Having chosen ONE of the following THREE companies: Thomas Cook, Sports Direct or Norwegian Airlines you are required to undertake a macro- and micro- environmental assessment based upon secondary research only/ using relevant tools and techniques in the form of a written report. As a minimum, your analysis must include the following: PESTLE, SWOT, TOWS, & P5F.
The final grade will be shown as an amalgamation of the report and vlog grade, and is worth 40% of the mark for the module.
The market focus must be the UK. The report must be 1500 words long (+/-10%).
Your assessment must include a contextualised critique of the value/ usefulness of the tools and techniques used in your assignment to produce your evaluation. By this we mean that your critique must be directly related to your evaluation of the chosen company, not a standard critique that is available from text books or the web. (30%)
In addition, you are required to produce a videoed presentation of the key findings of your report. This must be a minimum of 4.30 mins and a max of 5 mins in duration. The video file must be uploaded to YouTube and the FULL URL of the video included in the contents page of the report. The Youtube presentation must be set to ‘public’ until the marks are officially confirmed. (10%)
The report format requires the use of:
• Numbered and titled sections and sub-sections
• Clear referencing to models/concepts employed
• Professionally presented work that is grammatical and correctly spelled.
• A final summary of your findings (covering all sections of the report)
• Explicit referencing of/to information sources used, employing the Harvard referencing system.
Rules of the game
Given the nature of this exercise, a number of conditions apply that must be observed. Failure to do may result in the script(s) concerned being adjudged a fail. The conditions are as follows:
a) the research conducted on the chosen company and the UK market must be undertaken individually, not in pairs or groups; similarities in style and sequence of the information presented will be closely scrutinised;
b) use of blogs, Wikipedia, QuickMBA and any other essay writing websites is explicitly forbidden;
c) as indicated in the attached marking grid, you are expected to use information from a range of reliable and high quality sources;
d) all information obtained – whether from paper-based or electronic sources – must be freely available to any researcher and clearly & accurately referenced;
e) any use of purchased, commissioned or other forms of research undertaken by a third party, whether of a secondary or primary nature, is also explicitly forbidden;
f) you must NOT for any reason contact your chosen company, either directly or indirectly;
g) where sources used are originally in languages other than English, their content must be presented in English.
With respect to marking the following broad criteria apply:
There will be major errors or inaccuracies in the assignment. Significant aspects of the tasks, relevant theories, concepts, models and frameworks will be missing or misunderstood. There will be little evidence that theory or concepts have been applied to the company and potential market identified. The script will fail to adequately address key themes in the marking scheme. The arguments that are presented will lack detail and the use of supporting theory. The structure, language, grammar and referencing used will be of a poor standard.
There will be serious errors or inaccuracies in the assignment. There will be little evidence that relevant theory or concepts have been applied in an adequate, relevant or meaningful way. Analysis will be superficial with major issues being missed. The script will only partially and briefly address key themes in the marking scheme. The structure, language, grammar, referencing and report format will be weak.
The assignment will have no major factual errors. The student will have demonstrated some understanding of relevant theories and concepts. There will be some evidence of the ability to relate and apply relevant theories and concepts. The structure, language, grammar, and referencing used throughout will be adequate only.
All of the major issues will be identified. The student will demonstrate a good grasp of the concepts/theories. Sound arguments will be presented. The assignment will be well structured with a good level of language, grammar and referencing.
All of the major issues and some less obvious ones will have been identified. There will be evidence of wide reading around the issues. The student will demonstrate a very good grasp of the theories and concepts. The arguments presented will be sound and well justified. The correct format will have been used with a good underpinning structure. The level of language, grammar and referencing will be very good.
All of the major issues and some less obvious ones will have been identified. There will be evidence of wide reading around the issues. The student will demonstrate an excellent grasp of the theories and concepts. The analysis will be thorough and comprehensive and insightful, and there will be a good integration of theory and practice. The arguments presented will be valid and very well justified. Valid sources of data/information will have been used throughout the piece of work. The structure, format and level of grammar, language and referencing will be excellent.