This group assignment requires students to identify an organisation in which a change in strategy could create or increase competitive advantage. The organisation can be a for-profit or not-for-profit organisation or even a governmental organisation. The objective of this assignment is to examine students’ ability to cooperate and work in a team, constructively propose a new strategy and based on an external Assessment Tool and Marking Guide
In a group of at most 4 students, the students are required to find and study an organisation that went, could be or is going through a change
process. The organisation must be located in the Kuwait and allow the students to talk to its managers or employees in person. A project based mainly on firm documents or websites is not acceptable. One or
two interviews are required. In an appendix, the study must also
provide information about interviews and interviewees such as how long
the interviews take, what positions the interviewees occupy, when the
interviews are conducted, etc. while keeping the identities confidential. It
is suggested that secondary data sources are extensively utilised e.g.
electronic library sources / hard copy data / articles in academic journals
/ business press such as newspapers can be used. Wikipedia references
are not considered to be of the required standard and hence should not be
included.
The group work gives practical experience of discussing and applying
some of the concepts introduced in the lectures in a realistic “low risk”
situation. It also provides experience of coordinating, managing and
working with a diverse team; providing a simulation of management
problem solving activities that will be faced on leaving university.
The primary aim of the report, and criteria for awarding marks, is in your
ability to demonstrate that you understand the contribution that theory
can make to practice, and can apply it to a real situation. Marks will
not be awarded for assignments that merely describe what the company
is doing. You are required to be very familiar with the relevant theory.
Wider reading in the subject area which goes beyond the core text (such
as journal articles and specialist monographs) will be needed. It is
important that you set out the relevant issues clearly; that you have a
good coverage of the relevant theories and that you can apply them to the
case company in a creative and critically evaluative manner. The
arguments and conclusions you present should be clear and logical. In
addition, your referencing should support your analysis and add weight
to the points raised.
To successfully complete this team assignment, you need to:
Identify an organisation in Kuwait that could benefit from a
strategic change.
Assessment Tool and Marking Guide
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Interview a manager from that organisation
Apply strategic management theory to a real situation
Constructively propose a new strategy which is based on an
external and internal analysis
To cooperate and work in a team
Form and present structured, cogent and persuasive
arguments.
Demonstrate the contribution that theory can make to practice
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GROUP ASSIGNMENT: EDITORIAL SIGN OFF
Group Member Name
(please type or print name clearly)
Percentage of Contribution
(equal percentages indicate equal
contribution)
By signing below, I acknowledge that our group has agreed with the above assessment of group
member contribution. If the group is unable to reach agreement, they must meet with the
instructor prior to the presentation date.
By signing below I acknowledge that I have read the final synthesized presentation. I have offered
comments and corrections to the final report with regard to grammar, spelling, punctuation and
duplication of content. To the best of my knowledge, everything in this report represents
original work. Any ideas or concepts that are not original have been referenced.
Group Member Name
(please print or type clearly)
Signature: Date:
* This form must be handed in prior to the presentation.
Assessment Tool and Marking Guide
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TASK DETAILS:
The report is suggested to follow a strategic management analysis and strategy plan template.
However, depending upon the word count, priority will have to be given to specific sections, which
are more or less relevant to your organisation and change necessary. The suggested headings are:
1. Executive Summary
Provides an overview of the whole report in a summary form of the following:
Company
Preferred Strategic Option
Justification
2. Analysis
The first stage is strategic analysis, where the aim is to achieve an understanding of the key
strategic issues, both externally and internally, that are likely to influence the performance of the
company into the future. Students are required to carry out extensive research to update the
information provided, in order for a full strategic overview to be formed.
2.1. Vision / Mission / 2.2 Objectives Analysis
What is the vision (where?)
What is the mission (how?)
What are the objectives (stages of how)
This sets the scene of the current strategy
2.3. Macro (or External) Environment
Use a range of analysis techniques to analyse the external environment
Concentrate on the opportunities and threats in the market place.
2.4. Industry Analysis
Analyse the industry with emphasise on opportunities and threats.
If in multiple industries which is the most attractive?
2.5. Internal (Capability) Analysis
Resources and Competencies
VRIO Analysis
Benchmarking
Activity Mapping
Concentrate on the strengths and weaknesses in the company.
2.6. TOWS Summary
What are the strengths and weaknesses?
Assessment Tool and Marking Guide
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What are the opportunities and threats?
What are the opportunities available for the organisations strengths etc.
3. Strategic Plan
Using the previous analysis, create a new (or revise the previous) organisational strategy at the
corporate (and/or business) level.
3.1. Alternative Strategies
Based on the TOWs and analysis – what are the potential strategies?
Growth
Stability
Retrenchment
Concentration
Diversification
Portfolio adjustments etc.
3.2. Strategic Choice
Justifications for the proposed future strategy of the organisation. What is the strategy that makes
the most sense? Why? for example, fits the values
4. Conclusion
The purpose of the conclusion is to summarise and make final evaluative comments:
A brief summary of the main ideas presented.
Final evaluative comments on the relative importance of the arguments.
Comments on the ongoing significance of the topic as an issue that needs further discussion or
investigation.
5. References
The purpose of references is to show interaction with a wider body of literature. Use the Harvard
system to cite other articles and books, etc.
6. Appendices
Significant research will need to be conducted, this should be included in the appendices, but
summarised in the report. This could include:
Questionnaires/surveys
Interviews
News articles
Observations
Focus groups
Assessment Tool and Marking Guide
Assessment Tool and Marking Guide Issue No.2 Revision No. 6
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ASSESSMENT MARKING GUIDE
Task
Student is able to … Assessment
Task
Maximum
Marks:
Assessment
Task
1 Identify and critically discuss the external environment and internal capabilities of the organisation (i.e., what
is/was the external opportunity and/or threat and the internal strengths and/or weaknesses?)
25
2 Evidence and examples to justify elements considered most important and why.
20
3 Compare, contrast and critical assess theories, methods and techniques of essential elements of the strategic
management
25
4 Recommendation and action plan (and issues) to be considered in the change strategy (i.e., what should the
organisation do? Why should the organisation do it?)
20
5 Evidence of critical interaction with wide academic literature (books and journals)
5
6 Sources clearly identified within the contents and referenced (Harvard style)
5
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