Marketing & Building High Performance Organisations (MKT11109) Assessment Two

Marketing & Building High Performance Organisations (MKT11109) Assessment Two
 
 
 
 
2,500 word report (+/- 10%) Contributing 50% to your final grade on the module Deadline: Wednesday 18th December by 1pm
 
 
 
Prior reading
 
You should read the “Quality Scotland – Celebrating 25 Years of Excellence” document, get to know your client Claire Ford, by reading an article and interview, have a sound appreciation of the Quality Scotland website and start to learn about the EFQM Excellence Model (2013) and its most recent version, 2019.
 
Report brief
 
Napier Consulting Partners have been appointed by Quality Scotland to help them with their goal to embed excellence and organisational sustainability across Scotland. You have been invited to act as a Business Consultant to work on the consultancy project outlined in this document. You will need to review the EFQM model in light of your understanding of ‘operational and SCM capability’ theory, principles and concepts and advise them on how best they can draw on this knowledge to further develop their offer to tourism businesses in Scotland. They have provided you with some context below, to demonstrate why they feel this is an important growth sector as well as the specific brief overleaf.
 
Context
 
 
Tourism is acknowledged by the Scottish Government as being “Scotland’s most important industry” and the vision for 2020 is ‘to be a destination of first choice for a high quality, value for money and memorable customer experience, delivered by skilled and passionate people.’
 
Latest figures indicate total overnight and day visitor expenditure in Scotland was around £8.9 billion in 2015 – this comprised of expenditure from overnight visitors of £4.9 billion and expenditure by day visitors of £3.9 billion. In 2015 Scotland attracted over 14.6 million visitors.
 
Spending by tourists in Scotland generates around £12 billion of economic activity in the wider Scottish supply chain and contributes around £6 billion to Scottish GDP (in basic prices). This represents about 5% of total Scottish GDP.
 
Employment in the tourism-related industries sector (as measured by the Scottish Government’s Tourism Growth Sector) in Scotland was 196,000 in 2014 – accounting for around 7.7% of employment in Scotland.
 
Extracts taken from ‘Tourism Scotland 2020’
https://scottishtourismalliance.co.uk/beyond-ts2020/
(Accessed: 12/8/19)
 
 
Assignment brief
 
Please respond to the task below, drawing on relevant theory, concepts and principles introduced between units 6 – 10 (operational/SCM capability):
 
 
How then, can Scotland’s tourism businesses ensure they consistently deliver excellence? If the Scottish Government vision for the tourism sector is to be achieved, then could the EFQM Business Excellence model provide a framework to support businesses to achieve this ambition as well as helping deliver their individual business results?
 

• To help you to address the question above, select ONE organisation in the Scottish Tourism sector (SAMH SCOTTISH ASSOCIATION FOR MENTAL HEALTH) and draw comparisons with at least ONE other organisation(s) (SCOTTISH AUTISM) that has been recognised for embedding excellence and organisational sustainability. Your research and analysis should consider: –

1. Explain briefly the nature of the selected organisation(s) (SAMH SCOTTISH ASSOCIATION FOR MENTAL HEALTH and SCOTTISH AUTISM) and the purpose that they seek to fulfil (it’s direction)

2. “How” does the selected organisation(SAMH) intend to deliver on its purpose and its strategy (execution) in terms of: –

1. Engaging its partners and suppliers: to build sustainable relationships & to ensure support to create sustainable value

1. Having clearly defined key business processes that create and deliver value

1. Manage successfully the delivery of lean & resilient business operations & supply chains, to drive performance and transformation (e.g. risk; innovation & technology; data, innovation & knowledge; assets & resources)

3. “What” the selected company(SAMH) has actually achieved to date (results), to build a high performing organisation, in terms of: –

1. Fulfilling its purpose and strategic objectives

1. Achieving business benefits in terms of improving key business processes

 
Finally, from the research you have conducted and the knowledge you have learned of the EFQM Business Excellence model, offer recommendation(s) Quality Scotland (QS) could adopt to encourage organisations to adopt the use of the EFQM Business Excellence Model in the Tourism sector in Scotland to create and sustain Business Excellence.
 
 
 
The client and best student award
 
 
 
 
 
 
 
 
 
 
 
 
 
 
“Helping to embed excellence and organisational sustainability across Scotland”
 
 
The report must be addressed to Claire Ford, CEO of Quality Scotland and John Cannon, Account Director of Quality Scotland. You must consider the most appropriate presentational style and format that you would offer to a real client as a consultant. The marker will take this into account. An opportunity will be provided to the whole class to meet the client prior to submission but you must not contact them directly without permission of your tutor.
 
