Universidad Nacional Abierta y a Distancia

Vicerrectoría Académica y de Investigación

Course: Strategic Management
Code: 212053

Activity Guide and Evaluation Rubric – Phase 2 Strategic diagnosis

1. Activity Description

Type of Activity: Collaborative

Evaluation Moment: Intermediate Unit 1
Highest Activity Score: 120 points
The activity starts on: Wednesday, The activity ends on: Tuesday, June 30,
June 17, 2020 2020
With this activity, the following learning outcomes are expected:

Apply strategic diagnostic tools in companies to identify their position in the industry
or market.

The activity consists of:

This course is in English and as it is specified in the Rules and conditions for
course development: “The student must develop the proposed activities on due
time, in English. Contributions in different languages won´t be evaluated”.

Individual
The student develops the following activities:

1. Read the following case, attached in the Learning Environment as Annex 2 –

Airbnb Case:

Gallagher, L. (2017). HOW AIRBNB FOUND A MISSION—AND A BRAND. (cover

story). Fortune, 175(1), 56–62.

2. According to the previous reading, your own understanding of the company in

the case and your search on internet:

Hand draw a billboard using the resources you have (cardstock, paper, acrylic
board) as a visual aid for a presentation of the case including:

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  Student´s name
 Date
 Case name: Airbnb Case
 A problem tree with problem, causes and consequences of the situation faced
by the company in the case

3. Record and post in YouTube a 2 - 3 minutes video where the student appears
himself with the hand draw billboard presenting in English the problem of the
company in the case, mentioning specifically:

 Student´s name
 Date
 General description of the company in the case study
 Problem faced by the company in the case study
 Causes of the problem in the case study
 Consequences of the problem in the case study

Collaborative
The group develops the following activities:

4. Each student reads and reviews the following references for Unit 1 at the
Learning Environment:

 Jeyarathmm, M. Strategic Management, (pp. 4-11)

 Andersen, T. J. (2013). Short Introduction to Strategic Management, (pp.29-
63)
 GÜREL, E., & TAT, M. (2017). SWOT Analysis: A Theoretical Review.
 Triana Ortiz, K. (07,11,2018). Virtual Learning Object Strategy Analysis
Tools
 Triana Ortiz, K. (15,08,2017). Porter´s Five forces. [Video].

5. To carry out the strategic diagnosis for the company in the case, each student of
the group chooses one of the following topics:

 Strategy concept definition, Structure of the Model of Strategic Management

and Strategic Direction of the company (Mission, Vision and Values
statements)
 External Analysis (PESTEL)
 External Analysis (Porter´s five forces)

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  Internal Analysis (Value Chain key findings)
 Internal Analysis (SWOT)

6. Post the topic selection in the Discussion forum – Unit 1, according to the
following chart, also, identify who will be in charge of delivering the final
document at the Evaluation Environment:

Strategic Diagnosis Activities Assignment and Work

Responsibilities
Group Number:
Case title:
Student name Selected topic Mark with (X) the student
chosen to submit the final
document to the Evaluation
Environment
Student 1. Name
Student 2. Name
Student 3. Name
Student 4. Name
Student 5. Name

Each student must respect the other students´ selection, it means for
example, if one student selects Internal Analysis (SWOT), none of the other four
students can develop the SWOT, they must choose another topic. In case a
second student presents the development related to the SWOT, it won´t be
evaluated.

Note: If some of your classmates don't chose some topic because he or she
doesn't participate in the forum, the group can present only the topics developed
for the classmates who have participated in the job. It means for example if there
are only three active students, their document will have only three topics
developed, however, as explained in Activity 4, all students must read and review
all references to have a general understanding of all topics.

7. In the context of the case study, according to the topic chosen previously, the
review of Unit 1 references and his own search on internet, each student solves
his part of the strategic diagnosis following the instructions below and posts its
results in the Discussion forum:

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 Chosen Topic: Strategy concept definition, Structure of the Model of
Strategic Management and Strategic Direction of the company (Mission,
Vision and Values statements)

To provide a theoretical framework, complete the following chart with the

definition of the concepts:

Concept General Definition Reference (Use APA)

