MSG Business Strategy

Module Study Guide
Business Strategy
The Claude Littner Business School
Business Strategy
Module Study Guide

Module Code
MS70076O
Level
Credits
20
AY2014-2015
Version No 02.2
UWL 2014
Business Strategy
Contents
Module Leader and Teaching Team Details..............................................................................................................3
Facts and Figures.......................................................................................................................................................4
1. Welcome and Introduction to the Module........................................................................................................5
2
Administrative and Technical Support.............................................................................................................5
3. Timetable/Venue/Rooms...................................................................................................................................5
4. Student Support and Guidance.........................................................................................................................6
West London Online (Blackboard)........................................................................................................................6
Help and support.................................................................................................................................................6
Learning Support...................................................................................................................................................6
One-Stop-Shop.......................................................................................................................................................7
The University Library..........................................................................................................................................7
5. Content of the Module......................................................................................................................................8
6. Aims of the Module.........................................................................................................................................11
7. Learning Outcomes.........................................................................................................................................11
8. Learning Resources.........................................................................................................................................12
9. Assessment: General Information.................................................................................................................14
10.
Details of Assessment.................................................................................................................................14
Assessment 1........................................................................................................................................................14
Assessment 2........................................................................................................................................................15
11.
Summative Assessment Grid......................................................................................................................16
12.
Statement on Plagiarism.............................................................................................................................16
13.
Evaluation of the Module...........................................................................................................................16
14.
Personal Development Plan (PDP)............................................................................................................16
15.
Frequently Asked Questions (FAQ)............................................................................................................17
16.
Guide to Learning Sessions........................................................................................................................17
Module Leader and Teaching Team Details
Module Leader
Chandra Bhasham
Field and School
Claude Littner Business School
Email
Chandra.bhasham@uwl.ac.uk
Phone
02082312446
Location
11th Floor Paragon House
Module Tutor
A C Marcelline
Field and School
ANC Colombo
Email
acmarcelline@yahoo.com.sg
Phone
+94773596718
Location
By Appointment
Module Tutor
Field and School
Email
Phone
Location
Facts and Figures

Module Code
MS70076E
Level
Credits
20
Total Guided Learning Hours
200
Consisting of:
Teaching Contact Hours 42
Guided Independent Study Hours 158
Placement Hours 0
Assessment:
Percentage of final marks assessed by:
Exam 0%
Coursework 100%
Practical 0%
Overview and Content
1.
Welcome and Introduction to the Module
Welcome to this Level 7 module: Business Strategy. This is a critical subject

area for organisations and therefore a compulsory module for all the
Management Masters courses within the West London International Business
School.
This module provides a rigorous introduction to the concepts and frameworks
used in strategic decision making and provides students with the necessary
tools to undertake strategic management.
The module examines the changing environment for businesses and
introduces appropriate tools for analysing the opportunities and threats that
are emerging. Different, and complementary, approaches to assessing
strategic capability are developed.
Analysis of the strategic position enables strategic managers to properly
evaluate strategic options and guides the choice of strategy this module
enables students to make such choices more effectively by introducing and
developing appropriate tools and frameworks for evaluation.
Throughout the module, the emphasis is placed on enhancing understanding
and application of concepts in order to develop the ability of students to
appreciate the role of strategy in any management context and improve the
ability of students to contribute to strategic development in the organisations
in which they work.
The module provides complimentary subject knowledge for Corporate
Strategy.
2
Administrative and Technical Support
The administrators for the module are Jackie Forbes-Steers and Susan
Broomfield. (PR 406)
3.
Timetable/Venue/Rooms
Lecture and Tutorial:

Room as per Masters course timetable.
4.
Student Support and Guidance
West London Online (Blackboard)
All the key information you require to complete this module will be made
available through West London Online (Blackboard). Please check the module
site regularly for additional resources or information made available while the
module is running. Updates or changes will be communicated to you via
Blackboard announcements and/or email so please also ensure that you check
your student email account regularly.
Help and support
There are Help Pages at http://uwl.ac.uk/westlondononline - these provide
guidance for all students in making use of the University's online learning
platforms.
All technical issues with Blackboard, Turnitin and PebblePad should be reported
to the IT Service Desk. You can do so by:
Talking to staff in any IT Suite or Library

