Business Strategy Project

TBUS 620: Business Strategy Project

Master of Business Administration; Master of International Business; Master of Marketing;

Lecturer: Dr Barbara Gligorijevic

Semester 2, 2020

Page 1 of 4

Case Study Analysis (30%) – INSTRUCTIONS

Topic:

This assessment should deliver an in-depth case study analysis – from a business strategy perspective.

Students may examine a business or an organisation of their choice, by selecting one of the following

business enterprises:

Virgin Australia Scentre Group

(Westfield)

A2 TikTok Smiggle

Purpose:

The purpose of this report is to allow students to analyse a company by using the theoretical

knowledge, business concepts and models that are delivered in class in weeks 1-5. The company must

be selected from the list above. Students should analyse organisation’s business strategy or aspects

of it. Here is the list of theoretical themes that may assist in completing the analysis:

1. Business Strategy (Concepts and Techniques)

2. Company’s Direction and Capabilities (Vision, Mission, Objectives and Strategy; SWOT)

3. External Environment (PESTLE, Five Competitive Forces, Industry Dynamics, Competitor Analysis,

Success Factors, Industry Outlook for Profitability)

4. Resources and Competitiveness (Competitive Advantage, Value Chain, Value Proposition)

5. Five Generic Competitive Strategies (Low Cost Provider, Broad Differentiation Strategy, Focused

Strategy, Focused Differentiation Strategy, Best-Cost Provider)

The students will have to describe it as a business case study – that reflects a company’s business

strategy decisions (e.g. layoffs, diminishing profits, takeovers, retail closures, change of industry, entry

to new markets, new product development, international expansion, sales and acquisitions, disruptive

or obsolete technologies, industry leadership, or any other similar issues).

Format and referencing:

Written report

The word limit for this assignment is 1500 words, excluding executive summary, references, figures,

tables, and charts. It should be submitted via Turnitin as a Word or PDF file. The cover page should

include student’s name, student number, study program (MBA, MBI, MM), unit name and code, and

company’s or organisation’s name.

Each student will individually analyse a selected case (from 5 listed companies) and submit a written

report (via Turnitin) by due date: Sunday 20th September 2020, 11:59 pm (23:59). There will be no

alternative method of submission. Late assignments will receive no marks. General feedback and

number of marks per marking criteria will be provided within each electronic copy. Assignments with

a high similarity rate should be edited and resubmitted by the due date. This assignment must be

students’ genuine work – a draft version, or extensive research notes may be requested as a proof.

Language assistance is available at Top and students may book an appointment with the English

Language and Academic Skills Coordinator Ms Martha Hendra ([email protected]). Please

book proofreading assistance at least three working days in advance.

TBUS 620: Business Strategy Project

Master of Business Administration; Master of International Business; Master of Marketing;

Lecturer: Dr Barbara Gligorijevic

Semester 2, 2020

Page 2 of 4

When conducting research for this assignment, students need to correctly reference or cite the

original sources (Harvard referencing style). The assignment must have a proper reference list, any

omissions will be penalised. For a pass mark -students need to have at least 5 references. For a higher

mark a bare minimum is 10, but it is expected that a HD assignment would have 15 or more good

quality and discipline relevant references. If students are using any additional readings that are not

necessarily cited or referenced in the body of the assignment – a bibliography list can be added. This

paper may include up to three appendices, each appendix should not exceed a full A4 page.

Presentation

In addition to the written report, students will be required to prepare a short PPT presentation (3

slides only focusing on the content of the written report, maximum 5 minutes long – excluding cover

slide and list of references) about the selected company/topic. The purpose of this exercise is to allow

students to practice how to present a compact presentation format and speaking in front of an ‘expert’

audience and their peers. Q&A may follow each presentation.

Students will receive a verbal feedback from their lecturer and members of the audience about their

presenting skills, good public speaking characteristics or aspects that may require improvements.

Students are obliged to deliver this short presentation as an overview of their previously submitted

paper in Week 5. Students should submit their PPT slides via the Turitin link by Wednesday 23rd

September 2020, 11:59 pm (23:59).

Students that do not present the highlights from their reports (as a short presentation) will receive a

mark reduction (-20%) for their written assignments. Submitting PPT slides, which were not presented

in class by a student (as explained above), will not in any way affect the mark reduction procedure.

Description:

Written report and presentation

The students need to select a case study (company) from the list above. This organisation should be

briefly introduced, analysed, issues identified, and linked to the theory. The identified issues should

be clearly outlined and justified (with supporting arguments from academic or industry sources) within

the context of the company’s business strategy and business environment in which the selected

company operates.

This report should explain the company’s business strategy case, what were the outcomes of the

introduced strategic changes, what were the consequences for the organisation or perhaps for the

industry in which the company operates. This paper should provide a set of clearly outlined business

strategy issues that should be justified by using the academic literature, industry reports or research

findings.