Strategy
Structure of Model of
Strategic Management
Mission
Vision
Values

Once there is a clear understanding of each concept, design a creative

infographic defining of the strategic direction of the company in the case
(Airbnb) including:

o Group number
o Date
o Case title
o Mission of the company in the case
o Vision of the company in the case
o Values of the company in the case
o Short conclusion analyzing how the company´s situation is in the
industry or market, in relation to the contents included in the infographic

 Chosen Topic External Analysis (PESTEL)

To provide a theoretical framework, complete the following chart with the

definition of the concepts:

Concept General Definition Reference (Use APA)

PESTEL as an external
analysis tool
P
E
S
T

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 E
L

Once there is a clear understanding of each concept, design a creative

infographic applying the PESTEL tool to the company in the case (Airbnb)
including:

o Group number
o Date
o Case title
o PESTEL chart applied to the company in the case
o Short conclusion analyzing how the company´s situation is in the
industry or market, in relation to the contents included in the infographic

 Chosen Topic: External Analysis (Porter´s five forces)

To provide a theoretical framework, complete the following chart with the

definition of the concepts:

Concept General Definition Reference (Use APA)

Porter´s five forces as
an external analysis
tool
Market Competitors
force
Supplier Power force
Customer Power force
Threat of New Entrants
force
Threat of Substitutes
force

Once there is a clear understanding of each concept, design a creative

infographic applying the Porter´s Five Forces tool to the company in the case
(Airbnb) including:

o Group number
o Date

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 o Case title
o Porter´s Five Forces chart applied to the company in the case
o Short conclusion analyzing how the company´s situation is in the
industry or market, in relation to the contents included in the infographic

 Chosen Topic: Internal Analysis (Value Chain key findings)

To provide a theoretical framework, complete the following chart with the

definition of the concepts:

Concept General Definition Reference (Use APA)

Value Chain as an
internal analysis tool
Basic or Primary
activities in the Value
Chain
Support Functions in
the Value Chain

Once there is a clear understanding of each concept, design a creative

infographic applying the Value Chain analysis to the company in the case
(Airbnb) including:

o Group number
o Date
o Case title
o Value Chain chart applied to the company in the case, evidencing the
main findings in relation to its Basic activities and Support functions.
o Short conclusion analyzing how the company´s situation is in the
industry or market in relation to the contents included in the infographic

 Chosen Topic: Internal Analysis (SWOT)

To provide a theoretical framework, complete the following chart with the

definition of the concepts:

Concept General Definition Reference (Use APA)

SWOT Analysis

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 Strengths
Weaknesses
Opportunities
Threats

Once there is a clear understanding of each concept, visit the website:

https://dafo.ipyme.org/ and using the Spain’s government tool, build a
SWOT matrix evidencing strengths, weaknesses, opportunities and threats
according to the situation that the company faced in the case.

Make sure the title of the SWOT matrix is the Group number.

Finally, according to the information gathered in the SWOT, write a short

conclusion analyzing how the company´s situation is in the industry or
market.

8. All students in the group read and approve the activities developed by the other
members, consolidate all evidences in a PDF and submit it at the Evaluation
Environment, according to the guidelines given below in section Collaborative
Work Evidences, naming it with the following structure:

Strategic Management_Phase 2_ Group number

9. The student chosen by the group in Activity 6, to submit the requested product,
deliver the final PDF in the Evaluation Environment.

keep in mind for the development of the activity:

In the Initial Information Environment, you must: Review the agenda to identify the
deadline.

In the Learning Environment, you must: Review the Bibliographic references for Unit
1 and post the development of the activities in the Discussion forum – Unit 1.

In the Evaluation Environment, you must: Submit the final document as a PDF with
the structured indicated in this guide.

Individual Work Evidences:

The individual evidence to be submitted is:

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Each student posts on the Discussion forum – Unit 1 a YouTube link according to
Activity 3, also its part of the strategic diagnosis according to the chosen topic.

Collaborative Evidences:
The collaborative evidence to be submitted is:

Each group submits a PDF document including:

 Cover
 Introduction
 Objectives
 Table of contents
 YouTube link of each student (Activity 3)
 Strategic Diagnosis Activities Assignment and Work Responsibilities Chart
(Activity 6)
 Strategic Diagnosis (Activity 7)
 Conclusions
 References (Use APA guidelines)

From guidelines:
 PDF format
 Page Size: Letter
 Font type: Times New Roman
 Font size: 12
 Line spacing: Double
 Page margins: 2.54 cm
 Paragraph Alignment: Left-aligned

2. General Guidelines for the Development of Evidences to Submit.

For Collaborative evidence, consider the following:

 All members of the group must participate with their contributions in the
development of the activity.

