Faculty of Social Sciences – Assessment Brief for Students – 2022-23

Module code and title

6BE005: The Strategic Business – Semester 1
Module leader
Alistair Sale
Diet First attempt and Resits
Assessment type Individual Written Case Study
Submission date By 14:00 on the due date (see the canvas topic)
Submission method Electronic submission via Canvas
Assessment limits 3000 words +/-10%
Assessment weighting 100%

Assessment brief (if appropriate, please refer to module assessment briefing document)

Learning objectives tested

This assessment is testing Module Learning Outcomes 1, 2, 3 and 4 (see page 2).

Module Overview

The strategic business module will equip you with the knowledge required to make strategic
decisions at both a corporate and functional level. You will also develop the skills necessary to
evaluate the success of an implemented strategy. This will inform decision making at both a
corporate and functional level.

Task (3000 words +/- 10%)

The assessment requires you to create a written case study on the organisation you work for, or
alternatively for an organisation of your choice (Do not select Amazon, Tesco, Boohoo, McDonalds
or Nike). This can be a business of any type or size but it is integral that that you have a
comprehensive understanding of how the company operates.

Your task is divided into two sections:

1) In the first section you will need to demonstrate your knowledge of theoretical models
relating to both the internal and external environment. You will also need to apply
these models to a relevant business context and critically evaluate their effectiveness.

2) In the second section you will need to demonstrate your knowledge of the various
strategic decision making models and critique a chosen businesses’ positioning
within each. You will then need to critically evaluate the extent to which both the
internal and external environment impact upon your chosen businesses’ strategy.
Finally, you will need to act in an advisory consultancy role by critiquing a strategy
that the business has already implemented and recommending a revision in order to
make it more effective. When suggesting a revision discuss a company that has
benefitted from utilising a similar strategy and consider the impact it has had upon
their financial position. For this section you may wish to focus on a strategy within a
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functional area of the business rather than one implemented at a corporate level.

In addition to the content specified you will also be graded on the professionalism of your
presentation and effective use of Harvard referencing.

Recommended Report Layout

It is recommended that the piece should be sub headed using the following titles (these will help
you achieve the set learning objectives):

Section 1: The Strategic Environment

1) Introduction (100 words)

State who the company are and what they do (their value adding process/processes). This
section should also contain a brief overview of key financial figures (i.e. Annual turnover and
annual profit) and why this data is important in decision making.

2) Internal Analysis (700 words)

- A very brief section should be provided, which covers the significance of analysing the
internal environment (50) words)

- Apply an internal analysis model of your own choosing to your chosen organisational
context. Choose ONE from a SWOT analysis, a TOWS analysis, the McKinsey model, The
Holonic enterprise model and the Fractal web. Discuss just the key points here, as the word
limit is concise. (450 words)

- Evaluate the model you have chosen – Compare and contrast it against other internal
analysis models. What does it do well and not so well when analysing your businesses’
internal environment. (200 words)

3) External analysis (700 words)

- A very brief section should be provided, which covers the significance of analysing the
external environment (50) words)

- Apply an external analysis model of your own choosing to your chosen organisational
context. Choose ONE from a PESTLE analysis and a Porter’s Five forces analysis. Discuss
just the key points here, as the word limit is concise. (450 words)

- Evaluate the model you have chosen – Compare and contrast it against other external
analysis models. What does it do well and not so well when analysing your businesses’
external environment. (200 words)

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Section 2: Strategic Decision Making

1) The importance of Strategic decision making (50 words)

What is strategic decision making and why is it important?

2) Strategic decision making theory (400 words)

Discuss Bowman’s strategic clock, Porter’s generic strategies and the Ansoff matrix. Critique the
strategic position that your business takes within each model.

3) Impact on Strategic decision making (500 words)

Evaluate the main considerations that effect strategic decision making. In order to do this
effectively you will need to refer to the internal and external analysis that you carried out in part 1.

Consider:

- To what extent does the internal environment of your chosen business impact upon its
strategy? (250 words)

- To what extent does the external environment of your chosen business impact upon its
strategy? Is the impact of the external environment greater or smaller than that of the
internal environment? (250 words)

4) Evaluating the success of a current business strategy (550 words)

Evaluate the success of a strategy that your chosen business has implemented using the SAF
(Suitability, Acceptability and Feasibility) criteria. Has the strategy been a success or a failure?
Using what you have learnt throughout the module could you suggest a more effective strategy
for the business to utilise (relate to the previous theory you have covered). When suggesting a
more effective strategy, discuss a company that has benefitted from utilising a similar strategy
and consider the impact it has had upon their financial position (utilise financial data).

Note: You may want to focus on improving the strategy within a certain functional area of the
business i.e. the marketing strategy rather than on corporate strategy. This is fine and
encouraged if you work within a specific functional area.

