Strategic Context- Coursework

Creating and capturing value through portfolio management

Please select ONE company from the list of conglomerates below:

1. Apple (US)
2. Hyundai Motors (South Korea)
3. Airbus Commercial Aircraft (EU)

You are asked to assess the portfolio strategy of your chosen conglomerate in light of MACS
by using public information on the products offered and acquired business units (See
Thinking Strategically posted on BB). Using MACS as the framework discussed in the
lecture, you have to develop your view on the complex portfolio mix and its long-term
potential. In addition, you have to consider strategic moves of your case organization that
might facilitate increasing or extracting value. You MUST address the following issues:
(1) Conduct a literature review highlighting strengths and weaknesses of MACS;
(2) Critically apply the matrix model and discuss the areas of key competence and the
type of corporate strategy pursued by the organization;
(3) Use data to analyse and discuss the strategic moves for creating or extracting
value.

You should support your arguments by analysing company and market data. I expect that you
use sales data/tables/figures to provide evidence for your argumentation.
Sources (available online):
 Use the annual reports
 Check for industry reports (UWE library online database; Marketline)
 Related academic literature (see UWE library sources)

Online Submission Date: 14 January 2021 at 2pm

Rubrics and additional guidelines for the coursework

For the assignment, the word limit is 3,000 (-/+10%) and excludes references. There must be
a word count at the end of your essay. Any attached appendices or photocopies of tables will
be ignored - so don’t include them - but note that I do expect data/tables/graphs/ diagrams

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in this assignment (embedded in the main text). Each table, graph or diagram will count as
10 words.
Your work should have page numbers, be in 12 point typeface with 1.5 line spacing. There
must be a bibliography, with works listed in alphabetical order, though this is not included in
the word count. Primarily the bibliography should contain the material that you have cited in
the text; long lists of works not cited in the text do not impress. All quotations should be
appropriately attributed, as should key facts and views obtained from others. The citation
method used must be the Harvard system (described on the library’s web-site), and you
should be careful to include page numbers in your citations where necessary; for example,
when using quotations the citation must have the exact page number/s, viz: (Bloggs, 1998:
34).

Marking Criteria for the Coursework

Examiners will pay particular attention to five criteria (listed in order of importance):

1. Extent to which the question has been answered within the required framework: to
include, was the set question answered. What was the scope of the answer (depth and
breadth)? Was the question answered in sufficient detail (within the limits of the word
count)?
2. Quality of the argument, literature review, and reasoning involved: were there an
argument, the review, and evaluation, or at the other end of the scale just the
presentation of information?
3. Use and manipulation of concepts, methods and/or data
4. Style, to include clarity of expression, organization and structure.
5. Presentation, to include all aspects of referencing, citation, bibliography, and layout
(and other aspects identified in the assessment rubric).

The following guidelines attempt to clarify the characteristics that examiners look for in
assessed and examined work in order to give a particular grade. It is not a checklist, and a
piece of work does not necessarily have to meet every criterion in order to obtain a particular
classification. It should be remembered that there may be significant variation in the quality
of work within a classification. All coursework is returned with the BBS Feedback Sheet
attached, with your performance gauged against the above criteria. In addition you will

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receive an IBEM Feedback Sheet where simple / straightforward errors and advice for the
following assignment are indicated.

Marking and double marking are carried out according to the current University Assessment
Policy and BBS Assessment Policy. This means that a sample of course-work essays and
exam scripts reflecting the full range of performance are double marked, and a sample at each
class are sent for external moderation.

70+ First • Exceptionally good work, distinguished variously by strong argument,

independent thought, original insights, sound judgement, awareness of complexity,
identification and understanding of key issues and debates, excellent use of
information, and successful application of theory.

60+ Merit • Good work, distinguished variously by understanding of issues and

debates, ability to mediate, application of theory, good information, reasoned
argument, critical thought and good judgement.

50+ Pass • Competent work, distinguished variously by balanced argument, fair

use of information, understanding of concepts, but lacking analytical precision, full
awareness of complexity, key issues and debates.

Below 50 Fail* • Unacceptably poor work, distinguished variously by inadequate

argument, failure to address the topic, lack of direction and structure, missing vital
information, a lack of theoretical understanding and awareness of key issues and
debates. *

Marking and double marking are carried out according to the current University Assessment
Policy and BBS Assessment Policy. This means that a sample of course-work essays and
exam scripts reflecting the full range of performance are double marked, and a sample at each
class are sent for external moderation.

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