Assignment Briefing (level 6)

Module Name Strategic Management

Module Code BS6201
Assignment Title Individual Assignment
Type of Submission Report
Weighting of the assignment in the 40%
overall module grade
Word Count/Time allocation (for 3000 words +/- 10% (excluding executive summary,
presentations) references and appendices)
Issue Date October 2021
Submission Date Thursday 25th November 2021
Date of Feedback to Students 4 weeks
Where feedback can be found Canvas. Brief comments on the electronic script, summary
comments in the “Comments” box and a breakdown of the
allocation of marks.

Employability skills

P Cre
rofessional ative Thoughtful Resilient Proactive

Literacy ✔ Communication Critical ✔︎ Relationship Adaptability

Thinking building
Numeracy ✔︎ Storytelling Critical ✔︎ Networking
Writing
Commercial ✔︎ Creativity ✔︎ Soft skills
Awareness
Presentation ✔︎ Problem ✔︎
Solving
Teamwork Digital Skills ✔︎
Project
Management

How these skills are being developed in this assessment

This report relies on students carrying out in-depth research and analysis independently and using the
frameworks taught during the programme to present their findings and options for the organisation in question.
They will build an understanding of how to write a strong business report. They will apply problem solving to
make recommendations to the company. They will use their digital skills to document and upload the
assignment as well as to carry out the research and analysis. They will use numeric data provided in reports to
make conclusions (numeracy).

Assignment Task
Automotive companies have been challenged by coronavirus disruption and change to the fuel policies. You will
produce a report for an automotive company of your choice. This needs to be at least mid-sized company (for
example, you could choose one of the following companies: VW, Mercedes, BMW, Tesla, ...). Focus on a
particular geographic market (this could be UK or any other market).
You are a management consultant for the chosen company. You need to produce an industry analysis report for
the top managers of the company.
Report needs to answer the following questions:
Q1 – Perform PESTEL analysis of the wider macro environment.
Q2 – Perform Five forces analysis of the industry.
Q3 – Perform internal analysis of the company. Use VRIO framework to assess its internal capabilities.
Q4 – Summarize main strengths, weaknesses, opportunities and threats your chosen company is facing in a
SWOT matrix. Advise the company’s leadership what they can do to exploit opportunities and counter threats. In
other words, provide strategic advice for the future.

Background/Context

Students will carry out formative tasks each week of this module to assist them in writing this report. They will
use each tool independently in workshops and combine these skills to complete this report.
Section/element Allocated Marks
Q1 – PESTEL. The quality of the analysis, logical argument, use of relevant 20%
theoretical concepts.

Q2 – Five forces. The quality of the analysis, logical argument, use of 20%
relevant theoretical concepts.

Q3 – Internal analysis The quality of the analysis, logical argument, use of 20%
relevant theoretical concepts.

Q4 – SWOT, strategic advice for the future. The quality of the analysis, 20%
logical argument, use of relevant theoretical concepts.

Overall structure of the report. Written business report containing 20%

executive summary, appropriate structure, writing style, readability,
referenced sources, tables and graphs

Rubric
Rubric can be found here [insert URL] OR screenshot
Rubric

Criteria Ratings

This criterion is 20 Pts 19 Pts 17 Pts 15 Pts 13 Pts 11 Pts 9 Pts 8 Pts 7 Pts 5 Pts 0 Pts
linked to a
learning Full A+ 95% A+ 85% A 75% B 65% C 55% D 45% D- 40% MF F 25% F0
outcomeQ1- marks 35%
Outstandi Excellen Very Good Some Some Some Some Incorre
PESTEL Outstand ng t use of good use of use of analysis argume Some referen ct or no
ing argument theoreti use of theoreti theoreti and nt no argum ce argume
The quality of
argumen and cal theoreti cal cal argume use of ent nt
the analysis,
t well logically concept cal concept concept nt theoreti
logical applied laid out s, good concept s, some s not incorrec cal
2
argument, use to the underpin analysis s, good analysis entirely t use of concept s
of relevant situation ned by and argume or applied theoreti s
theoretical and full the use of argume nt argume cal
concepts. use of theoretic nt nt concept
theoretic al s
al concepts
concepts.

This criterion is 20 Pts 19 Pts 17 Pts 15 Pts 13 Pts 11 Pts 9 Pts 8 Pts 7 Pts 5 Pts 0 Pts 2
linked to a s
learning Full A+ 95% A+ 85% A 75% B 65% C 55% D 45% D- 40% MF F 25% F0
outcomeQ2- marks 35%
Outstandi Excellen Very Good Some Some Some Some Incorre
Five forces Outstand ng t use of good use of use of analysis argume Some referen ct or no
analysis ing argument theoreti use of theoreti theoreti and nt no argum ce argume
argumen and cal theoreti cal cal argume use of ent nt
The quality of
t well logically concept cal concept concept nt theoreti
the analysis, applied laid out s, good concept s, some s not incorrec cal
logical
 Criteria Ratings

argument, use to the underpin analysis s, good analysis entirely t use of concept
of relevant situation ned by and argume or applied theoreti s
theoretical and full the use of argume nt argume cal
concepts. use of theoretic nt nt concept
theoretic al s
al concepts
concepts.

