Contents

1. Introduction
2. Section A Market Environment Analysis
3. Section B Resource and Capability Analysis
4. Section C Strategic Fit Analysis
5. Other Important Information
6. Assignment/Project Submission Guidelines
7.

1.0 Introduction
The Practice with Workshop Manual aims to provide an overview of the key requirements of the assignment question.
However, to understand this manual, you need to have your Strategic Management Analysis assignment with you as the
assignment brief is not included due to ARU copyright issues.

2.0 Section One Introduction to the Report

2.1 The scope of the report and about Tesco PLC, UK

Step 1

Describe the scope of the report (the strategic fit analysis of Tesco, UK).

Step 2

Provide a brief introduction of Tesco, UK (outline of history, current market position and strategy) and the supermarket industry
in the UK.

Step 3

Outline the structure of the report.

2.2Outline of the Answer

2.2.1 Describe the scope of the report (the strategic fit analysis of Tesco, UK)

In order to lay the foundation for the report, candidates are required to describe the scope of the report under the introductory paragraph. Here, it is necessary
to mention that the report attempts to analyse the strategic fit between the market environment and the internal resources and capabilities.

2.2.2 Provide a brief introduction to Tesco, UK and to the supermarket industry in the UK.

Candidates should provide a brief introduction to Tesco, UK outlining its history, current market position and strategy and the supermarket industry in the
UK.

2.2.3 The structure of the report

Candidates are required to describe the scope of the report by explaining the key requirements of the three tasks.

2.3 Detailed Guidelines

This section requires candidates to provide a solid introduction to the report.
When introducing the content of the report to readers, candidates must exhibit

The following areas must be covered in the section

2.3.1 Describe the scope of the report.
2.3.2 Briefly introduce Tesco, UK and the supermarket industry in the UK.

the fact that they possess a solid understanding of the background of the
organisation, i.e. Tesco, UK and the supermarket industry in the UK.

2.3.1 Describe the scope of the report

Candidates are required to describe the scope of the report, e.g. to perform a
strategic fit analysis for the given organisation, Tesco, UK.
For this purpose, a market environment analysis and a resource and capability
analysis will be conducted and how Tescos strengths and weaknesses fit the
opportunities and threats in its market environment will be highlighted.

2.3.3. The structure of the report

2.3.2 Briefly introduce Tesco, UK and the supermarket industry in the UK contd

According to The Guardian, Tescos market share has dropped to 28.7% as at 11 March,
2014. Tesco competes currently with the other three supermarkets named by the
industry as the Big Four comprising Tesco, Sainsbury, Asda and Morrisons.

2.3.2 Briefly introduce Tesco, UK and the supermarket industry in the UK

In this subsection, candidates are required to first introduce the given
organisation, i.e. Tesco, UK and then the supermarket industry in the UK.
Introduction to Tesco, UK
For this purpose, candidates are required to outline the following areas:

History of Tesco, UK

Tesco was founded by Jack Cohen in 1919 from a market stall in the east end of
London and over the years, the company has grown and is currently present in
12 countries around the world.

Current market position

Strategy

Tesco launched Building a Better Tesco Plan two years ago, which outlines the
organisations strategy across six key areas, namely sales and staff, stores and formats,
range and quality, price and value, brand and marketing and clicks and bricks.
For instance, under service and staff, one of the priorities of Tesco is to deliver excellent
customer service to every customer.

Introduction to the supermarket industry in the UK

Research indicates that the UK supermarket sector is dominated by the Big Four.
However, the industry is mainly led by three of them, i.e. Tesco, Sainsbury and ASDA. The
supermarket industry is oligopolistic in nature.

2.3.3 The structure of the report

2.3.3 The structure of the report contd

In this subsection, candidates are required to describe the scope of the report by
explaining the key requirements of the three tasks.

Task C Strategic FIT Analysis

Task A Market Environment Analysis

Task B Resource and Capability Analysis
Task C Strategic Fir Analysis

Task A Market Environment Analysis

Under task A, the micro and macro environments of Tesco, UK will be evaluated.
For the purpose of evaluation, the following analytical tools are used.
Micro Environment, e.g. generic strategies, Growth strategies, Competitive Strategies,
Marketing mix, Value chain analysis etc.
Macro Environment: PESTEL framework
The critical success factors amongst the environmental conditions (micro and macro)
should be evaluated.

Task B Resource and Capability Analysis

Under task B, the internal resources and capabilities of Tesco, UK will be explored.

For this purpose, the following models will be used.

1.
2.
3.
4.
5.

Internal Audit
Resource based view
VRIO framework
Resource audit
Porters value chain analysis

Furthermore, the threshold and unique resources of Tesco, UK and its core
capabilities/ competencies will be highlighted.

The strategic fit for Tesco will be evaluated under this task with the findings of the
analysis conducted for tasks A and B. For this purpose, how Tescos strengths and
weaknesses fit the opportunities and threats will be highlighted.

2.4 Helper questions

What type of information/ data are

expected to be collected?

In order to complete this assignment, you will need to gather, analyse and evaluate relevant information on both
Tesco, UK and the supermarket industry. It is essential that, at the outset, you start collecting reliable and up-to-date
information (e.g. reports, news, articles, etc) to develop your report.

What is the word count for this

section of this report?

Candidates should limit the introduction to 300 words.

How should I decide on the order

in which the introduction section is
to be presented?

It is appropriate to present the answer as follows:

Describe the scope of the report

Briefly introduce Tesco, UK and the supermarket industry in the UK
The structure of the report

2.5 Sample Answer

Note: Please note that these are sample answers for similar requirements. Candidates
are required to develop their own answers that meet the current context, word count
and depth as per the requirements of the assignment question.

Sample answer

In the given case study the writer finds a number of notable problems and key issues
Sample answer

being faced by the once market leader in the cellular phone industry A PLC. Based on
the Symbian series operating system A PLC once dominated the industry very strongly.

A similar requirement from a previous assignment was:

But with the entry of other flexible and user friendly platforms such as android, iOS, etc
from renowned firms like Google and Apple etc, A PLCs handsets loose once extreme

Write a report on organisational change management at A PLC, which is a

appeal to customers. The concept of smart phone has been redefined by Apple when it

telephone manufacturing firm.

released i-phone based on iOS operating system of its own. This smart phone offer led
Apples market share to grow 61 percent in 2010 from just mere 25 percent in 2008.