Calling 0300 111 4895
(internal phone extension 4895)
Emailing itservicedesk@uwl.ac.uk
Learning Support
Learning Support is free and available to all UWL students. Your first point of
contact for any enquiry about support available for writing, maths, structuring
essays, revision techniques, or any other support you require with academic
skills is learning.support@uwl.ac.uk .
You will also find online self-help and self-tests on academic writing,
plagiarism, grammar and punctuation and time management. This is
available at Study Support Online. Look for the link to Study Support Online
when you log on to West London Online (Blackboard) http://online.uwl.ac.uk .
The University also offers you the opportunity to test and improve your own
academic skills at leisure, in your own time. This test is free and available for
the duration of the course. It can be found on the Study Support Online
community inside West London Online (Blackboard ). Look for the link to
Study Support Online when you log on at http://online.uwl.ac.uk
One-Stop-Shop
Students can benefit from a variety of support services during their studies. The
One-Stop-Shop offers professional services which are free, impartial and
confidential. They offer information, advice and guidance to students in a variety
of ways e.g. face to face, telephone, email, Skype.
They aim to answer all your questions, or direct you to someone who you can
talk to. They are located on Ground Floor, C Block, St. Marys Road, Ealing with
a satellite service to Paragon and Reading, including drop-in sessions (these are
advertised on each site).
Opening hours:
Monday to Thursday
Friday
9.00 to 5.00pm
10.00 to 5.00pm
For further information on each area go to:

http://www.uwl.ac.uk/students/Support_for_students.jsp
Email: onestopshop@uwl.ac.uk
Telephone: 020 8231 2573 / 2991 / 2739
The University Library
The University Library provides a wide range of services, resources, advice

and help to support teaching, learning and research across the institution.
There are two physical libraries:
The main campus Library in St Marys Road, which comprises of four
floors
The Health Library on the second floor of Paragon House
There is also a virtual library at the Berkshire Hub providing access to
all our e-resources and which is fully supported with professional
Library and IT help and advice.
All students are automatically members of the Library. The Unique card is
also the Library card, and borrowing rights are automatically set according to
course and status. Self-service machines are available at all Libraries,
allowing for independent borrowing when service desks are not staffed.
The Academic Support Librarians provide help and support throughout the
learner journey, running training sessions on a regular basis on topics such
as Reworks and referencing, or database search strategies, and offering
one-to-one advice on finding detailed resources for assignments by
appointment.
Further information including opening hours and contact details is available
at:
http://library.uwl.ac.uk/use/sites/opening_hours.html
5.
Content of the Module
This innovative module focuses on company and organisation strategic

analysis and decision making in the context of changing industry structures,
and the uncertain business environment in which organisations function.
The module examines theoretical and management issues underpinning a wide
range of strategic debates relevant to modern organisations.
An evaluation of differing approaches to strategy-making is explored in order
to provide an informed and critical view of creative strategies at both a
corporate and operational level.
After introducing the module and strategy in general, this module examines
common analytical tools and frameworks used for the purpose of strategic
position identification.
Indicative content:
The scope and importance of strategic management models and the

development of strategy in practice.
Analysing the business environment. PESTLE, Porters 5 forces, scenario
planning and strategic groups.
Analysing the strategic capability of the organisation. Value chain, core
competences and financial analysis.
Culture and the cultural web.
Governance and CSR
The basis of strategic choice. Generic strategy at the business unit level.
Corporate level strategy. Portfolio analysis.
Directions of strategic development market penetration, market
development, product development, vertical integration and
diversification.
Methods of strategic development internal development, joint ventures,
strategic alliances, mergers and takeovers.
Innovation and Entrepreneurship
Implementation Issues in Strategy.
o Strategic evaluation and selection.
o Managing change
Timetable
Week
Lecture
Introduction to Module
Introduction to Strategy
Theory & Practices of Strategy
Development
External analysis:
Environmental analysis (PESTEL)
Scenarios
Glastonbury
(J/S/W p. 24)
Answer Q1, Q2 and Q3 on
page 18 of this guide
The Competitive Environment Industry (5 Forces)

