What am I required to do in this assignment?
This assignment builds on the analysis undertaken for the company in assignment 1.
You should use the analysis from assignment 1 in order to produce a report that identifies strategic options that are available to the
company and recommends and justifies one of these options as the preferred choice of strategic direction.
Your report on the company should use appropriate frameworks to develop at least two strategic options for the company. The options
should consider the potential strategic directions for the company and include recommendations about which markets and product categories
it could potentially focus on. Based on your analysis you must recommend which strategic option the company should take and explain why
this is the preferred option.
Submit assignment
Submission Deadline Marks and Feedback
Before 10am on:
10/01/2020
20 working days after deadline (L4, 5 and 7)
15 working days after deadline (L6)
10 working days after deadline (block delivery)
Click or tap to enter a date.
Unit title & code Strategy and Innovation – BSS029-2
Assignment number and title Assignment 2 – Report
Assessment type Analysis
Weighting of assessment 60%
Size or length of assessment A report that is a maximum of 2,500 words
Unit learning outcomes 1. Demonstrate knowledge of a range of frameworks of strategy and
creativity appropriate for the evaluation of complex situations in organisations
2. Use appropriate methods to analyse an organisation and its context in order to generate
coherent, innovative strategic options and choice
Marks and feedback
Completing Your Assignment
2
In the process of developing strategic options you should consider the company’s resources and capabilities, competitive advantage and
industry evolution and change.
Reminder: The company which this assessment is focused on is: https://www.realfitcentre.co.uk It is a local fitness centre.
Notes:
• Assignment submission is individual
• Where hard data is not available the use of assumptions with the inclusion of supporting rationale is permissible
• You must include appropriate appendices that support your analysis
• You must NOT contact the company directly in any shape or form as part of this assignment
Where hard data is not available the use of assumptions with the inclusion of supporting rationale is permissible
This assignment assesses your ability to critically analyse the operating environment of a small company and identify future strategic options
that it may take. This task assesses your ability to critically evaluate the usefulness and relevance of a company’s strategic objectives and
capabilities in the light of industry developments. Being able to use appropriate analysis to understand the key challenges and make decisions
relating to strategy is one of the key skills of strategic thinking.
What do I need to do to pass? (Threshold Expectations from UIF)
• Deliver a report that includes a detailed analysis
• Analysis requires you to demonstrate an understanding of how key trends and developments are likely to affect the industry
segment and the company’s current strategy
• Develop and support your analysis by ideas and techniques drawn from academic theory and up to date research
• Ensure your arguments are backed up by evidence
How do I produce high quality work that merits a good grade?
We will be filling this section in together in class onmake sure you have downloaded/printed out the Assignment Brief and bring it to the
session with you.
How does assignment relate to what we are doing in scheduled sessions?
Key concepts and frameworks needed to support this assignment will be covered as part of the unit teaching schedule
3
How will my assignment be marked?
Your assignment will be marked according to the threshold expectations and the criteria on the following page.
You can use them to evaluate your own work and consider your grade before you submit.
3rd Class – 40-49% Lower 2nd – 50-59% Upper 2nd – 60-69% 1st Class – 70%+
1
Use of appropriate
evidence and
references
(Weighting 10%)
Use of evidence from
largely generally reliable
sources. Possible over
reliance on a limited
range of sources.
Referencing is present in
all areas of the report.
Use of evidence from
reliable sources.
Accurate referencing
is present in all areas
of the report.
Use of evidence from
reliable sources. A wide
range of sources is used.
Accurate referencing is
present in all areas of
the report.
Evidence is drawn from
a wide range of
complementary and
sometimes
contradictory sources.
Referencing is
comprehensive and
accurate throughout the
report.
2
Selection and use
of appropriate
tools and
frameworks
(Weighting 20%)
Tools and frameworks
are used and the
selection is related to
the appropriate
purpose. The
effectiveness of the use
of tools and frameworks
is reasonable and some
insight is gained from
their use.
Tools and frameworks
are used and the
selection is related to
the appropriate
purpose. The
effectiveness of the
use of tools is good.
Attempts are made to
link tools and
frameworks and this
reveals some depth in
analysis.
Appropriate tools and
frameworks are
selected. They are linked
in a way that leads to
insight in all areas.
Excellent selection and
linked use of tools and
frameworks leads to
clear understanding of
the strategic issues.
These are used as the
basis of some original
argument.
3
Identification and
justification of
target market and
product categories
Target market and
product categories have
been identified.
However, there is
limited supporting
Fairly good and
reasonably wellpresented
analysis of
target markets and
products. Supporting
Good and wellpresented
analysis of
target markets and
products. Solid
Excellent and wellpresented
analysis of
target markets and
products. Compelling
Marks and Feedback
4
(Weighting 30%) justification/evidence.
There is a tendency to
rely on opinion.
Application is too
generic.
justification and
evidence is adequate
but could have been
more extensive.
supporting justification
and evidence.
supporting justification
and evidence present.
4
Recommendation
and supporting
rationale for the
preferred strategic
option
(Weighting 30%)
Limited supporting
rationale for the choice
of preferred strategic
option.
Fairly good
supporting rationale
for the preferred
strategic option.
Competitive
advantages and
industry changes
could have been
more broadly
considered.
Good supporting
rationale for the
preferred strategic
option. Competitive
advantages and industry
changes have been well
considered.
Excellently thought out
analysis and reasoning
behind the chosen
strategic option and
how it can directly
benefit the company.
Competitive advantage
and industry changes
have been very
thoroughly considered.
5
Structure and
referencing
formatting
(Weighting 10%)
Poor structure with
many grammatical and
spelling errors. Poor
sources used and poor
formatting of
references.
Poor structure with
grammatical and
spelling errors. Some
errors in formatting
referencing.
Good structure with
some grammatical and
spelling errors. Some
errors in formatting
references.
Excellent structure with
very few grammatical
and spelling errors.
Good referencing using
Harvard referencing
style both within the
text and in the
reference list.