Strategic Analysis: Tools & Techniques – Coursework 1
This assessment is 50% of the overall grade
Task
Present a critical strategic analysis of the current Strategic Change within the
following case:
Post Holdings buying Weetabix
You are required to cover the following topics covered in the module:
 Strategic Position of the company
 Stakeholder Analysis
 External Analysis
 Industry Analysis
News & Web Links
The links below provide some starting points but students MUST add their own detailed
research to develop the analysis:
http://www.bbc.co.uk/news/business-39625715
https://www.weetabixfoodcompany.co.uk/press/news-archive/post-holdings-completes-
acquisition-of-weetabix

https://www.ft.com/content/1c98e144-23aa-11e7-8691-d5f7e0cd0a16
The following structure is required for the submitted report:
 Introduction to the report
 An evaluation of the relevant levels of strategy
 A critical evaluation of the key stakeholders
 External Analysis – using PESTEL to identify and explore key trends
 Industry Analysis – using 5 Forces to critically analyse the relevant industry factors
 Conclusion
The coursework is an individual piece of work. It will be 3,000 words, inclusive of
appendices (+/- 10%). Please note that text in diagrams or tables will count towards the
word count.
University of South Wales (USW)
It is important that attention be focused on a strategic appraisal of the company as opposed
to providing lots of interesting facts over what interests you or what you find on the
internet. Assessment will focus on students’ abilities in applying strategic models and
frameworks in a coherent manner that enables them to develop a clear strategic view of the
strategic position being studied. You do not need to reference many academic sources in
this element of the assessment, but you must reference sources of company or market
information. Furthermore, you must reference sources for any theoretical background
that you decide to include.
Hand in date: tbc
Marking Criteria
Marking criteria are:
Indicative
Percentage
Criteria
30% Application of Frameworks and models
The required frameworks and models introduced in the assignment task
should be applied correctly to identify the key issues emerging relevant
to the business example selected.
60% Depth of Strategic Evaluation.
Key strategic factors should be critically evaluated to develop the
required depth of analysis of the business example selected. A strong
analysis needs to be evidence based rather than appear to be personal
opinion so must draw on relevant sources e.g. news & media, industry
publications, company web pages and documentation
10% Clarity of Structure and Presentation
The report is well organised and logically constructed, following the
layout indicated in the assignment task. The quality of writing, spell
checking, grammar and referencing need to demonstrate accuracy to
ensure the reader can focus on the analysis provided
(The marks for each criterion are to illustrate where the main effort should be spent)
Please remember that an assignment is not meant to DESCRIBE what you have found.
Analysis means commenting on your findings and EXPLAINING what the evidence suggests
about the company.
Marking Criteria
 Introduce the case event
a. Provide a brief overview of the case to set the key themes to be explored
b. Avoid an overlong description of the company
University of South Wales (USW)
 An evaluation of the levels of strategy relevant to this case i.e. Corporate, SBU
a. Students should identify the generic position that guides the company activity
b. Use Bowman’s clock (using products/services to illustrate the way the
strategy is being met) to structure the analysis of strategic position
c. Come to a clear understanding of the company’s position. They need to