Introduction
In this world nothing is permanent except change. Due to increasing development in
the areas of science and technology modern businesses have been witnessing
continuous change in market demands and product attributes. Customers are always
eager to grab any new tech-based products as soon as they can (Senior and Swailes
2010). It is very important for marketers to monitor change in market demands and
adapt to the changes effectively. Failure to do so often result in drastic fall in market
share and firms profit earnings (Jones 2007). The proposed report is expected to find
out the problems suffered by mobile phone brand marketed by A PLC due to rapid
changes in market demands and the causes that led to sudden fall of A PLCs market
share. The writer also expects to offer some recommendations as to how A PLC could
recover from this situation by use of effective change management.

Also sudden boom of android operating system developed by Google also affected the
market leadership of A PLC. Moreover increasing production of mobile phones in China
at cheap prices affected the business of A PLC devices.
There is a close and plausible relationship between internal and external
environmental factors of a firm. When the market demand and needs change due to
rapid development in technology firms must have to change their internal
environmental factors to meet the changing market demands effectively (Jones 2007).
Investment in research and development to change the product design and offer user

friendly products is very much important for staying and competing with the rivals
(Senior and Swailes 2010). A change in market demand which is an external
environmental factor has been continuously pushing the management of A PLC to
change theinternal environment of the company.

Sample answer

To overcome the present crisis arising out of improper change management A PLC first
has to run a comprehensive change management mechanism. Extensive market
research and monitoring is required to suggest what A PLC should do to cope up with
changing market needs and offer devices that would be able to compete strongly with
existing popular smart phones. The writer believes that different internal problems
might arise with the need for change in A PLC. Resistance to change is a big challenge
for any firm that wants to change the organizational policies and strategies. Huge
investment is required in terms of research and development to design new devices
that would give better user experience than that offered by competing brands.
This report has been arranged in three sections with individual focus on each of the
section. Section one offers initial introduction to the whole report, section two provides
background of the report including problems and findings, section three provides

conclusions, and lastly section four provides some recommendations to find the course
of actions required to carry out the project.

The answer sets a solid foundation for the report. However, for the purpose of
this assignment, candidates are required to note that the word count for the
introduction is 300 and therefore, the content should be summarised.
Furthermore, the background of Tesco should be briefly explained.
However, the scope of the report and the structure have been provided in an
acceptable manner.

3. Task A Market Environment Analysis

3.1 Assignment answer process

Step 1

Using appropriate analytical tools, evaluate the conditions in the market environment of Tesco.

Step 2

Highlight the market environment's critical success factors.

3.2Outline of the Answer

3.2.1 Market environment analysis
The market environment comprises a combination of the industry itself (the micro environment) and the wider macro environment in which Tesco operates.
Candidates are required to use the appropriate analytical tools to evaluate the conditions in the market environment that Tesco operates.

3.2.2 Highlighting the critical success factors

From the conditions of the market environment identified and evaluated, candidates are required to highlight what they consider to be the market environments critical
success factors.

3.3 Detailed Guidelines of the Answer

Candidates should first identify the analytical models to evaluate the conditions of the
market environment (micro and macro) of Tesco. Various micro and macro environmental
analysis models should be used. Furthermore, candidates are expected to highlight what
they consider to be the market environments critical success factors.

3.3.1 Market environment analysis

Candidates are required to identify the analytical tools to evaluate the conditions in the
market environment, i.e. the macro and micro environments of Tesco.

The Macro environment

An environmental analysis would enable candidates to identity and evaluate the macro
environmental factors and changes that affect the existing marketing strategy and other
operations of Tesco. This plays a crucial role in strategic audits, as marketing strategy has
to be changed in accordance with the changes and uncertainties of the macro environment.
In this context, candidates could use the PESTEL analysis to identify/ evaluate the
conditions of the macro environment. In addition to political, legal, economic, social and
technological (PEST) developments, candidates are encouraged to consider environmental
/ ecological and international dimensions.

The Micro environment

After the macro environmental analyses, candidates should then focus on the micro
environment/ industry analysis for the chosen organisation.
The industry analysis should cover the following elements:
Customers
Competitors
Suppliers

The following areas must be covered in the task

3.3.1Market environment analysis
3.3.2 The critical success factors

3.3.1 Market environment analysis contd

Candidates are recommended to use the following frameworks:
Porters Five Forces analysis
SPICC analysis
Evaluation of key strengths and weaknesses of key competitors (a maximum of
three competitors)
A positioning map to indicate the positioning of few key competitors (a
maximum of 5 competitors)
Illustration of market share data through a pie chart

For example,
Industry analysis Others
Market share
Market share data can be included in the industry analysis in the form of a pie chart
to provide an explanation of the strength of the main players. The pie chart should
be accompanied by an explanation of the type of industry and its characteristics.
Competitor strengths and weaknesses
In addition, you can also include a table to list out some of the key strengths and
weaknesses of key competitors. Care should be taken to select only the key
strengths and weaknesses and to provide a concise analysis of the key competitors.
All analysis should be analytical and not descriptive.
Therefore, using the appropriate models, candidates are required to present an
evaluation of the conditions in the market environment.

3.3.1 Market environment analysis contd

As the answer to the second part of this question, candidates are required to
highlight the critical success factors for Tesco amongst the market conditions
identified earlier.
Critical success factors
These are the factors internal to the organisation that are imperative to operational
success. For example, having the right set of resources, the service level of the staff,
understanding the customers and identifying their needs are of critical importance
for success.

3.4 Helper questions

Is there a specific word count for
this section?

Yes, the word count allocated for this task is 1,000.

Is there a restriction on the

number of tables and charts to be
used for a particular task?

Yes, you are required to apply models from the lecture notes to the analysis of the company. You will be allowed to

Do I need to include references in

the answer?

Yes, it is important that you include in-text references particularly when including theories and definitions. The

include a maximum of two tables or figures or charts per task. For example, for task A, you may include one chart
and one table.

examiner specifically considers this when providing higher grades. You are advised to comply with the Harvard
referencing system.

