Business Plan

Executive summary (sections to include no more than 2 pages)
– Our mission
– The company and management
– Our products
– The market
– Our competitive advantages
– Financial projections
– Financing requirement
Company Description
– Ownership
– Legal Form
Products
– Products
– Competitive comparison
– Fulfillment
– Future Products/Services
Market Analysis
– Industry
– Market size
– Main competitors
– Target market
– Market trends
– Market growth
Marketing strategy
– SWOT analysis
– USP
– Marketing strategy
Positioning, Pricing, promotion, website, marketing programs, sales strategy
and forecast. Milestones, Exit strategy
Management and Team
Financial Plan
– Start up costs
– Source and use of funds

 
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Task Strategic Analysis of an Organisation

 
Task Strategic Analysis of an Organisation
 
2000 Words
 
Scenario:
You are acting as a consultant to your chosen organisation (select one of the companies below ONLY!),
 
Pick just one of these companies for the assignment to Demonstrate your knowledge of research on contemporary issues and trends concerning global strategy.
 
JD Sports – Sports-fashion retail
 
TJ Maxx – Apparel and home goods company
 
BYD Co Ltd – Automobiles and battery-powered vehicles
 
Spotify – Music streaming service
 
NFL – American Football League
 
McKesson Corporation – Pharmaceuticals and medical supplies
 
 
you are required to undertake
 
(i)  a strategic analysis of its current position and
 
(ii) recommend plans or directions for global expansion.
 
The strategic analysis should incorporate examination of both
 
(iii)  the external and internal environments of the organisation (in total, four theoretical models should be used for analysing both the environments – PESTLE, Porter’s Five Forces, SWOT Analysis and Corporate Social Responsibility).
 
(iv) Recommendations for the company’s future strategic steps should be made on the basis of the analysis conducted.
 
 
Task to do guideline
 

  1. Undertake a critical review of the key dimensions of strategic management –

(a) Analysis
(b) Evaluation
(c) Choice and
(d) Implementation
 

  1. Critically apply diagnostic, practical and creative skills to

(a) analyse and
(b) evaluate a range of business solutions in differing business contexts and
(c) using strategic theories and
(d) frameworks.
 

  • Company resources:
    • Official website
    • Annual reports
    • Literature and journals

 
Assignment Guideline
 

  • Structure
    • First/cover page
    • Executive summary
    • Introduction
    • Discussion, Analysis and Findings
    • Conclusion and Recommendations
    • References and Appendices

 
Contents Format
 

  1. First/cover page including name of chosen company
  2. Table of contents;
  3. Executive summary (brief summary of your report);
  4. Introduction (context and outline of the objectives of the report);
  5. Discussion, Analysis and Findings (critically evaluate the findings and the limitations of the models used);
  6. Conclusion on its current position (summarise the findings and outcomes);
  7. References (only those used in the text);
  8. Appendices (only if necessary to add key information for the reader)

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Sample Guideline to follow
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
I have also attached 2 samples of previous work for more guidance

 
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Corporations have long looked to the accounting profession for its expertise in strategy, measurement, reporting, and analysis. These same skills make accountants uniquely positioned to help companies implement [Sustainability] standards – to communicate useful information not only to investors, but also to internal decision makers, helping them drive long-term value creation.

