Management Report // Business study

Coursework Brief

Unit: Leadership & Strategy

Title: Leading people and culture in the Business Tourism Management sector.

Seminar-linked [Company Name: EasyJet ] Company Report.

Type: Individual

Type of coursework: Management Report

Word count or equivalent: 3,000 excluding Executive summary, Table of contents, Reference

list and appendices. The assignment submission should not exceed 30 pages in total

File format: (.docx or .doc, or readable .pdf file format)

Task:

1. Brief

You are a business analyst/consultant advising the Board of your allocated UK-listed company.

Produce a 3,000-word management report that:

• Diagnoses the organization’s service model and strategic position (what creates value for

stakeholders).

• Critically evaluates leadership, governance and motivation practices (how

leadership/ownership shape strategy and execution now), including stakeholder/ethical

considerations.

• Designs a future leadership agenda with 2-3 strategic people-centred options;

recommend one.

• Outlines a 12–24-month change plan (capability building, culture, inclusion,

communications, and governance), with KPIs and risks.

• Includes a brief reflection on your own development as a leader (e.g. cross-cultural

management skills, emotional intelligence/ESCI).

• Demonstrates rigorous secondary research from corporate sources (annual reports,

governance statements, sustainability/people reports, results presentations, press

releases) and reputable sector data.

The report must be a ‘management report’ bringing together research and analytical skills on

corporate strategy and leadership performance combining to produce a considered

recommendation and implementation plan based on that analysis.

2. Your management report will have an Executive Summary and five key sections:

Section 1. Diagnosis: external and Internal organizational context and service model.

Section 2. Leadership, governance and motivation analysis.

Section 3. Future leadership agenda and options

Section 4. Implementation roadmap/plan (12-24 months)

Section 5. Conclusion - Reflection on own development as a leader.

References: APA referencing system

Appendices (this includes information of specific relevance to the report e.g. applied models

and frameworks. It is not a dumping ground for vaguely related material. Appendices content

should have direct reference from the main body of the report).

Seminar Group: easyJet (LSE: EZJ) — pan-European airline

• You are not required to be positive unless you feel that this is appropriate. You are,

however, required to provide a balanced and objective analysis of the company’s current

and near term future state and the leadership role within it.

• You must, where appropriate, employ (or develop) analytical tools to assist in the

interpretation, explanation and communication of the information.

• We are keen to see where you have got your information from and therefore expect you

to reference your work using APA referencing style.

• You must rely solely on secondary research; direct contact with the assignment

company (in any form) is strictly prohibited.

• This Assignment is not subject to anonymous marking. Therefore, please put your ID

Number and your Name on your work.

• Please include your assignment company name in the file name for your submission (e.g.

Mitchells&Butlers Report Final.pdf).

• Formatting: 11–12 pt font; 1 spacing; clear logical subheadings; figure/table/appendices

numbering; page numbers. Smaller font size can be used in applied models in

Appendices.

• A single unnumbered alphabetical reference list of ALL references cited is required

• Author created graphics (e.g. figures, tables, summarising models) are strongly

encouraged

• A typical core report will range from 2,500-3,000 words. Your report should not exceed

3,300 words (that is based on a word count of 3,000 words plus 10%) excluding

Executive Summary, Table of Contents, Figures, References, and Appendices. The

assignment submission should not exceed 30 pages in total from cover sheet to the end

of Reference List and Supporting Appendices.

How will this be assessed?

Assessment criteria and weightings

Assessment category Weighting

Critical evaluation of the current organisational context of the company 25%

Critical evaluation of leadership, motivation, governance and ethics 25%

Appropriateness and rationale of future options and recommendation 15%

Appropriateness and rationale of implementation and KPIs 15%

Critical reflection on personal skills development supported by the theory 10%

Use of evidence (appropriateness and integration of information sources) 5%

Transferable skills - including communication, and presentation (writing, referencing and

structure)

5%

3. Overview of assignment

Your discussion could contain:

A report is a formal form of written communication. It is normally written in the third person

and should set out your response to the assignment brief. Normally a business report will have

the following sections:

• Title Page (Including Student Name, ID number, company)

• Executive Summary (≤200 words-excluded from count). Your recommendation +

Reasoning + KPIs.

• Table of Contents

• List of any abbreviations (optional); Table of Figures (optional)

• Diagnosis: external and internal organisational context & service model (≈800 words).

Service promise; external cues that shape company’s operations now. Apply 2-3

frameworks (e.g. PESTEL, P’s5F, ESG/sustainability expectations, resources and capability

analysis, VRIO)

• Leadership, governance & motivation analysis (≈800 words) (who holds real power?

