Business report

Word Count

Make sure you are clear and concise in your writing. The total word count is 4,000 words +/- 10%.

This is split 2,000 words for the main text and 2,000 words for the appendices.

Below or above 10% allowance will likely result in a penalty.

Writing succinctly is an important skill you need to acquire in business, hence the short format assignment requirement. You will need to be selective about what you include, ensuring you only use information which is relevant to your analysis. Using diligent editing and with some experience, you will soon develop skills in tight, strong and purposeful writing.

Tables and Figures

Any tables and figure will be included in the word count, whether they are included in-text or in the appendix. Any critical tables and figures should be included in-text. Please do not screenshot them or include them as picture to avoid penalty on word count.

Only include relevant figures, charts and graphs. Only include if necessary.

The appendices are reserved for figures and tables that supplement, but are not essential to the reading of a report . Examples of material suitable for an appendix would include raw data used to compile a graph or chart, a copy of a letter or manual discussed in the report (but not copies of published articles in the list of references), a transcript of an interview conducted for the purpose of preparing the report.

THE REPORT SHOULD INCLUDE REFERENCES. The reference list is not included in the word count. In-text referencing will be part of the word count (E.g. NAME, YEAR)

Referencing Style: APA or Harvard referencing

Formatting Requirement:

A4, normal margin (2.54 cm on all sides);

Double-spaced;

Left-justified;

12 pt Arial;

Insert page numbers;

Sample Structure:

1．Title Page

This is where you state the full names and student number, the date and your report title. Not part of the word count.

2.Table of contents

This is a list of principal headings and the span of pages where they appear. Main headings must be listed. Sub-headings are optional as are lists of figures, tables, graphs and charts. Pages in the report body must be numbered. Note that, given proper formatting, MS Word does do this automatically. not part of the word count.

3.Executive summary (not part of the word count)

This is a brief summary your main findings, conclusions and recommendations. The executive summary must be within 1-page double spacing limit (font size 12). Be precise, focussed and relevant (bullet points are acceptable for this section). Most executives read the executive summary first and will only dip into the main report if the summary is cogent, succinct and relevant.

4.Where we are now (situation analysis)

· Business scope

This serves as the introduction for your assignment. Introduce your company and scope of strategic analysis. (Important: constrain your analysis of a particular market and timeframe)

· External and Internal Analysis

-Remote environment Analysis (MACRO)

This includes the analysis of the relevant PESTLE factors. Make sure you evaluate the impacts not just identify a factor.

- Near environment Analysis (MICRO)

This section includes industry analysis, competitive environment and consumer insights.

-Internal analysis: this section includes Performance analysis, Value chain analysis, and product portfolio analysis

-Conclude with: Critical Success Factors (2-3 top ones)

What skills and resources you must have in order to obtain and sustain competitive advantage in this industry (see lecture slides and recording for example)

Tip: check industry leader!

5. Where we want & need to be (strategic goal-setting )

Problems and opportunities statements (3 top ones)

This acts as a summary of the main findings of your situation analysis with the key points most relevant for strategic development. Problems and opportunities should be clearly articulated and actionable.

Avoid making bland, generalised conclusions such as “the robust economy represents a key opportunity” because this would be a background condition rather than an actionable opportunity. A fundamental rule for this section is that you cannot introduce any new material at this point. Stick to the critical ones and prioritise key opportunities or problems that you can successfully address.

Strategic Objectives: based on the 3 top problems and opportunities statements, develop and justify three ‘SMART’ objectives to resolve problems and opportunities (3 top ones)

6. How we are going to get there (strategic alternative development)

Be creative but risk aware!

· High-level strategies

Develop at least two high-level strategic approaches to address your strategic objectives

Discuss alignment within the two high-level strategic approaches (e.g. consider alignment across generic and competitive strategies, growth strategies and STP strategies)

· Evaluation of High-level strategies

Justify the most suitable high-level strategy for your current situation (e.g. problems and opportunities statements, strategic goals)

E.g. consider priorities and trade-offs; input-return; timeline; risk assessment

7. Tactical Planning and Implementation

· Based on your high-level strategic decision, design a feasible and actionable tactical plan for your proposed high-level strategy

e.g. New Product Development (NPD) plan, pricing plan, innovation plan, branding plan, customer relationship management plan.....

How would you assess its feasibility and effectiveness? What would be your contingency planning?

8. Appendices (part of the 4000 word count - recommend approx. 2000 words)

Any tables and figure will be included in the word count, whether they are included in-text or in the appendix. Any critical tables and figures should be included in-text. Please do not screenshot them or include them as picture to avoid penalty on word count.

Only include relevant figures, charts and graphs. Only include if necessary.

The appendices are reserved for figures and tables that supplement, but are not essential to the reading of a report . Examples of material suitable for an appendix would include raw data used to compile a graph or chart, a copy of a letter or manual discussed in the report (but not copies of published articles in the list of references), a transcript of an interview conducted for the purpose of preparing the report.