This criterion is 20 Pts 19 Pts 17 Pts 15 Pts 13 Pts 11 Pts 9 Pts 8 Pts 7 Pts 5 Pts 0 Pts
linked to a
learning Full A+ 95% A+ 85% A 75% B 65% C 55% D 45% D- 40% MF F 25% F0
outcomeQ3 - marks 35%
Outstandi Excellen Very Good Use of Adequa Adequa Some Incorre
Internal Outstand ng t use of good use of theoreti te te Some referen ct or no
analysis. ing argument theoreti use of theoreti cal analysis argume argum ce argume
argumen and cal theoreti cal concept and nt no ent nt
The quality of
t well logically concept cal concept s not argume use of
the analysis, applied laid out s, good concept s, some entirely nt theoreti
2
logical to the underpin analysis s, good analysis applied incorrec cal s
argument, use situation ned by and argume or t use of concept
of relevant and full the use of argume nt argume theoreti s
theoretical use of theoretic nt nt cal
concepts. theoretic al concept
al concepts s
concepts.

This criterion is 20 Pts 19 Pts 17 Pts 15 Pts 13 Pts 11 Pts 9 Pts 8 Pts 7 Pts 5 Pts 0 P 2
 Criteria Ratings

linked to a MF ts
learning 35%
outcomeQ4 - Full marks A+ 95% A+ 85% A 75% B 65% C 55% D 45% D- Fail F0
SWOT and 40% SWOT 25%
SWOT clearly SWOT SWOT well SWOT SWOT SWOT SWOT not No
strategic SW
links to delivered delivered delivered, delive delive provi SWOT compl No
recommendatio previous with clear with logical good link to red red des delive detai OT
ete
ns analysis and reference to argument the analysis with with some red led
and
onwards to previous and some using argum argum argum but SWO s
not
The quality of
detailed and analysis and recommenda previous ent ent ent not focus T
the analysis, prioritised strong tions. tools and and and linked ed on
logical recommenda recommenda follows on to releva link to to the
argument, use tions. tions. some nce to other analy analy
of relevant recommenda the analys sis sis
theoretical tions. case is is
concepts. clear

This criterion is 20 Pts 19 Pts 17 Pts 15 Pts 13 Pts 11 Pts 9 Pts 8 Pts 7 Pts 5 Pt 0 Pts 2
linked to a s s
learning Full marks A+ 95% A+ 85% A 75% B 65% C 55% D 45% D- MF 35% F0
outcome 40% Fail
Outstanding, Outstanding Excelle Very Repor Report 25% Report
Overall client ready report. nt good t is Repor has unsatisfa
Structure of the report. Well Excellent report, report. Good Satisfac adequ t is some Rep ctory
Report. written with style and strong Well- report, tory ate all adequ strong ort
strong flow well laid out. style, structu largely report, eleme ate compon has
Written and excellent Some good red and well well nts with ents but som
business report concluding excellent linkage some laid written prese all is not e
containing recommenda references s and strong out, and laid nt eleme well laid deta
executive tions. and some some referen some out in and nts out. il
Excellent strong strong ces. refere part. some prese but
summary,
references. recommenda referen nces good is
appropriate
 Criteria Ratings

structure, tions. ces. and areas nt. not

writing style, tables cover clea
readability, etc. ed. rly
referenced wri
sources, tables tten
and graphs. or
well
set
out.

Total points: 100
FEEDBACK ON THE WRITTEN ELEMENTS OF THE MODULE WILL BE BASED ON UNDERGRADUATE L6 GRADE
CRITERIA:
CLASS % LETTER OVERALL GUIDELINE GRADE DESCRIPTIONS
GRADE DESCRIPTION

First 85-100 A+ Outstanding Your work meets all of the criteria described below for the A and A- grades. On top of that, it shows
exceptional scholarship, with very effective critical evaluation and synthesis of ideas and information.
Your work shows originality and challenges existing approaches.
You have used a range of detailed evidence accurately and thoughtfully.
Your work shows that you have followed good academic practice in terms of citation and referencing,
presentation format and clear, accurate English.

1st 75-85 A Excellent Your work shows a comprehensive and up-to-date knowledge and understanding of the material covered
in this module, and of the way in which key concepts relate to one another. Your work shows a detailed
appreciation of the way in which some aspects of the material covered are uncertain or contradictory.
Your work takes a critical approach throughout and uses a good range of evidence, reasoned argument
and reflection.
Your work shows a mature and independent approach to problem-solving. You have created appropriate
arguments and have used well-justified, imaginative and innovative approaches to explore them.
70-74 A- Very Good
Your work shows that you have followed good academic practice in terms of citation and referencing,
presentation format and clear, accurate English.

