Assignment Brief

International Strategic management and

Module Title: Module Code: MMP_7_ISM
innovation

Assignment No/Title: Individual Management Report Assessment Weighting: 100%

15 days after
Submission Date: Friday 13th December 2024 Feedback Target Date:
submission
Module Co-ordinator/
Dr. Uros Delevic Word count 5,000
Tutor:

Submission Instructions:

This assignment is to be submitted electronically

1. This assignment must be submitted electronically by 2 pm on the submission date
2. To submit electronically you must upload your work to the e-submission area within the respective module on
Moodle.
3. Multiple drafts can be submitted up to the submission date.
4. Please remember you must leave at least 24 hours between submissions if you make changes to your work.
Each submission will overwrite the previous one until the due date and time have passed.
5. You are reminded of the University’s regulations on cheating and plagiarism. In submitting your assignment,
you are acknowledging that you have read and understood these regulations.
6. You are reminded that it is your responsibility to keep an electronic copy of your assignment for future
reference.
7. Your citation needs to follow the Harvard style referencing.

The Assignment Tasks

This Assignment was developed to assess the following Learning Outcomes:

Knowledge and Understanding

A1: Discuss the strategic dilemmas that confront organisations in the current international business environment

A2: Discuss how competitive advantage arises, and the roles of innovation and social responsibility in fostering

and maintaining it.

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 Real Life Case Study-Individual Report

The assessment consists of a formative and a summative element.

1. Formative Assessment

• Students will be asked to undertake presentations in class at various stages during the module. These
are likely to be in groups and related to specific international case studies.

• Feedback from these presentations will enhance participants’ analytical and presentation skills and will
give the entire class insights into the nuances of applying individual frameworks and models, in the
manner and depth expected for the summative assessment.

• The formative task is there to help you complete the summative assessment task successfully.

• The formative process is important because it will help you address the task more fully and therefore
contributes to your learning and understanding of how to manage a multinational company (MNC)
operating in an industry of your choice and help you develop your business development & planning
skills in relation to MNCs.

2. Summative Assessment

• This module is assessed entirely by Individual Management Report. This assignment is designed to
give students the opportunity to use theory(s) from the module to review an organisation’s business and
innovation strategy. As always though, this is an academic piece of work, and as such, it is expected that
students will engage actively with the academic literature in this area.
• You will be required to undertake an analysis of the external and internal environment of a multinational
company operating in an industry of your choice.

• For the purpose of this assignment, you should select a multinational company of your choice
from any globalised industry of your choice, such as:

Ø Technology and social media Or

Ø Airline industry Or
Ø Automobile industry Or
Ø Food Retail Or
Ø Telecommunications industry Or
Ø Agriculture (Farming businesses) Or
Ø Another industry of your choice

• You should Carry out research on external environmental and internal characteristics within which the
selected company operates.

• You will present your findings in a strategic management report format and make clear and costed
recommendations

• During the evaluation and analysis of your chosen company, the report should therefore be
comprised of areas for consideration that address the following tasks during the research:

1)What is the current strategic positioning of the selected company in the market?

The following will need to be carried out to address this question:

Strategic analysis of the current positioning of the chosen company. This will need to include an assessment
of

A) Analyse the external MACRO environment of the chosen industry (using the PEST or PESTEL
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 framework to assess the potential effect for the industry) Note: The discussion should not focus on
the description of the framework alone but on the implications this analysis does have for your chosen
organisation.

B) Analyse the external MICRO ENVIRONMENT (using Porter’s 5 Force framework). You should Carry
out a 5 Forces analysis (evaluating each force as high, moderate, or low) and discuss the
attractiveness of the industry. Note: The discussion should not focus on the description of the
framework alone but on the implications this analysis does have for your chosen organisation.

C) Conduct an internal analysis of the chosen company’s strategic capabilities (resources and
competencies) using appropriate strategy tools (e.g., resources and capabilities analysis with the use of
Jay Barney’s VRIO framework Or Michael Porter’s Value Chain Analysis to discuss the company’s
activities and identify their core competences). You should Justify which of these resources/capabilities
are strategic/distinctive that can give a competitive advantage to the company.

D) Undertake a TOWS analysis using a diagram to determine the company’s current situation vis a vis their
competitors. Discuss the issues in the diagram and the implications this does have on the company.
Having discussed the TOWS analysis, critically evaluate the weaknesses, threats and opportunities
which has been identified in the TOWS matrix that would have an impact on the operations of your
selected company.

2) What is the current innovation strategy of the selected company?

The following will need to be carried out to address this question:

You are expected to use theory from the module to provide an analysis of the current innovation strategy of your
selected company. This will need to include an assessment of

A) You should Identify (using at least one example) the form of innovation that the company is pursuing.
B) Then you should analyse, (using at least one example) the firm’s sources of innovation and how it is
seeking to foster it. Note: The discussion should not focus on the description of the framework alone
but on the implications this analysis does have for your chosen organisation.