Financial Reporting Issues and Applications
Coursework Booklet
COURSEWORK QUESTION
Due Date – Monday 29th October 2018 at 1pm
Corporate Social Reporting
“Corporations have long looked to the accounting profession for its expertise in
strategy, measurement, reporting, and analysis. These same skills make accountants
uniquely positioned to help companies implement [Sustainability] standards – to
communicate useful information not only to investors, but also to internal decision
makers, helping them drive long-term value creation.
By bringing their skills to bear on sustainability, accountants can shape the future of the
accounting profession and the broader capital markets. Developing a future tense for
the language of business can allow the story of more focused companies, betterinformed investors, and more stable and resilient 21st-century markets to be told.”
Hales, J. 2018, ‘The Future of Accounting Is Now’, CPA Journal, 88, 7, pp. 6-9,
Required
Critically discuss whether adopting a set of mandatory sustainability reporting standards
would benefit stakeholders or whether a voluntary approach would be more
appropriate.
2 | P a g e
Presentational requirements:
1. Your paper should have an overall length of 2,000 words (plus or minus 10%). A
word count MUST be given. In line with University Guidelines, you will be penalised
for a paper excessively over or under the word count. All references and quotes
made within the body of your essay are included in the word count. The
bibliography and reference list given at the end of your essay is not included in
the word count.
2. The paper should be presented on A4 and typed in double line spacing in
Verdana 11pt font with text justified.
3. Coursework is anonymously marked so your name should not appear anywhere
on your work.
4. The final draft of your coursework should be run though the Turnitin software and
the report made available for the marker to access online.
3 | P a g e
Coursework Guidance
As stated above, you have been asked to prepare an essay – not a report. This means
that your submission will be less structured than a report but not less formal in its language
and referencing. As indicated, you will be penalised for a word count excessively over
or under 2,000 words. You are allowed 10% difference either way ie, the essay should not
be less than 1,800 words nor more than 2,200.
In all points you raise for discussion, I am looking for depth of analysis rather than
breadth. This means you should look at fewer issues but the ones you do examine, do it
in more detail. I have highlighted some areas and key points you may want to consider
within the question set:
Identify and Explain the Guidelines
You only have 2,000 words to answer the whole question which means you can’t
devote pages of your essay describing or summarising the AA1000 or the GRI
standards. Your emphasis should be on ‘Explain’ and ‘Discuss’ rather than ‘Identify’ or
‘Describe’. In order for your critical appraisal to make sense, you will have to set your
discussion within the context of CSR and sustainability standards/guidelines but you will
have to summarise their contents heavily to ensure you have enough space to discuss
all the issues you’d like and get a better mark.
Critical appraisal of key aspects
This is where your research will help you get a good grade. You need to choose one
or two areas to discuss in depth in order to answer the question. Here are a few ideas of
what you could consider – the kind of angles you might use in your approach.
• What role does CSR play in accounting, business and society?
• What is its historical context and why would guidelines or standards be desirable?
Who was involved in determining what they were?
• Differences between voluntary and mandatory regulation.
• What tasks are guidelines or standards designed to do and can they meet this
challenge?
• Consider perspective – What are the advantages/disadvantages of Sustainability
reports to the reporting entity itself or the report users?
• Consider cost/benefit of CSR in practice.
This is not meant to be an exhaustive list and is not a list of questions you need to ‘answer’.
These aspects are highlighted to give you some ideas to begin your literature search.
A critical analysis involves explaining your issue with description and examples and
then discussing opinions around that topic – like a debate of the main issues. Each
opinion needs to be referenced and explained in the context of the issue you’re
debating. Don’t just provide a quote and hope that it ‘speaks for itself’. You need to
discuss the opinion expressed properly.
Use direct quotes sparingly. Most of the arguments and ideas you read should be
put into your own words, properly referenced and formed into the arguments you’re
setting out. Too many quotes make it look as though you haven’t understood the
meaning of what you’ve read. Show me you can put an argument together.
4 | P a g e
Marking and weighting
Your coursework mark will be weighted as follows:
Presentation, language & structure 10
Wide research and proper referencing 20
Knowledge, Understanding & Explanation 40
Critical analysis & discussion 30
Further information on each section is detailed below:
Language and Structure
• Grammar and spelling
• Presence of typing errors
• Good layout
• Good structure
• Formal essay style
Wide research and proper referencing
• Use of quality journals as well and web sites and technical articles
• Correct and consistent referencing style (Harvard style required) in citations and
reference list
• Up to date references
• Wide range of references (not Wikipedia and similar web sites!)
• Use of academic journals, magazines, newspapers and textbooks
Knowledge, understanding and explanation
• Discussion of key debates
• Explanation and demonstration of understanding of issues
Critical Evaluation of the key debates
• Good use of quotes and references to enforce debates and arguments
• Ability to analyse various viewpoints within relevant debates and arguments
• Synthesis of critical discussion
Grading Grid and Feedback Sheet
Final Grade
Grade A (Excellent) Grade B (Very Good) Grade C (Good) Grade D (Pass) Grade E (Marginal Fail) Grade F (Clear Fail)
Language and
Structure
10%
Structure is logical and
appropriate.
Presentation is to a
highly professional
standard with excellent
clarity of expression.
Structure is logical and
appropriate.
Presentation is to a
professional standard
with very good clarity of
expression.
Structure is in the main
logical and appropriate.
Presentation is to a
professional standard
with reasonable clarity
of expression.
Structure and
presentation are
acceptable but may
have some weaknesses.
May have problems with
clarity of expression in
places.
Structure, presentation and
layout of work are weak and
there may be problems with
clarity of expression.
Poor structure, presentation
and layout of work with poor
clarity of expression.
Wide research and
proper referencing
20%
Evidence of excellent
research to produce a
comprehensive
reference list using the
Harvard format.
Citations were included
and correct.
Evidence of very good
research to produce a
comprehensive
reference list using the
Harvard format.
Citations were mostly all
included and correct.
Evidence of good
research to produce an
adequate reference list
using the Harvard
format. Citations were
usually included and
correct.
Evidence of some
research and an attempt
at the Harvard format.
Some issues with
inclusion of citations and
reference format.
More research was needed to
reach an acceptable level for
an honours year coursework.
Issues with application of the
Harvard system in the citations
and reference list.
More research was needed for
an honours level coursework.
Poor use of the Harvard
system.
Knowledge
understanding and
explanation
40%
Confidently
demonstrates excellent
knowledge and
understanding of CSR
and relevant issues and
debates. Excellent
explanations which were
clear and focused.
Demonstrates very good
knowledge and
understanding of CSR
and relevant issues and
debates. Very good
explanations which were
clear and focused.
Demonstrates good
knowledge and
understanding of CSR
and relevant issues and
debates. Good
explanations on the
whole, but there could
be more clarity or focus.
Demonstrates
knowledge and
understanding of a
limited range of issues
surrounding CSR.
Explanations need a bit
more clarity and/or
focus.
Little evidence of knowledge
and understanding of CSR
and relevant issues. Weak
explanations that need more
clarity.
Poor explanations which didn’t
demonstrate knowledge and
understanding of CSR.
Analysis/evaluation
30%
Critical thought,
evaluation and/or
analysis are rigorous,
coherent, appropriate
and in depth. Excellent
use of references to
develop a critical
discussion of the key
issues raised.
Clear evidence of critical
thought, evaluation
and/or analysis but
could be in more depth.
Very good use of
references to develop a
critical discussion of the
key issues raised.
Reasonable evidence of
critical thought,
evaluation and /or
analysis but could be in
much more depth.
Good use of references
to develop a critical
discussion of the key
issues raised.
Limited attempt at
critical thought,
evaluation and/or
analysis and very limited
depth. Needed to use
references a bit more to
develop a discussion of
the issues raised.
Little attempt at critical
thought, evaluation and/or
analysis. Superficial answer
which tended to ‘describe’ or
‘explain’. Didn’t utilise
references to generate a
discussion
No attempt at critical thought,
evaluation and/or analysis.
Superficial answer which
tended to ‘describe’ or
‘explain’.