Reference List

Harvard format - https://www.wlv.ac.uk/lib/skills-for-learning/referencing/

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Assessment Criteria (The actual assessment components for this assignment)
Criteria Weighting (If applicable)
To develop an understanding of strategic management theory and research in 25%
a contemporary context
To critically evaluate the impact that the internal and external environment has 20%
upon business strategy
To develop a deep understanding of theoretical concepts surrounding 25%
strategic decision making
To critically evaluate the success of an implemented strategy 20%
Academic writing skills, presentation and referencing 10%

Undergraduate
Pass mark
40%
Performance descriptors in use;
 University of Wolverhampton Yes
 Professional or Statutory Body No
 Module specific Yes
 Other (specify below) No

Return of assessments Not applicable – online submission only.

(Instructions for return /
collection of assessments)

This assessment is testing Module Learning outcomes Tick if tested here

LO1 To develop an understanding of strategic management theory X

and research in a contemporary context
LO2 To critically evaluate the impact that the internal and external X
environment has upon business strategy
LO3 To develop a deep understanding of theoretical concepts X
surrounding strategic decision making
LO4 To critically evaluate the success of an implemented strategy X

Additional information for students

The University’s Learning Information Services have produced a series of guides covering a range of
topics to support your studies, and develop your academic skills including a guide to academic
referencing http://www.wlv.ac.uk/lib/skills_for_learning/study_guides.aspx
Your module guide and course handbook contain additional and important information regarding;
 The required referencing style for your assignment.*
Whilst many modules require referencing in accordance with the Harvard Referencing
convention, some modules – for example those within the School of Law – require Oxford
Referencing. Please familiarise yourself with the requirements of your module.
 Submission of your work
 Marking, feedback and moderation in accordance with the University of Wolverhampton
Assessment Handbook
 Extensions on submission dates *
 Additional support *
 Academic conduct with regards to cheating, collusion or plagiarism *
 Links to appropriate sources of relevant information *

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* Further information regarding these and other policies can be accessed through your student portal on wlv.ac.uk.

Always keep a copy of your work and a file of working papers

The requirement to keep a file of working papers is important. There may be circumstances where it is
difficult to arrive at a mark for your work. If this is the case, you may be asked to submit your file and
possibly meet with your tutor to answer questions on your submission.
By submitting your work, you are confirming that:
 The submission is your own work
 Any material you have used has been acknowledged and appropriately referenced
 You have not allowed another student to have access to your work
 The work has not been submitted previously.

The following information is important when:

 Preparing for your assignment
 Checking your work before you submit it
 Interpreting feedback on your work after marking.

Module Learning Outcomes

Module Learning Outcomes are specific to this module and are set when the module was validated.

Assessment Criteria
The module Learning Outcomes tested by this assignment and precise criteria against which your work
will be marked are outlined on page 2 of this assessment brief.

Performance Descriptors
Performance descriptors indicate how marks will be arrived at against each of the assessment criteria. The
descriptors indicate the likely characteristics of work that is marked within the percentage bands indicated.
To help you further:
 Resit opportunities are available for students who are unable to take the first sit opportunity, or who need
to re-take any component.
 Refer to the VLE topic (Canvas) for contact details of your module leader / tutor, tutorial inputs,
recommended reading and other sources, etc. Resit details will also appear on the VLE module topic.
 The University’s Learning Information Services offer support and guidance to help you with your studies
and develop your academic skills http://www.wlv.ac.uk/lib/skills_for_learning/study_guides.aspx
(link to the Library Study Guides page)

Performance descriptors: 6BE005

Performance descriptors indicate how marks will be arrived at against each of the criteria.
Criteria 70-100% Merit 60-69% Pass 50-59% 40-49% 0-39%
Work of an Work of a good Work of a Work of a FAIL
outstanding, standard. satisfactory pass
standard standard. standard

To develop Assignment In the main the Key theories and Appropriate Does not
an demonstrates assignment is ideas are selection address the
understandin originality, insightful and has included in the of assignment
g of strategic innovation and an appropriate assignment in an content/theory brief. Uses
management depth, in the selection of content appropriate but Inaccurate or
theory and content and and theory in key manner although some key inappropriate
research in a theory, which is areas identified in the quality of aspects
contemporar comparable to the brief. application is missed/misco content/
y context published work. inconsistent. nstrued. Lack theory
The work of theory in
The work demonstrates most areas.
clearly application to an The work
demonstrates appropriate sufficiently
application to contemporary demonstrates The work
an appropriate context. basic application to The work does not
contemporary an appropriate demonstrates create a link
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context. contemporary basic between
context application to theory and
an appropriate practice
contemporary
context

To critically Excellent level Good level of Some critical The models Little or no
evaluate the of critical critical evaluation. evaluation. The selected are evidence
impact that evaluation. The The models models selected applied. of reading
the internal models selected are applied and However there and research
selected are well
and external are well applied there is an attempt is very limited around the
environment and are applied and are at comparing and evaluation of subject. No
has upon compared and generally contrasting them the impact evaluation
business contrasted compared and against similar that the evident.
strategy against similar contrasted against models. internal and
models. The similar models. Evaluation of the external
extent to which The extent to extent to which the environment
the internal and internal and has upon
which the internal
external external business
environment and external environment strategy. The
impact upon environment impact upon models
business impact upon business strategy themselves
strategy is business strategy is attempted but are not
comprehensivel is generally well detail/theoretical compared and
y evaluated evaluated. underpinning lacks. contrasted

