Instructions
You should prepare a Strategy Report of 5,000 words for Morrisons, a supermarket chain in the UK (https://www.morrisons-corporate.com/About-us/?utm_source=groceries&utm_medium=internal&utm_campaign=footer_link). References and appendices are not included in the word count, nor are any contents pages. Remember also that material contained within pictures or tables does not contribute to your word count. You must reference your work very carefully. You are expected to evidence your engagement with the module and you should have read around the module carefully. The following is a basic guidance for the assignment but feel free to expand it.
Executive Summary
After writing the essay please put an executive summary
1.0 Introduction
-introduce Morrisons by giving a brief history of the company
-give an overview of what your report is all about
2.0 Strategic Analysis
Briefly explain what your strategic analysis is going to be about
2.1 External Environment
Should present an assessment of the external forces that act upon Morrisons using appropriate tools and frameworks. PESTEL, Porters Five Forces etc
2.2 Strategic capabilities
Should identify and evaluate the strategic capabilities of Morrisons. VRIO analysis, Benchmarking, Value Chain Analysis, SWOT, Activity Mapping
2.3 Business AND/OR corporate/diversification strategies.
There must be a consideration of the business or corporate strategies used by the organisation and these must be related to its competitiveness. Think of Generic strategies and interactive strategies. Here use porters generic strategies
- 4. Politics and Sustainability
Issues such as Politics, Sustainability and Business Models (Platform Strategy) should also be considered where appropriate.
2.5. International strategy
International strategy there should be consideration of the organisation’s international strategy (where appropriate).
3.0 Strategic options.
Recommendation of some strategic options for the organisation to maintain or enhance competitiveness in the future. These must be related to the potential impacts of macro or competitive forces as identified in Section 1. Please also note you should make recommendations within the context of the organisation. Ansoff Matrix
4.0 Conclusion
-Summarise the main points of your report
Presentation. The report should be well-presented, meaning that it should be clear and well-structured, with few or no spelling or grammatical errors, and it should be correctly referenced in a consistent Harvard style.
Consider all the relevant models, tools and concepts which have been covered in this module: if you think they apply to your case study organisation, and tell you something useful about its strategy, then apply them, and tell us about what you have found out by doing so.
Please do not describe/define/explain the models
Integrate the application of such specific tools and models within the body of the report and don’t bother to include any appendices. That is fine by us. Remember that material contained within pictures or tables does not contribute to your word count. We don’t mind which way you do it, so long as you are appropriately critical and analytical.
- ASSESSMENT CRITERIA: We will use these assessment criteria (see next page) to judge the quality of your work and to give you useful feedback.
The Strategic Manager: Strategy Report (100%) marking scheme
1 Use of Module Concepts
LO1: Critically apply the relevant concepts for each section to aid in strategic management conceptual understanding and insight
100-70%: Significant conceptual underpinning. Clear evidence of the interrelationships between concepts is evidence. Significant evidence of conceptual insight.
69-60% : Very good conceptual underpinning. Some evidence of conceptual interrelationships. Very good evidence of conceptual insight.
59-50% : Good conceptual underpinning. Good understanding of conceptual interrelationships. Good application of a range of concepts; good evidence of insight.
49-40% : Limited conceptual underpinning. Limited understanding of conceptual interrelationships. Formulaic application of limited range of concepts; limited conceptual insight.
39-30% (Fail): Insufficient [relevant] conceptual underpinning.
29-0% (Fail) : Where conceptual underpinning evident fails to address relevant topics, marks will be given to a maximum of 29% available.
2 Critical Analysis
LO2: undertake holistic and indepth critical analysis through the application of relevant strategy tools, models & concepts in each section.
100-70%: Only analytical commentary. No evidence of descriptive statements. Significant evidence of analytical insight.
69-60% : Mostly analytical commentary. Very few descriptive statements. Very good evidence of analytical insight.
59-50% : Some analytical commentary. Some descriptive statements. Good evidence of analytical insight.
49-40% :Mainly descriptive statements. Limited evidence of analytical commentary. Limited evidence of analytical insight.
39-30% (Fail):Insufficient evidence of [relevant] analytical commentary. Insufficient evidence of analytical insight.
29-0% (Fail) : Where critical analysis evident fails to address relevant topics, marks will be given to a maximum of 29% available.
3 Structured Argument
LO3: Synthesise analytical evidence using logical reasoning to enable the formulation and presentation of clear, well-structured and balanced arguments and options in relation to real life organisational situations.
100-70%: Exceptional evidenced structured argument. Significant evidence of synthesis throughout.
69-60%: Clear & above average evidenced structured argument. Very good evidence of synthesis.
59-50% :Good evidenced structured argument. Good evidence of synthesis.
49-40% : Some evidence of argument to support conclusions. Structuring of the material may be poor.
39-30% (Fail): Insufficient [relevant] structured argument.
29-0% (Fail) : Where structured argument evident fails to address relevant topics, marks will be given to a maximum of 29% available.
Note
Beyond description and into critical analysis Note that it will not be enough to simply DESCRIBE the strategy or your organisation. In order to achieve a first class or upper second result, you should stick to analytical commentary (related to Assessment criteria 2, critical analysis). Apply the relevant models and analysis tools to discover and critique the strategic approaches taken by your case study organisation. Discuss your organisation with regard to the concepts we have introduced within the module.
If you want to get a good mark, it is really important that you use a wide range of module tools, concepts and models (also known as theories!). Show the marker that you understand what the theories do, use them appropriately, and you will be well on the way to a great result. This relates to Assessment Criteria 1, use of module concepts.