3.5 Sample Answer

Note: Please note that these are sample answers for similar requirements. Candidates are required to develop their own answers that meet the current context, word count and
depth as per the requirements of the assignment question.
Sample answer
A similar requirement from a previous assignment was:
Prepare a marketing audit for the chosen organisation including a macro and micro environmental analysis.
Macro Environmental Analysis

Sample answer contd

Micro Environmental Analysis

Sample answer contd

Comment: The macro and micro environmental analyses provided above focus on the general marketing practices of the organisation and have not been specifically
developed for Tesco. Therefore, candidates are required to develop the analysis based on the organisational context. Furthermore, the sample answer does not identify
the critical success factors of the market environment.

4.0 Task B Resources and Capability Analysis

4.1Assignment answer process

Step 1

Using the appropriate analytical tools, evaluate the internal environment of Tesco, highlighting its threshold and
unique resources, and its core capabilities/ competencies.

4.2Outline of the Answer

4.2.1 Evaluate the internal environment of Tesco, highlighting its threshold and unique resources, and its core capabilities/ competencies
Candidates are expected to identify various tools and techniques that could be used in analysing the internal environment of Tesco highlighting, its threshold and unique
resources, and its core capabilities/ competencies. Proper references to journal articles should be made in order to build a critical evaluation under this section.

4.3 Detailed Guidelines

Candidates should first identify the analytical models to evaluate the internal
environment of Tesco and conditions of the market environment (micro and macro)
of Tesco. Various micro and macro environmental analysis models should be used.
Furthermore, candidates are expected to highlight what they consider to be the
market environments critical success factors.

4.3.1 Tools to analyse the internal environment

Candidates are required to first identify and state the available tools to analyse the
internal environment of Tesco.
As far as the internal environment is concerned, a range of factors should be
considered and evaluated.
Important areas and models and frameworks for internal analysis
- Marketing objectives & strategy Generic Strategies, Growth strategies,
Competitive Strategies, Marketing mix
- Vision, Mission & Value Proposition (Bowmans Strategy Clock, Positioning maps
etc)
- Value chain analysis This is of paramount importance to understand the value
stream.
- KSF and CSF analysis
- Portfolio analysis BCG, GE, etc
- Financial analysis Financial ratios
- Performance indicators Sales, cost etc.
- Brand positioning Positioning maps
- Branding Brand audits, Brand anatomy, Brand strategies
- Product life cycle and Total product concept
- Market analysis Forecasts, Gap analysis
- Stakeholder analysis
- Other performance indicators - CSR
- Risk analysis Risk assessment matrix

The following areas must be covered in the task

4.3.1 Identify the appropriate analytical tools to evaluate the internal environment
of Tesco
4.3.2 Evaluate the internal enviornment of Tesco using the identified tools in
section 4.3.1
4.3.3 Highlight the threhold and unique resources, and Tescos core capabilities/
competencies
4.3.2 Evaluate the internal enviornment of Tesco using the identified tools

Through the identified models and frameworks, candidates are required to evaluate
the internal environment of Tesco, UK.
Example
Value Chain Analysis
This is an important analysis that could be conducted to identify non value adding
activities, resources of which can be deviated to strengthen value adding activities.
The strengths and weaknesses of each of the following areas should be highlighted
through the analysis. Care should be taken to avoid giving a description of each
activity instead of highlighting strengths or weaknesses.
Primary activities
Inbound logistics: the receiving and warehousing of raw materials and
distribution to manufacturing as they are required.
Operations: the processes of transforming inputs into finished products and
services.
Outbound logistics: the warehousing and distribution of finished goods.
Marketing and sales: all marketing and selling activities conducted to identify
customer needs and pursue purchases.
Service: after sales services

4.3.2 Evaluate the internal enviornment of Tesco using the identified tools

Supporting activities
Firm infrastructure: Includes physical infrastructure such as IT systems, buildings as
well as virtual infrastructure such as controls and culture
HR management: recruitment, development and compensation
Technological development: includes IT capabilities, process improvements, etc.
Procurement: includes purchase of raw materials and capital equipment
Example
Current marketing strategies
The students may analyse the following marketing strategies:
- The STP strategy
- The growth strategy
- The competitive strategy
- The international strategy (if applicable)

4.3.3 Highlight the threhold and unique resources, and Tescos core
capabilities/ competencies
As the next step, candidates are required to identify and highlight the threshold and
unique resources, and the core capabilities/ competencies of Tesco through the internal
analysis conducted.
Organisational Resources are all assets that are available to a firm for use during the
production process. The four basic types of organisational resources
are human, monetary, raw materials and Capital. Organisational resources are
combined, used, and transformed into finished products during the production
process.
An organisational capability is defined as an ability and capacity of an organisation
expressed in terms of its human resources: their number, quality, skills and
experience, physical and material resources: machines, land and buildings, financial
resources: money and credit, information resources: pool of knowledge, databases and
intellectual resources: copyrights, designs and patents.

There are three types of targeting strategies: differentiated, undifferentiated and

concentrated. Candidates are expected to identify the strategy that is currently used by
the organisation and explain its strengths and cons. Furthermore, positioning could be
analysed through corporate positioning, brand positioning and product positioning.
The growth strategy could be identified using the Ansoff matrix whilst Porters generic
strategies could be used to identify and analyse the competitive strategy.
The international strategy can be based on globalisation, regionalisation, adaptation or
localisation.

Threshold capabilities and resources do not underpin the competitive advantage. They
are needed to meet the customers requirements at a minimum level and thus, ensure
organisations survival.
Unique resources and core competencies on the other hand underpin competitive
advantage and hence, they are not easily imitable and obtainable.

4.4 Helper questions

Is there a specific word count for
this section?

Yes, the word count allocated for this task is 1,000.

Is there a restriction on the

number of tables and charts to be
used for a particular task?
Do I need to include references in
the answer?

Yes, you are required to apply models from the lecture notes to the analysis of the company. You will be allowed to
include a maximum of two tables or figures or charts per task. For example, for task B you may include two tables.
Yes, it is important that you include in-text references particularly when including theories and definitions. The
examiner specifically considers this when providing higher grades. You are advised to comply with the Harvard
referencing system.