(J/S/W CH 2)
Strategic Groups
Assignment 1 brief
Western European Brewing

(J/S/W p. 79)
Carry out PESTEL analysis
for the industry. Identify Os
and Ts and key drivers for
change.
Internal analysis:
Resources, Value chain and CCs,
Strengths and Weaknesses
(J/S/W CH 3)
Assignment 1 brief
Western European Brewing

(J/S/W p. 79)
Carry out 5 Forces analysis
for the industry. Is the
industry attractive or not?
Identify strategic groups.
Financial Analysis
(Various sources)
SWOT & TOWS
(J/S/W CH7, 10)
Catch up
Assignment 1 brief
Governance & CSR
Ryanair (J/S/W p. 618)

Carry out Value Chain
analysis, identify Core
competences and identify
Strengths and Weaknesses
for the company.
Culture and strategy

(J/S/W CH 5)
Ryanair (J/S/W p. 618)

Calculate and interpret
financial ratios for Ryanair
Assignment 1 due!
Business level strategy
Generic strategy
Tutorials
Club Med (J/S/W p. 187)

Answer all questions on
page 189.
Corporate level strategy

Strategic Directions
Ansoff Matrix
IKEA (J/S/W p. 630)

Generic Strategy
10
Strategic options
Strategic Methods
Organic, M&A, JV
IKEA (J/S/W p. 630)

Strategic directions
10
Evaluation
S, F, A
Final assignment brief
12
Managing change
Innovation and entrepreneurship
Tesco (J/S/W p. 658)

Construct TOWS for Tesco
and suggest a couple of
new strategies. Make an
attempt to evaluate one
strategy sing S, F and A
criteria.
13
Revision
Revision
11
Break
Final assignment due!

For tutorial questions please refer to the Guide to Learning Sessions.
11
6.
Aims of the Module
1.
To enable students to develop a critical and informed understanding of

the business environment in which organisations operate.
2.
To equip postgraduate business and management students with a

range of tools and concepts of strategic analysis that will enable them
to assess the strategic position of business organisations.
3.
To develop strategic thinking and vision that can be utilised in

formulating strategies, evaluating options and implementing strategic
decisions.
4.
To develop critical and analytical skills that will enable students to

interpret complex business issues and understand their implications
for functional areas of management.
5.
To develop management skills and decision making which can be

utilised in strategic management in the students current role and
future career.
7.
Learning Outcomes
On completion of this module the student should be able to:

1. Demonstrate a critical awareness of current issues in the field of
strategic business and management informed by recent literature and
relevant practices in the field
2. Ability to acquire and analyse information to evaluate relevance and
synthesise data in the context of new business developments
3. Conduct systematic research into organisations and / or an industry
taking account of the relevant internal and external contexts
4. Apply knowledge of relevant strategic concepts and frameworks to a
range of complex business and market situations
5. Demonstrate creativity in the identification of new approaches and
critically evaluate potential future strategies
6. Ability to coherently communicate ideas and finding in an effective
manner (verbally and in writing)
12
8.
Learning Resources
Library Services (including e-resources)

UWLs Library Services offer the best possible learning environment, with
one of the largest, electronic, net-accessible collections of resources in the
higher education sector.
We have invested heavily in updating our traditional library and computing
facilities. They provide workstations offering full internet access. There is
also an extensive collection of electronic databases covering virtually all
subjects. The libraries hold a substantial stock of specialist books and
journals, housed in a combination of open and private study areas. There is
also a wireless network available for personal laptops within each library.
Support staff at each library can help you get the most from the resources,
and subject-specialist librarians can help with more detailed research
queries. Self-issue machines for book loans in/out of service hours are
available in Ealing and Brentford.
UWL is a member of the Society of College, National and UK Libraries
(SCONUL), and M25 Libraries consortia. These organizations allow access to
other HE institutions libraries and specialist libraries within London and
throughout the UK.
Student learning resources
Essential Reading:
Exploring Corporate Strategy by Johnson, Scholes and Whittington,

