentences (rather than data) WILL be included in
the word count
c. No appendices are permitted.

d. You should read the guidance on page 2 of this brief and the
marking scheme at the end of this brief to understand how you
should approach the assignment. Further guidance, including
examples of student work, will be posted on Bb.
e. The assignment represents 100% of the module mark.
Format for submission:
· The assignment should be written in Arial, 11pt, left-justified,
1½ spacing.
· Every page should be numbered and show your student ID (but
not your name)
· Leave at least 5cm at the end of each section for us to write
comments. Please note that we may not fill of the 5cm – it
depends what type of feedback we think is needed for each
answer.
· Print the assignment double-sided, if possible
· All academic and other sources must be cited and included in
a reference list.
· The completed assignment should be submitted in a single
polypocket – the type with fixing holes down one side. Do not
staple or otherwise fix pages together.
Guidance
To tackle the question you need to carry out a full strategic
analysis of the company and the business environment. But we
only want to read the really important outputs of that analysis.
You have to judge what outputs from the analysis (i.e. your
conclusions) are most important and present these to us in a
clear, academically rigorous manner.
We want you to tell us how you think the company has been
able to compete successfully and justify your answer with
analysis based on topic areas taught as part of this module.
“Success” could be evaluated in terms of measures such as
growth, profitability, market share and so on. But how has the

company achieved this position which may have taken several
years? It could be explained using analysis based on one or
more of the following strategic management topic areas:
· Strategic capabilities leading to competitive advantage
· A clear business strategy consistent with strategic capabilities
· Development strategies based on strategic capabilities leading
to growth
· Methods of strategic development supporting the growth
strategy
· A well-managed international strategy
· An effective innovation strategy
· Good leadership
So, your assignment should contain the following numbered
sections (5cm spacing between each):
1. Company data which can be used to evaluate its success
concluding with your thoughts about whether or not the
company can be described as “successful”.
2. An outline of 6 to10 business reasons behind the success
stated in a simple, straightforward way with a brief (4/5
sentences) explanation of each reason. Avoid strategy “jargon”;
no analysis is required – this is a test of your broad business
knowledge and understanding.
3. A detailed analysis of the company’s strategic capabilities
based around the Value Chain and VRIN tools. Your
interpretation of the analysis must clearly show how the
company has been able to build competitive advantage.
4. A detailed analysis and interpretation based on one further
topic area from the list of topics at the top of this page.
5. An evaluation of the contribution of leadership to the
company’s success, basing this on appropriate theory. A wide
range of topics will be acceptable, including leadership,
management, organisational culture and decision-making.
6. An explanation of any external and/or internal factors that
might make it difficult for the company to be successful in the
future (cite sources) and suggestions as to how the company can

best deal with these.
Please remember that:
· ALL sections should cite sources of research data and
theories/concepts on which your analysis is based. The only
exception to this is the suggestions you make in Section 6; these
should be YOUR original ideas and therefore citations are not
expected. All cited sources should be listed in APA format in
the References section at the end of your assignment
· Cutting and pasting material directly from sources without
citation is plagiarism
· Cutting and pasting material directly from sources with
citation is poor scholarship
· Short extracts from cited sources are permissible – use
quotation marks
· You should use your own words wherever possible
Submission of Assignment:
All assignments must be submitted via the Undergraduate
Programme Office. Each assignment must be accompanied by
an Assessed Work Form which must be completed in full. The
assignment will not be accepted by the Undergraduate
Programme Office unless the form is completed correctly and
the assignment is in the correct format.
An electronic copy of the assignment should be uploaded on Bb
in the SM0374 Assessment Folder.
Marked assignments will be returned to students. It is advisable
to retain a copy of your assignment for you own records. Your
mark will be returned on the Assessed Work Form via the
Undergraduate Programme Office.

Word Limits and penalties for assignments
If the assignment is within +10% of the stated word limit no
penalty will apply.
The word count is to be declared on the front page of your
assignment and the assignment cover sheet. The word count
does not include:
1. Title and Contents page
1. Reference list
1. Appendices
1. Appropriate tables, figures and illustrations (but see note (b)
on p1)
1. Glossary
1. Bibliography
1. Quotes from interviews and focus groups.
Please note, in text citations [e.g. (Smith, 2011)] and direct
secondary quotations [e.g. “dib-dab nonsense analysis” (Smith,
2011 p.123)] are INCLUDED in the word count.
If this word count is falsified, students are reminded that under
ARNA page 30 Section 3.4 this will be regarded as academic
misconduct.
If the word limit of the full assignment exceeds the +10% limit,
10% of the mark provisionally awarded to the assignment will
be deducted. For example: if the assignment is worth 70 marks
but is above the word limit by more than 10%, a penalty of 7
marks will be imposed, giving a final mark of 63.
Mapping to Programme Goals and Objectives:

