BS7312 International Business Environment and Trade

This individual coursework needs to balance theory and practical experience analysing the Unilever’s New Global Strategy: Competing through Sustainability case study which is posted separately.

Assignment tasks: Analyse the above Unilever case study using the models discussed in the class. There is considerable flexibility in how you can write the report, however the following issues should be addressed for a successful report:

·Explaining the context of Unilever’s USLP strategy based on the business environment, problem areas and Unilever’s overall strategy using the frameworks studied in the module (e.g., international, multinational, global, or transnational).

·Evaluating the effectiveness of the USLP strategy (i.e. exploitive, transactional, responsive or transformative) and its implementation from the standpoint of key stakeholders.

·Choose and justify one of the three strategic choices suggested at the end of the case study.  Discuss potential implementation issues.

Your analysis should focus on key challenges facing the company, employing the models and tools taught in the module.  As this case study is extensive and your paper is limited by wordcount, not all of the issues facing the company need to be covered; instead, you should focus on covering your chosen challenges in considerable depth.  As with all cases, there are a number of acceptable approaches and there is no ‘right’ answer.

Structure of the report: The structure of the report should include a table of contents (with page numbers); a brief introduction which explains the focus of the case study; a main report analysing the company’s problems and actions using applicable theories taught in the module and conclusions and recommendations which are clearly based on the previous analysis; an alphabetical list of references cited in the report using Harvard Referencing; and appendices.

Your work demonstrates a well-developed critical and comprehensive understanding of the topic.  It shows evidence that you have thoroughly researched the topic(s) and are able to construct an independent, logical argument or evaluation.  Your work demonstrates a high degree of ability in the appropriate use of relevant literature, theory, methodologies, practices or tools to analyse and synthesise at Masters level.  Your work is well-structured and logically written and demonstrates good academic practice (citation and referencing; appropriate presentation format; clear, accurate English). There is a good attempt to address the learning outcomes/assessment criteria, meeting all of them to some extent and some of them well.

Your work demonstrates knowledge of the subject area and the ability to develop an independent, logical argument or evaluation.  It shows competence in the appropriate use of literature, theory, methodologies, practices or tools. The development of some ideas in your work is limited but it attempts to analyse materials critically. At times the expression and structure of your work is not clear and you have not consistently followed good academic practice (citation and referencing; presentation format; clear, accurate English).  Your work provides some level of response to the learning outcomes/assessment criteria but does not fully address all of the criteria.

Presentation and clarity of expression - the quality of the report presentation and the extent to which the report is written in appropriate and accessible language with ample use of exhibits and tables to display information.

Detailed international business analysis

International business decisions addressing the key challenges of the various companies.

Understanding the theoretical underpinning

Providing relevant concepts taught in the module and exploiting their analytical potential.