BNS0072 Strategic Management Assignment Brief 2026 | DMU

Assignment Brief 

BNS0072 Strategic Management 2026

Prof John Nicholson

Your assignment requires you to study the different business models of Amazon and Walmart in the US ‘retail’ market. This assignment is essentially a contrast between on-line and traditional models.

The focus of this assignment is on business models and business model innovation. Business models are a contemporary challenge to foundational notions of strategic management, but the business model idea is not without its detractors. I have personally found a tool called the business model canvas very useful in opening-up a consultancy project and drawing a picture of a business which includes most of the elements traditionally found in the strategic planning process. The business model canvas is a tool originating with Alex Osterwalder and colleagues (example below) which has 9 sub-units but broadly contains two main propositions, value capture and value creation. We will go through the elements of this model in class. While the business model canvas does not amount to the sum-total of business model knowledge, I have found it a highly effective tool to learn which can lead to rapid insight into a business or a future possible business. There tool has more contemporary variants and is highly adaptable. We will examine this year how the tool can be adapted to consider sustainability in a business model as environmental costs and environmental benefits.

The BMC’s use in practice is as a design lens — to sit down and create something from new but to create genuine business model innovation this needs to be relative to both the past and relative to competitive offerings. A challenge is how to teach this technique and a way to do this is to look at a retrospective case study and to use two points in time as a comparison. It is also useful to compare two fundamentally different business models in the same sector. The comparison of Amazon and Walmart shows a late-comer, digital business model disruption against a traditional bricks-and-mortar retail model. Yet both are seemingly flourishing. Through this exercise we would like you to again understanding of business modelling, business model ‘innovation’ and ‘disruptive’ business model innovation but also to understand how business models must become value capturing.

The Brief

Operational boundaries: The US retail industry and market

Materials
You have been provided with a high-quality case-study which is available electronically, and which provides a solid foundation to complete the assignment. However, you may supplement this with any other quality sources of information about Walmart and Amazon. State these sources. Events of the last three years may not be mentioned in the case so you will need to examine these with web resources.

The assignment has two parts with different weights as indicated. Based on these weighting you should consider how much of the word count is allocated to each section.

Part 1 70% weighting

Using the business model canvas, present an analysis of both Walmart and Amazon’s business model(s) at the beginning of 2022 (at the end of the case) and credit will begiven if this is brought up to date to 2025.

Comment how both models have built/not built, sustainable practices into their business models.

You should use the model graphically (multiple templates are provided) as a summary but then provide a written analysis of each of the elements of the model and where you perceive the challenges at this time are evident.

An example template of the orginal business model canvas (Osterwalder)

Part 2: 30% weighting

Take a position on whether at their origin, Amazon’s business model was a disruptive business model from Walmart’s perspective. Comment on whether Amazon continue to be disruptive to Walmart and defend your answer by considering how Walmart’s adaptation/non-adaptation has created this relative position. Put another way, how have Walmart adapted/ not adapted to defend/attack Amazon.
Whereas Q1 demands more use of graphics, this question is likely to demand more written argument. 
Word count 2500 words: Based on the stated indicative weightings you should use your own judgement as to how much of the word count should be allocated to each section.

Use of AI not allowed.

Hand in date December 13th 3PM

Generic guidance 

• The teaching team have no model answer which you have to replicate.
• There is no right answer to what pieces of analysis fit in which box of the BMC. I have seen too many students fixated on which piece of info fits in which box. This is a process which is both analytical and creative. The learning outcome is that you learn to use the tool as a consultant would looking at an unfamiliar situation.
• The BMC is a flexible tool, you can add to it, adapt it, change it, add boxes, split boxes delete irrelevant boxes. It is a ‘design’ tool.
• In trying to create graphics, we suggest you use PowerPoint or Visio, rather than trying to do them directly in word as the graphics done in word are very poor.
• You do not need to present your analysis within a single diagram but should decide on the sections of your written analysis relative to the compartments in the BMC. Put another way, write your answer in sections, do not only try to present a single diagram with everything in, it will be too big. An overview in graphic form in advisable.
• You may use any other models or theory in these sections to supplement and enhance your analysis. Indeed, this would be good practice and will define better answers.
• You may identify and present an analysis of multiple overlapping business models you identify within Amazon and Walmart as consistent with the idea of a portfolio of business models. Does either/both firms have a portfolio of business models?
• To help with the style of assignment, examples of excellent student work on a different case are provided on Brightspace.
• A link to Osterwalder’s book on the business model canvas in available on Brightspace and further key articles on business models are linked from Brightspace. Effective use of this model alone should be sufficient for a passing grade.
• Evidence of broader reading of the BM literature will define better answers.
•  Report style to present analysis  with use of prose and paragraphing where you need to make arguments. Q1 likely to be more report style, Q2 likely to be more prose.
• Put as much information into tables, charts and diagrams as possible. Better answers do this very effectively.  You can modify and create your own diagrams. Significant credit will be given for this.
• Leave diagrams and tables in the body of the report, don’t hide them in an appendix. We give great credit for being able to present strategic analysis using charts, tables and diagrams.  Businesspeople want to see the best analysis as quickly as possible, it’s annoying to flick between main body and appendix all the time.
•  Cite all information used in your work which is clearly from an external source. Try to ensure that all sources in your reference list are seen as citations in your work, and all names cited in the work appear in your reference list. Reference and cite your work in accordance with the APA 7th system – the University’s chosen referencing style.  For specific advice, you can talk to your Business librarians or go to the library help desk, or you can access library guidance via the following link: There is no need to cite from lecture slides. Also see video presentation in brightspace.
• APA 7th referencing: https://library.hud.ac.uk/pages/apareferencing/
• The University has regulations relating to academic misconduct, including plagiarism. If you have any concerns about your writing, referencing, research or presentation skills, you are welcome to consult the Academic Skills Team, you can book tutorial appointments with them via the website How to book a tutorial appointment
• Further study resources including the Academic Skills Team overview can be found here: Study resources.
   
  PGT Assessment Criteria
• These criteria are intended to help you understand how your work will be assessed.  They describe different levels of performance of a given criteria.  
• Criteria are not weighted equally, and the marking process involves academic judgement and interpretation within the marking criteria.
• The grades between Pass and Merit should be considered as different levels of performance within the normal bounds of the module. The higher-level categories allow for students who, in addition to fulfilling the basic requirement, perform at a superior level beyond the normal boundaries of the module and demonstrate intellectual creativity, originality and innovation.

PGT Generic Assessment Criteria