This assessment will contribute directly to the following
Undergraduate programme goals and objectives:
1. Knowledgeable about the theory and practice of international
business and management
Objectives:
Students will be able to:
x
1.
Acquire knowledge of functional areas of business and
management.
2.
Acquire knowledge of specialist areas of business.
x
3.
Apply their knowledge to business and management contexts.
x
4.
Conduct contemporary research into business and management.
2. Skilful in the use of professional and managerial techniques
and processes
Objectives:
1.
Provide evidence of self reflection as a means of informing
personal development planning.
2.
Demonstrate effective interpersonal communication skills and
the ability to work in a team.
x

3.
Demonstrate critical thinking skills
x
4.
Demonstrate problem solving skills.
3. Aware of ethical issues impacting on business and
professional practice
Objectives:
1.
Identify an ethical dilemma in a business situation
2.
Suggest ethical solutions to this dilemma
4. Employable as graduates
Objectives:
1.
In the context of securing graduate employment demonstrate the
skills of self presentation.
Achievement of Goal 1 Objective 4 and Goal 2 Objective 3 are
measured throughout the assignment. The other Goals and
Objectives are measured primarily in certain sections – these
are shown on the feedback sheet below.
Assessment Brief – Level Six Undergraduate
Business and Management modules

SM0374 Assignment Brief Semester 2 2013-14 v5 Page 1
of 6
SM0374 Semester 2 2013-14 Student ID
………………………………..
Grade
Excellent
Very Good
Good
Adequate
Inadequate
Bad
Successful?
A sophisticated but clear discussion of what is meant by
“successful” and how this applies to the company, supported by
a range of data types.
7-10
A discussion of how successful the company is consistent with
at least two types of appropriate data. Recognises that
“success” can be difficult to evaluate.
6
A statement of how successful the company is consistent with
two types of appropriate data but very little discussion.
5
A statement of how successful the company is consistent with
one type of relevant data

4
Very little relevant data, no attempt at evaluation of success
3
Almost no relevant data, no evaluation of success
0-2
Business Reasons
An excellent set of key reasons with good, clear explanations.
Very good research and demonstration of business knowledge.
Goal 1 Obj 1 exceeded
7-10
A very good set of reasons with good explanations. Good
research and demonstration of business knowledge.
6
A good set of reasons, some less than key, but good

explanations. Reasonable research and demonstration of
business knowledge.
5
Acceptable set of reasons but either too few or too many to be
considered a set of key reasons. Basic explanation, basic
research, adequate business knowledge.
Goal 1 Obj 1 met
4
Either rather limited or else a scattergun list with weak
explanations. Research very limited – does not demonstrate
adequate business knowledge.
Goal 1 Obj 1 not met
3
No understanding of the reasons underpinning success. Very
poor research. Fails to demonstrate any significant business
knowledge.
0-2
Analysis and Interpretation of capabilities
Excellent discussion supported by rigorous and detailed analysis
21-30
Very good discussion based on accurate analysis covering most
of the relevant points

18-20
Good discussion based on analysis that is generally good but
has gaps or small errors
15-17
Basic discussion based on analysis that is competent but no
more.
Goal 1 Obj 3 met
12-14
Poor quality, partial analysis that does not support any
discussion.
9-11
No evidence the student understands the topic area. Analysis of
very poor quality.
0-8

Analysis and Interpretation other topic
Excellent discussion supported by rigorous and detailed analysis
14-20
Very good discussion based on accurate analysis
12-13
Good discussion based on analysis that is generally good but
has gaps or small errors
10-11
Basic discussion based on analysis that is competent but no
more.
8-9
Either the topic area is not relevant or the analysis is of poor
quality.

6-7
No evidence the student understands any relevant topic areas.
Analysis of very poor quality.
0-5
Leadership
Excellent evaluation supported by rigorous analysis based on
more than one relevant theory.
11-15
Very good evaluation with careful analysis based on more than
one relevant theory.
9-10
Good evaluation based on at least one relevant theory.
7.5-8.5

Basic evaluation based on one relevant theory. Analysis
competent but no more.
6-7
Inadequate evaluation – either the theory is not relevant or the
analysis is of poor quality.
4.5-5.5
No evidence the student understands any relevant theory. No
evaluation.
0-4
Factors and Suggestions
More than two good suggestions with excellent rationales based
on identified factors.
11-15
Two good suggestions appropriate to the company with very
good rationales based on identified factors

9-10
One relevant suggestion with good rationale based on identified
factors OR two relevant suggestions with brief rationales.
7.5-8.5
One relevant suggestion with a brief rationale based on
identified factors.
Goal 2 Obj 4 met
6-7
Suggestions lack relevance and a convincing rationale based on
identified factors
4.5-5.5
No evidence the student understands much about the company at
all,
0-4
Total
70 - 100
60 - 69

