BKM6321 Strategic Management Level HE6 Assessment Brief Term 2 2024/25

Assignment Brief     

1. Purpose of the Assessment

The overall purpose of the assessment is to test the student’s knowledge of core concepts and frameworks relevant to the strategy process, and to allow students to apply their learning in the module in the case study analysis and to present their findings in a logical and coherent manner that captures the key issues.

2. Assessment Tasks:

2.1. AS1 Formal group oral presentation (15 mins) using Power Point slides. weighting 30% of the mark (LO1)

You are required to study the attached MULBERRY case study from a strategic management perspective. Present with your group an analysis of the issues using key strategy tools and concepts. As a guide use the following framework:

1. What was Mulberry’s “Old” strategy? Give a reasoned explanation. 
2. Was this strategy successful? If so, why? What were the underlying features of this strategy in terms of focus, scope and industry segment factors?
3. What was the “new” strategy followed by Mulberry? Why did it “fail”? Explore the various reasons and issues.
4. What are your overall conclusion & lessons from this case?

Note:

1-Be critical and focus on the reasons & why “things” happen. 
2-Discuss your approach and presentation structure with the tutor. 
3-Do make use of the slides, articles and videos used in class.
4-Relate your investigation to the issues and themes covered in the class
3    - There is lot of data available online. Further, refer to Inews paper. Guardian, Daily Telegraph newspapers, BBC online news.
4-Use the Birkbeck or the local library to gain access to FT newspaper and the Economist.

The required task must critically evaluate and synthesise the current state of the “situation and issues” within the selected case. Therefore, it is recommended that only articles and text published in the last 10 years (in majority of cases) be reviewed for this assessment. 

Do submit your presentation slides, please go to the ‘Submit your work’ area of the Module Moodle site. It is important that you submit your work to the correct module Moodle site, and that your work is submitted on time. EACH MEMBER OF THE GROUP MUST SUBMIT THE SLIDES INDIVIDUALLY.

Word Limit: there is no set word limits on your presentation or number of slides. However, it is required that your presentation falls within the 10-15 min. range. Also, while the design of the presentation is at your discretion it is expected that your slides are visually attractive and easy to read.

Style requirements: except for the titles and subtitles, you should not highlight text, which must be in Arial size 11, without indentations. The main title should be highlighted in font size 16, and the subtitles highlighted in size 14. The margins should be justified, not aligned to the left. Additionally, the space between lines should be single and the space between paragraphs should be double. Separate presentation skills guidance will be provided by the tutor in the class. It is advisable to discuss your presentation format with the tutor.

2.2 Individual assignment (AS2), management report, weighting 70% of the mark (LO2 & LO3), 3000 words

You are required to complete the assignment by the date given. In order to undertake the assignment, you should critically evaluate the case study STARBUCKS (Provided on Moodle).

You should also be prepared to undertake further internet-based research on the organisation You should only use material drawn from credible sources such as: academic articles and texts; annual reports; industry surveys; quality market research data bases, e.g., Mintel; quality newspaper and business periodicals, e.g., the FT and even corporate biographies. You should not use unreliable sources such as non-reviewed websites, e.g., Wikipedia, Mind map.

This is an integrative and topical case. The case offers an opportunity to assess why STARBUCKS business strategy has been successful and to evaluate the current strategy in relation to its competitive advantage and core competencies issues discussed in class. What is so unique about this company? Is the organisations competitive advantage sustainable? Further, how is the organisation exploiting its capabilities & what are their value chain activities which others find it difficult to copy?

Note: 
1-Be critical and focus on the reasons & why “things” happen. 
2-Discuss your approach and presentation structure with the tutor. 
3-Do make use of the slides, articles and videos used in class. 
4-Do write in your own words. No blind cut & paste.
5-Relate your investigation to the issues and themes covered in the class sessions.

This assignment is all about applying models and concepts to case issues, in order to make your own judgments and conclusions. Use the models in an applied sense – do not describe them – and also be prepared to use them critically, e.g., modify or adapt them. You do not have to accept them blindly. We are also looking for your own ideas supported and guided by the models and case data so be bold in expressing your own opinions. It is up to you to select and apply the most useful models, obviously you cannot use all the models you will cover on the module; what you need to do is carefully choose a small number of relevant models and apply them in-depth.

It is also important that you use case data effectively to support your answers and that your analysis uses both quantitative and qualitative sources.

Finally, pay attention to your writing style. I am asking you to conduct an assignment that could be presented to two audiences: your academic examiners and as a management report. 

Some Specific Guidelines:

• Do introduce what you are investigating, its purpose and its context. State your objective up front.
• Do be critical and reflective.
• Do be applied.
• Do make your discussion and argument coherent. Link them directly to issues raised.
• Do identify implications/lessons which arise from your evaluation.