Edition 9, 2011, Prentice Hall.
Additional Reading:
Grant R.M. (2010) Contemporary Strategic Analysis 7th Edition, Blackwell
Lynch, R (2009) Strategic Management 5th Edition, FT Prentice Hall.
13
Other learning resources (journals, databases, websites)

Harvard Business Review
Long Range Planning
Strategic Management Journal (SMJ)
Advances in Strategic Management
Electronic sources
www.lrpjournal.com provides access to Long Range Planning.
Company websites such as eurotunnel.com or gsk.com provide company
information.
FT.com provides an index of FT sources.
Blackboard:
The UWL e-learning platform contains all the module material including the
module study guide, module workbook, lecture slides, tutorial commentary and
links to useful websites.
14
Section
Assessment and Feedback

9.
Assessment: General Information
Assessment for the module consists of coursework weighted at 50% and a

final assignment weighted at 50%. The pass mark for the module is 50%; in
addition a minimum of 35% must be obtained in both pieces of assessment.
10. Details of Assessment
Assessment 1
Assessment task:
To undertake an analysis of an industry.
See Appendix for specific CWA brief.
15
Assessment 2
Assessment task:
Analyse the strategic capability of an organisation using appropriate strategy
tools and identify the key strengths and weaknesses of the firm. In particular
identify and discuss any core competences that the firm has.
Use TOWS matrix to identify/suggest several new strategies for the organisation.
Then, choose two strategies and evaluate these using S, F and A criteria.
See Appendix B for separate specific EMA brief .
This assessment element is to be submitted via Turnitin. You will find a link to the
Turnitin Assignment from the Assessments area of the Blackboard course
menu.
You will need to ensure that your assessment is uploaded as a single document,
and in the correct format (e.g. a Word document or PDF the acceptable file
formats are displayed on screen when you come to submit via Turnitin).
When submitting, please enter your student ID number in the submission title
box. The document itself should contain your student ID number in a header or
footer; your name should not be visible on the work.
Turnitin generates an Originality Report, and you are encouraged to make use of
this facility as a support tool to help you ensure the source material in your
assignment is correctly referenced before final submission.
You will be able to submit revised drafts of your work up until the assignment due
date. Only the final version will be marked by your tutor.
At the due date and time, no further submissions or changes are possible.
Whatever is in the Turnitin inbox at this time will be regarded as your final
submission.
16
11. Summative Assessment Grid

Type of
assessment
Module
learning
outcome
Word
Due
count or
date
equivalent (week
no.)
Threshol Pass Weightin

d
mark
g
Environmental
and industry
analysis
Internal analysis
1, 2, 3, 6
2,000
35%
50%
50%
Evaluation of
the suggested
strategies.
2, 4, 5, 6
2,000
15
35%
50%
50%
12. Statement on Plagiarism

Plagiarism is defined as the presentation by a student of work for
assessment which is not his/her own, in the sense that all or part of the work
has been copied from that of another person (whether published or not) without
attribution, or the presentation of another's work as if it were his/her own. Any
student who knowingly permits another student to plagiarise his/her own work
will also be regarded as having breached the General Regulations. Selfplagiarism can also occur if a student does not reference their own, previous,
work.
See also: Student Handbook Section 3. University Regulations and Student
Code of Conduct
For further advice on plagiarism go to the UWL website:
http://www.uwl.ac.uk/students/current_students/Advice_to_students_on_plagiaris
m.jsp
As detailed in Section 4 above, the Learning Support Team are available to
help with any issues you may have with academic writing and referencing.
13. Evaluation of the Module
The module will be evaluated on line by students.
14. Personal Development Plan (PDP)
See the Course Handbook.
17
15. Frequently Asked Questions (FAQ)
Section
None known.
Module Programme
16. Guide to Learning Sessions
Theme Number
Theme
Key concepts / issues
Introduction
Definition of Strategy, Strategy
lenses, Complexity.
Delivery method
Lecture/Tutorial.
Formative assessment opportunities
Tutorials questions offer

opportunities for formative selfassessment
Links to assessment
Both assignments
Essential Reading
Johnson, Scholes & Whittington

Ch1,
Pre-reading (case study)

Background Reading
Independent Study
Links to Blackboard
Practice tutorial questions.