50 - 59
40 - 49
30 - 39
0 - 29
Title
ABC/123 Version X
1
Project Management E-Mail
OPS/571 Version 5
1
University of Phoenix MaterialProject Management E-Mail
Dear Project Manager:
We have three project proposals to consider in next week’s
Project Management Office’s (PMO) Review. Piper Industries
Corp. needs the projects to be complete and to be generating
revenue within 12 months of next week’s PMO Review.
Wendell Deirelein, our vice-president, has assigned your team
to analyze the three projects below and make a recommendation
on which project the company should invest in. The
recommendation must include your team description of the five
phases of the project and the key deliverables (project
completion date and cost) for each project.
Project Code Name: Juniper
· This is an enhancement of a current widget being offered by
our company.

· Risk of completion of this project on time is low.
· Product plan shows the critical path to be 6 months at a cost of
$325,000 to bring the product to market.
· Product is forecasted to have a ROI of $250,000 for a period
of 2 to 3 years.
· The third year is forecasted to be the end of life for this
product line due to advances projected in technology.
· This is a standard product line that marketing believes many
customers will want to purchase.
Project Code Name: Palomino
· This is a new line of widget products including enhancements
using existing technology.
· Risk for completion of this project on time is medium.
· Production plan shows the critical path to be 9 months at a
cost of $655,000 to bring the product to market.
· Product is forecasted to have a ROI of $450,000 for a period
of 5 years.
· This product will be a custom part for one of your strategic
customers—historically the forecasts from this customer have a
5% margin of error.
· The seventh year is forecasted to be the end of life for this
product by the customer.
Project Code Name: Stargazer
· Research and development has already started on our new
widgets. The company has spent $450,000 on this product so far
and the estimate to bring this product to market is $575,000.
· Risk of completing this project on time is high.

· Product is forecasted to have ROI of $300,000 first year;
$550,000 the second year; and $750,000 the third year.
· The product life is forecasted to be 7 years for this product.
(This forecast included derivative product which will cost
more).
· By delivering such an innovative product to the market place
first, your organization will be seen as a leader in this industry.
· Your sales and marketing teams have discussed this type of
product with a few of your strategic customers; while some are
interested, there are many questions about the business.
Sincerely,
Ray Gritsch
Piper Industries Corporation
Copyright © XXXX by University of Phoenix. All rights
reserved.
Copyright © 2012 by University of Phoenix. All rights reserved.
SM0374 Strategic Management and Leadership
2013-14 Semester 2 Assignment Briefing
Warning! You must read all of the Assignment Brief that was
issued earlier in the semester!
For [your chosen] company, explain how successful you think it
is and discuss the strategic reasons behind that success. Your
explanation should include something about the contribution of
leadership to the company. Go on to suggest strategies and/or

actions for ensuring success in the future.
The Question
Research the company and its business environment using a
variety of sources
You’ll need to look at how the company has developed over
time so don’t look at only the current situation
Answers based on company documentation only will not receive
high marks because much of the information will be incomplete
and biased
Carry out a full strategic analysis of the information you collect
BUT: we only want the important outputs of the analysis in the
assignment
Preparation
Your ability to evaluate the success (or otherwise) of a given
company
Your ability to apply your general business knowledge to
explain the success (or otherwise) of a given company
Your ability to use appropriate analytical tools to explain the
key strategic reasons for that success (or otherwise) and through
this demonstrate that you understand relevant theory, concepts
and frameworks and can apply these to your chosen company
Your ability to critically evaluate the strategic capability of the
given company as a basis of competitive advantage
Your understanding of the role that leaders have to play in
company success (or failure)
Your understanding of external and internal factors that may
cause companies to underperform in the future and your
suggestions about how to address (or prevent) these

Your ability to write clear, concise and well-argued answers
What are we assessing?
The marking scheme at the end of the brief takes the form of a
feedback sheet that will be included when you receive your
marked assignment
It shows the criteria by which we shall judge your answers
We strongly suggest you structure your answer to fit the scheme
A suitable structure is shown on Page 2 of the Assignment Brief
and is used in this presentation
Marking Scheme
In what way(s) can we evaluate the success (or otherwise) of a
company?
How would different groups or individuals judge success?
Could be measures such as
Size
Profitability
And so on….
Look at different areas – finance, market …
Look at trends over time – at least 4 years
Cite all sources of data and explain their relevance
Successful?
[10 marks]
An outline of 6 to10 business reasons behind the success
State each reason in a simple, straightforward way with a brief
(no more than five sentences) explanation of each reason
Avoid strategy “jargon”
No analysis is required – this is a test of your broad business