Therefore, do ensure:

• Do not “blindly” use SWOT/PESTL/5Fs.
• Do reference properly using the Harvard standard
• Ensure each paragraph links to the next one (use connective text where possible)
• Arguments are fully backed up and not left ’hanging”.
• Each section/question ends with a clear conclusion
• Develop a ‘tight’ writing style that is unambiguous.

Some General Guidelines:

This assignment is all about applying models and concepts to managerial issues in order to make your own judgments and conclusions. Use the models in an applied sense – do not describe them – and also be prepared to use them critically, e.g., modify or adapt them.  You do not have to accept them blindly.  We are also looking for your own ideas supported and guided by the models and case data so be bold in expressing your own opinions.  It is up to you to select and apply the most useful models, obviously you cannot use all the models you will cover on the module; what you need to do is carefully choose a small number of relevant models and apply them in-depth. 
Word Limit: The assessment should be limited to 3,000 words (+/- 10%). If the word count is more than 2,700 words or less than 3,300 words you must revise the text judiciously to deliver work within the stated limits. This limit excludes appendices (please keep these to a minimum) and your references.

Style requirements: Except for the Titles and subtitles, you are not allowed to highlight text, which will be in Arial size 11, and without indentations. The main title is highlighted in size 16, and the subtitles are highlighted in size 14. The margins should be justified, not aligned to the left. Additionally, the space between lines should be single and the space between paragraphs should be double. The work will be in Management Report form and not the Essay form requiring and Introduction, the main body with subtitles and a conclusion. You must have an Executive Summary and a Content page.

3. Sources

It is expected that the Reference List of the report will contain at least fifteen sources. As a MINIMUM the Reference List should include three refereed academic journals and five academic books.

4. Specific Assessment Criteria

Assignment 1:

You are required to evaluate Mulberry case in terms of:

• Understanding underlying rationale of strategy + How the organisation is competing: : 25/100 marks 
• Understanding the nature of strategy and its management: 25/100 marks
• Linking the Impact of changes in in internal & external focus and environment changes:  25/100 marks
• Discussion of  lessons & conclusions arising from the investigation: 25/100 marks 

Total marks awarded: 100

Assignment 2: STARBUCKS  Case

You are required to evaluate Starbucks case in terms of

• Use appropriate academic models and relevant case information. Explain and evaluate the strategy of the organisation and how it is competing (30/100) marks
• Assess the core competencies and key capabilities of the company + Linkages of Value chain activities. (30/100) marks
• Discuss the organisations competitive advantage factors. State your overall assessment (25/100) marks
• Level of presentation, structure, and link to literature of your report (15/100) marks

Total marks awarded: 100

5. Assessment Submission

Your assignment must be word processed and presented in a report format with simple sub-headings. The word count should be as specified in the assignment above±10% (tables, diagrams and appendices are excluded from the count).  
The Assignment report should have a Front Sheet showing your name, your student number, the module name, the module number, the assignment title, the module tutor's name, the date and the word count.  

All assignments will be submitted, graded and fed-back electronically via TURNITIN. Several submissions will be permitted before the hand-in date in order to enable you to refine the content in your report.

To submit your work, please go to the ‘Submit your work’ area of the Module Moodle site. It is important that you submit your work to the correct module Moodle site, and that your work is submitted on time. 

Feedback on assignments for everyone will be provided electronically via TURNITIN.  

A student may obtain an individual appointment to discuss feedback with the tutor.

Submission Deadlines

Assignment 1: In class Group Presentation: 4th April 2025 

You must upload the presentation on Moodle by the deadline.

Assignment 2: 16th June 2025  Upload the assignment on the Moodle

6. Assessment Guidance 

The quality of your presentation and academic referencing is very important. Please, use the Harvard Referencing System.

Within your assignment your tutor will be looking for content that addresses the key elements of the assignment brief.
 
Try not to overcomplicate your answers by choosing a company that you know little about. Keep to simple processes that you know well.

7. Academic Practice

AS2 is an individual assignment. Amity University [IN] London policy will apply in all cases of copying, plagiarism or any other methods by which students have obtained (or attempted to obtain) an unfair advantage.

Support and guidance on assessments and academic integrity can be found from the following resources:

  Moodle / Policies and Procedures 
  Moodle / Student Corner

8. Learning Outcomes:

On completion of the module the students will be able to:

LO 1 – Critically appraise different theoretical concepts and models of strategic management in contemporary business environment.

LO 2– Critically appraise the impact of change management and sustainability on strategic management.

LO 3 – Critically analyse and review an organisation’s strategic plan.  

9. Indicative Schedule:

General Assessment Guidelines for Written Assessments Level HE6