The report must be analytical and rigorous in application and underpinned with academic theory, principles and concepts learnt on the module. In all responses, you are encouraged to draw on real-business examples of recognised excellent organisations from the “Quality Scotland – Celebrating 25 Years of Excellence” and/or organisations that have achieved recognition from National/European/ Global bodies, studied as part of your own independent research.
 
Please note that the EFQM model has been updated for 2019. This assignment is concerned with building a high-performance organisation in terms of executing: strategy, businesses processes and creating sustainable value, as well as delivering strategic and operational results. Due to the “newness” of the updated model, little research will be available using the new model, so it is expected that you will draw on the extensive writings on the previous model, bearing in mind the areas that have been enhanced for 2019. For instance, in the 2013 model we are concerned with the enablers: strategy (criterion 2.b), and partnerships and resources (criteria 4) and processes, product and services (criteria 5). In the 2019 model, these have been retitled under the category of ‘execution’:
 

• Engaging stakeholders is made more explicit – we are concerned with criterion 3.5:

• Partners & Suppliers: Build relationships & ensure support for creating sustainable value

• Creating Sustainable Value (criterion 4):

4.1 Design the Value & How it is Created
4.2 Communicate & Sell the Value
 
4.3 Deliver the Value
 
4.4 Define & Implement the Overall Experience
 

• Driving Performance & Transformation (criterion 5) 1 Drive Performance & Manage Risk

 
5.2 Transform the Organisation for the Future
 
5.3 Drive Innovation & Utilise Technology
5.4 Leverage Data, Information & Knowledge
 
5.5 Manage Assets & Resources
 
The authors of the five highest awarded reports will have an opportunity to share their reports with the client and discuss the implications of their findings and recommendations. Following this, an overall winner will be selected by Quality Scotland, to be awarded a certificate at the Edinburgh Napier University graduation ceremony.
 
Report specifications
 
Your report should follow the Napier Consulting Partners preferred house-style for reports, outlined in a separate document on Moodle. The length is 2,500 word report (+/- 10%) excluding title page, content page, tables/figures, references and appendices. An Executive Summary is expected, included in marking scheme, and to be included in word count.
 
Marking criteria
 
 
Your submission will be marked against four criteria: comprehension, analysis, critique and presentation and aligned to the University’s postgraduate scale (assessment grade banding). Further detailed guidance is provided on Moodle. It is important to note the specific weightings to each
 
 
question, so you can reflect this in the way in which you structure the report to maximise your potential to gain marks. They are as follows:
 

 
You are expected to demonstrate strong critical thinking and analytical reasoning at postgraduate level. In addition to this, we expect students to clearly understand the requirements of academic report writing. Please make sure you are clear on these requirements and seek advice as required (see “feedback” section and “preferred house style for reports” for further guidance).
 
Submission
 
All work must be submitted to Turnitin via Moodle for electronic marking by the deadline stated on page 1. It is not necessary to provide a hard copy. Failure to do so on time will result in your submission being capped at a P1 grade. Your submission must be accompanied by the front cover declaration that this is your own work being submitted for academic credit. Plagiarism is academic misconduct and any instances found will be referred to the Academic Misconduct Officer (ACO).
 
Fit to sit
 
If you feel that you have “extenuating circumstances” that impact your studies, then you may follow the “fit to sit” process and gain help. Extension requests can be made to the Module Leader, prior to the deadline and using the appropriate RE1 form. Details, guidance and form can be obtained at: my.Napier.ac.uk.
 
Feedback
 
You are encouraged to raise questions in tutorials and via the Moodle discussion board regarding the assignment and how you will be assessed. Staff office hours are noted on Moodle. Additional opportunities include:
 

• Formative assessment opportunity – You are also invited to obtain early feedback from a Napier Consulting Senior Consultant in the form of a 1 page outline of your report. Please bring a copy to the tutorial and at least one afternoon will be made available for 1:1 feedback. These will not be formally assessed but it is expected that you will use the feedback to improve your final submission. Further details on Moodle.

• Ongoing academic and skills support – The University offer extensive academic support resources and workshops to help you with report writing, academic writing and skill development. See: study skill guides on the University website, Napier for report writing and library resources.

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