 All contents included in the work or forum must be in English.

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 In each group a single member will be chosen to submit the requested product in
the environment indicated by the teacher.

 Before submitting the requested product, students should check that it meets all
the requirements mentioned in this activity guide.

 Only the members of the group that participated with contributions during the
time assigned for the activity should be included as authors of the submitted
product.

Please keep in mind that all individual or collaborative written products must comply
with the spelling rules and presentation conditions defined in this activity guide.
Regarding the use of references, consider that the product of this activity must
comply with APA Format.
In any case, make sure you comply with the rules and avoid academic plagiarism.
You can review your written products using the Turnitin tool found on the virtual
campus.

Under the Academic Code of Conduct, the actions that infringe the academic order,
among others, are the following: paragraph e) "Plagiarism is to present as your own
work all or part of a written report, task or document of invention carried out by
another person. It also implies the use of citations or lack of references, or it
includes citations where there is no match between these and the reference" and
paragraph f) "To reproduce, or copy for profit, educational resources or results of
research products, which have rights reserved for the University ". (Acuerdo 029 -
13 de diciembre de 2013, Artículo 99)

The academic penalties students will face are:

a) In case of academic fraud demonstrated in the academic work or evaluation, the
score obtained will be zero (0.0) without any disciplinary measures being derived.
b) In case of proven plagiarism in academic work of any nature, the score obtained
will be zero (0.0), without any disciplinary measures being derived.

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3. Evaluation Rubric

Type of Activity: Collaborative

Evaluation Moment: Intermediate Unit 1
Highest Activity Score: 120 points
First Evaluation High Level: Participate in the Discussion Forum, presenting the
Criterion: theoretical foundations and the correct application to the
company in the case study, of the strategic diagnosis tools,
Process criterion according to the selection of topics established in the assignment
Participate in the of responsibilities for the development of the activity.
strategic diagnosis,
appropriating the If your work is at this level, you can get between 41 points
tools and applying and 45 points
them correctly
Average Level: Participate in the strategic diagnosis, related to
This criterion the case study, according to the selection of topics established
represents 45 in the assignment of responsibilities for the development of the
points of the total activity, but does not evidence proper theoretical foundations or
of 120 points of a correct application of the tools.
the activity.
If your work is at this level, you can get between 2 points
and 40 points

Low level: Don´t present the strategic diagnosis development

or it is not related to the case study.

If your work is at this level, you can get between 0

points and 1 points

Second Evaluation High Level: Present a proper evaluation of the company's

Criterion: position of the case study in the market or industry, based on
the strategic diagnosis findings, appropriating the theoretical
Content criterion foundations and applying the tools, according to the selection of
Evaluate the topics established in the assignment of responsibilities for the
position of the development of the activity.
company in the
industry or market If your work is at this level, you can get between 41 points
from the and 45 points

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development of the Average Level: Present findings regarding the position of the
strategic diagnosis company in the case study, applying the analysis tools, in
accordance with the selection of topics established in the
This criterion assignment of responsibilities for the development of the
represents 45 activity, but does not evidence a correct appropriation of the
points of the total theoretical fundamentals nor a pertinent evaluation for the
of 120 points of situation raised in the case study
the activity.
If your work is at this level, you can get between 2 points
and 40 points

Low level: Don´t present the strategic diagnosis development

or it is not related to the case study.

If your work is at this level, you can get between 0

points and 1 points

Third Evaluation High Level: Submit a PDF document, at the Evaluation

Criterion: Environment, according to the given guidelines, evidencing
proper grammar and spelling, presenting the development of the
Form criterion strategic diagnosis, using the proposed formats and references
Present the in APA format.
document according
to the format and If your work is at this level, you can get between 26 points
guidelines specified and 30 points

This criterion Average Level: Submit a document, developing the proposed

represents 30 activities, evidencing some spelling and grammar mistakes or
points of the total missing some items or guidelines
of 120 points of
the activity. If your work is at this level, you can get between 2 points
and 25 points

Low level: Don´t submit the document evidencing his own

development of the proposed activities.

If your work is at this level, you can get between 0

points and 1 points

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