4.5 Sample Answer

Note: Please note that these are sample answers for similar requirements. The candidates are required to develop their own answers which meet the current context, word
count and depth as per the requirements of the assignment question.
Sample answer

A similar requirement from a previous assignment was:

Prepare a marketing audit for the chosen organisation including an internal environmental analysis.

Sample answer Contd

Sample answer Contd

Sample answer Contd

Comment: The internal environmental analyses provided above focus on the general marketing practices of the organisation and have not been specifically developed for
Tesco. Therefore, candidates are required to develop the analysis based on the organisational context. Furthermore, the answer provided does not highlight the threshold
and unique resources and its core capabilities/ competencies.

5.0 Task C Strategic Fit Analysis

5.1Assignment answer process

Step 1

Evaluate the Strategic Fit of Tesco

Step 2

Highlight how Tesco's strengths and weaknesses fit the opportunities and threats in its market environment

5.2Outline of the Answer

Strategic Fit Analysis

Evaluate the Strategic Fit of Tesco.

Highlight how Tesco's strengths and weaknesses fit the opportunities and threats in its market environment.

The following areas must be covered in the task

5.3 Detailed Guidelines

In this section, candidates should clearly evaluate the strategic fit of Tesco,
highlighting how Tescos strengths and weaknesses fit the opportunities and
threats in its market environment. For the purpose, candidates are required to
refer to the analysis conducted in task A and B.

5.3.1 Evaluate the strategic fit of Tesco

The candidates are first required to explain what is meant by Strategic Fit.
Strategic fit is the level to which organizational resources and capabilities are
matched with the opportunities and threats posed by the external environment.
Strategic fit is a concept which is closely related to the Resource-based view of the
firm which indicates that profitability is achieved not only through positioning and
industry selection, instead through an internal focus which seeks to make use of the
unique characteristics of the companys portfolio of resources and capabilities.
5.3.2 Highlight how Tesco's strengths and weaknesses fit the opportunities and
threats in its market environment

This part of the answer requires candidates to refer to the findings of the analysis
conducted in tasks A and B and highlight how Tescos strengths and weaknesses
(internal environment analysis) fit the opportunities and threats in the market
environment (macro and micro environments).
For example,
Strengths
Tesco owns a strong brand name in the UK. For many years, the company has enjoyed
satisfactory profits although its profits are in decline presently. Furthermore, Tesco
has a large number of loyal customers and has implemented strategies to widen its
appeal to further segments of the population.

5.3.1 Evaluate the strategic fit of Tesco

5.3.2 Highlight how Tesco's strengths and weaknesses fit the opportunities and
threats in its market environment

5.3.2 Highlight how Tesco's strengths and weaknesses fit the opportunities and
threats
in its market environment contd
Weaknesses
Tesco faces greater competition from discount supermarkets such as Aldi and Lidl
and is overly dependent on its largest market, UK.
Opportunities
In terms of market development, Asian countries will bring growth opportunities for
Tesco as well as expanding its product lines/ portfolio.

Threats
Tesco faces threats in terms of market competition (such as Aldi and Lidl) and has lost
its market share. Also, there are increasing signs of profit margin tightening within
the UK grocery sector.
Strategic Fit
As highlighted above, Tesco is overly dependent on UK as its largest market and there
is a threat of increasing signs of profit margin tightening within the UK grocery sector.
This is further justified by the competition faced from other supermarkets such as
Aldi and Lidl. Therefore, Tesco may look at growing into new markets such as Asia to
gain more market share and increase profitability. The expertise gained over the
years and the customer recruitment and retention strategies implemented in the UK
market can be used (may be with slight changes) for the new markets in gaining more
presence, appeal and loyalty in the long run.

5.4 Helper questions

Is there a specific word count for

this section?

Yes, the word count allocated for this task is 700.

Is there a restriction on the

number of tables and charts to be
used for a particular task?

Yes, you are required to apply models from the lecture notes to the analysis of the company. You will be

Do I need to include references in

the answer?

Yes, it is important that you include in-text references particularly when including theories and definitions.

allowed to include a maximum of two tables or figures or charts per task. For example, for task C you may
include one figure and one table.

The examiner specifically considers this when providing higher grades. You are advised to comply with the
Harvard referencing system.

5.5Sample Answer
Note: Please note that these are sample answers for similar
requirements. Candidates are required to develop their own answers
which meet the current context, word count and depth as per the
requirements of the assignment question.

Sample answer

A sample answer evaluates the strategic Fit of Tesco, highlighting how

Tescos strengths and weaknesses fit the opportunities and threats in its
market environment.
Strategic fit is the level to which organizational resources and capabilities are
matched with the opportunities and threats posed by the external
environment.
Strategic fit is a concept which is closely related to the Resource-based view of
the firm which indicates that profitability is achieved not only through
positioning and industry selection, instead through an internal focus which
seeks to make use of the unique characteristics of the companys portfolio of
resources and capabilities.
As per the analyses conducted in Task A and B it was analysed that Tesco owns
a strong brand name in the UK, For many years, the company has enjoyed
satisfactory profits although its profits are declining presently. Furthermore,
Tesco has a large number of loyal customers and has implemented strategies
to widen its appeal to further segments of the population. These are identified
as strengths of the organisation.

Sample answer

On the other hand, Tesco faces greater competition from discount supermarkets such as Aldi
and Lidl and possesses the weakness of being overly dependent on its largest market, UK.
However, when analysing the external environment, it was noticed that currently Tesco faces
threats in terms of market competition (such as Aldi and Lidl) and has lost its market share.
Furthermore, there are increasing signs of profit margin tightening within the UK grocery
sector. These factors are seen as threats to the orgsanisation.
On the other hand, Tesco could look at growth opportunities such as developing the Asian
market and expanding its product lines/ portfolio.
Establishing the Strategic Fit of Tesco;
As highlighted above Tesco is overly dependent on UK as its largest market and there is a threat
of increasing signs of profit margin tightening within the UK grocery sector. This is further
justified by the competition faced from other supermarkets such as Aldi and Lidl. Therefore,
Tesco may look at growing in to new markets such as Asia to gain more market share and
increase profitability. The expertise gained over the years and the customer recruitment and
retention strategies implemented in the UK market can be used (may be with slight changes) for
the new markets in gaining more presence, appeal and loyalty in the long run.
When developing the answer to this task, candidates are required to state more
strengths, weaknesses, threats and opportunities identified in Tasks A and B and
conduct a detailed and a thorough strategic fit analysis.