3. What is the company’s strategic choice?

The following will need to be carried out to address this question:

An identification of the competitive strategies currently being followed by the selected company. This will
need to include an assessment of

A) Provide a consideration of their future competitive strategies by applying either Porter’s Generic
Strategies of Competition framework Or Bowman and Faulkner’s Strategy Clock.
B) Provide a consideration of the future methods of strategic expansion and directions available to the
selected company.

4) What strategic recommendations can you propose for your chosen company to strengthen
its current position in the Market?

The following will need to be carried out to address this question: This will need to include an assessment of:

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 A) Identify and critically discuss Two potential business strategies that can be pursued by your chosen
organisation to combat the weaknesses threats and opportunities identified to ensure market share and
growth.
B) Out of the TWO strategies, select ONE to implement, which could be used to combat the issues as
above. Justify why the one you have selected is the best among the two with the relevant frameworks.
C) Discuss how the selected strategy can be implemented using the CANVAS business model within a 3-
year period from 2023-2026

General information:

• You should make use of all available sources and current thinking on Strategic management and
innovation should be central to your analysis and illustrated with reference to current articles from
relevant journals and broadsheet newspapers (e.g., Financial Times). Use should be made of the
library’s electronic databases such as Science Direct, Emerald, etc.

• You should apply theoretical concepts and models relating to the entrepreneurial process and to the
various stages of growth and development of the business.

• Once you have done your research you will need to write your report in which you will present your
findings and your recommendations for the future growth and development of the business.

You are advised to adopt the following structure for the report:

• Title page: Include module title, the name of the selected Multinational discussed, student ID number and the
total word count (excluding bibliography)
• Contents page
• Introduction: this should include some background on Background on the selected company and the
market where they operate. The purpose of the report. You may wish to include details such as the type
of business, size, how long it has been trading, etc. Students should also give a brief account here of the
research process (focusing primarily on the Secondary data collection).
• Findings: here the results of the research need to be presented. this should include the research findings
related to the addressed questions (a)What is the current strategic positioning of the selected company
in the market? (b) What is the current innovation strategy of the selected company? (c) what is the
company’s strategic situation? Students are also expected to consistently support their work with reference
to appropriate sources (cited in accordance with the Harvard referencing convention).
• Recommendations: here students should present their proposals for the Two potential strategies that can be
pursued by your chosen organisation to ensure market share and growth. Based on the selected strategies,
recommend ONE of them. Justify how the recommended strategy is the best among the others. Discuss how
the selected strategy would be implemented using the CANVAS approach within a 3-year period from 2022-
2025 Work should be supported with reference to appropriate sources.
• Conclusions: This should follow logically on from the findings and provide a concise summary of them. No
new information should be presented here.

• References and Bibliography: you should be discerning about your sources of information and ensure that
all references conform to the Harvard convention.
Mark Distribution:

1- Introduction 5%

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 2- Findings 60%

3- Recommendations 20%

4- Conclusions 10%

5- Reference and Structure 5%

3. Assessment Checklist
The Assessment checklist is designed to monitor your weekly progression during seminar classes in order to help you
complete the summative assessment task successfully.

Student Assessment Checklist Mark Comment Weekly

progression
Introduction 5%
This should include a brief description of the followings:
• Background on the selected company and the market where
they operate.
• The purpose of the report
• Brief introduction of the data collection using secondary data
only
Findings 60%
This should include a detailed explanation of the followings:

1)What is the current strategic positioning of the selected

company in the market?

The following will need to be carried out to address this question:

Strategic analysis of the current positioning of the chosen company.

This will need to include an assessment of
a) Analyse the external MACRO environment of the chosen industry
(using the PEST or PESTEL framework to assess the potential effect
for the industry) Note: The discussion should not focus on the
description of the framework alone but on the implications this analysis
does have for your chosen organisation.
b) Analyse the external MICRO environment (using Porter’s 5 Force
framework). You should Carry out a 5 Forces analysis (evaluating
each force as high, moderate or low) and discuss the
attractiveness of the industry. Note: The discussion should not focus
on the description of the framework alone but on the implications this
analysis does have for your chosen organisation.
c) Conduct an internal analysis of the chosen company’s strategic
capabilities (resources and competencies) using appropriate strategy
tools (e.g., Resources and capabilities analysis with the use of Jay
Barney’s VRIO framework Or Michael Porter’s Value Chain Analysis to
discuss the company’s activities and identify their core competences).
You should Justify which of these resources/capabilities are
strategic/distinctive that can give a competitive advantage to the
company.
d) Undertake a TOWS analysis using a diagram to determine the
company’s current situation vis a vis their competitors. Discuss the
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 issues in the diagram and the implications this does have on the
company. Having discussed the TOWS analysis, critically evaluate the
weaknesses, threats and opportunities which has been identified
in the TOWS matrix that would have an impact on the operations of
your selected company.

