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INTEGRATED STRATEGIC CASE STUDY 

BIRMINGHAM CITY BUSINESS SCHOOL

MSc ACCOUNTANCY & FINANCE

 COURSEWORK – DISSERTATION/CASE STUDY STAGE

MODULE TITLE           : INTEGRATED STRATEGIC CASE STUDY 

MODULE CODE          : ACC7034

LECTURER                  : MARTIN BEAVER

ISSUE DATE                : 1st JUNE 20

HAND IN DATE            : See Below

HAND BACK DATE     : 5th OCTOBER 2020

Learning outcomes and pass attainment level:   Critically investigate a company and produce a full strategic analysis of the selected company. Produce and justify a strategic implementation strategy. Appraise the strategic development process undertaken. Design and evaluate a research framework for the strategic development process.    

Coursework Assignment – to be submitted by 12 pm, on the dates stated below.

 
 
Submission Guidelines:
  • Using Microsoft Word the assignment must be written in English.
  • The assignment should be submitted electronically via the module Moodle site no later than 12pm on the date stated on the cover sheet.
  • Any references should be clearly shown and in Harvard format.
  • The assessments must be your own work and adhere to the presentation requirements outlined above.  Cheating and plagiarism is considered to be a serious issue within the University.
  •  
  • Assessment
  • The Integrated Strategic Case Study is a 60 credit Level 7 module. The assessment is a Patchwork assessment consisting of the following Patches:
  • Patch 1 – A Research Proposal
  • Patch 2 – Presentation
  • Patch 3 – Professional Communication
  • Patch 4 – Final Report
  • The assignment will consist of producing a full strategic analysis of a particular company. The strategic analysis will cover:
  • An analysis of the current position of the company.
  • An analysis of the options available to the company based on the analysis of the current position.
  • Recommendation of an option for the company to implement.
  • Production of an implementation strategy for the recommended option.
  • In addition to the strategic analysis stated above the assignment will also produce:
  • A research framework to conduct the strategic analysis which will be evaluated.
  • An appraisal/evaluation of the process that was undertaken to produce the strategic analysis.
  • Company
  • The company that will undergo the strategic analysis will be agreed by the student and the allocated supervisor. There will be a number of factors to consider when selecting the company:
  • The availability of relevant data for the company to support the analysis.
  • The complexity/position of the company which will enable a rich analysis.
  •  
  •  
  •  

Patch 1 – Proposal – 10% of overall marks – Submission Date – 22nd June 2020

The Proposal document will consist of the following:

  • The choice of company
  • The background of the company chosen
  • A justification of the choice of company
  • An initial gathering of data for the company and the industry within which it operates
  • An initial statement of the research approach that will be taken

The proposal will be approximately 2000 words

Patch 2 – Presentation – 4% of overall marks – Presentation Date 17th July

The Presentation will be supported by the briefing note which is part of Patch 3. The Presentation will cover the initial analysis that has been conducted. The initial analysis will cover the Current Position analysis and will consist of:

  • An analysis of the environment of the company
  • An analysis of the internal position of the company
  • An analysis of the stakeholders
  • An analysis of the culture of the company

The presentation should last for 15 minutes and there will be 10 minutes for questions.

Patch 3 – Professional Communication – 6% of overall marks

The Professional Communication Patch will consist of three elements:

  • A Briefing Report – Submission Date – 20th July
  • A Memorandum – Submission Date – 17th August
  • A Business Letter – Submission Date – 4th September

Briefing Report – The Briefing report will be produced along with the Presentation and will provide a concise statement of the position of the strategic analysis being undertaken when the Current Position analysis has been completed. The word count is 1000 words.

Memorandum – The Memorandum will be produced at the end of the Strategic Option stage. The Memorandum will outline the options that have been identified and will state the recommended option.

Business Letter – This will be produced with the final analysis report and will be a covering letter for the Final Report.

Patch 4 – Final Report – 80% of overall mark – Submission Date 4th September

The Final Report will consist of the following sections:

  • Introduction/Background
  • Strategic Analysis Approach/Research Approach
  • Current Position Analysis
  • Option Generation/Recommendation
  • Implementation Strategy
  • Evaluation/Appraisal

Introduction/Background – 10%

This section will introduce the company that will be analysed. It will provide the background of the company and why it is suitable for analysis. This section will provide the context for the analysis of the company i.e. where it is situated in the environment.

Strategic Analysis/Research Approach – 10%

This section will state and discuss the approach to the analysis and the research i.e. the framework that will be used to produce the strategic analysis.

Current Position Analysis – 25%

This section will contain the analysis of the following area: the environment, the internal analysis, the stakeholders, the culture of the company.

Options – 25%

This section will discuss the strategic options that are available for the company. It will select and justify an option for the company to take forward to implementation.