To develop a The work The work The work The work Does not
deep demonstrates a demonstrates good adequately covers covers some address the
understandin comprehensive understanding of theoretical theoretical assignment
g of understanding theoretical concepts concepts brief. Uses
theoretical of theoretical concepts surrounding surrounding Inaccurate or
concepts concepts surrounding strategic decision strategic inappropriate
surrounding surrounding strategic decision making. decision content/
strategic strategic making. The position the making. theory
decision decision The position the business takes The position
making making. business takes within each model the business
The position the within each model is alluded to but takes within
business takes is critiqued and not critiqued. each model is
within each recommendations Recommendations alluded to but
model is clearly are made but detail are made but are not critiqued.
critiqued and is lacking. either very vague No
appropriate or not explicit. recommendati
recommendatio ons are made.
ns are made.
To critically The success of The success of a The success of a Some Does not
evaluate the a chosen chosen strategy chosen strategy evidence of address the
success of strategy that the that the selected that the selected the SAF assignment
an selected business has business has criteria being
brief. No
implemented business has implemented is implemented is used to
strategy implemented is well critiqued using reviewed using the assess a evaluation of
expertly the SAF criteria. SAF criteria. business a business
critiqued using strategy but strategy
the SAF criteria. A recommendation there is little evident.
is made on how A recommendation detail or
A clear and the businesses’ is made on how justification
justified strategy could be the businesses’ evident.
recommendatio improved moving strategy could be
n is made on forward (In either a improved moving A
how the functional or forward (In either a recommendati
businesses’ corporate context). functional or on is made
strategy could This corporate but this is
be improved recommendation context).This vague and
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moving forward may lack the recommendation, lacks
(In either a desired although correct in justification.
functional or justification. theoretical terms This
corporate may not fit the real recommendati
context). world requirements on, although
of the business in correct in
question. theoretical
terms may not
fit the real
world
requirements
of the
business in
question.

Academic Presentation Presentation Presentation has Presentation Structure

writing skills, standard of the overall of good limitations is poor in and
presentation assignment is standard with few including some structure and presentation
and excellent; errors in grammar errors in grammar includes are not of an
referencing consistent with and syntax. and syntax Minor errors in acceptable
academic Referencing inconsistencies grammar and standard
protocol. relevant and and inaccuracies in syntax. including
Referencing mostly accurate referencing using Referencing faulty
clear, relevant using the Harvard the Harvard present grammar and
and consistently system. system having many syntax.
accurate use of inconsistencie Referencing
the Harvard s mainly
system and inaccurate or
inaccuracies. absent.

Performance descriptors (Generic)

Performance descriptors indicate how marks will be arrived at against each of the above criteria. In addition
to the specific criteria above we also use our generic level 6 performance descriptors as set out below: -
Grade Level 6
90 - Exceptional level of analysis, showing deep critical engagement with a comprehensive
100% range of contextual material. Demonstration of independent thought resulting in highly
original or creative responses to the assignment. Provision of clear evidence of
understanding of current scholarship and research based on an extensive range of relevant
sources. Extreme clarity of structure demonstrating complete focus of argument. No
obvious errors in referencing or grammar or syntax as appropriate.
80 - Excellent links between relevant ideas, theories and practice. Evidence of clearly
89% independent scholarship and the ability to engage critically and analytically with a wide
range of contextually relevant resource material. Demonstration of original insights,
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supported by extremely well structured overall argument. Very few errors in referencing
or grammar or syntax as appropriate.
70 - Very good links between a range of different ideas and theories. Places issues in a wider
79% context. Evidence of clear understanding of a range of relevant theories and application of
these appropriately. Independent ideas, well-argued and supported. Few errors in
referencing or grammar or syntax as appropriate.
60 - Clear links between theory and practice. Good coverage of assignment issues. Full
69% understanding of core issues.Evidenced level of understanding of appropriate theory and
concepts. Some small repeated errors in referencing or grammar or syntax as appropriate
50 - Identifies main issues and relevant theory. Coverage of most of assignment issues.
59% Competent application of relevant theory and states obvious links to practice. Some
repeated errors in referencing or grammar or syntax as appropriate.
40 - Demonstration that the learning outcomes have been met. Makes few links between theory
49% and practice. Answers question in a very basic way. Describes relevant theory accurately,
40% Pass and some relevant ideas offered. Limited coherence of structure.
mark

30 - Some learning outcomes and / or assessment criteria not met. Inadequate content with
39% issues not addressed; insufficient evidence of understanding of relevant theory and
Compens concepts and only partial understanding shown. Very limited application of theory. Use of
atable
extensive quoted passages is evident. Evidence of sufficient grasp of learning outcomes to
suggest that the student will be able to retrieve the module on resubmission.
Fail

20 - No learning outcomes fully met.No demonstration of adequate knowledge or

29% understanding of key concepts or theories. There is no recognition of the complexity of the
Fail subject.

10 - Little attempt to engage with assignment brief and has not met learning outcomes.
19% Inadequate demonstration of knowledge or understanding of key concepts, theories or
Fail practice.

0 - 9% No real attempt to address the assignment brief or learning outcomes.

Fail

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