Structure and content:

Written report

This paper should have the following structure:

– Cover page – student name, ID, unit code and name, type of assessment (Case Study Analysis);

– Table of content;

– Executive summary – a detailed overview of the full paper;

– Introduction – a brief outline of issues that will be discussed in this paper;

– Analysis – about a company, analysis of a company’s background (industry, size, history,

organisation’s structure, available resources, product portfolio, market share, etc.);

TBUS 620: Business Strategy Project

Master of Business Administration; Master of International Business; Master of Marketing;

Lecturer: Dr Barbara Gligorijevic

Semester 2, 2020

Page 3 of 4

– A detailed description of two (2) business issues – highlighting reasons why the company

decided to implement changes, or completely change its strategy;

– Outcomes – what consequences may arise from this strategic change, for the organisation or

industry in which the company operates;

– Recommendations – a set of commendations how to encourage positive outcomes and boost

growth, or how to diminish negative consequences and prevent reoccurrence of similar issues

in the future;

– Conclusion – a brief overview of the key points presented in the paper;

– References and bibliography;

– Appendices – up to three, but not longer than 3 pages.

The paper should use only valid (academic journals, industry reports, financial reports, government

publications, etc.) sources of information that are based on primary research or experts’ analysis, as

arguments. Recommendations should be well structured and should correspond to the analysis, and

the identified issue(s). The writing style should be clear and precise. It is a prerogative to link the

identified issues to the theory, and to provide suitable strategic solutions / recommendations to the

identified issues.

Students will need to show their understanding of the business strategy theoretical models, and use

the business concepts that are relevant and appropriate for this type of analysis. The accurate business

terminology should be used throughout the paper. If students need any type of language assistance,

they may contact the Language and Academic Skills Coordinator – Ms Martha Hendra (her email is

listed above).

Presentation

The structure of the presentation should be as follows:

1. Cover slide: student name, ID, unit code and name, assignment type, selected topic (company

name);

2. Slide 1: short introduction and background of the selected company;

3. Slide 2: identified business issues (listed in bullet points);

4. Slide 3: proposed solutions for each listed issue / recommendations and conclusions;

5. Closing slide: list of references or bibliography.

This presentation should highlight the main points from a submitted paper such as:

– Identified business strategy issues and consequences,

– Key readings (as listed within the written assignment),

– Any other relevant facts/materials.

Marking:

The mark for this assignment is weighted 30% of the total mark for this unit. For more details, please

check the Case Study Marking Rubric.

TBUS 620: Business Strategy Project

Master of Business Administration; Master of International Business; Master of Marketing;

Lecturer: Dr Barbara Gligorijevic

Semester 2, 2020

Page 4 of 4

CASE STUDIES RUBRIC

Assessment Criteria and Performance Standardsfor Case Studies

Mark:

Max

30

points

Performance Standard

Unacceptable

level of

achievement–

minimal or no

evidence of

understanding

of theory

Acceptable level

of achievement –

someminimal

evidence of

understanding

of theory

Acceptable level

of achievement –

meetsminimal

requirements

High level of

achievement—

displaysthe

applicationof

professional&

industry

standards

Exceptional–

displaysthe

applicationof

professional

and industry

standardsto a

very high level

Case study

context and

problem

identification /10

0—1 2 3 4 5

No real evidence

ofunderstanding

the case study

within the context

of a body of

knowledge orthe

principal issues

requiring

solutions

Someminimal

evidenceof

understanding the

case study

within the context

of a body of

knowledge orthe

principal issues

requiring

solutions

Adequate

evidenceof

understanding

the case study

within the

context of a body

of knowledge or

the principal

issuesrequiring

solutions

High level of ability

ofunderstanding

the within the

context of a body

of knowledge or

the principal issues

requiring solutions

Very high level of

understanding the

case study within

the context of a

body of

knowledge orthe

principal issues

requiring solutions

Depth of

research /

quality of

referenced

sources

/5

0—1 2 3 4 5

No real evidence

ofresearch

underpinning the

case study

Someminimal

evidenceof

research

Adequate

evidenceof

appropriate

research.

High level of

research – goes

beyondprescribed

readings

Very high level of

research—goes

beyondprescribed

readings and

appliedcreatively

Analysis &

synthesis /5

0—1 2 3 4 5

Very little or no

evidenceof

understanding of

the topic

Some

understanding of

the topic evident

but with little

evidenceof

analysis

Adequate

evidenceof

ability to

comprehendcase

studydiscussion

and facts, leading

to research.

Good

understanding of

the topic with

evidence of deep

analysis and

synthesis of

information

Very high level of

understanding

with insightful

evaluative

commentsand

conclusions

Organisation of

arguments and

solutions /5

0—1 2 3 4 5

No clear hierarchy

of arguments or

solutionsprovided

Some solutions

backed by

arguments

presented but not

particularly clear

orrelevant

Adequate

solutions

presentedbacked

by well—presented

arguments

Well—presented

arguments and

solutions– will lead

to relevant

resolutions

Exceptionallywell

arguedsolutions–

clear, concise and

particularly

insightful

Writing style &

grammar