ery quickly:  you will need to prepare a 4.000 words report (+/- 10%) where you don’t have to repeat the theories, just use them and reference them in order to provide related answers to the 4 questions.
 
In general: It is a report (not an essay) thus you will need analytic headings, sub-headings, clearly structured answers. Please follow the particular suggested structure:
 
Executive Summary (excluded from the word count)
Table of contents

1. Introduction
2. Q1 – Analysis of the external environment

Sub-headings here e.g. 1.Macro Environment Analysis – PESTEL, 2 Micro Environment Analysis – Porter’s 5 Forces Model

3. – Analysis of the internal environment

Sub-headings here: e.g. 1.Resource Based View of the Company, 2 Value Chain etc..

4. – Analysis of PR crises

Subheadings again here – according to your identified crises/relevant theory

5. – Strategic Analysis

Subheadings here: e.g. 1. Business Level Strategy, 2. Corporate Strategy, 3. Strategies Suggested for future/Evaluation, 4. Implementation Modes/Techniques and Final Suggestions.

6. Conclusions – Yes, this can be as part/sub-heading of the previous point – it is up to you.
7. Full list of References / Bibliography (excluded from the word count)
8. (excluded from the word count)

 
With regards to theory and application: You are not required to analyse any theory! Briefly mention (within one-two lines max) what it is about and the original/initial reference, not our book all the time, e.g instead of “Christodoulou and Patel, 2015” use “Porter, 1985”
 
 
 
And here are some extra comments:
 
 
EXECUTIVE SUMMARY:
Yes, it must be before the table of contents! It can be max one page and it is excluded from the word count, so please be analytic about it. Use it to impress us, make it professional. Here you need to include all the major points from every part of your report. Again, this is not an introduction, it is an executive summary
 
INTRODUCTION:
Since you have limited word count, the intro should be very small – max one paragraph. Here you simply introduce the reader in what is this report about and what you will analyse. – It is different from the ex.summary.
 
Q1 – 20%:
Here you are analysing the external environment of COBRA BEER market/industry– thus the focus is not COBRA BEER – the focus is the micro (5 Forces) and macro (PESTEL) environment. That means both PESTEL and 5 forces should not be about COBRA BEER but for the industry that COBRA BEER belongs to… Many of you were asking whether you should focus on UK or other countries or globally. My answer is that it is up to you. Preferably I would like to see either an external environment analysis for Europe, mentioning also some essential global trends OR you can make a Global analysis straightforward. In any case, you will need to make that explicitly clear in your executive summary and introduction, state in which level you make your external environment analysis.
 
Also, here you will need first to analyse PESTEL – just mention only those relevant trends to your industry . You don’t have to go into describing every dimension. If you want to and already done it – then use tables and/or appendices and mention in the text only the most important trends.
 
5Forces: Use the “Structural Determinants” slide from the external environment lecture slides – 1^st semester. Please mention whether every force is high, moderate or low and in the end conclude whether the industry is attractive and profitable or not.
As to industry life cycle (ILC): You can either clearly incorporate it within the “existing competition” force of 5 forces, by saying whether the industry is in a development or maturity stage along with the market growth rate (which a structural determinant of the particular force) OR you can make a short section only for the industry life cycle theory.
 
In any case, you will need to reference every single concept and model used above both in text and in the final list of references.
 
Q2-20%:
In this question we expect you to use resources and capabilities theory (R+Cs or else Resource Based view of the Company) and/or Value Chain . Yes, please, mention both theories and reference them of course. However, if you feel comfortable using only one then it is still fine – just state it clearly. So, we would like you to: present the key strategic resources. Please see examples of resources and capabilities from our book and lecture slides. Within the financial resources you must mention some key financial indexes either of COBRA BEER’ Strategic Business Unit (SBU) that you can find from Google, published statements, Mintel or Bloomberg databases. As for mentioning comparative measures from a key competitor, yes you can do it. More than that, you will need to state clearly what are the core capabilities/competencies of COBRA BEER and why they are core? E.g. financial control and economies of scale-are they core? Also do they lead to competitive advantage? If yes, is it cost leadership or differentiation or a bit of both (hybrid strategy)? In this way you are actually describing COBRA BEER’ existing business level strategy that you need in the last question.
 
As for Value Chain. You don’t need to analyse highly descriptive every single activity. If you want to or have done so, please use appendices and tables to avoid the word count. Here, you need to show those linkages (combinations of primary to support activities) that either increase the customer value or reduce the operating cost. In this way, again you can conclude into what competitive advantage(s) are created for COBRA BEER and how. The outcomes of Resources+Capabilities and Value Chain should agree.
 
The above are the essential ones that we want for Q2.
 
