AMA 6BUS1184 Coursework Brief
Section
Heading & Contents
Word count guide
Marks available
Section 1
Executive Summary
A concise overview that will enable the Board to become quickly acquainted with the purpose of your report, the models and frameworks you have used and the structure of your report.
This section should capture the reader’s attention
200 words
5 Marks
AMA 6BUS1184 Coursework Brief
Section 2
Company Overview
A brief description of the business, i.e. its size, markets it operates in, and key competitors.
200 words
5 Marks
AMA 6BUS1184 Coursework Brief
Section 3
Key Opportunities and Threats
Identify what youconsider to be the top three opportunitiesand top three threatsfor the company, in order of priority, explaining each and JUSTIFYINGyour reasons i.e. EXPLAIN WHY they are an opportunity or threat and what might be the potential future IMPACTon the business.
You could consider the following factors (not all of which may be relevant, and this is not intended to be a comprehensive list);
Competitors and industry rivalry
Barriers to market entry and threat of new entrants
Bargaining power of customers and suppliers
Political, Economic, Social, Technological, Environmental and Legal factors
Note:You should refer to, and apply, appropriate analytical models and frameworks where appropriate
600 words
20 Marks
Section 4
KeyStrengthsandWeaknesses
Identifywhatyouconsidertobethetopthreestrengthsandtopthreeweaknessesofthecompany,inorderofpriority,explainingeachandJUSTIFYINGyourreasonsi.e.EXPLAINWHYtheyareastrengthorweaknessandwhatmightbethepotentialfutureIMPACTonthebusiness.
Youcouldconsiderthefollowingfactors(notallofwhichmayberelevant,andthisisnotintendedtobeacomprehensivelist);
ForStrengths:
•Whatkeystrategicallyimportantresourcesandcapabilitiesdoesthebusinesspossessthatprovideitwithacompetitiveadvantage?
•Howcanthecompanyusetheseuniqueresourcesandcapabilitiestotakeadvantageofnewmarketopportunitiesordefendagainstexternalthreatsandcmpetitorsinthefuture?
ForWeaknesses:
•Whataspectsofbusinessperformanceneedto improve and why?
•Howdoesitsperformancecomparewiththatofitskeycompetitors?
•Whathavecustomerscriticiseditfor?
•Howdothirdpartiesjudgeitsperformance/levelofservice?
600 words
20 Marks
AMA 6BUS1184 Coursework Brief
Section 5
FinancialAnalysis
Asummaryofthefinancialperformanceandpositionofthebusiness,highlightingkeyareasoffinancialstrengthandweakness.Note:FinancialRatiosshouldbeincludedintheappendicesofyourreporttosupportyouranalysis
300 words
10 Marks
AMA 6BUS1184 Coursework Brief
Section 6
Conclusion & Recommendations
With reference to the preceding sections, suggest how the company could (i) develop its strengths (ii) resolve its weaknesses (iii) exploit opportunities and (iv) avoid or mitigate threats.
600 words
20 Marks
AMA 6BUS1184 Coursework Brief
Section 7
Appendices
A.SWOT Analysis
B.Financial Summary and Ratios Analysis
Maximumonepageforeachoftheaboveappendices.
C. References