You are required to cover the following topics covered in the module: Resource Audit Value Systems Product/Service portfolio (BCG Matrix) Potential future strategic growth o Identification of
It is important that attention be focused on a strategic appraisal of the company as opposed to providing lots of interesting facts over what interests you or what you find on the internet. Assessment will focus on students’ abilities in applying strategic models and frameworks in a coherent manner that enables them to develop a clear strategic view of the strategic position being studied. You do not need to reference many academic sources in this element of the assessment, but you must reference sources of company or market information. Furthermore, you must reference sources for any theoretical background that you decide to include.
Marking Criteria
(The marks for each criterion are to illustrate where the main effort should be spent and are not meant to be a strict marking scheme)
(The marks for each criterion are to illustrate where the main effort should be spent)
Please remember that an assignment is not meant to DESCRIBE what you have found. Analysis means commenting on your findings and EXPLAINING what the evidence suggests about the company.
Marking Criteria
(The marks for each criterion are to illustrate where the main effort should be spent and are not meant to be a strict marking scheme)
Presentation
Use of front page to set out important details i.e. title of work, student number, etc.
Well laid out text that is easy to follow
Analysis
Strategic Position
Sets out the Differentiation position of GE
Provide some clear examples to illustrate the strategic position
Identify the SBU being examined in relation to others within the company
Resource/Competences o Identify the main resources and skills within the company
The section should act as an introduction to the Value Systems
Use of Resource/Competence model helps to identify the balance related to the strategic position so that you can discuss the way the balance is relevant to the aims of the SBU
Avoid just describing the resources that have been identified
Value System
Identify the activities that enable the strategic position of the company
Use the Value Chain model to critically examine key activities and the links between them
Look to evaluate relevant external links that create value for the company
Develop an analysis of the activities rather than just a list of examples of company activity
BCG
Use the model to identify the portfolio of SBUs or product ranges
Develop a critical explanation of positions that have been identified
Future Directions
Use the Product/Matrix model to identify potential areas of future development
Critically explore the relevant differences of each section of the model e.g. Market development and product offer different challenges
Conclusions & Recommendations
Draw the main aspects of the analysis together
Set out key points that can be considered for strategic development
Structure
Clear balance of the report
Effective use of headings, sub-headings
Use of supporting evidence
Clear use of relevant sources to support the analysis, particularly current news and media material
Awareness of the balance of sources
The evidence is developed into the analysis to provide the depth of explanation
Style of writing
Clear writing style
Avoid a personal, descriptive style in the analysis
General Guidance to students
Structure
The introduction should be brief. It is not meant to provide a history of General Electric’s
The Conclusion needs to draw the analysis to a close and comment on the sustainability of General Electric’s strategic position. Remember you do not introduce new findings into the Conclusion
If you include Appendices you must refer to them in the relevant section of the report findings
References should clearly list all the material that has been referred to in the report and set out using Harvard style:
Models/Content
Remember to use the models in a ‘dynamic’ way i.e. place relevant examples onto the models. Do not simply copy and paste ‘generic’ examples from the lecture slides
Words in the models are included in the word limit. The models lose their value if they are full of text. They should aid understanding not confuse the reader because too much has been stuffed into them
Models should be included in the main body of the report. Only place them in the appendices if they are close to a full page
You may well refer to points made in earlier parts of the report to show the connections in the analysis. This shows an awareness of the links between themes
You will struggle to stay within the word limit so focus on the KEY DRIVERS in your analysis
You will not be able to use all of the examples if you have done the level of reading required so ‘cherry pick’ those that best illustrate the key drivers
Facts and figures need to be supported with sources clearly referenced.
Presentation
Use Harvard style citation and referencing using the Drop-in centre published guidelines