As for leadership, decision making, culture, politics etc. Yes, you can mention them within the resources appraisal above! OR, if you want to make a separate section/part for those (since you have a limited word count), please keep it short and practically focused. In any case, please reference properly/academically every single of those concepts. The essential part of this question is R+Cs and Value Chain.
 
NOTE ABOUT SWOT: We didn’t and we don’t want you to do a SWOT analysis. Essentially you have analysed OT from Q1 and SW from Q2.  If you want or have already done a SWOT please use is as framework to summarize your key points from questions one and two. You can put them in a table after Q2 and before Q3.
 
Q3-10%:
In this question you are required to identify one, two or three issues that affected the image of the company, either internal or external. You will need to briefly analyse what happened applying theories on organisational ethics theory,, corporate governance CSR concepts, stakeholder applications & reputation management concepts/metrics. Not all of them are required, but the more you apply and reference inside the PR crisis/issue the better it is. We want you to demonstrate application of relevant theories.
 
 
Q4 – 30%
This is obviously the most important question. Here you need to:

2. a) Identify the business level strategy of COBRA BEER (this could be also been found/linked from question 2. That is either cost leadership or differentiation or hybrid (both). Of course you will need to reference all concepts such as “Porter, 1985”. In Q2 you conclude justifying the competitive advantages –> thus, if they are mostly on uniqueness (differentiation) then the competitive strategy is most probably differentiation leadership and so on :-).
3. b) Identify the corporate level strategies. These could be growth: e.g. market penetration, market development, product development, vertical/horizontal integration, related/unrelated diversification. Here you can use the Ansoff’s matrix/directional policy table (it is essentially the same). Of course there are turnaround corporate strategies (e.g. downsizing, liquidation, divesture etc) and stability strategies ( no-change strategy, pause, etc)

So in a) and b) you can identify/record plenty of strategies but please use the terminology and reference properly every concept.

1. c) Suggest strategies: Either you can suggest sustaining the existing ones, or developing the existing ones, or developing new.
2. d) Choose two (advisable)-three (max) strategies to evaluate them according to certain criteria. These can be:

– suitability – acceptability – feasibility, that is SAF (highly recommended, simple and straightforward)
-STAIR model
-SUITS model
-RACES model
– or any other properly referenced model.
 
You don’t need to use more than one of the above.
 
 
Extra HELP for these models above: you can either found them on our slides (apart from SUITS) and in the following sources:
 
SAF check (also attached in the same link as the word document that you read now):
 
https://scup-framework-production.s3.amazonaws.com/cms/asset_version/file/06/61/66171.pdf?AWSAccessKeyId=AKIAJYNXXDGIQEC64CEQ&Expires=1455065542&Signature=ONEriqD9c4FUP6PCAo3bACAj2kA%3D&response-content-disposition=inline%3B%20filename%3D%22Johnson-ExploringCorporateStrategy8Ed.pdf%22&response-content-type=application%2Fpdf
 
pages 365 of Johnson et al.; Exploring Corporate Strategy, Financial Times/ Prentice Hall; 7^th  edition 200*
 
RACES in Haberberg & Rieple – the extra textbook of our module-see it in our module handbook and library.
 
 
 

1. e) Finally, you will need to say a few words about the implementation techniques/modes of those suggested strategies. Examples of implementation modes: licensing, franchising, merger/acquisition, joint venture, direct investment/wholly owned subsidiary. Remember, these are ways of implementing strategies – they are not strategies themselves. You can also combine this part with part d) if you want.

 
For this question, please avoid suggesting simple actions like “enhancing the CRS policies” “or improve the quality”– these are not strategies. In such a case the strategy is “differentiation” and it entails improving the quality etc…
 
Yes, appendices should be avoided for this question, but if you want to use tables you are free to do so, or if you want to mention additional e.g. theoretical explanation of a strategy you can put it in the appendix.
 
Presentation – Structure – Clarity – Referencing – 20%
Additional to the guidelines existing in the complementary previous file:
 

• PLEASE make sure that this is a report that you are writing – not an essay. Essay type reports are not acceptable.
• All seminar tutors will mark according to the above guidelines.
• Tables and appendices are excluded from word count but they must not in any way exceed the length of the actual report. Also, please don’t make tables that are huge – e.g. two pages long!
• It is really important to cross check your work. Avoid grammar and spelling mistakes – use the spelling check of word before submission.
• Again, there is going to be ONLY ONE submission on turn-it-in. Make sure you upload the right file and the complete report answering all questions. No additional files will be accepted in any form.
• Works without in-text referencing and full list of references/bibliography are not acceptable. Yes, you need more than 10 academic references and theories. If you simply mention all the original references for every concept mentioned above you will have more than 10 for sure – this should not be an issue.
• Please don’t put the book reference all the time or only electronic sources. You need academic textbooks, papers and additional valid sources for the company. Again, you need to use the initial/original sources for every theory/concept from the book that you can find in the end of each chapter.(for chapters in the part B of the book you have the sources electronically on Blackboard)
• Finally, you can reference and you need to reference the case study (mentioning the page you took the info from) in the form of teaching notes according to Harvard Referencing Style. This is the style of referencing that we are using in general.

