赫尔大学战略管理课程作业要求参考指导：The Business School Assessment Strategic Management

Your programme and module handbooks should be used for further reference and guidance.你的程序和写作内容手册的参考和指导。

 B) A WRITTEN STRATEGIC REPORT ANALYSIS:书面战略报告分析

The second submission is specifically focused on building upon your experience and skills evidenced in the first submission, through submitting an individual management report (maximum 4000 words).第二次提交的是专门针对在第一次提交证明你的经验和技能的基础上，通过提交个人管理报告（最多4000字）。

YOU MUST SUBMIT WORK IN A MANAGEMENT REPORT FORMAT. You can find guidance in the Resources folder on eBridge and by contacting the Study Advice Service. However, you must also follow the guidance in this assessment brief in terms of your presentation of your report (see below).你必须提交工作，在管理报告格式。你可以找到在资源上的文件夹eBridge和通过接触研究咨询服务的指导。英国战略管理assignment但是，你也必须遵循的指导，在本次评估您的演示文稿在您的报告中简要（见下文）。
 

This management report can be based upon  ANY case in the core text to analyse in the second submission,
(My case is Wal-Mart, copy from the book in Attachment)

If you analyse a company NOT in the core text (Grant (2010)) and you have NOT received permission to do so – you will not have met the assessment criteria and risk a pass grade only (see assessment criteria).

Content of your report

In this submission you are expected to critically analyse the strategic competitive position of an organisation You will then make reasoned strategic corporate and business recommendations to improve its competitive position. It is expected therefore that to achieve a good grade, submissions will include (but not be limited to):

An appropriate overview and introduction – which contextualises your strategic methodology (i.e. review your Assessment 1 submission)
A detailed environment/industry analysis
A consideration of competitors and competitive groups (competitor analysis)
A consideration of markets and competitive characteristics
A consideration of likely scenarios within which the organisation will compete (through a FAR analysis for example)
A consideration of the developmental stage of market(s)/ industries within which the organisation competes/chooses to compete (i.e. how important are innovations? Technology? Market /industry maturity?)
A consideration of the narrowness/breadth of resources and capabilities articulated by GAP analysis for your recommendations
A consideration of appropriate technical and landscape fitness for the organisation.

The assessment criteria for the second case summary, based upon these expected considerations, have a focus on breadth and depth of analysis and the linkage to your final recommendations. Accordingly, the assessment criteria are:#p#分页标题#e#

1) Context sensitivity – your analysis must be responsive to the current situation of your chosen organisation. As your analysis is in the form of a report to a knowledgeable audience of organisational managers, you can be assured that your reader will know basic firm facts and figures. There is no need to recite them therefore verbatim in the report or waste words recanting organisational history (unless relevant to your analysis (reconsider the learning school?)). The focus of your report should be on analysing issues. Of course the analysis should be supported by relevant facts and evidence but there will be little merit in only presenting a synopsis of the facts of the case. Focus on analysis and where possible, propose innovative solutions. (20%)
2) Quality of writing, presentation and format – the case analysis is also an exercise in communication. Your report should therefore be clearly written, unambiguous and well organised. It should be of an appropriate professional presentation standard. (20%)
3) Level of analysis – This is a CRITICAL aspect of your work. Your analysis should show evidence of incisive understanding of the identified issues.  You must probe the identified issues in order to be able to recommend strategic changes to improve / sustain the firm’s performance / position.  Typically each case requires extensive analysis of the firm and its environment. (25%)
4) Recommendations – This is a CRITICAL aspect for your work – the purpose of your analysis through logic and reasoned argument, generate a set of recommendations for the firm concerned. Your recommendations should be specific, internally consistent and demonstrate appropriate intent. They must be made at an appropriate corporate and business level.(25%)
5) Use of appropriate supplementary reading and research materials to support your reasoned recommendations. Detailed and focused research is required to ensure sufficient breadth and depth in your analysis. (10%)

The relative importance and weighting of each assessment criteria are noted in the parentheses above.

PLEASE NOTE – if you recommend the ‘hiring of a consultant’ or ‘developing a marketing plan’ AS a FINAL recommendation- then this is viewed as evading the issues of the assessment and will be graded poorly.

Presentation of your report.

Your report can follow a number of different structures and layouts – however for this assessment, you must present your work in the following manner:

Executive Summary (no more than 300 words which addresses the issues of 1) Aim 2) Methodology 3) outcomes – of the report)
Contents listing – which may be followed by a tables and figures listing
Introduction – outlines the company (and relevant history for example) and the problem/opportunity context (and why this is being considered at this time).
Market and corporate analysis – this may have other appropriate subsections as you deem appropriate – but should address the issues noted above in content of your report as a minimum#p#分页标题#e#
Recommendations – must be reasoned and logical – progressing from your market and corporate analysis. These must clearly outline your corporate strategy and your business strategy (ies).
Appendices – this must contain all your individual analyses used (i.e. the methods you have used to analyses your firm are presented here).

Do not put in the body of the work (i.e. sections 3,4 or 5) any individual analyses per se. So for example, a PESTLE/SWOT/FAR/Value/Strategic Group/Why analysis etc -  is presented in the Appendix but the results of the analysis are presented and discussed in the relevant section of your report.

By successfully completing this second assessment submission, you will have met the learning outcomes:

(a) critically evaluate the strategic objectives of modern organisations (GSBM 4.1a)
(b) Application of a structured analytical methodology to make and propose reasoned and argued strategic recommendations for different strategic and external environmental contexts (GBSM 3.5, 3.7 (Business Policy and Strategy), 4.1b)
(c) interpret modern theories on strategic management (GSBM 4.1g, 4.1j, 4.1k)