Coventry University

Master of Business Administration in Global Business

2022

Coursework 1:
Assignment Brief, Assignment Guidelines and Marking Rubric

Module: Strategic Management (M115LON)

Cohort: FTMBA GB

Assignment Number and Weighting: Coursework 1 (40%): Group Presentation (20%) and
Individual Management Report (20%)

Submission Date and Time: Refer to Blackboard

Expected return of feedback and material work: 14 working days (2 weeks) from the deadline

Assessment is made up of multiple submission: No

Details of multiple item in submission if relevant:

Submission Procedure: Electronically via Blackboard (TurnItIn)

Word Count: 1500 words (+/-10%) for individual management report

Assignment Title: Environmental Audit

Assessment Learning Outcomes to be addressed:

• Critical analyse of the organisation’s strategic direction, determining which

theoretical models have valid applications in different environmental contexts and
making practical use of mainstream strategy concepts to assess the organisation
strategic direction.
• Account for and critically evaluate the organisation's strategic decisions within the
context of its external and internal environment, using SWOT/TOWS frameworks to
support your analysis.
 • Synthesise your understanding and knowledge of critical aspects of the
organisation's strategy and the strategic process in your Conclusions and
Recommendations.
• Demonstrate an ability to independently research, present, analyse and critically
evaluate relevant data and appropriate academic literature to support your
analysis, conclusions and recommendations.
• Demonstrate effective communications skills to enable a clear presentation of key
findings, results and recommendations. These include:
➢ Clarity of written communication, including accurate spelling and grammar.
➢ Consistency and appropriateness of writing style.
➢ Appropriate use of standard Management Report template.
➢ Correct and consistent use of APA Referencing System.

Details of the task: Group Presentation

You are required to deliver a group presentation of no more than 20 minutes, critically
examining both the micro and macro environments of your chosen company. Each group
comprises of 4- 6 students. In addition you will submit a 1500 word management report.
One group member must submit the group presentation slides in addition to the
individual management report.

Identify one company based on the business sector below. Each company has a corporate
website from which you can extract the company’s Annual Report and Accounts, in
addition to other reports.

The companies and their industries are:

No. Business Sector

1 Aviation

2 Hospitality

3 Fashion

4 Pharmaceutical

5 Automotive

6 Finance

7 Retail

8 Energy

Based on the selected company, discuss and evaluate the following:

 • Examining and evaluating the macro environment, stating specific examples of
how these factors influence/impact upon the business operations of your chosen
organisation.
• Stating and examining the capabilities (resources and competences) of the
organisation.
• Examining and evaluating the industry through Porter’s Five Forces model.
• Examining and evaluating the strengths and weaknesses of the organisation.
• Examining and evaluating the opportunities and threats within the market place
(this links directly to the macro environmental factors).

Please note that you need to have the mind-set that you are submitting this Management
Report to the Board of Directors for their consideration and understanding. Therefore it
must be professional both in content (depth of research and analysis) and presentation
(layout and writing style).

This assessment requires you to engage with the business models and frameworks typically
employed to undertake an environmental audit. When presenting the frameworks, do not
simply re-create the diagrams. Your role is to apply the frameworks. It is perfectly
acceptable to use a series of subheading to delineate the points that you wish to make.

Structure of the Management Report:

• Non-anonymous cover sheet: This must contain the module title and code,
assignment title, your name and ID number, name of your specific seminar tutor,
submission date and word count
• Executive summary: This should present a ‘snapshot’ of the report – What did you
find out? What conclusions have you drawn? [This will help you to start formulating
the Executive Summary for your Summative.]
• Introduction: An introduction that places the organisation within context – its
financial status, operations (what it does), its proposed strategy and their key
competitors.
• An analysis of the organisation's external business environment – macro factors
(PESTEL framework).
• An analysis of the sector/industry through Porter’s Five Forces model.
• An analysis of the organisation's internal business environment – specifically the
capabilities of the organisation. This will include the use of the VRIO framework.
• A critical evaluation of the chosen company's strategic position, based on an
assessment of the organisation's internal and external business environment using
the appropriate frameworks – SWOT/TOWS
• Conclusions – [What conclusions do you draw from undertaking the various
examinations of the above topics/issues? This will help you to start formulating
some of your conclusions for CW2.
• References: These must be in the APA Reference Format. Additionally there must
be appropriate in-text citations throughout your work.
• Appendices: No more than four pages in total.
Assignments must be presented in the following format
• Word-processed in Arial font, 12 pitch.
• All pages must be numbered in the top right-hand corner.
• Use only a plain white background – no coloured/designed backgrounds as this impedes
readability.

Other Information:
• Each group will submit one presentation slide for the group presentation.
• The presentation date will take place during the normal scheduled lecture.
• The Powerpoint presentation slide should be submitted to Blackboard one day before of
the presentation day.
• A fail grade will be awarded for the group who fail to participate to the presentation and
no or late submission.
• Include a list of references. The reference research should use APA referencing style.
• Allowance for plagiarism is 15% and below excluding the list of references. A low or fail
grade will be awarded for the plagiarism above 15%.

Additional Skills: -
Marking Rubrics for Coursework 1 (40%)

• Individual Management Report (20%)

Mark
S/No: Description Weightage
Awarded

1 Introduction 5%

2 Macro environment analysis 20%

3 External Micro environment analysis 20%

4 Micro environment analysis 20%

5 SWOT 20%

6 Conclusion 10%

7 References 5%

Total: 100%

Final Mark: Converted to 20%:

 • Group Presentation
Mark
S/No: Description Weightage
Awarded

1 Macro environment analysis 20%

2 External Micro environment analysis 20%

3 Micro environment analysis 20%

4 SWOT 20%

Professional presentation (including eye contact), time keeping,

5 10%
speed, and verbal communication skills

6 Visual aids (including layout and design of the slides) and referencing 10%

Total: 100%

Final Mark: Converted to 20%: