Strategic Analysis

Marking Criteria

(The marks for each criterion are to illustrate where the main effort should be spent and are not meant to be a strict marking scheme)

30% - Application of Frameworks and models

The required frameworks and models introduced in the assignment task should be applied correctly to identify the key issues emerging relevant to the business example selected.

60% - Depth of Strategic Evaluation.

Key strategic factors should be critically evaluated to develop the required depth of analysis of the business example selected. A strong analysis needs to be evidence based rather than appear to be personal opinion so must draw on relevant sources e.g. news & media, industry publications, company web pages and documentation

10% - Clarity of Structure and Presentation

The report is well organised and logically constructed, following the layout indicated in the assignment task. The quality of writing, spell checking, grammar and referencing need to demonstrate accuracy to ensure the reader can focus on the analysis provided

Please remember that an assignment is not meant to DESCRIBE what you have found. Analysis means commenting on your findings and EXPLAINING what the evidence suggests about the company.

General Guidance

Structure

· The introduction should be brief. It is not meant to provide a history of General Electric.

· The Conclusion needs to draw the analysis to a close and comment on the sustainability of General Electric’s strategic position. Remember you do not introduce new findings into the Conclusion.

· If you include Appendices you must refer to them in the relevant section of the report findings.

· References should clearly list all the material that has been referred to in the report and set out using Harvard style.

Models/Content

· Remember to use the models in a ‘dynamic’ way i.e. place relevant examples onto the models. Do not simply copy and paste ‘generic’ examples from the lecture slides.

· Words in the models are included in the word limit. The models lose their value if they are full of text. They should aid understanding not confuse the reader because too much has been stuffed into them.

· Models should be included in the main body of the report. Only place them in the appendices if they are close to a full page.

· You may well refer to points made in earlier parts of the report to show the connections in the analysis. This shows an awareness of the links between themes

· You will struggle to stay within the word limit so focus on the KEY DRIVERS in your analysis

· You will not be able to use all of the examples if you have done the level of reading required so ‘cherry pick’ those that best illustrate the key drivers

· Facts and figures need to be supported with sources clearly referenced.

Presentation

· Be your own independent work and free from plagiarism by ensuring that work that is not your own is clearly referenced

· Use Harvard style citation and referencing using the Drop-in centre published guidelines

· Be written in appropriate academic style

· Be professionally presented

· Be word processed using font size 12 for the main text and 1.5 line spacing

· Have numbered pages

· Have been spell checked and proof-read

· Be anonymous and have your Student Enrolment number on every page

· Have a clearly labelled front page detailing the module code and title, title of the

· assignment, tutors name and the date of submission