2.1 67-69 B+ Good Your work shows a broad, up-to-date knowledge and understanding of the material covered in this
module and of the way in which key concepts relate to one another. You also show awareness of how
64-66 B some aspects of the material are uncertain or contradictory.
Your work takes a critical approach and uses a range of evidence, reasoned argument and reflection.
60-63 B- Your work shows an independent approach to problem-solving. You have created appropriate
hypotheses and have used well-justified approaches to explore them.
Your work shows good academic practice in terms citation and referencing, presentation format and
clear, accurate English.

2.2 57-59 C+ Satisfactory Your work shows good knowledge and understanding of the material covered in this module. You also
show some awareness of how some aspects of the module are uncertain or contradictory.
Your work generally takes a critical approach, but is not always entirely confident in tackling important
concepts or applying key ideas and theories.
54-56 C Your work shows that you can operate independently to identify problems and use appropriate
approaches to explore them.
Most of your work follows good academic practice in terms of citation and referencing, presentation
50-53 C-
format and clear, accurate English.

3rd 47-49 D+ Adequate Your work shows that you have gained knowledge and understanding of the core material covered in this
module and a basic awareness of the complexity of the subject.
44-46 D Your work tends to be descriptive, and your analysis is oversimplified.
There is some evidence in your work that you have applied the methods and tools covered in the module
40-43 D- appropriately to resolve straightforward problems and/or practical issues.
Your work shows some evidence of good academic practice in terms of citation and referencing,
presentation format and clear, accurate English, but this is not always consistent throughout.

Marginal Fail 35-39 F5 Unsatisfactory Your work shows only a limited knowledge and understanding of the material covered in this module. It
suggests that you have not recognised the complexity of the subject.
Your work is descriptive and shows little attempt to analyse ideas or arguments. You make some
assertions without sufficient evidence to back up your arguments.
Your work does not apply what we learnt appropriately to problems and/or practical issues. Your work
has not followed good academic practice in terms of citation and referencing, presentation format and
clear, accurate English.

Fail 34 and F4 Poor Your work shows little knowledge or understanding of the material covered in the module.
below Your work is descriptive and shows no attempt to analyse ideas or arguments. You make assertions
without putting forward the evidence to back them up.
Your work suggests that you have not understood the methods and tools covered in the module well
enough to apply them to ideas or problems. Your work does not meet most of the Learning Outcomes for
this module. Your work has not followed good academic practice in terms of citation and referencing,
presentation format and clear, accurate English.
Avoiding plagiarism
When you write an essay, report or dissertation you should always cite the published sources to which you
quote, refer to or use as evidence, otherwise you are likely to be committing plagiarism, which is a form of
academic misconduct with potentially very serious consequences. References need to be made both within
the text and in a list at the end.

The aim in doing this is to ensure that somebody reading your work can easily find these sources for
themselves. This applies to whether you are using a book, a report, a journal article or an Internet site. You will
probably know from your own experience how much easier it is to find a reference when a reading list or
bibliography is clear and unambiguous.There is help available from the library and online, including a range of
videos such as those given below:

https://mykingston.kingston.ac.uk/library/help_and_training/Pages/referencing.aspx.

http://www.citethemrightonline.com/basics

Do remember you can submit your work as many times as you like before the final deadline. It is a good idea
to check your Originality Report and ensure that any potential plagiarism is eradicated for your work by
rewriting in your own words and referencing correctly. The staff on the BLASC desk in the LRC will be able to
advise on this and on all aspects of academic writing.

The best way to avoid academic misconduct or plagiarism is to use your own words at all times; do not cut
and paste from other work.

Illness or other mitigating circumstances

By submitting an assignment you are declaring yourself fit to take the assessment therefore please make sure
that if you are unwell you understand our mitigating circumstances process. The most important thing to do is
keep us informed if you are experiencing problems! See our regulations on this link:
http://www.kingston.ac.uk/aboutkingstonuniversity/howtheuniversityworks/policiesandregulations

Group work and academic misconduct

Work submitted by a group is the responsibility of the group as a whole. In the unfortunate event of the work
being judged to have been plagiarised, the only circumstance in which it is possible that the responsibility for
the misconduct would only fall on the group member who actually committed it, would be if there were clear
evidence that that member had dishonestly misled the rest of the group as to the source of his her
contribution. This would require clear and contemporaneous evidence of group discussions of the sort which
should be available if groups follow the advice given about keeping a log of group proceedings. If the group
work is simply allocated amongst the members of the group without any sort of group review of the outcomes,
then all the group members are taking on themselves the risk that some element of the work is tainted by
academic misconduct. If you are unclear about any of this, you should refer to the University’s guide to
Plagiarism for further explanation.