Strategy and Implementation Individual Written Company Report Assessment Guidelines and Administrative Issues Assessment Instructions: Using the data set provided from a company in the Airline Simulation, you will create a written business style report that will test your ability to apply the concepts, frameworks and theories developed in the course to the company

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Strategy and Implementation Individual Written Company Report Assessment Guidelines and Administrative Issues Assessment Instructions: Using the data set provided from a company in the Airline Simulation, you will create a written business style report that will test your ability to apply the concepts, frameworks and theories developed in the course to the company. Success requires students to demonstrate their ability to analyse, synthesise and evaluate material from the simulation in the context of the knowledge base developed in the course. You must make use of the frameworks covered in the module (especially Porters’ / industry competitiveness models). Marking Criteria: The detailed marking criteria are set out at the end of this document. The word limit is 2800 words and includes all elements of the main report (tables etc.) and any data or text in appendices and references. As a business report, you are not required to undertake a literature review or provide in-text citations and references except where the materials used are those not associated with the theories or frameworks covered in this module. For example, you might analyse the industry using Porter’s ‘five forces’; you do not have to cite this since it is assumed to be in the common knowledge of those taking this module. If you do use other literature you should cite it using the UWE Harvard style and if you only have a few such references, you may opt to use footnotes as commonly found in business reports. If you have lots of references, then these should be placed in a separate section at the end of the report. For further guidance on correct referencing go to: Component B (75%) Written Report Assessment Criteria Component (<4) Fail (4-4.9) ‘Narrow Fail’ (5-5.9) Pass (6-6.9) Merit (7-10) Distinction Score X weight = Competitor Analysis. o Analyzes competitive structure of the industry. o Defines any strategic groups in the industry and evaluates the fundamental differences in the competitive strategies of these groups o Identifies primary competitors and describes the basis of competition between the firms o You are expected to provide a 5-Forces and a Strategic Groups analysis on the industry described in the data Reveals little knowledge or evidence of these analyses. Has some evidence of these analyses but has severe weaknesses; fails to utilize appropriate frameworks; largely descriptive. Has not covered all analyses, made logical errors, or could have developed or explained analyses more coherently. Has covered all analyses but one or more is not fully developed or consistent. Excellent -all components covered Makes full use of simulation data X 3 = Competencies and Capabilities o Evaluates the company’s core competencies and capabilities relative to its competitors o Evaluates potential sources of competitive advantage o You are expected to identify resources/competencies (not activities, descriptions or strategies) and test them using the VRIO framework Reveals little knowledge or evidence of these analyses. Has some evidence of these analyses but has severe weaknesses; fails to utilize appropriate frameworks; largely descriptive. Has not covered all analyses, made logical errors, or could have developed or explained analyses more coherently. Has covered all analyses but one or more is not fully developed Excellent -all components covered. Makes full use of simulation data X 4 = Diagnosis of Performance. o Offers clear explanations of why performed better/worse than competitors on the performance indicators. o Explains large deviations from industry average o You are expected to use the Porter Mark II theory in diagnosing the firm. Shows little understand ing of these component s of the performanc e diagnosis, little evidence they have been considered. Has attempted to diagnose company performance but analysis is incomplete, or assumptions missing; analysis offers little insight. Often does not demonstrate application of basic theoretical frameworks. Has either not covered all components of the performance diagnosis or could have developed or explained analyses more coherently. Uses some theory to inform analyses but may be largely descriptive. Has covered all components of the performance diagnosis but one or more is not fully developed or consistent. Uses appropriate theory to provide a well-rounded evaluation of performance. Excellent -all components of performance diagnosis are covered. Reveals sophisticated understanding and analysis of company’s performance. Uses appropriate theory to provide a synthesis across areas of performance, demonstrating interlinkages in explanations. X 2 = Future Plans. o Recommends and justifies a strategy for the Shows little evidence Has a very basic understating of an Has either not covered all components of the Has covered all components of the future Excellent -all components of the future plans are Component (<4) Fail (4-4.9) ‘Narrow Fail’ (5-5.9) Pass (6-6.9) Merit (7-10) Distinction Score X weight = company for the next 3-5 years. o Evaluates potential growth trajectory and key areas for the company to address. o You are expected to use theory from the module to help convince the reader of your suggested plan component s have been considered. appropriate strategic direction and future actions. future plans or could have developed or explained future plans more coherently. plans but one or more part is not fully developed or consistent. covered. Reveals sophisticated evaluation of what the company should do next to enhance its performance. X 1 = Professional Writing Achieves Standards of Written Communication Performance in these areas meets a professional level of formal written business communication. Report contains no, or only minor, errors that do not interfere with a professional level of communication: • Micro-level concerns: mechanics (spelling, punctuation and grammar), sentence structure • Professionalism: format, voice, purpose • Organization: tightness of fit, paragraph coherence, cohesiveness/flow, summaries • Executive Summary: provides senior managers with accurate picture of key issues; appropriate length Deductio n given: (up to 10% of marks may be deducted) TOTAL SCORE /100