Requirements:
Part A - Industry Based Factors You are to choose one of the following industry sectors or associated sub-sectors:
• Pharmaceuticals • Passenger airlines • Steel manufacturing • Mid-range clothing • Hotels (accommodation) • Fast food You are then to undertake a review and analysis of the industry with a strong emphasis on key industry evolution (stages of industry life cycle) perspective. Your analysis should however include other key factors that you believe are impacting on the industry - both now and in the near-medium term. The above will require you to apply a range of frameworks and perspectives on industry level analysis. There are several topics of the course textbook that will provide a good starting point and your levier may add further guidance. Remember - you are to ANALYSE the industry - not just describe the industry. As well as generic industry level analysis your report should outline: • The stage of the industry life cycle that you believe your selected sector to be currently operating in • The supporting reasons that support your decision and selection of its current "stage" of the industry life cycle.
Part B - A Selected Firm You are then to select an individual firm/organisation operating in your selected industry. You are to outline/analyse its current strategy - against the background of the above industry level analysis. Also you should be able explain and discuss how the firm's strategy has been shaped by the key dynamics of the industry - and especially its current stage of the industry life cycle. Equally - you might outline some suggested approaches that the firm might adopt to both (a) maximize its success at the current stage and (b) position itself as it enters subsequent stages. NB: To complete the above you are expected to draw on both the theory of competitive analysis - and how this impacts the decisions and strategies of individual firms. Important Factors • This is a report that requires you to personally ANALYSE - drawing on theory and practice. • You need to reference the use of other people's work. • You are able to use tables, graphs, diagrams and well-developed dot points. • It can be written as a business report - but that does NOT mean you do not have to reference your material. • Your opinions are important - they need to be well-developed and can be supported by appropriate and relevant logic etc. • You should start researching this sooner rather than later. • It is recommended that you choose your selected industry/firm early in the teaching period - you can then link your wider learning /class time to the assessment task. 2) Criteria used to grade this task The assignment will be assessed against the following criteria: • Your ability to interpret, analyse, and respond to the question asked in an appropriate manner • The thoroughness of research undertaken, extent of reading, collection of relevant data, and quality of sources consulted, etc. • Your ability to analyse source material and draw valid conclusions to support arguments etc. • Evidence of your understanding of firm level analysis and your ability to apply firm level analysis frameworks and perspectives • Evidence of personal reflection and insight • Full acknowledgment of sources consulted, references used etc. including the bibliography • Evidence of your ability to logically arrange and present the materials to an acceptable standard • A detailed marketing guide will be provided. A marking guide will be provided to you - check with your lecturer. 3) Task Assessor This will be assessed by your lecturer. Your lecturer will liaise with/receive support from the course coordinator. 4) Suggested time to devote to this task Given the need for research, analysis, synthesis, critical thinking and report writing etc. it is suggested that a minimum of 30 hours is required. 5) Submission details please check with your lecturer/support staff regarding issues like due date and the method/timing of submission. 6) Feedback and return of work. Feedback will be provided by your lecturer via a mix of indivual comments and group discussion individual>.