Implementation Strategy – 20%

This section will state and justify a recommended implementation strategy for the chosen strategic option.

Evaluation/Appraisal – 10%

This section will provide an evaluation/appraisal of the strategic analysis undertaken considering both the planned approach taken and the implementation of the planned approach.

The word count for the Final Report is 9000 words + or – 10%

Sections – Elements to Consider

Introduction/Background

The history of the company, the size and scale of the company, the industry/market the company is in, the competitors, the environment the company operates in.

Strategic Analysis/Research Approach

The approach that will be taken to undertake the strategic analysis. Examples of the approach are the rational method, the Johnson and Scholes iterative top down method, the systems approach.

Current Position Analysis

A Current Position Analysis should analyse four elements:

Environment – analyse the environment in which the company sits. The tools/models that can be used to support an environmental analysis are: PESTEL, SWOT, Five Forces.

Internal Position – analyse the competencies, capabilities and resources of the company. Tool/models that can be used are: Resource Analysis, Financial Analysis, Ratio Analysis, Boston Consulting Grid, Life Cycle model, McFarlan’s Grid.

Stakeholder Analysis – identify and analyse the stakeholders of the company. Can use Mendelow’s Matrix for this analysis.

Culture – identify and analyse the culture of the company. Tools/models that can used to support an analysis of the culture: Cultural Web.

Options

To identify and analyse options the following tools can be used: Boston Consulting Grid, Ansoffs Growth Matrix, Decision Trees, Investment Appraisal, SAF.

Implementation Strategy

For the options the company has chosen or for your recommended options produce a high level Implementation Strategy. The areas you will need to consider when producing the Implementation Strategy are:

  • Financial Implications
  • Organisation Structure
  • Physical Locations
  • Human Resources
  • Business Processes
  • Information Systems
  • Timescale

Strategic Development Process

Produce an appraisal/evaluation of the Strategic Development Process you have undertaken. Consider areas such as:

  • Your personal learning
  • How useful the process was
  • Which tools/techniques you found effective
  • Which tools/techniques you found less effective
  • What you might do differently if you perform a Strategic Development Process in the future

Marking Criteria

Postgraduate bands

 0 – 39% Fail40 – 49% Fail50 – 59% Pass60 – 69% Strong Pass (merit)70 – 79% Very Strong Pass (distinction)80 – 100% Exceptionally Strong Pass (distinction)
Criterion 1 Mark:Critically investigate a company and produce a full strategic analysis of the selected company.
Analysis is weak and superficial and does not identify the key internal capabilities and the key elements of the environmentAnalysis is limited and does not identify all of the key internal capabilities and key elements of the environment.The key internal capabilities and key elements of the environment have been identified but the analysis of them is limitedThe key internal capabilities and key elements of the environment have been identified and an effective analysis of them has been producedThe key internal capabilities and key elements of the environment have been identified and an effective analysis which integrates them has been producedThe key internal capabilities and key elements of the environment have been identified and an effective analysis which integrates them has been produced. The analysis has been critically evaluated
Criterion 2 Mark:Produce and justify a strategic implementation strategy.
Analysis is weak and superficial and does not identify the key implementation elements of the companyAnalysis is limited and does not identify all the key implementation elements of the companyThe key implementation elements of the company have been identified but the analysis of them is limitedThe key implementation elements of the company have been identified and an effective analysis of them has been producedThe key implementation elements of the company have been identified and an effective analysis of them which integrates them has been producedThe key implementation elements of the company have been identified and an effective analysis of them which integrates them has been produced. The analysis has been critically evaluated
Criterion 3 Mark:Appraise the strategic development process undertaken.
Appraisal is weak and superficial and does not identify the key strategic development elements.Appraisal is limited and does not identify all the key strategic development elementsThe key strategic development elements have been identified but the appraisal of them is limitedThe key strategic development elements have been reflected upon and an effective appraisal of them has been producedThe key strategic development elements have been reflected upon and an effective appraisal which considers the integration of the elements has been produced.The key strategic development elements have been reflected upon  and an effective analysis of them which integrates them has been produced. The analysis has been critically evaluated.
Criterion 4 Mark:Design and evaluate a research framework for the strategic development process.
The design and evaluation is weak and does not cover the key elements that should be evaluatedThe design evaluation is limited and does not identify all the key  elements that should be in the framework and evaluatedThe key framework elements have been identified but the evaluation of them is limitedThe key framework elements have been identified and an effective evaluation has been producedThe key framework elements have been identified and an integrated framework has been produced. An effective evaluation has been produced.The key framework elements have been identified and an integrated framework has been produced. An effective evaluation has been produced. The evaluation has been critically evaluated.

To be submitted by 12.00pm on the above dates

NOTE:  WORD LIMIT

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