BUS6A3 Applied Business Strategy Assessment 2 Brief AS2 | Wrexham University

Assessment Brief 2: Applied Business Strategy BUS6A3

1. Module Details
2. Assessment Structure
3. .Assessment 2 Details
   3.1 Task
   3.2 Submission requirements
4. .Learning Outcomes for the assessment
   Appendix 1: Extensions and Extenuating/Mitigating Circumstances
   Appendix 2: Submission Checklist 
   Appendix 3: Declaration of Authorship
   Appendix 4: Use of external editorial or proofreading services

1.Module Details

2.Assessment Structure

3. Assessment 2 Details

3.1 Task

Assessment Task: Case Study

You are a Junior Executive Analyst at a consulting firm.

Based on your performance and the personal development plan discussed during your appraisal meeting after your first year, your line manager has recognised your natural inclination and keen interest in serving clients within the UK-based Airlines.

Your firm works with prestigious brands in this sector, including British Airways, Jet 2.com, Virgin Atlantic, Titan Airways and BA Euroflyer, all renowned for their heritage, innovation, and global presence.

To deepen your expertise, your manager wants you to gain a comprehensive understanding of the industry by asking you to complete the following tasks.

Task Overview

You are required to prepare a detailed analytical report on one of the above companies. Your report should examine how changes in the business environment impact the company’s ability to achieve its strategic goals and objectives.

Key Areas to Cover

Your report should focus on three main levels of analysis:

1.Internal Analysis

• Evaluate the company’s resources, capabilities, value chain and organisational strengths and weakness.
• Identify the organisation's key success factors that drive competitive advantage.

2.Industry and Competitive Analysis

• Apply Porter’s Five Forces Model to assess competition within the Airlines industry.
• Compare the company’s position with major rivals.
• Explore market trends and technological advancements affecting competition.

3.Macro-Environmental Analysis (UK & Global)

• Use the PESTEL framework to examine external factors impacting the company (Political, Economic, Social, Technological, Environmental, and Legal).
• Consider global economic conditions, trade policies, and regulatory changes affecting industry.

You must clearly state how changes in the environments analysed above impact your chosen company's ability to achieve its strategic goals and objectives.

Objective

This report should provide valuable insights into how the company leverages its internal resources and capabilities to compete effectively in the UK-based airlines industry and manage the impact of external influences on the achievement of strategic objectives. Your analysis will help develop a well- rounded understanding of the UK airlines industry and inform future strategic decisions.

3.2 Submission requirements

You must submit your assignment by using the Turnitin gateway in the module’s Canvas site.

Please Note: When you submit you will be asked to confirm you have referred to the Submission Checklist (see Appendix 2) and the act of submitting your work electronically will be taken as an acceptance of the Declaration of Authorship (see Appendix 3 and Appendix 4). Guidance on Academic Integrity can be found on our Policies webpage.

If you are experiencing technical issues with submitting your work, you must email your Module Leader/Tutor, IT Services (ITSupport@bil.ac.uk) and the Assessment team (assessment.admin@bil.ac.uk) before the submission deadline with a copy of your work file attached. Your file will not be accepted if you do not do so.

You can find the Guide to Assessment Submission on our website.

3. 2.1 Word Limits and Penalties for Excess Word Count

All written assignments include clear guidance on the maximum amount that should be written in order to address the requirements of the assessment task (a ‘word limit’).

There is allowance for a 10% variation from the specified word count before any penalty is applied. For example, it is acceptable to submit up between 900 and 1100 words for a 1000 word assignment. Work that exceeds the 10% variation from the specified word count will be penalised. Further information can be found in the Assessment Procedures on our website.

Where a submission is notably under the word limit, the full submission will be marked on the extent to which the requirements of the assessment task have been met. Generally speaking, submissions under the word limit fall short of the requirements of the assessment task.

Abstracts, citations in footnotes, reference lists, bibliographies and appendices are excluded from any word limit requirements.

In-text citations, embedded quotations, and all headings and titles are included in the word limit.

4.Learning Outcomes for the assessment

This item of assessment covers the following learning outcomes. For the full list of learning outcomes for the module, please refer to the Module Study Guide.

• Apply a range of tools to conduct a strategic audit of an organisation and its environment.
• Provide recommendations with appropriate justification for a sustainable strategy for the organisation and produce an implementation plan.

Appendix 1: Extensions and Extenuating/Mitigating Circumstances

Policies on Extenuating Circumstances (Wrexham University) and Mitigating Circumstances (Birkbeck University) can be found on our website.

Wrexham University Students
Applications for one-week extensions must be submitted via the Student Self-service Portal, before the deadline and include supporting evidence.

Applications for extenuating circumstances/mitigating circumstance must be submitted through the
awarding body’s Student Portal: - Wrexham University

Birkbeck University

Applications for mitigating circumstances (both late submission and non-submission) must be submitted via the Student Self-service Portal, attaching the relevant request form.

All students

Before submitting your request, please ensure you read the Guidance for Extensions and Extenuating/Mitigating Circumstances.