6.0 Useful Information

6.1 Reference Weblinks

Name

Website

Tesco

http://www.tesco.com/

UK Supermarket industry

https://www.google.lk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=UK+supermarket+indsutry

Strategic Fit Analysis

https://www.google.lk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=Strategic%20Fit%20analysis

Market Environment Analysis

http://www.learnmarketing.net/pestanalysis.htm

Resources and capability

Analysis

https://www.google.lk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF8#q=Resources+and+capability+analysis+for+an+organisation

Critical Success factors

https://www.google.lk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=Critical%20success%20factors

6.2 Sample Formats

6.2.1 Report format

This is an organised list of titles for

quick information on the summary of
the report. It should contain proper
headings and subheadings along with
numbers.

1.1 Executive Summary

2.0 Table of Contents

3.1 The Formal Address

Students should include a brief

introduction of the firm they have
selected. They should introduce the
company and its products/services
briefly. Additional details can be
included in the appendix and
referred to in the answer.

4.0 Introduction

5.0 Discussion

6.0 Conclusion/Recommendation

7.0 Bibliography
References should be listed in
alphabetical order of author's or
editor's surnames. It should follow
the Harvard Referencing style.

This should be at the beginning of the

report. It is the overview of the report.
Students should summarise the key points
of the report for their readers, saving them
time and preparing them for the upcoming
contents.
For example, you may state this report will
address the importance of the role of
marketing.

8.0 Appendices

There should be formal address in the

report. It will follow as:
To:
From:
Subject:
Date:

The main argument should be included

within this. It is recommended to use
separate sub headings as required.

6.3 Sample Formats Contd.

6.3.2 Presentation
Presentation is a form of presenting information in an attractive manner. The most
commonly used software is MS PowerPoint.

Match design to purpose

It is essential to decide if the presentation is meant to entertain, inform, persuade,
or sell. Further whether it is a informal or a more formal approach most appropriate
to the subject and to the audience? Need to keep colours, clip art, and templates
consistent with the main objective.

6.3 Sample Formats Contd.

6.3.2 Briefing paper

All Briefing Papers should include the following:

Keep it simple
Use two font families; it is a good rule of thumb. No more than one graphic image
or chart per slide is another good rule (excluding any corporate logo or other
recurring element in the design).

Be consistent
Use the same colours and fonts throughout. Select graphic images in the same
style. Templates go a long way toward helping to maintain consistency.
Includes speakers notes
Speakers notes should be adequately included to fully understand the audience on
what the presenter needs to say and make sure that it contains
information/contents greater than appears on the slide.
Follow a proper order
Follow a proper sequence when including slides:

A title page (including name of the presentation, company name and log etc.)

Content page

Introduction

Body of the presentation (the answers for the given questions)

Conclusion

a clear statement of the topic of the brief and short summary of the issue
a relevant and brief background to the issue(s)
a concise analysis of the issues,
conclusions & recommendations for action, which may include your opinion,
backed up by evidence and support
any "annexes" or appendices with supplemental information (for example a table
of statistics or a map)

6.4 Harvard Referencing System

6.4.1 Citing References in the Text
In- test citations should give the surname of the author or editor, the date of publication
and, where necessary a precise.
Page reference which is separated from the rest of the information by a comma. Some
examples are listed below:
6.4.1.1 Single author
Kaufman (1987) advances the notion that elderly people maintain a sense of continuity
with their past lives. Health is dynamic and this makes it difficult to define it
unambiguously as a concept (Seedhouse, 1986). Early recordings show how distinctive
the orchestras of different countries sounded at the start of the twentieth century
(Roberts, 1989, p.22-48). When an author has published more than one cited source in
the same year these are distinguished by adding a lower case letter after the year:
Burnard (1992a) wrote about communication for health care professionals that .
Burnard (1992b) predicted problems of childhood obesity

6.4 Harvard Referencing System

6.4 Harvard Referencing System- Contd.

6.4.1.2 Two authors

In the study by Basford and Slevin (1995).

6.4.2 Citing References in the Reference List or Bibliography

Printed Sources

6.4.1.3 More than two authors

Benner et al (1996) concluded that. Note: however all the authors' names should
appear in the reference list.
6.4.1.4 Direct quotation
When quoting directly from a source use quotation marks and acknowledge the
writer's name, year of publication and page number. Short quotations (up to 2
lines) can be included in the body of the text: Weir (1995, p.10) states that
"defining roles and their remits is not simple". Longer quotations should be
indented in a separate paragraph: In discussing staff development Thomas and
Ingham (1995, p.33) state that:
"Development is infectious, and staff who previously have recoiled from
undertaking a degree or conversion course have been encouraged by the success of
others".
6.4.1.5 Secondary referencing
Secondary referencing is when one author is referring to the work of another and
the primary source is not available. You should cite the primary source and the
source you have read thus: Torres (1990) suggests that the individual is the core'
of nursing practice (cited by Jasper, 1994) Merleau-Ponty (1962, cited by Munhall,
1989) suggests that key concepts relating to this are embedded in individual
experience. In your reference list details of the publications by Jasper (1994) and
Munhall (1989).

Arrangement

A book by a single author

A book by two authors

A book by more than two authors

A book by a corporate author (e.g. a government department or

other organisation)

An edited book:

A chapter in a book

An article in a journal by one author

An article in a journal by two or more authors

An article in a newspaper

Official and Government publications

Conference Proceedings

Published conference proceedings with author or editor(s):

Paper from published conference proceedings with author or editor(s)

Thesis or Dissertation

A Secondary Reference

6.4 Harvard Referencing System- Contd.

Arrangement
References should be listed in alphabetical order of author's or editor's surnames.
If the author's surname is not known use the abbreviation 'Anon.' for 'Anonymous',
and list the book under 'A'. If the publication is produced by a company or
organisation it should be listed in the alphabetical sequence under the initial letter
of the first major word of the organisation's name ('A', 'An' and 'The' are not
regarded as major words).
Two abbreviations that you may need to use are 'n.d.' and 'n.p.'. 'n.d.' means 'no
date' and is used when the date of publication is not know. Put this in square
brackets [n.d.] 'n.p.' means 'no place of publication' and is used when the place of
publication is not known. Again put this in square brackets [n.p.]
If more than one item by the same author has been published during a specific
year, use lower case letters after the year (1999a, 1999b etc.):

6.4 Harvard Referencing System- Contd.

Stiglitz, J. (2002) Globalisation and its discontents. London: Allen Lane.