Lecture slides and commentary to
tutorials will be available on Bb.
18
Theme Number
Theme
Environmental analysis
Analysing environment - PESTEL.
Scenario analysis.
Delivery method
Lecture/Tutorial.

Links to assessment
First assignment
Essential Reading
J/S/W Ch2

Glastonbury (J/S/W p. 24)
Answer Q1, Q2 and Q3.
Q1: What strategy statement would
you propose for the Glastonbury
Festival?
Q2: Discuss the following aspects
of the Glastonbury Festival: long
term, direction and organisation.
Q3: Identify key positioning issues
for the Glastonbury Festival using
the following headings:
environment, strategic capability,
purpose and culture.
Background Reading
Independent Study
Links to Blackboard

19
Theme Number
Topic
Industry analysis
Industry analysis 5 Forces.
Strategic groups.
.
Delivery method
Lecture/Tutorial.

Links to assessment
First assignment
Essential Reading
J/S/W Ch 2

Global forces and the Western
European brewing industry (J/S/W
page 79)
Q1: Carry out PESTEL analysis for
the European Brewing industry and
identify a number of Opportunities
and Threats. Also identify key
drivers for change.
Background Reading
Independent Study
Links to Blackboard
Porter, M. (1979) How Competitive

Forces Shape Strategy, Harvard
Business Review (Vol. 57, Issue 2)
20
Theme Number
Theme
Internal analysis
Internal analysis. Strengths and
Weaknesses, Value chain,
competences and resources
Delivery method
Lecture/Tutorial.

Links to assessment
Final assignment
Essential Reading
J/S/W Ch 3
Carry out the 5 Forces analysis for

the industry. Assess each force (as
high, moderate or low) and discuss
attractiveness of the industry
having the 5 forces in mind.
Identify strategic groups for the
industry.
Background Reading
Independent Study
Links to Blackboard

21
Theme Number
Theme
Internal analysis
Financial resources: financial
analysis financial accounts and
ratios.
SWOT & TOWS.
Catch up.
Lecture/Tutorial.
Delivery method

Links to assessment
Final assignment
Essential Reading
Assignment one brief.
Background Reading
Independent Study
Links to Blackboard

22
Theme Number
Theme
Strategic options
Governance and CSR
Delivery method
Lecture/Tutorial.

Links to assessment
Final assignment
Essential Reading
J/S/W Ch7
Ryanair: the low fares airline

future destinations? (J/S/W page
618)
Q1: Discuss resources and
competences of Ryanair.
Q2: Carry out Value Chain analysis
and identify core competences for
Ryanair.
Q3: Summarise the results by
identifying Strengths and
Weaknesses for Ryanair.
Background Reading
Independent Study
Links to Blackboard

23
Theme Number
Theme
Delivery method
Culture and strategy

Cultural Web
Lecture/Tutorial.

Links to assessment
Both assessments
Essential Reading
J/S/W Ch5
Pre-reading
Ryanair: the low fares airline
future destinations? (J/S/W page
618)
Calculate and interpret the
following financial ratios for
Ryanair:
ROCE, Current Ratio, Gearing
Ratio, Interest cover, Dividend yield
and PER (price - earning ratio).
Background Reading
Independent Study
Links to Blackboard

24
Theme number
Theme
8
Business level strategy
Porters and Bowmans models of Generic

strategy
Delivery method
Lecture/Tutorial.
Formative assessment
opportunities
Tutorials questions offer opportunities for

formative self-assessment
Links to assessment
Final assignment
Essential Reading
Pre-reading
J/S/W Ch 6
Club Med (J/S/W p. 187)
Answer all questions on page 189
Background Reading
Independent Study
Links to Blackboard

25
Theme number
Theme
9
Corporate Strategy
Strategic directions
Ansoff matrix
Diversification
Parenting
Portfolio analysis
Delivery method
Lecture/Tutorial.