Appendix 2: Submission Checklist

1. Have you checked Canvas messages/announcements for any additional/final details of the assessment?
2. Are you submitting in the correct submission area e.g., if it is a resubmission of your second assignment it should be ‘AS2R’?
3. Make sure you are submitting the correct final version of your work.
4. Have you kept to the word limit? Remember, anything beyond the 10% allowance of the word count will be penalised.
5. Have you addressed the assessment requirements as outlined in the Assessment Brief?
6. Have you spell checked and proofread your work?
7. Is your work formatted correctly and consistently?
8. Are you submitting a document in the correct format?
9. Is your work written in an appropriate academic style?
10. Have you checked your citations and Reference List/Bibliography?
11. Have you submitted your work through Turnitin to get a similarity report to check you have paraphrased where required?
12. Have you read the Declaration of Authorship (Appendix 3)?

Appendix 3: Declaration of Authorship

By submitting this work electronically to Bloomsbury Institute, I confirm that I have read and understood the Declaration and Definitions below:

Declaration of Authorship:

1. I hold a copy of this assignment which can be produced if the original is lost/damaged.
2. This assignment is my original work and no part of it has been copied from any other student’s work or from any other source except where due acknowledgement has been made.
3. No part of this assignment has been written for me by any other person except where such collaboration has been authorised in the Assessment Brief.
4. I have not previously submitted this work for any other course/module.
5. I have not submitted any work generated by Artificial Intelligence as my own, as this will be considered as an academic integrity violation. This includes the use of Artificial Intelligence to outline, write, create, or edit my assignment. e.g., work generated by Artificial Intelligence including chatbots, language models and learning algorithms.
6. Where applicable, I have included a declaration confirming external editorial or proofreading services (see Appendix 3).

Definitions

I understand that:

1. Plagiarism is defined as using another person’s words or ideas without acknowledgment and submitting them for assessment as if they were one’s own work. This can include copying, translating from one language to another or unacknowledged paraphrasing. It includes the use of quotations from the published or unpublished work of other persons, whether from books, articles, the internet, or any other format, when these quotations have not been acknowledged as such by being placed in quotation marks and acknowledged. It can also include the use of summaries of another person’s ideas, judgements, diagrams, graphs, drawings, computer programmes, laboratory, or survey results without reference to that person in the text and the source in the bibliography.
2. Collusion is defined as work which has been undertaken by or with others but is submitted solely as the work of one person. This can also apply when the work of one person is submitted in the name of another. Where this is done with the knowledge of the originator, both parties can be considered to be at fault. This should not be confused with group working when clear advice will be provided on what students are permitted to submit for assessment. Unless specifically advised to the contrary, any work submitted for assessment should be that of the individual and not that of a group.
3. Contract cheating/Commissioning includes any action whereby a third party undertakes work on behalf of the student whether or not paid for by the student. The definition of third party includes a fellow student, friend, or family member but where it is another student, that student is also subject to action under this procedure.
4. Re-use of one’s own material (either in part or wholly) is where material has previously been submitted in support of an application for academic credit, except where this is appropriately referenced or where it is a resubmission of previously failed work and has been authorised by the programme team.
5. Fabrication of data involves making false claims to have carried out experiments, observations, interviews or other forms of data collection and analysis, or acting dishonestly in any other way.
6. Failure to obtain appropriate permission to conduct research: this directly relates to a student’s studies.
7. My completed assignment is submitted and checked for plagiarism through the use of plagiarism detection software called Turnitin.

Please note: Submitting work which is not your own and/or cheating in exams can be considered as fraud2 and handled in accordance with your Awarding partners Academic Integrity and Misconduct Policy. Penalties can include:

–Cancellation of the student’s marks in part or an instruction to the markers to ignore any plagiarised text when marking.

–The reduction of the degree result by one class or the non-award of a distinction, as appropriate.

–The disqualification of the student from future examinations (applicable to offences occurring during examinations)

A lack of understanding of the requirements for acknowledging the work of others will not be accepted as a legitimate defence for disregard of academic integrity.

Mitigating circumstances will not be considered when determining whether academic misconduct has occurred.

Appendix 4: Use of external editorial or proofreading services

Your Awarding University provides clear guidance on the use of proof-readers to check your work. Please check the link below.

What you need to know:

1. You can ask your tutors or our Learning Enhancement (LEE) team lee@bil.ac.uk) for advice and support on how to proof your work.
2. Proofreaders should not make live changes to your work. They should only indicate where possible changes could be made.
3. A proofreader should not change the meaning of your work in any way.
4. If a proofreader’s comments or amendments do change the meaning of your work, this may
   be deemed as academic misconduct.
5. If you do use a proofreader, you must declare this clearly when you submit your work. The declaration should be on the first page (cover page) of your assignment.

Example declaration:

“A proofreader has helped me with this assignment. The proofreader was my friend/name of proofreading service/a family member/other. I have kept a copy of my original work with comments from the proofreader.”

For more information, please refer to the relevant Academic Integrity and Misconduct policy on our website.