 
 

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Learning Outcomes
The Aim of this Assessment is to meet the following Learning Outcome:
Critically apply theories relating to Teams as presenting during weeks 12 ? 17 on this unit; and
Analyse organisational problems and/or challenges and propose justified solutions.
Task ? Part One
This is an individual assessment, to be presented in a report format, examining the content covered in Weeks 12-17. You are required to apply relevant theories/concepts covered in Weeks 12-17 to the case study provided in Appendix B, draw conclusions and make recommendations for improvement. For example, you might want to explore the implications of:
Leadership
Motivation
Group Problem Solving
Team Roles and Team Development
Effective Communication
Guidelines
You will need to describe 2-3 relevant theories/concepts, demonstrate your understanding of relevant theories as covered in the unit and your wider reading around the subject area. You will be required to cite all your sources throughout your work and provide references.
Analysis
Apply the theories/concepts to the case study. Undertake an in-depth analysis of the case study based on the theories described. You will need to provide evidence to support your arguments. This will form the main part of your report.
Conclusions
What conclusions can you draw from your in-depth analysis? What have you learned from applying the theory to the case?
Recommendations
You will need to make clear recommendations for improvement based on the theoretical application and analysis and advise the company on how this might be implemented.
Task ? Part Two
You have to include a self-assessment of your work, as if you were grading it and giving feedback as a tutor. Apply the Assessment Evaluation Criteria in Appendix C (and published on BREO) against your own work. There is no set word limited ? However a guideline would be 250/300 words.
Further Guidance
There are Two Parts to this Assessment. Please refer to the Appendices.
Length & Structure
1500 words (+/- 150 words) plus the self-assessment. Content in your appendix or references do not count as part of the wordage. This assessment should be presented in report format, fully referenced throughout the report, with a comprehensive reference list providing full bibliographic details of sources cited using the Harvard style. See Appendix A for further guidance.
Quality Regulation apply (Quality Handbook (Chapter 8 Section 7.5)
7.5 Word lengths and format.
7.5.1 If written assignments exceed the stipulated number of words by a margin of more than 10%, normally the first part of the text up to the assignment limit should only be graded. If work is not submitted in the specified format, the work should be downgraded or the board of examiners may resolve that it should not be graded.
Assessment Criteria
The general assessment criteria for this assessment task can be found in the Assessments section of the Blackboard Unit site. Remember it?s not just about completing the task, so keep in mind the other criteria.
Submission
Your work must be submitted electronically via Turnitin.
Members of the course team will be happy to discuss progress on the task during its preparation and any ideas or issues that emerge.
Mitigating Circumstances
See Student Support in the SiD area on BREO for advice as to how to apply for mitigating circumstances and the outlines for these to be granted.
Return of Grades and Feedback
Your provisional grade and feedback will be available electronically by midnight on Friday 21st March at the latest (15 working days after submission as per university regulations).
Help and Support
Lectures in weeks 11 – 16
Seminars in weeks 12 ? 17
Assessment Guidance Lecture in week 17 & seminar in week 18
Study Hub online guides, drop in sessions and PALs
Appendix A
Guidance on Report Structure
Section / Title Details / Guidance
Title page Include name, student ID number, unit title and code, assessment title, date of submission.
Introduction Short introduction to the report setting out what the aims and objectives of the report are, what the report will cover including the main issues.
Description of Theories Describes and demonstrates an understanding of appropriate theories using published academic sources introduced and with substantial evidence of independent reading.
Case study analysis This is the main body of your report where the problems presented in the case study are analysed. Questions to consider may include: What are the issues and problems you have identified? What are the likely consequences if these problems are not addressed? Your analysis should be supported by theories discussed in the section above. Cite all sources!
Conclusion The conclusion should briefly and clearly synthesise the key points of your analysis.
Recommendations You should propose recommendations based on your analysis. These should include strategies for the organisation to address the problems identified. The recommendations you make should be justified i.e. explain why they would work. Your proposals should be realistic and show consideration for the impact they would have on the businesses if implemented, ie. cost, timescales and priority. An action plan will help you demonstrate how your recommendations will be put into practice. This can be included in the Appendix to support your report.
Reference List You need to support your work with reference to academic sources (e.g. books and journal articles) as well as examples of organisational good practice (e.g. practitioner magazine articles / websites ? chosen carefully)
Use Harvard style (see the Learning Resources website: http://lrweb.beds.ac.uk/guides/referencing).
We are looking for, in addition to the core textbook, at LEAST 12 academic journal articles and books. You can also research other case studies as part of your wider reading.

 

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