Links to assessment
Final assignment
Essential Reading
Pre-reading
J/S/W Ch 7
IKEA (J/S/W p. 630)
Discuss Ikeas Generic Strategy.
Background Reading
Independent Study
Links to Blackboard

26
Theme number
Theme
10
Strategic Options
Strategic Methods

Delivery method
Organic growth
Mergers & Acquisitions
Joint Ventures
Lecture/Tutorial.

Links to assessment
Final assignment
Essential Reading
Pre-reading
Background Reading
J/S/W Ch 10
Independent Study
Links to Blackboard
IKEA (J/S/W p. 630)

Discuss Ikeas strategic directions
27
Theme number
Theme
11
Strategy Evaluation
TOWS re-visited
Suitability
Feasibility
Acceptability
Lecture/Tutorial.
Delivery method

Links to assessment
Final assignment
Essential Reading
Pre-reading
Background Reading
Independent Study
J/S/W Ch 11
Links to Blackboard

None. Final assignment brief.

28
Theme number
Theme
12
Managing change
Innovation and entrepreneurship

Managing Change a brief
introduction
Delivery method
Lecture/Tutorial.
Links to assessment
Final assignment
Essential Reading
Pre-reading
Background Reading
Independent Study
Links to Blackboard
Theme
J/S/W Ch 14
Tesco (J/S/W p. 658)
Construct TOWS for Tesco and
suggest a couple of new strategies.
Make an attempt to evaluate one
strategy sing S, F and A criteria.
29
Theme number
Theme
13
Revision

Delivery method
Lecture/Tutorial.

Links to assessment
Essential Reading
Pre-reading
Background Reading
Independent Study
Final assignment
Links to Blackboard

30
APPENDIX A
First Assignment (weighting: 50%)
For the purpose of this assignment you should select an industry of your
choice (such as global mainstream airlines, supermarkets, mobile phone
manufacturers or another). Carry out a research for the industry and address
the following tasks:
1. Environmental analysis
Analyse the external environment of the chosen industry using
appropriate strategy tools (PESTEL - identify the main opportunities and
threats arising from environmental change and assess key drivers for
change for the industry).
Areas you should pay attention to are as follows:
PESTEL
Opportunities (Os) and Threats (Ts)
Key drivers for change
2. Industry analysis
Carry out 5 Forces analysis and discuss attractiveness of the industry.
NB. Refer to Marking Grid.
DEADLINE: TBA. To be submitted via Turnitin.

NB.
The most important aspect of the assignment is the application of

theory/models it is essential that your answers contain a rigorous
application of these strategic concepts.
31
TACKLING THE FIRST ASSIGNMENT QUESTIONS : GENERALADVICE

The assessment is based on an industry of your choice. You will need to
research the industry try Keynotes, Mintel, the FT and similar sources.
1.
Environmental analysis external factors
Use PESTEL to support your answer. Identify a set of important

issues for the industry (10) and for each issue provide a discussion
that leads to identification of an Opportunity (O) or a Threat (T).
Focus on key points (out of 10 identified issues choose two that are
the most important in your view and these will be the 'key drivers for
change'). Explain why did you choose those two.
Use evidence to support your points (use data)
Emphasise the environmental change not the strategic response
Focus on the opportunities/threats that might be of particular

importance
- An opportunity is an EXTERNAL change that creates
openings/possibilities
- A threat is an EXTERNAL change that poses a
challenge/difficulty
2.
Use a number of sources but ensure they are fully referenced.
There should not be any discussion here of any of the companies

nor their strategies or its strengths and weaknesses.
5 Forces: use the analysis to assess each force (separately) as high,

moderate or low and discuss attractiveness of the industry with these
forces in mind.
32
GUIDELINES
You can use any relevant sources providing all sources are
properly referenced. Of particular relevance are sources like
Keynotes, Mintel and the FT.
Your assignment should not exceed 2,000 words.
The main purpose of the assignment is to demonstrate your
understanding and application of the concepts used in the
module.
Presentation
For ease of understanding, your report should be word processed. You
should clearly label any diagrams, graphs, charts etc that you include. 10%
of the total marks will be allocated for presentation, English and referencing.
Plagiarism
Plagiarism is the taking of the work of others and passing it off as if it were
ones own. The university has strict rules about this offence and you should
remind yourself of these. However, to avoid any misunderstandings about
plagiarism please note the following requirements about referencing and
working with others.
Referencing
Your report must:
-
Acknowledge and properly reference all data sources.
Clearly indicate any direct quotes or extracts from such references

with the use of quotation marks, italics or similar distinguishing marks.
Use an accepted referencing system (e.g. the Harvard system).
Working with others