knowledge and understanding.
Reasons underpinning success?
[10 marks]
A detailed analysis of the company’s strategic capabilities
based around the both the Value Chain and VRIN tools. Your
interpretation of the analysis must clearly show how the
company has been able to build competitive advantage
You need to show strong evidence of understanding of how the
Value Chain and VRIN tools can be applied to the research data
and be able to draw conclusions from your analysis
Your answers must clearly show how the company has
developed and maintained its strategic capability to support its
competitive advantage.
Analysis and Interpretation of the company’s capabilities [30
marks]
A detailed analysis and interpretation based on one further topic
area beyond Value Chain and VRIN
Hint – each lecture is a “topic area”!
Data analysis is not sufficient – you must use the analysis as the
basis of conclusions you draw about what has driven the
company’s performance
Your answers must clearly show how the company has been able
to compete successfully.
Analysis and Interpretation based on another topic area [20
marks]
Some companies take years to be successful

Others achieve success quickly
Your answer must demonstrate appreciation of timescales
But we don’t want a year-by-year history of the company!
PESTEL or 5F analyses will receive NO marks as they cannot
explain company success
Be careful….
This is a very broad area which could examine many aspects of
the company. Focus on no more than two aspects, such as:
Who were the key leaders at different stages in the company’s
development? What was “special” about them? What was their
contribution?
Type of leadership – e.g. visionary, architectural
Leadership styles?
What about organisational culture? Did this make the
organisation distinctive?
What type(s) of decision-making have been used? How
effective have these been?
How are leadership and decision-making delegated?
Don’t trust the company literature – you will need to do very
careful research to gather useful data to analyse
You must have some analysis based on appropriate theory
Contribution of Leadership
[15 marks]
Identify (with a brief explanation) important internal and/or
external factors which may have an impact on the future
performance of the business
Suggest how the company can address these
You need to justify your proposals (i.e. provide a rationale) –
for example, suggesting that the company should offer a wider
range of products is entirely useless unless you can explain why

this is necessary
This is a test of your problem-solving skills. We want your own
ideas (nobody else’s) about strategic responses to the factors
you have identified.
Continuing (regaining?) success
[15 marks]
Look at the examples posted on Bb
Look at the feedback sheet at the end of the Brief
The best answers:
Are based on very thorough research, properly cited
Have rigorous analysis based on theories outlined in lectures
Present conclusions, based on the analysis, that show a clear
understanding of the business
Are easy to read
What do we expect?
Measures of success?
Market share (data)
Incredibly profitable (data)
Huge sales revenue (data)
Global scale
So many people have iPhones
Well-known brand name
Yes, it’s (still) a very successful company!
Example: Apple Corporation (iPhone)
Successful?
Could be:
The company has been able to drive and exploit the growing

desire for smartphones
The company has made use of technological opportunities to
develop products that are very easy to use (building technology
and design capabilities)
A clear competitive strategy based around well-designed
products (easy to use, fashionable)
Brand management capability – using marketing competencies
to build an amazing global brand
Until recently, Steve Jobs driving relentless, disruptive
innovation
Reasons why it has been successful?
Strategic Capabilities:
The value chain – a systematic analysis to help identify the
activities/capabilities that really do make a difference (but
notice that most of the key activities are support activities)
VRIN to look at each of the company’s capabilities and see
how they contribute to (sustainable) competitive advantage
Other topics? Examples include:
Competitive strategy (differentiation) and show how this is
supported by the capabilities
Innovation strategy – technology disruption and the advantages
of being a first mover
Analysis and Interpretation?
Much has been written about Apple Corporation over the years.
You could look at:
Steve Jobs (one of the original founders who left the company

then returned); lots of things about his leadership attributes and
style
The culture of innovation inspired by Jobs
The highly autocratic, intuitive decision-making style of Jobs
Technical leadership of Jonathan Ive and the relationship with
Jobs
Etc., etc.,
Leadership?
Growing competition
Market saturation?
The departure of Steve Jobs – can the company keep the
innovations coming?
The combination of these threatens the ability of the company
to continue to generate such huge profits
Make “strategic” suggestions for how the company could deal
with these problems
Example: Apple Corporation (iPhone) What might cause
problems?
Address the question as set (not the question you want to
answer)
Sources must be cited and included in the Reference List
No appendices permitted
Tables of data are excluded from the word count (total 3600
words) BUT tables that include sentences are included in the
word count
General Points 1

Do not include your name anywhere in the assignment, but do
include your ID as a footer or header on every page
Number the pages
Use 1½ spacing
Leave at least 5cm between each section
Print double-sided, if possible
Do not staple pages together
Submit in a polypocket (only!!!!)
General Points 2 – help us!
I hope you all do well……

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