Assignment Brief

International Strategic management and

Module Title: Module Code: MMP_7_ISM
innovation

Assignment No/Title: Individual Management Report Assessment Weighting: 100%

15 days after
Submission Date: Friday 16 th December 2022 Feedback Target Date:
submission
Module Co-ordinator/
Dr Yehia Nawar Word count 5,000
Tutor:

Submission Instructions:

This assignment is to be submitted electronically

1. This assignment must be submitted electronically by 2 pm on the submission date

2. To submit electronically you must upload your work to the e-submission area within the respective module on
Moodle.
3. Multiple drafts can be submitted up to the submission date.
4. Please remember you must leave at least 24 hours between submissions if you make changes to your work.
Each submission will overwrite the previous one until the due date and time has passed.
5. You are reminded of the University’s regulations on cheating and plagiarism. In submitting your assignment,
you are acknowledging that you have read and understood these regulations.
6. You are reminded that it is your responsibility to keep an electronic copy of your assignment for future
reference.
7. Your citation needs to follow the Harvard style referencing.

The Assignment Tasks

Real Life Case Study-Individual Report

Assessment Checklist and Report Structure

The Assessment checklist is designed to monitor your weekly progression during seminar classes in order to help you
complete the summative assessment task successfully.
You are advised to adopt the following structure for the report:

 Title page: Include module title, the name of the selected Multinational discussed, student ID number and the
total word count (excluding bibliography)

 Contents page
 Introduction: this should include some background on Background on the selected company and the
market where they operate. The purpose of the report. You may wish to include details such as the type

Page 1 of 5
 of business, size, how long it has been trading, etc. Students should also give a brief account here of the
research process (focusing primarily on the Secondary data collection).
 Findings: here the results of the research need to be presented. this should include the research findings
related the addressed questions (a)What is the current strategic positioning of the selected company in
the market? (b) What is the current innovation strategy of the selected company? (c) what is the
company’s strategic situation? Students are also expected to consistently support their work with reference
to appropriate sources (cited in accordance with the Harvard referencing convention).

 Recommendations: here students should present their proposals for the Two potential strategies that can be
pursued by your chosen organisation to ensure market share and growth. Based on the selected strategies,
recommend ONE of them. Justify how the recommended strategy is the best among the others. Discuss how
the selected strategy would be implemented using the CANVAS approach within a 3-year period from 2022-
2025 Work should be supported with reference to appropriate sources.

 Conclusions: this should follow logically on from the findings and provide a concise summary of them. No
new information should be presented here.

 References and Bibliography: you should be discerning about your sources of information and ensure that
all references conform to the Harvard convention.

Student Assessment Checklist Mark Suggested Weekly

Word Count Progression
(+-10%) Deadline
(Formative
Feedback)
Selection of the Multinational company NA NA Friday 7th
October
Introduction 5% 300 words Friday 14th
This should include a brief description of the followings: October
 Background on the selected company and the market where
they operate.
 The purpose of the report
 Brief introduction of the data collection using secondary data
only
Findings 60% 3000 words Friday 18th
This should include a detailed explanation of the followings: November
(20%
1)What is the current strategic positioning of the selected each)
company in the market? Friday 4th
November
The following will need to be carried out to address this question: (Q1)

Strategic analysis of the current positioning of the chosen company.

This will need to include an assessment of
a) Analyse the external MACRO environment of the chosen
industry (using the PEST or PESTEL framework assess the
potential effect for the industry ) Note: The discussion should not
focus on the description of the framework alone but the implications
this does have for your chosen organisation.
b) Analyse the external MICRO environment (using Porter’s 5 Force
framework). You should Carry out a 5 Forces analysis (evaluating
each force as high, moderate or low) and discuss attractiveness
of the industry. Note: The discussion should not focus on the
description of the framework alone but the implications this does have
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 for your chosen organisation.
c) Conduct an internal analysis of the chosen company’s strategic
capabilities (resources and competences) using appropriate strategy
tools (e.g., Resources and capabilities analysis with the use of Jay
Barney’s VRIO framework Or Michael Porter’s Value Chain Analysis
to discuss company’s activities and identify their core competences).
You should Justify which of these resources/capabilities are
strategic/distinctive that can give competitive advantage to the
company.
d) Undertake a TOWS analysis using a diagram to determine the
company’s current situation vis a vis their competitors. Discuss the
issues in the diagram and the implications this does have on the
company. Having discussed the TOWS analysis, critically evaluate
the weaknesses, threats and opportunities which has been
identified in the TOWS matrix that would have an impact on the
operations of your selected company.
Friday 11th
2) What is the current innovation strategy of the selected November
company? (Q2)

The following will need to be carried out to address this question:

You are expected to use theory from the module to provide an
analysis of the current innovation strategy of your selected company.
This will need to include an assessment of

a) You should Identify (using at least one example) the form of

innovation that the company is pursuing.
b) Then you should analyse, (using at least one example) the firm’s
sources of innovation and how it is seeking to foster it. Note: The
discussion should not focus on the description of the framework alone
but the implications this does have for your chosen organisation.