Your report must be all your own work. It is natural that you may wish to
discuss the assignment with others. There is no reason why you should not
do this. Indeed it is to be encouraged, as it is likely to improve your learning
if you do so. However, what you submit for assessment must be written
entirely by you.
33
APPENDIX B
End of Module Assignment (weighting: 50%)
This assignment is based on the same industry you analysed in your first
assignment, but you must choose one company from that industry.
Task 1 Internal analysis
Discuss strategic capabilities (resources and competences) of the chosen
company using appropriate strategy tools (use Value chain to discuss
companys activities and identify their core competences) and identify
strengths and weaknesses for the firm. Also discuss companys financial
position and their culture.
Value chain and Core competences
Financial analysis
Strengths and weaknesses and resources (human and physical)
Task 2 New strategies

Construct a SWOT matrix (combine Task 1 findings with the findings of the
Assignment 1). Use TOWS matrix to recommend a set of strategies for the
company from 2013 - 2018 justifying the recommendations made (suggest
several strategies then choose two of these to evaluate using S, F, A criteria).
TOWS and Strategies
Suitability
Feasibility
Acceptability
Strategies for change management
NB. Refer to Marking Grid.

DEADLINE: TBA. To be submitted via Turnitin.
NB.
An important aspect of this assignment is the application of

theory/models it is essential that your answers contain a rigorous
application of these strategic concepts. In addition you need to use
that information in order to devise and evaluate strategies.
34
Guidelines for the Final Assignment

1.
Internal analysis S & W
Emphasize: Distinctive strengths and Critical weaknesses.
Show an awareness & selective use of tools

(value chain / resource audit / core competences).
Human and physical resources can be discussed in a descriptive way
(use data to support your arguments and provide references).
Value chain should be used to discuss companys activities and for
identification of core competences.
Accounting ratios should be used to discuss the firms financial position
use the latest accounts available from the firms website and calculate
and interpret the following ratios: ROCE, Gearing and Current ratio.
Comparisons with key rivals are helpful.
2.
The main focus of this question is on RECOMMENDATIONS for the

FUTURE dont just say what the company has done in the past or is
doing now try to think of NEW strategies but remember they must be
realistic.(Dont just summarise the case you need to look forward and
use your own ideas).
Q2 builds on Q1 (link them - USE a TOWS matrix)
You should identify several strategies using TOWS, then you should
identify two and evaluate these.
Justify your points - EVALUATE your strategies using the SFA criteria.
You should suggest new directions (using Ansoff model) and methods of
development (organic or otherwise) but you must be specific in your
recommendations. Specify exactly what you think the company should
do and why (not just broad direction e.g. Market Development or
methods Joint Ventures).
5 years is the appropriate horizon. But be realistic in what can be
achieved in this timeframe.
Finally, for one evaluated strategy discuss potential implementation
issues paying specific attention to Managing Change.
35
Marking Grid
Structure,
coherence and
analysis
A1
FA
30
30
The report must be

clearly structured
and logically
argued. It should
have clear
conclusions.
Analysis/applicatio
n of knowledge
gained.
Content/Academic
standard
The report must
cover all aspects of
the assignment
brief.
Appropriate
strategy models,
concepts and
examples must be
used.
Students must show
a clear
understanding of
the theory and
practice of strategy.
Final Assignment:
Demonstrate ability
to synthesise. Show
creativity.
30
Fail (<40)
Pass (40 to
49)
Good pass
(50 to 64)
Very good or
distinction ( >65)
Poorly
organised and
structured
Some logical
structure and
argument
Proper
structure. Well
argued.
Excellent. Clear
structure.
Very well argued.
Inadequate,
incompetent
task
coverage.
Very limited
use of
concepts and
theories.
Application is
not given or
considered
Competent task
coverage.
Adequate use
of concepts and
theories.
Acceptable
level of
analysis.
Significant
points of brief
omitted
Most points of
brief covered
adequately
Most if not all