clearly determine how and why a differentiation strategy has been developed
d. Use rivals sparingly to clarify the strategic intent of the company. Should
avoid overcomplicating models
e. Link to the Industry analysis that is to follow
 An evaluation of the key stakeholders
a. Identify and consider the relevance of a range of stakeholders that are
impacted by the case study
b. Map the positions of main stakeholders and analyse the impact on the
company
 A critical analysis of the main external factors driving the strategy/ ies being explored
a. Need to do a PEST or variation first then 5 Forces
b. Analysis should focus on the KEY drivers of change rather than cover every
issue found
c. The PEST must not focus on what the company is doing but identify trends in
the environment
d. Models will probably contain more examples than the analysis explores. This
is fine as long as the analysis has picked on the main themes
 A critical analysis of the industry factors impacting on the competitive position of the
company
a. There should be an awareness of how the PEST and 5 Forces are linked
b. Draw out and analyse the key themes that are impacting on the varied forces
c. Avoid just listing a series of bullet points that offer no discussion of impact
d. Develop the competitive advantage analysis with an understanding of group
mapping
e. Provide examples of competitive characteristics that illustrate the nature of
the competitive position
 Conclusions & Recommendations
a. Draw the main aspects of the analysis together
b. Set out key points considered for strategic development
University of South Wales (USW)
General Guidance to students
Structure
 The introduction should be brief. It is not meant to provide a history of the company
 The Conclusion needs to draw the analysis to a close and comment on the
sustainability of the company’s strategic position. Remember you do not introduce
new findings into the Conclusion
 If you include Appendices you must refer to them in the relevant section of the
report findings
 References should clearly list all the material that has been referred to in the report
and set out using Harvard style:
Models/Content
 Remember to use the models in a ‘dynamic’ way i.e. place relevant examples onto
the models. Do not simply copy and paste ‘generic’ examples from the lecture slides
 Words in the models are included in the word limit. The models lose their value if
they are full of text. They should aid understanding not confuse the reader because
too much has been stuffed into them
 Models should be included in the main body of the report. Only place them in the
appendices if they are close to a full page
 You may well refer to points made in earlier parts of the report to show the
connections in the analysis. This shows an awareness of the links between themes
 You will struggle to stay within the word limit so focus on the KEY DRIVERS in your
analysis
 You will not be able to use all of the examples if you have done the level of reading
required so ‘cherry pick’ those that best illustrate the key drivers
 Facts and figures need to be supported with sources clearly referenced.
Presentation
 Be your own independent work and free from plagiarism by ensuring that work that
is not your own is clearly referenced
 Use Harvard style citation and referencing using the Drop-in centre published
guidelines
 Be written in appropriate academic style
 Be professionally presented
 Be word processed using font size 12 for the main text and 1.5 line spacing
 Have numbered pages
 Have been spell checked and proof-read
 Be anonymous and have your Student Enrolment number on every page
 Have a clearly labelled front page detailing the module code and title, title of the
assignment, tutors name, your enrolment number and the date of submission
 Be submitted via the Turnitin link on the module VLE