2) What is the current innovation strategy of the selected

company?

The following will need to be carried out to address this question:

You are expected to use theory from the module to provide an analysis
of the current innovation strategy of your selected company. This will
need to include an assessment of

a) You should Identify (using at least one example) the form of

innovation that the company is pursuing.
b) Then you should analyse, (using at least one example) the firm’s
sources of innovation and how it is seeking to foster it. Note: The
discussion should not focus on the description of the framework alone
but on the implications this analysis does have for your chosen
organisation.

3. What is the company’s strategic situation?

The following will need to be carried out to address this question:

An identification of the competitive strategies currently being
followed by the selected company. This will need to include an
assessment of
A) Provide a consideration of their future competitive strategies by
applying either Porter’s Generic Strategies of Competition framework Or
Bowman and Faulkner’s Strategy Clock.
B) Provide a consideration of the future methods of strategic
expansion and directions available to the selected company.

Recommendations 20%

• You should present your proposal for the future

growth/development strategy. The following will need to be
carried out to address this question: This will need to include
an assessment of:
A) Identify and critically discuss Two potential business
strategies that can be pursued by your chosen organisation to
combat the weaknesses threats and opportunities identified to
ensure market share and growth.
B) Out of the TWO strategies, select ONE to implement, which
could be used to combat the issues as above. Justify why the
one you have selected is the best among the two with the
relevant frameworks.
C) Discuss how the selected strategy can be implemented using
the CANVAS business model within 3 years from 2022-2025
• Work should be supported with reference to appropriate
sources.
Conclusions 10%
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 •
A concise summary of the main findings and a detailed
evaluation of the implication for the business.
• No new information should be presented here.
Reference and Structure 5%
• Adheres to a recognised report format and remains within the
specified word count
• Spelling and grammar is accurate
• Citations and references adhere to the Harvard convention
• Integration of theory and practice consistently throughout the
report
• Work is logically structured and coherent throughout

Plagiarism, Referencing & Turnitin

All materials about plagiarism, referencing and Turnitin can be

found on the link below:

https://libguides.lsbu.ac.uk/marketing/referencing

Assessment Criteria:
Each task is being marked according to the following rubric: -

Coherent argument,
Application of course concepts, and Discussion and analysis of key
Marking logical structure, overall
evidence of background reading and issues in the case, calculation
Scheme presentation of the
research (including literature review). and solutions
report, and referencing

% 40 50 10

Extensive knowledge and understanding Demonstrates a very good level of Well-structured arguments
of small business challenges and issues. argument with critical judgement in with good design of the
Management process presented with the the analysis, evaluation, synthesis sections with well structure
exploration and critique of and findings evaluated critically, diagrams and flow of the
Excellent A
information/ideas from a comprehensive rigorously, and fully discussed in report. Very good range of
range of sources. Very Good literature context with research. Exceptional background reading with
review in connection with references to research and excellent information very good referencing
textbook and website material. collected and analysed in full consistently accurate to a
recognised standard.

Demonstrates a good level of

Good knowledge and understanding of Well-structured arguments
argument with critical judgement in
small business challenges and issues. and design with reasonable
the analysis, evaluation, synthesis
Management process presented with the flow of the report.
and findings evaluated critically,
exploration and critique of Good range of background
Good B rigorously, and fully discussed in
information/ideas from a comprehensive reading with good
context with research. Good l
range of sources. Good literature review referencing consistently
research and good amount
in connection with references to textbook accurate to a recognised
information collected and analysed
and website material. standard.
in full
Fair understanding of small business Demonstrates a fair level of
challenges and issues. Management argument with critical judgement in
process presented with the exploration the analysis, evaluation, synthesis
and critique of information/ideas from a and findings evaluated critically, Fair structure, design and
Fair C
comprehensive range of sources. Fair rigorously, and fully discussed in reference.
literature review presented in connection context with research. Fair research
with references to textbook and website and fair amount information
material. collected and analysed in full

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 Demonstrates some level of
Some understanding of small business
argument with critical judgement in
challenges and issues. Management
the analysis, evaluation, synthesis
process presented with the exploration
and findings evaluated critically, Poor structure and design
and critique of information/ideas from a
Weak D rigorously, and fully discussed in with a reasonable flow of
comprehensive range of sources. Fair
context with research. Some ideas
literature review presented in connection
evidence of research and some
with references to textbook and website
information collected and analysed
material.
in full
E or Barely any investigation into the No reasoning and no ideas of their
Poor Lack of all the above
below background own

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