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Core Level 6 Business Strategy Assessment Guidance

Measuring Business Success

Full Assessment Guidance will be given in Assignment Lecture 01, 02 and 03 (please make sure that you review this material).
The Module eLP will also provide a download link to “SM9636 Frequently Asked Questions (FAQs)”. This is an evolving Word Document containing answers to the most common student questions regarding a Core Level 6 Assessment in Business Strategy. Please consult this in the first instance. We will provide you with an official list of companies for your semester on this module (it will be released in the third week of the semester). You must select one of the companies on the official list for your assignment. No other companies will be allowed. Using any company that is not on the official list will result in zero marks.
You will create a written strategic analysis (structure outlined below) that informs the reader about how the company can create (or retain) sustained competitive advantage into the future. The majority of your analysis will be based on the theory and techniques taught as part of this module. Your structured report will contain expert opinions from authoritative sources (all referenced and cited in the APA style) that you will
use in your strategic analysis.
Your strategic recommendation will refer back (by page number) to your analysis and the collected expert opinions. Your Strategic Recommendation will contain various suggestions and some consideration will be given to ways in which future success can be achieved in a sustainable business environment.

Your assignment will contain the following sections (in the order shown). Mark range allocations are shown in the marking scheme on pages 7-8 of this brief. To save words, you only have to use the numbered section and title words shown in capitals (below); you do not have to use the prompting questions (shown in italics).

What is contained in the document? Why should someone read it?
This should be a brief (maximum 100 words) introduction to the company and highlighting your key recommendations. Please note that the introduction is not given any marks. We restrict it to 100 words so that you do not waste valuable words from your assignment word-limit on a protracted introduction. It is best practice to write the introduction last.

What measures should be used to assess the relative success of your chosen company? Financial and non-financial metrics should be suggested (with a preference for any data that are ‘benchmarked’ against direct competitors). Show example data for the company in question (in tabular or graphical form) that ideally spans four or five financial years to the present day.
Include in this section a brief discussion concerning the difficulties in determining and measuring business success (cite some of the key authors that have written about this subject).

What do experts suggest as the reasons for this company’s relative business success? An outline of 6 to 10 business reasons behind the success stated in a simple, straightforward way with a brief (4 or 5 sentence) explanation of each reason. Each reason should be sub-titled in this section (i.e. 3.1, 3.2, 3.3 etc.). Cite the expert source(s) that have the opinion that you are listing. Do not speculate yourself in this section; just collect and sort the opinions of third-party experts. Do not rely solely upon the company’s own website or its publications. All company “jargon” and “acronyms” must have a brief explanation in brackets at the point of their first usage; thereafter they can be used without explanation.

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