 

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This assignment will be marked out of 100%
This assignment contributes to 50% of the total module marks.
The assessments are bonded which means you need 40%+ over both assessments
combined to pass the module.
Learning Outcomes to be assessed
As specified in the validated module descriptor available at:
https://icis.southwales.ac.uk/studentmodules/10122/studentmodulespecifications
Learning outcome 1
The ability of students to critically assess, apply and evaluate the issues and techniques
of strategic financial management.
Grading Criteria
Please see School’s marking criteria for undergraduate/post graduate assessments on
the module VLE. Any additional grading/marking guidance will be posted with
assessment task below.
Assignment
You have recently attended a workshop aimed at improving your understanding of
company Annual Reports using Tesco’s report as an example.
During the workshop you looked at the following sections of Tesco’s annual report:
 The Strategic Report including the Environmental and Social Review,
 The Corporate Governance Report and,
 The Group Statements of: ‘Income’ (also sometimes referred to as the Statement
of Profit and Loss) ‘Balance Sheet’ and ‘Cash-Flows’.
You learned about how different ‘stakeholders’ may use the information contained in
these reports and financial statements. You also learned about financial ratios and how
these can be used to interpret and assess the performance of a business in terms of its
profitability, liquidity, efficiency and return to investors.
The timing of the workshop was very fortuitous. You are the Purchasing Manager for the
business you work for. You are in the process of letting a contract for the supply of an
important component used in your business’s production. You have been provided with
the financial statements of Benedict Co. who are one of a few companies tendering for
the contract. The income statement and statement of financial position have been
reproduced below.
As well as reviewing the financial statements of Benedict Co. from a potential customer
perspective, you are interested in how the company may be viewed by potential
investors, lenders and suppliers.
You have also collected the following information about other companies operating in the
same sector as Benedict Co.:
Current ratio 1.6 Quick ratio 1.0
Trade receivable days 55 days Inventory days 60 days
Trade payable days 90 days
Statement of income for Benedict Co. for the year to 31 January
20X1 20X0
$’000 $’000
Sales 30,800 24,900
Cost of sales 16,000 14,500
Gross profit 14,800 10,400
Admin expenses 1,700 400
Distribution costs 3,500 800
Finance costs 1,300 500
Profit before taxation 8,300 8,700
TAXATION 1,700 1,700
Profit after taxation 6,600 7,000
Statement of financial position for Benedict Co. as at 31 January 20X1
20X1 20X0
$’000 $’000 $’000 $’000
Non-current assets 38,000 32,600
Current assets
Inventory 5,200 2,600
Trade receivables 7,600 3,800
12,800 6,400
Total assets 50,800 39,000
Capital and reserves
Share capital 18,000 18,000
Reserves 10,000 7,900
28,000 25,900
Non-current liabilities
6% bonds 12,000 8,000
Current liabilities
Trade payables 6,800 4,300
Overdraft 4,000 800
10,800 5,100
50,800 39,000
Dividends of $4.5 million were paid in 20X1 and $3.6 million in 20X0. Shares in Benedict
Co. had a market value of $5.60 at 31 January 20X1 compared to $3.60 in 20X0.
Benedict Co. has issued 18 million $1 shares.
Required:
Prepare a report for your manager which:
1) Using the Annual Report of Tesco available at the following link:
https://www.tescoplc.com/media/264194/annual-report-2016.pdf
a) Explains the term ‘stakeholder’ and identifies three types of stakeholder of
Tesco. 15%
b) Analyses how the Environmental and Social Review and the Corporate
Governance Report help Tesco demonstrate its performance in terms of its
corporate and social responsibilities to two of the stakeholders identified in a)
above.
35%
2) Analyses and evaluates the financial position of Benedict Co. using a range of
financial ratios to meet the requirements of potential customers, investors, lenders
and suppliers. Your analysis should:
a) Explain the purpose and relevance of the chosen ratios.
b) Include the results for each chosen ratio and reasons for the movement
between the two years.
c) Highlight any aspects of the performance of Benedict Co. which would give
cause for concern.
d) Critically evaluate the application of financial ratios in interpreting and measuring
the performance of a company.
All calculations should be shown in full as an appendix to the report. 40%
Marks are available for the presentation of your report including structure, style and the
presentation of referencing. 10%
Total 100%
Grading Criteria
Section Weighting Criteria
(1) Using the AR of
Tesco:
a) explain ‘Stakeholder’
and identify three of
Tesco’s stakeholders
b) analyse the
‘Environmental and
Social Review and
Corporate Governance
Report how this
demonstrates CSR to 2
stakeholders
15%
35%
Demonstrate:
 Relevant practical, academic and subject
specific skills
 Knowledge understanding and
appreciation of issues involved.
 Ability to research and provide practical
and relevant points
 Clear communication, explanation
evaluation and discussion of aspects
being covered
(2) Financial analysis
and interpretation 40%
Report
Structure and
presentation
10%
 Clarity of layout, grammar, presentation
and inclusion of all relevant matters
 Tone and use of professional language i.e.
suitable for addressee of report
 Accuracy of referencing, and appropriate
use of appendices
Assessment guidance
Your report should be word processed, clearly laid out and concise and should be
supported by appropriate workings for the numerical elements. The word limit for the
report is 3,000 words.
The text of this assignment must be in your own words (not even a sentence or phrase
should be taken from another source unless this source is referenced and the phrase
placed in quotes). It is dishonest not to acknowledge the work of other people and you
open yourself up to the accusation of plagiarism. Referencing should in accordance with
the Harvard System. A guide published by the Library lists the most common types of
references with examples. The guide can be found on the module VLE
Hand-in requirements and dates:
Please see the VLE
PLEASE NOTE THAT IF YOU ARE EVEN ONE MINUTE LATE UPLOADING YOUR
FILE THIS WILL COUNT AS A

 

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