Leadership posture & culture; decision rights; constraints). Apply 2–3 frameworks (e.g.,

Transformational/Servant/Distributed leadership; Self-Determination Theory;

Expectancy theory; Herzberg; Path-Goal). Evidence of current practices (empowerment,

recognition, job design, voice, safety, wellbeing). Ethical leadership and stakeholder

expectations (DEI, fair recruitment, local community impact, sustainability). What’s

working / what’s creating friction? Link to service outcomes (quality, reliability, guest

satisfaction).

• Future leadership agenda, vision & options (≈600 words). 2–3 coherent options (with

logic, benefits, risks, capability fit. Choose one recommendation for implementation and

justify why it fits this organisation now.

• Implementation roadmap (12–24 months) (≈600 words). Themes: e.g. capability

building, leadership behaviours, motivation/recognition systems, inclusion &

accessibility, communications, governance, change plan, milestones & owners

(functions/roles). Measurable KPIs (≈5). What to do first; what to watch.

• Reflection (≈300 words). Approximately a single page personal reflection on how

undertaking the unit has impacted on the way you would approach or develop your

leadership style. This can include your understanding of Managing across cultures

Cross-cultural context (staff nationality mix, customer segments, markets); use

non-stereotyping frameworks (e.g., Cultural Intelligence—CQ; GLOBE/Trompenaars as

lenses). Communication, power distance, decision-making, conflict resolution,

inclusion/accessibility.

• References: APA referencing system

• Appendices (this includes information of specific relevance to the report e.g. applied

models and frameworks. It is not a dumping ground for vaguely related material.

Appendices content should have direct reference from the main body of the report).

You are required to submit a single file electronically (.docx or .doc, or readable .pdf file

format) via the unit’s Turnitin submission box by the deadline.

• This Assignment is not subject to anonymous marking. Therefore, please put your ID

Number and your Name on your work.

• Please include your assignment company name in the file name for your submission (e.g.

Mitchells&Butlers Report Final.pdf).

• Formatting: 11–12 pt font; 1.5 spacing; clear logical sub headings; figure/table

numbering; page numbers (smaller font size can be used in applied models in

Appendices)

• A single unnumbered alphabetical reference list of ALL references cited is required

• Use of the referencing system, in line with current Citation Guide is required

• Please number your pages

• Ensure that ALL imported text is shown in “double quotation” marks and duly referenced

– long quotations should be separated and indented from the main text.

• Any graphics, irrespective of type require a single sequential numbering system Figure

1,2,3…

• Author created graphics (e.g. figures, tables, summarising models) are strongly

encouraged

• A typical core report will range from 2,500-3,000 words

• Set your default language to English UK

• Generative AI can be used for summarising, basic spelling and grammar correction.

• Your report should not exceed 3,300 words (that is based on a word count of 3,000

words plus 10%) excluding Executive Summary, Table of Contents, Figures, References,

and Appendices.

The assignment submission should not exceed 30 pages in total from cover sheet to the end

of Reference List and Supporting Appendices.

Mark and feedback return date: TBC

NOTE:

A: Use of frameworks (quality over quantity)

The number of frameworks you use is entirely up to you, however, as a minimum, we expect:

External analysis: at least one tool (e.g. PESTEL, Five Forces, industry cycle/market map).

Internal analysis: at least one tool (e.g., VRIO, value chain/activity system, JD-R).

Leadership & motivation: 2–3 lenses (e.g., Self-Determination Theory, Expectancy,

Transformational/Servant/Distributed).

Implementation/Reflection: any relevant models (e.g., Kotter/ADKAR, Cultural

Intelligence, stakeholder mapping, KPI).

What matters is not how many tools you use, but the depth of analysis, the quality of evaluation

and synthesis, and the applicability of your insights to:

diagnose the strategic position, set a clear direction and recommendation, and design a

feasible implementation plan (owners, milestones, KPIs, risks). Avoid tool-dumping. For each

framework you select, show why it’s appropriate, the evidence you used, the

assumptions/limitations, and the decision implications. All conclusions must be your own

analysis.

As mentioned in assignment-talk-through record the generic structure with approximate

wordcount breakdown might be:

• Title Page "

• Executive Summary (separate page)

• Table of Contents (with page numbers)

• List of any Abbreviations (if applicable)

• Strategic Analysis:

Diagnosis - S external and internal organisational context & service model (≈800 words

• Leadership, governance & motivation analysis (≈800 words)

• Future leadership agenda, vision & options (≈600 words).

• Implementation roadmap (12–24 months) (≈600 words).

• Reflection (≈300 words).

• Reference list

• Supporting Appendices

** (( highlighted sections are excluded from the wordcount ))