UMSDQ5-15-3 First Sit Business Strategy MAIN Exam 2023-24

COLLEGE OF BUSINESS AND LAW
ACADEMIC YEAR 2023/24
Assessment Instructions
Assessment Details
Module Code: UMSDQ5-15-3
Module Title: BUSINESS STRATEGY
Assessment Component: A
Submission will be made by: Using a normal Blackboard submission portal in the Assignments
folder of this module on Blackboard
Assessment opens: TBD
Deadline/Submission closes: TBD
Assessment Weighting: 80 per cent of total module mark
N.B. all times are 24-hour clock GMT (UK Time)
Important Information - Referencing and Assessment Offences
As is usual for an exam, for this assessment you are not expected to include full referencing,
but are encouraged to cite the sources of key theories, models, cases, legislation etc.
Text-matching software (e.g. SafeAssign) is used to check every submission against other
submissions made at the same time, previous submissions to UWE and other universities, and
internet sources. When submitting your work, you will be required to confirm that the work is
your own.
It is an assessment offence to copy work from any source, including your own previous
assessments, and present it as your own work for this assessment, or to provide your own work
to others. It is an assessment offence to work with others on the assessment in any way.
Paraphrasing by changing individual words but keeping essentially the same sentences or
structures from other sources is not acceptable and will be detected by text-matching software:
please write in your own words and style to convey your own learning.
UWE’s Assessment Offences Policy outlines potential offences including plagiarism, collusion,
self-plagiarism and sharing of assessment submissions, and it is your responsibility to
understand this policy and avoid potential offences. Details of what constitutes plagiarism and
how to avoid it can be found on UWE’s Study Skill’s plagiarism pages.
1
Formatting
Please use the following file formats: .doc and .pdf. We cannot ensure that other formats are
compatible with markers’ software and cannot guarantee to mark incorrect formats.
Please include the module name and number and your student number (not your name).
Please indicate clearly which questions you are answering.
Instructions for submission
You must submit your assignment before the stated deadline by electronic submission
through Blackboard.
• It is your responsibility to submit coursework in a format stipulated above

Your marks will be affected if your tutor cannot open or properly view your submission.
• You can submit as many times as you like up to the deadline; only the last successful
submission will be marked.
• Do not leave submission to the very last minute. Always allow time in case of technical
issues.
• The date and time of your submission is taken from the Blackboard server and is recorded
when your submission is complete, not when you click Submit.
• It is essential that you check that you have submitted the correct file(s), and that each
complete file was received. Submission receipts are accessed from the Coursework tab.
There is no late submission permitted on this timed assessment.
Further guidance and support before and during assessment
Technical support
See UWE’s IT support pages for support with software for home and immediate technical
issues. Note that a limited service may be available due to ongoing UK restrictions, and
therefore please report issues as soon as possible. If it is not possible to resolve them, personal
circumstances will be offered.
2
Instructions
• There are TWO sections in this exam. Both sections are compulsory. You MUST answer the
ONE question in SECTION A and TWO questions from SECTION B
• Each question carries the same weighting
• The maximum word count for each answer is 1000 words
• We encourage you to make full use of the word limit to show your understanding of the
theory covered in that question and its application
• The exam paper will be available at 0930hrs GMT on the day of the examinations. Answers
must be submitted by 0930hrs GMT the following day (i.e. 24 hours later).
• The submission must be one file containing all your answers
• As is usual for an exam, for this assessment you are not expected to include full referencing,
but are encouraged to cite the sources of key theories, models, case studies, statutes etc.
• Multiple submissions can be made to the portal, but only the final one will be accepted.
Please save your work frequently.
• This is an individual assessment: do not copy and paste work from any other source. Text-
matching software will be used on all submissions – more detail provided above.
• There is no +/- 10% on word count and anything after the maximum word count will not be
marked, in line with UWE’s Word Count Policy.
3
Instructions to Candidates:
Candidates must answer the ONE essay question in SECTION A and TWO essay questions from
SECTION B
SECTION A
Answer the ONE compulsory question
1. Strategy and Responsibility: CSR
JetBlue are reviewing their portfolio of CSR initiatives. Using Porter and Kramer’s (2006)
CSV framework, critically assess the following options and justify which initiatives
JetBlue should continue or discontinue. (Up to 1000 words).
A. JetBlue wants to be as efficient as possible in reducing noise and minimise

unnecessary fuel loss. The airline is considering the purchase of the latest Airbus
NEO aircraft which is 15% more fuel efficient and reduces decibel noise levels by
50% for populations living near airports.
B. To celebrate the 50 years of the Make-A-Wish Foundation supporting children

with life-threatening diseases, JetBlue regularly flies 20 sick children, their
siblings and parents on special flights to Orlando, Florida on a magical trip to
Disney World.
C. JetBlue is pioneering the development of a zero-carbon, hydrogen combustion

engine in partnership with Rolls-Royce. In the long term, this project is promising
as it will enable JetBlue to replace its entire fleet with 100% carbon-neutral
airplanes.
D. At Los Angeles’ LAX airport, JetBlue is sponsoring a scheme to install solar panels
on all buildings, thus contributing to the region’s target to have 100% emission-
free energy sources by 2030.
E. JetBlue is introducing a waste management scheme that enables it to transform

the disposable plastic cups used to serve drinks on board into synthetic crude oil.
4
SECTION B
Answer TWO questions selected from the four options
2. Jay Barney (1995) argues that a firm needs to have rare resources to have a
sustainable competitive advantage. Critically assess this view using the CEMEX
case. (Up to 1000 words).
3. Kim and Mauborgne’s (2005) Blue Ocean theory argues that a change of the
value proposition can enable firms to enter new and non-competitive spaces.
Using the case of Netflix entering the video rental market dominated by
Blockbuster, evaluate this claim.
4. The Esquel case study demonstrates how the firm diversified along its supply
chain. Use the Campbell, Goold and Alexander’s (1995) parenting matrix to
critically discuss how shareholder value could be gained further. (Up to 1000
words).
5. Porter (1996, 2014) argues that a high order of fit results in a sustainable
competitive advantage. Use the JetBlue case study to evaluate how the
introduction of a “Mint” class may affect this source of competitive advantage
for JetBlue.
END OF QUESTION PAPER

UMSDQ5-15-3 First Sit Business Strategy MAIN Exam 2023-24

Uploaded by

Copyright:

Available Formats

UMSDQ5-15-3 First Sit Business Strategy MAIN Exam 2023-24

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

UMSDQ5-15-3 First Sit Business Strategy MAIN Exam 2023-24

Uploaded by

Copyright:

Available Formats

COLLEGE OF BUSINESS AND LAW

ACADEMIC YEAR 2023/24

Module Code: UMSDQ5-15-3

Module Title: BUSINESS STRATEGY

Assessment opens: TBD

Deadline/Submission closes: TBD

Assessment Weighting: 80 per cent of total module mark

N.B. all times are 24-hour clock GMT (UK Time)

Important Information - Referencing and Assessment Offences

Instructions for submission

• It is your responsibility to submit coursework in a format stipulated above

There is no late submission permitted on this timed assessment.

Further guidance and support before and during assessment

Answer the ONE compulsory question

1. Strategy and Responsibility: CSR

A. JetBlue wants to be as efficient as possible in reducing noise and minimise

B. To celebrate the 50 years of the Make-A-Wish Foundation supporting children

C. JetBlue is pioneering the development of a zero-carbon, hydrogen combustion

E. JetBlue is introducing a waste management scheme that enables it to transform

Answer TWO questions selected from the four options

END OF QUESTION PAPER

You might also like