points of brief
covered to a
good standard.
Some attempt
to apply
concepts with
some evidence
of
understanding
At least a few
examples
Use of models
with only
minor
problems of
understanding
.
Reasonable
use of
examples.
Limited
synthesis
carried out
(demonstrated).
Some new
strategies
discussed.
Able to
synthesize
range of
information
towards given
purpose. A
good set of
new strategies
identified.
High quality
task coverage.
Good analysis.
Highest quality
task coverage
40
Poor/no use
of examples
Little use and

understandin
g of strategy/
concepts
Unable to
synthesise
and use
creativity to
arrive at new
strategies.
All points of brief

comprehensively
covered.
Models/concepts
used well with
clear
understanding.
Very good use of
examples.
Clear evidence of
synthesis/creativity
and a highly
methodical
approach. A
number of new
strategies
identified and well
defined.
36
Use/credibility of
data
30
20
Poorly argued
Arguments
used make
sense.
Well argued.
Excellent
arguments used.
Little or no
data/evidence
use
Some use of
evidence and
real data.
Proper use of
data.
Lot of good quality

data. Well analysed
and used.
Adequately
expressed.
Coherent
expression
Readable.
Excellent
expression and
concise English.
Some errors in
English
Relatively few
errors.
Minimal errors
Some attempt
at referencing
Referencing
acceptable.
Properly
referenced.
Reasonable
presentation.
Neatly presented.
The arguments used

must be credible
and backed up with
evidence/logical
argument.
Real data used

appropriately
should be included.
Presentation
All points should be
clearly and
concisely expressed
in accurate and
readable English.
Your report should
be word processed,
spell checked and
carefully proof read.
Appropriate
references must be
cited and properly
identified using an
accepted system.
Presentation of the
report should be
neat, tidy and
properly laid out.
10
10
Poorly
expressed
Many errors
Poorly
referenced
Not neatly
presented
37

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Module Study Guide

The Claude Littner Business School

Module Study Guide

Module Leader and Teaching Team Details

Field and School

Claude Littner Business School

11th Floor Paragon House

Field and School

Facts and Figures

Total Guided Learning Hours

Overview and Content

Welcome and Introduction to the Module

Welcome to this Level 7 module: Business Strategy. This is a critical subject

Administrative and Technical Support

Lecture and Tutorial:

Student Support and Guidance

West London Online (Blackboard)

Talking to staff in any IT Suite or Library

For further information on each area go to:

The University Library provides a wide range of services, resources, advice

Content of the Module

This innovative module focuses on company and organisation strategic

The scope and importance of strategic management models and the

The Competitive Environment Industry (5 Forces)

Western European Brewing

Western European Brewing

Governance & CSR

Ryanair (J/S/W p. 618)

Culture and strategy

Ryanair (J/S/W p. 618)

Club Med (J/S/W p. 187)

Corporate level strategy

IKEA (J/S/W p. 630)

IKEA (J/S/W p. 630)

Final assignment brief

Tesco (J/S/W p. 658)

Final assignment due!

Aims of the Module

To enable students to develop a critical and informed understanding of

To equip postgraduate business and management students with a

To develop strategic thinking and vision that can be utilised in

To develop critical and analytical skills that will enable students to

To develop management skills and decision making which can be

On completion of this module the student should be able to:

Library Services (including e-resources)

Exploring Corporate Strategy by Johnson, Scholes and Whittington,

Other learning resources (journals, databases, websites)

Assessment and Feedback

Assessment: General Information

Assessment for the module consists of coursework weighted at 50% and a

11. Summative Assessment Grid

Threshol Pass Weightin

12. Statement on Plagiarism

15. Frequently Asked Questions (FAQ)

Formative assessment opportunities

Tutorials questions offer

Johnson, Scholes & Whittington

Pre-reading (case study)

Practice tutorial questions.

Formative assessment opportunities

Tutorials questions offer

Pre-reading (case study)

Practice tutorial questions.

Formative assessment opportunities