(1994) health Education Authority (1993)

Hinchliff, S.M. ed. (1979) hinchliff, S.M. (1987)
Whenever possible details should be taken from the title page of a publication and
not from the front cover, which may be different. Each reference should include the
detail and punctuation given in the examples below. Author's forenames can be
included if given on the title page but the initial is sufficient. The title of the
publication should either be in italics or underlined, followed by the place of
publication and the publisher's name. The examples given below are in italics:

A book by two authors:

Aggleton, P. and Chalmers, H. (2000) Nursing models and nursing practice. 2nd ed.
Basingstoke: Macmillan.

A book by more than two authors should have all the authors
acknowledged:

Bowes, A., Gleason, D. and Smith, P. (1990) Sociology: a modular approach. Oxford:
Oxford University Press

Aggleton, P. And Chlmers, H. (2000) Burnard,

P.(1998a) Burnard, P. (1998b) Drain, C.B

A book by a single author:

A book by a corporate author (e.g. a government department or

other organisation):

United Nations. Department of Economic and Social Affairs (2001) World public
sector report: globalisation and the state 2001. New York: United Nations.

An edited book:

Basford, L. and Slevin, O. (eds.) (1995) Theory and practice of nursing: an integrated
approach to patient care. Edinburgh: Campion.

A chapter in a book:

Taruskin, R. (1988) The pastness of the present and the present of the past. In
Authenticity and Early Music, ed. N. Kenyon, p.137-207. Oxford: Oxford University
Press.

6.4 Harvard Referencing System- Contd.

An article in a journal by one author:

Allen, A. (1993) Changing theory in nursing practice. Senior Nurse, 13 (1), p.43-5.

An article in a journal by two or more authors:

As with books (see above), you should list all the authors in the reference or
bibliography: Colley, A., Banton, L., Down, J and Pither, A. (1992) An expert-novice
comparison in musical composition. Psychology of music, 20, p.124-34.

Conference Proceedings

Published conference proceedings with author or editor(s):

Banks, S. et al (1998) Networked Lifelong Learning: innovative approaches to

education and training through the Internet: Proceedings of the 1998 International
Conference held at the University of Sheffield. Sheffield: University of Sheffield.

An article in a newspaper:

Leadbetter, C. (2002) Why globalisation is a good thing: analysis. The Times, June
26, p.6.

6.4 Harvard Referencing System- Contd.

Official and Government publications:

Proctor, P. (1998) The tutorial: combining asynchronous and synchronous

learning. In Banks, S. et al . Networked Lifelong Learning: innovative approaches to
education and training through the Internet: Proceedings of the 1998 International
Conference held at the University of Sheffield . Sheffield, University of Sheffield.

Official and government documents include such items as laws and statutes,
reports of government committees and the debates that take place in the
legislature of a country. There is no standard pattern for the citation of official
documents; the information you are able to give will depend on what is supplied by
the official body that issued the document. If there is a possibility of confusion, you
should give the name of the country concerned as the first part of the citation. This
is followed by the name of the body or agency that issued the document, the title of
the document in italics, the publication date, the place of publication and the
publisher's name:
Great Britain. Parliament. House of Commons. International Development
Committee (2001) The Globalisation White Paper. Report, together with minutes of
evidence, appendices and proceedings of the committee. London: The Stationery
Office (HC 2000-2001 (208)).

Paper from published conference proceedings with author or

editor(s)

Thesis or Dissertation

Most dissertations and theses are unpublished, so they need a special citation
method: Jones, J.B. (1974) The piano and chamber works of Gabriel Faur.
PhD dissertation. Cambridge University. If a dissertation or thesis is published, it
should be cited as a book.

A Secondary Reference

You may find that you need to cite a specific chapter or essay in a book, particularly
where the chapters are written by different authors:
Bushy, A. (1996) Cultural and ethnic diversity: cultural competence. In Hickey, J.V.
Advanced practice nursing: changing roles and clinical applications. Philadelphia:
Lippincott, p.91-106

6.4 Harvard Referencing System- Contd.

Internet Sources

Individual works
No specified Author
Citing electronic journals
Email Discussion Lists
Personal e-mail

Individual works

Author/editor surname, Initial (year) Title [online]. Edition. Place of publication,

Publisher. Available from: <URL> [Accessed date].
Marieb, E. (2000) Essentials of human anatomy and physiology: AWL Companion
Web Site. [online]. 6th edition. San Francisco: Benjamin Cummings. Available from:
<http://occ.awlonline.com/bookbind/pubbooks/marieb-essentials/> [Accessed 4
July 2001].
The date of publication is the date the pages were last updated. If no publication
date is given write (No date) or (n.d.).

No specified Author

6.4 Harvard Referencing System- Contd.

Author surname, Initial. (Year) Title of article. Journal title [online], Volume (part).
Available from: <URL>. [Accessed date].

Snyder, M. (2001) Overview and summary of complementary therapies: Are these

really nursing? Online Journal of Issues in Nursing [online], 6 (2), 31 May 2001.
Available from: <http://www.nursingworld/ojin/topic15/tpc15ntr.htm>
[Accessed 4 July 2001].

University of Reading (2000) Education: a brief guide to internet resources [online].

Reading: Reading University. Available from:
<http://www.reading.ac.uk/libweb/Lib/Subj/Ir/ireduc.html> [Accessed 6
October 2000]

Email Discussion Lists

References to these messages should be treated in the same way as journal

references; using the list name in place of the journal title and the subject line of
the message in place of the article title. For 'Available from' use the email address
of the list administrator. These details, together with the author, will appear in the
message header. Author, (Day Month Year). Subject of Message. Discussion list
[online]. Available from: email list address [Accessed 5th July 2001]
Nott, A.J. (26 Jan 2000) Integrated care pathways. Psychiatric-nursing [online].
Available from: <http://www.jiscmail.ac.uk/lists/psychiatric-nursing.html>
[Accessed 5 July 2001]

Organisation. (Year) Title [online]. Edition statement if given. Place of publication:

Publisher. Available from: <URL>. [Accessed date].