3. What is the company’s strategic situation? Friday 18th

November
The following will need to be carried out to address this question: (Q3)
An identification of the competitive strategies currently being
followed by the selected company. This will need to include an
assessment of
A) Provide a consideration of their future competitive strategies
applying either Porter’s Generic Strategies of Competition framework
Or Bowman and Faulkner’s Strategy Clock.
B) Provide a consideration of the future methods of strategic
expansion and directions available to the selected company.

Recommendations 20% 1000 words Friday 25th

November
 You should present your proposal for the future
growth/development strategy. The following will need to be
carried out to address this question: This will need to include
an assessment of:
A) Identify and critically discuss Two potential business
strategies that can be pursued by your chosen organisation to
combact the weaknesses threats and opportunities identified
Page 3 of 5
 to ensure market share and growth.
B) Out of the TWO strategies, select ONE to implement, which
could be used to combact the issues as above. Justify why
the one you have selected is the best among the two with the
relevant frameworks.
C) Discuss how the selected strategy can be implemented using
the CANVAS business model within a 3-year period from
2022-2025
 Work should be supported with reference to appropriate
sources.
Conclusions 10% 700 words Friday 2nd
 A concise summary of the main findings and a detailed December
evaluation of the implication for the business.
 No new information should be presented here.
Reference and Structure 5% Friday 2nd
 Adheres to a recognised report format and remains within the December
specified word count
 Spelling and grammar is accurate
 Citations and references adhere to the Harvard convention
 Integration of theory and practice consistently throughout the
report
 Work is logically structured and coherent throughout

Plagiarism, Referencing & Turnitin

All materials about plagiarism, referencing and Turnitin can be

found on the link below:

https://libguides.lsbu.ac.uk/marketing/referencing

Submission
Friday 16th of December 2022

Assessment Criteria:
Each task is being marked according to the following rubric: -

Coherent argument,
Application of course concepts, and Discussion and analysis of key
Marking logical structure, overall
  evidence of background reading and issues in the case, calculation
Scheme presentation of the
research (including literature review). and solutions
report, and referencing

% 40 50 10

Extensive knowledge and understanding Well-structured arguments

Demonstrates a very good level of
of small business challenges and issues. with good design of the
argument with critical judgement in
Management process presented with the sections with well structure
the analysis, evaluation, synthesis
exploration and critique of diagrams and flow of the
and findings evaluated critically,
Excellent A information/ideas from a comprehensive report. Very good range of
rigorously, and fully discussed in
range of sources. Very Good literature background reading with
context with research. Exceptional
review in connection with references to very good referencing
research and excellent information
textbook and website material. consistently accurate to a
collected and analysed in full
recognised standard.

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 Demonstrates a good level of
Good knowledge and understanding of Well-structured arguments
argument with critical judgement in
small business challenges and issues. and design with reasonable
the analysis, evaluation, synthesis
Management process presented with the flow of the report.
and findings evaluated critically,
exploration and critique of Good range of background
Good B rigorously, and fully discussed in
information/ideas from a comprehensive reading with good
context with research. Good l
range of sources. Good literature review referencing consistently
research and good amount
in connection with references to textbook accurate to a recognised
information collected and analysed
and website material. standard.
in full
Fair understanding of small business Demonstrates a fair level of
challenges and issues. Management argument with critical judgement in
process presented with the exploration the analysis, evaluation, synthesis
and critique of information/ideas from a and findings evaluated critically, Fair structure, design and
Fair C
comprehensive range of sources. Fair rigorously, and fully discussed in reference.
literature review presented in connection context with research. Fair research
with references to textbook and website and fair amount information
material. collected and analysed in full
Demonstrates some level of
Some understanding of small business
argument with critical judgement in
challenges and issues. Management
the analysis, evaluation, synthesis
process presented with the exploration
and findings evaluated critically, Poor structure and design
and critique of information/ideas from a
Weak D rigorously, and fully discussed in with a reasonable flow of
comprehensive range of sources. Fair
context with research. Some ideas
literature review presented in connection
evidence of research and some
with references to textbook and website
information collected and analysed
material.
in full
E or Barely any investigation into the No reasoning and no ideas of their
Poor Lack of all the above
below background own

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