 
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Global Strategy Marketing Task

Global Strategy Marketing Task
 
All work must be reference
and supported with materials. Please see attached sample work
 
All work will be check against Plagiarism Software
 
 
Overview
 
The key focus include:
 

  • undertaking a thorough search of the literature (on the consumption of whisky, adaption and standardisation of product, Latvia and market entry)
  • evaluating the key points from that research
  • providing well evidenced justifications for both your key points and recommendations.

 
 
Part 1 (1000 words)
 
This is the most theoretical part where you need to show you understand the debate about standardisation and adaption of product.
 
In order to answer this you will need to know:
 
(i) the differences between Latvia and Scotland, particularly any similarities or differences in culture,
 
(ii) but also there may be different laws or differences in the way the product is used, which will influence whether to standardise the product strategy or not.
 
You only need to discuss Latvia in terms of the product strategy here as this country is the focus of part 2.
 
 
 
 
 
 
 
Part 2 (2000 words)
 
An in depth analysis of Latvia is required here, bearing in mind the product.
 
You must discuss the Four Risk Matrix and the BERI index as possible ways of undertaking a preliminary market screening.
 
As the BERI index includes subjective judgments, then as much as possible you need to justify your scores with supporting information in the appendices.
 
You must discuss Porters 5 Forces analysis to look at competition in the industry. You will also need to know about individual competitors, both direct ie other whisky companies and indirect ie providers of substitute products such as wine.
 
You must also discuss the competitive forces with discussion on the market share of competitors.
 
SWOT – A market attractiveness/ competitive strength analysis must be used as a fine screening tool, although you do not know much about the company, so it will not be possible to complete the competitive strength part.
 
The decision on market entry could be ‘yes’, ‘no’ or ‘not yet’. Whichever one you decide on needs to be fully justified based on your previous analysis. If your answer is ‘yes’ the next step is to decide on an entry mode. This means you have to know the advantages and disadvantages of the various methods (Hollensen provides good summaries of these), but you need to consider the product and target market again in order to choose an appropriate strategy. You also need to bear in mind that the entry mode often determines the method of distribution as well.
 
If your answer is ‘no’, you need to go on and suggest a possible alternative country, based on you work in part 2 and some further limited research eg four risk matrix. (This is to make up for the fact that you are not doing the entry mode part of the question). You do not need to undertake a full analysis like the one you did for Latvia.
 
If your answer is ‘not yet’, then we need some timescales to indicate when you do think that it would be a good idea to attempt market entry. You also need to propose an entry method (but the situation would need to be monitored of course).
 
If your suggestion for an entry mode is one which will involve partners you need to research who this might be and include it in your recommendations.
 
Generally
You are not required to discuss the implementation of the launch of the whisky, therefore do not include anything on the marketing mix.
 
Remember that you only have time for headlines and highlights in order to stay within the word limits, but you should use the appendices for supporting material, however these should not be used to get around the word count.
 
You are expected to evaluate, from the material contained in the appendices, what the key material is that needs to be included on the slides and the speakers’ notes.
 
You will need a writing style for the speakers notes which is not too academic (but slides and notes must be referenced), as it isn’t an essay or report, but also not too chatty.
 
You may make an assumption about the type of whisky that the company produces.
 
NOTE:
 
You should use:
 
5 slides for part 1  and
 
10 slides for part 2.
 
You can include 2 extra slides at the start of each part, one for the cover slide and one for the agenda ie 19 in total, Neither of these extra slides should have any content on them that answers the questions.
 
Please ensure you make it clear which speakers notes refer to which slide.
 
You may make an assumptions about the whisky company, but both the company and the marketing agency are fictious. You can use colour, images, a logo etc on the slides to ‘live the role’.
 
 

 
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