Citing electronic journals

Personal email

If you wish to refer to a personal email message then the following format is
recommended. Always get the sender's permission to quote a message especially if
you quote their email address. Sender (Sender's email address) (Day Month Year).
Subject of Message. Email to recipient (Recipient's email address). McConnell, D.
(D.McConnell@sheffield.ac.uk) (28th November 1997) Follow up to your interview.
Personal email to L. Parker (l.a.parker@sheffield.ac.uk)

6.4 Harvard Referencing System- Contd.

Other Sources Audio-visual

Author, Initials. (Year) Title [format]. Edition statement if given. Place of

publication: Publisher. If no author, use the title as the first part of the citation.
Now wash your hands. (1996) [Videocassette]. Southampton: University of
Southampton, Teaching Support and Media Services Gandhi. (1982) [DVD]. Dir.
Richard Attenborough. Columbia.
Thatcher, Margaret. (1986) Interview. In Six O'Clock News. TV, BBC 1. 1986 Jan 29.
18.00 hrs.

CD sleeve/liner notes

Al Hilgart, liner note to Ella Fitzgerald sings the Rodgers and Hart Song Book. 1997.
Compact disc. Verve. 537 258-2.

Source ; http://lrs.tvu.ac.uk/find/recording_your_references.html

7.0 Frequently Asked Questions

1. General FAQs
1.1 How many marks do I need to obtain a pass grade for this assignment?

You need to obtain 40 marks or more for you to secure a pass grade for this assignment. A score of 40 marks could secure you a marginal pass for SMA. If you
obtain less than 40 marks, your grade will be classified as failed.
1.2 What is the procedure I need to follow if I obtain a fail grade for this module?

If you obtain less than 40 marks for this module, you will need to complete a re-assessment. For online students, this is a NEW assessment, you CANNOT rework the assessment that you have already submitted. The re-assessment information is given in the appendix of the module guide.
Full time students will need to complete a time constrained case study as well an examination for re-assessment.

1.3 What sort of assessment offences will I be penalised for?

An assessment offence is the general term used to define cases where a student has tried to get unfair academic advantage in an assessment for himself or
herself or another student. Assessment offences can include plagiarism, collusion and cheating. For most serious offences, the penalty includes expulsion
from Anglia Ruskin. For full details of our assessment offences policy and procedures, see Section 10 of the Academic Regulations at:
www.anglia.ac.uk/academicregs.

1.4 What are the requirements I need address to obtain an A grade for this module?

To obtain an A grade, you need to secure between 70 to 100 marks. Your

assignment should demonstrate the following;

Outstanding knowledge and understanding of the topic

Excellent integration of theory into practice

Analytical originality and autonomy

Balanced and coherent arguments

Complementary use of relevant sources of information

Exceptional academic, problem-solving and presentation skills

Excellent and accurate written expression and referencing

Word limit

2. Subject related FAQs

2.1 What is the key aim of this module?

This module is designed to provide students with a holistic view of an organisations strategic position. The module content is mainly concerned with the
strategic analysis of organisations regarding their competitive positioning and strategic fit. This analysis will provide a springboard for reviewing strategic

options in response to the competitive environment and for considering issues involved in strategy implementation.

2.2 What are the key reading references for this module?

2.3 Am I expected to go through other sources rather than the

aforementioned texts when studying for this module?

Key text

Grant, R.M. and Jordan, J., 2012. Foundations of strategy. Chichester:

John Wiley and Sons.

It is important that you draw on articles published in the worlds leading

management journals which will contribute to the development of your

academic and professional skills. There are some relevant titles that are
Supplementary texts

Johnson, G., Whittington, R. and Scholes, K., 2011. Exploring strategy:

that you keep updated with the latest news from the business world on a

Text and cases. 9th ed. Harlow: FT Prentice Hall.

daily basis.

Rothaermel, F. T., 2013. Strategic management: Concepts and cases.

Irwin: McGraw-Hill.

available in the Digital Library. In addition, it is strongly recommended

Grant, R.M., 2012. Contemporary strategy analysis: Text and cases.

8th ed. Chichester: John Wiley and Sons.

2.4 What is strategic management?

Strategic management is the process of developing a vision, mission, objectives, strategies and an action plan in order to ensure that an organisation meets
its shareholders objectives. Strategic management takes the long term planning horizons of the company into consideration when making strategic
decisions. It also pays attention to how best the resources of the organisation can be allocated. Strategic management determines the nature of an
organisation (according to the type of business they are in) and what it should be in the future based on the expectations of the stakeholders.

2.5 What is meant by strategic intent?

Strategic intent is the means by which an organisation achieves its vision. Expression of strategic intent helps individuals and organisations share the
common intention to survive and continue or extend themselves through time and space.

2.6 What is meant by environmental analysis?

Marketing environment generally refers to both internal and external

environments in which organisations operate. The marketing environment
has been subdivided in to three different sections.

Macro environment Wider politico-economic variables

Meso environment Organisations industry and market place

Micro environment Organisations internal environment

Relevant information and analysis are needed for an organisation to build

and renew its knowledge base for developing successful strategies in the
face of external opportunities and threats and internal strengths and
weaknesses.

2.7 If aim am to undertake an external environmental analysis what are the

tools and frameworks that I can use?

You can use a PESTEL framework to undertake a macro environmental

analysis and Porters Five Forces to undertake a micro environmental
analysis. These are the two essential frameworks to use when conducting
a macro and micro environmental audit.

2.8 What are Critical Success Factors (CSF)?

2.9 What is strategic capability?

Critical Success Factors are those factors that are either particularly valued

Strategic capability is the adequacy and suitability of the resources and

by customers or which provide a significant advantage in terms of cost.

competences of an organisation for it to survive and grow. Strategic

(Johnson, Whittington, & Scholes, 2012) These are factors internal to the

capability is underpinned by the resources and competencies of the

organisation that are imperative to operational success. For example,

organisation.

having the right set of resources is of critical importance to enabling

capabilities and so on.

2.10 What is organisational culture?

Organisational culture is the set of beliefs, customs, practices and ways of thinking that an organisations employees have come to share with each other
through working together. The culture of an organisation often evolves over a period of time and is influenced by a range of factors such as the nature of
business, management style, organisational structure and leadership.

2.11 What is meant by strategic fit?

2.12 What is meant by competitive advantage?

Strategic fit is the level to which organisational resources and capabilities

Competitive advantage is the advantage that the company has over its

match the opportunities and threats posed by the external environment.

competitors which add value to the organisations product portfolio over

that of its competitors. Sustainable competitive advantage is the

advantage of the company over its competitors which cannot be copied or

imitated.

2.13 What are core competences?

Core competencies are skills and the technologies that are unique to the organisation. These provide a benefit to the customer of the organisation and equip
the organisation with a competitive advantage. The core competencies of the organisation are achieved through collective learning and can consist of
superior production skills and advanced technologies, which enable the organisation to provide value to the customer more than competitors.

2.14 When citing references what is the preferred style of referencing?

Sources should be properly cited and displayed in a reference list according to the Harvard System of Referencing style.

3. Assessment related FAQs Online students

3.1 What is the form of assessment for this module?

3.2 What is the word count allowed for the patchwork portfolio?

The form of assessment for this module is an assignment. The assignment

Students are expected to develop the patchwork portfolio to be a total of

can be considered as an individual patchwork portfolio.

3000 words.

3.3 Usually how many patches are included in the individual patchwork portfolio?

The patchwork portfolio usually contains three patches and each patch is allocated 1000 words. Each patch consists of three tasks: A, B and C.

3.4 Usually, what is the weightage of marks allocated for each patch?

3.5 Is a draft submission allowed for this module?

Usually, each patch carries around 33-34% of the total marks allocated

Yes, one draft assignment is allowed for this module.

for the assignment.

3.6 What is the length of the draft assignment that I should submit?

3.7 Does the draft assignment contribute to the final marks of the assignment?

It is very important to note that the draft assignment submitted

No marks are allocated for the draft assignment and the draft assignment

should be no more than two pages. The points that you intend to

will not have any contribution to the final assignment marks. The

cover in the assignment should be summarised using two sides of A4

individual patchwork portfolio will carry 100% of the marks.

in the draft assignment.

4. Assessment related FAQs FT

4.1 What is the form of assessment for this module?

This module is assessed in two ways: time constrained case study (30% of the total marks) and end semester exam (70% of total marks).

Time constrained case study

4.2 What is meant by time constrained case study?

4.3 What are the key requirements of the time-constrained task?

Here, the case study and questions are released one week before the

The key requirement is to apply models from the classes and readings to

submission date. It is a time-constrained task where students should

your analysis of the case and to select and answer one question from

manage/ plan their time effectively.

sections 1 and 2.

4.4 What is the word count of the time-constrained case study?

4.5 Is the reference list included in this word count?

1000 words in total, which will be split between two questions (one from

No, the reference list is not included in the word count.

each section).

4.6 What are main guidelines for the format and presentation of the time constrained case study?

Students should use font point 12, single spacing, and 1-inch margins. The reference list should be in line with the Harvard Referencing Style.

4.7 What are the key points to pass this the time-constrained case study?

4.8 Will there be a draft feedback for this assessment?

Students should avoid restating facts from the case or describing theories.

No - Your tutors/ lecturers will not look at any part of your report before

Key focus should be on careful analysis of the situation, supported by

the submission.

relevant theories, models and conceptual frameworks.

End semester exam

4.9 What is the weightage of marks allocated for the exam?

4.10 What is the nature of this exam?

The end exam accounts for 70% of the total marks allocated for this

This is a case study based exam.

module.

4.11 When will the case study be released?

4.12 Can I bring notes to the exam room?

The case study will be released two weeks before the examination date.

Students can bring to the examination a document with notes to help in

Please note that only the case study will be released in advance and the

answering the question. These notes should consist of a maximum of

questions will be given in the examination day.

2000 words (including tables, figures, charts, and references) and should
not exceed eight pages.

4.13 Do I have to put references for my notes?

4.14 Can I take contents from my notes to answers?

Yes - Notes should be referenced according to the Harvard Referencing

Answering questions by simply copying content from other sources will

System. In order to be allowed to use your notes and references during the

decrease your marks. You are encouraged to use the notes to advance

examination, you are required to submit your notes to TurnitinUK (up

your analysis of the case, rather than copying material from the key text

to the examination day), and print your notes with a Turnitin digital

and other sources.

receipt.

4.15 Can I use contents from other sources?

Yes, however if you use contents from other sources in any exam answer,
you have to cite them.

5. Final submission related FAQ online students

5.1 Am I expected to submit the final assignment via Turnitin UK?

5.2 When submitting the final submission via Turnitin, can I include my name
in the submission?

Yes, you are expected to submit the final assignment to Turnitin before

It is very important that you enter your SID as the submission title. All work

final submission. The originality report accessed through Turnitin

submitted MUST be entitled by your student ID number.

should be submitted along with your final submission.

5.3 What is the submission procedure when submitting the final

submission of the assignment?

5.4 What are the consequences I will have to face if I am unable to submit the
assignment on time?

You are required to submit a soft copy of the final assignment

The assignment must be submitted at 5 pm on the deadline for final

according to the submission guidelines as informed by LS academic

submission. Late work will not be accepted and zero mark will be awarded

office. Usually, the soft copy of the final assignment should be

for the assignment task.

submitted to the London school of Marketing submission website.

http://www.lsmsubmissions.com/. You are advised to refrain from
sending the final submission to the academic staff.
5.5 How long will it take to obtain feedback of the completed module?

You are entitled to written feedback on your performance for all your assessed works. LSM is committed to providing you with feedback on all assessed
works within 20 working days of the submission deadline or the date of an examination.

6. Final submission related FAQ FT students

6.1 Am I expected to submit the time constrained case study via Turnitin UK?

No, you are not expected to submit the time constrained case study to Turnitin before final submission. However, in order to be allowed to use your notes
and references during the examination, you are required to submit your notes to TurnitinUK (up to the examination day), and print your notes with a
Turnitin digital receipt.

6.2 What is the submission procedure when submitting the time constrained case study?

Usually, the soft copy of the time constrained case study should be submitted to the LSM submission website. http://www.lsmsubmissions.com/.

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