2018 Strategic Management ASSESSMENT BRIEF Assessment
2018 Strategic Management ASSESSMENT BRIEF Assessment
2018Strategic ManagementASSESSMENT BRIEFAssessment General Information:Individual Strategic Management Report (100%)The summative assessment will be submitted in week 14. In the run-up to submission you willhave the opportunity to submit different sections comprising the final report forfeedback.Details of AssessmentAssessment Task: To conduct a strategic assessment of Five Guys in terms of theirexternal and internal environment, and to identify strategic options andrecommendations in which Five Guys can strengthen their Europe market position(suggested countries). To complete that you will choose ONE country from below anddevelop the report: Sweden Italy Belgium PortugalWeighting: 100% of final module mark; the threshold mark (passing mark) is 40%Word count or equivalent: the assignment should be between 3,000 to 3,500 words.BackgroundIn this assessment you will have the experience of developing strategic managementanalysis and recommendations for Five Guys operating in Europe food industry.Story of Five Guys: Five Guys has been a Washington, DC area favourite since 1986when Jerry and Janie Murrell offered sage advice to the four young Murrell brothers: “Starta business or go to college.” The business route won and the Murrell family opened acarry-out burger joint in Arlington Virginia (Five Guys).Early in 2003, Jerry and Janie, together with the “Five Guys,” began offering franchiseopportunities. In just under 18 months, Five Guys Enterprises sold options for more than300 units. The overwhelming success of franchising a local restaurant made nationalnews, with articles in trade publications such as Nation’s Restaurant News, RestaurantBusiness Magazine and the Franchise Times.Five Guys is looking to expand its market share in the European foodmarket, having already formed some successful branches in the UK.Considering the Five Guys expansion approach, your brief as a strategicconsultant will be to analyse and recommend strategies identifying ways inwhich they can expand and strengthen its position in one of the Europeancountries (suggested above).Assessment DetailsYour individual strategic management report will need to identify the internal andexternal opportunities and threats facing the organisation (s) given in the case study,and present appropriate frameworks that inform the development of strategic optionsand recommendations for the organisation(s) in terms of future strategic directionsand methods of expansion.The report should therefore be comprised of areas for consideration that address thefollowing questions:1. What is the current strategic positioning of the organisation (s) given in thecase study’s in the EU (of the chosen country) market?The following will need to be carried out to address this question:Strategic analysis of the current positioning of the organisation(s) in the case study.This will need to include an assessment of the external MACRO environment (usingthe PEST or PESTEL framework); external MICRO environment (using Porter’s 5Force framework) and internal analysis of the organisation (s) given in the case studyinternal environment (applying Jay Barney’s VRIO or Michael Porter’s Value ChainAnalysis) to identify opportunities and threats in both these external and internalenvironmental layers.2. What strategic recommendations can you propose for the organisation (s)given in the case study to strengthen its current position in the EU Market?The following will need to be carried out to address this question:An identification of the competitive strategies currently being followed by theorganisation (s) given in the case study and a consideration of their futurecompetitive strategies applying either Porter’s Generic Strategies of Competitionframework or Bowman and Faulkner’s Strategy Clock and a consideration of the futuremethods of strategic expansion and directions available to the organisation (s).Your final strategic management report should contain:Executive SummaryIntroduction (Company & industry background, key challenges faced by the selectedcompany)External environmental analysis for identifying opportunities and threats: Macro(PEST or PESTEL) & Micro (5 Forces Framework for analysing industry structure andthe nature of competition)Internal environmental analysis for identifying strengths and weaknesses: VRIOor value chain analysisIdentification of Competitive Strategies (Bowman’s Clock or Porter’s GenericStrategies)Strategic directions (Markets, Products, Services) & methods of expansionIn-text citations and list of references using Harvard ReferencingMarking allocations:
Sections
Maximum Marks Awarded
Executive Summary (not part ofword count)Introduction (Company & industrybackground, key challenges faced bythe selected company)
10
External analysisMacro (PESTEL or STEEPLE) &Micro (5 Forces Framework)
25
Internal analysis (VRIO or value chainanalysis)
15
Identification of CompetitiveStrategies (Bowman’s Clock or Porter’sGeneric Strategies)
20
Strategic directions (Markets,Products, Services) & methods ofexpansion
20
Writing and Harvard Referencing
10
AssignmentTutorOnline
Elements (100%)
(≥ 70%%) Distinction
60% – 69% Merit
50% – 59% Good
40% – 49% Fair
40%>
This range is reserved for work ofhigh quality which shows evidence ofa deep understanding of and insightinto the full range of ideas, principles,themes and/or techniques in questionand independence of thought.It demonstrates a full and systematicunderstanding of knowledge, and acritical awareness of current problemsand/or new insights, at or informed bythe forefront of the discipline, field ofstudy, or area of professional practice
This range is for work which showsevidence of a very goodunderstanding of the main ideas,principles, themes and/ortechniques in question coupled withsome insight and the expression ofsome independent thought.It demonstrates a systematicunderstanding of knowledge, and acritical awareness of currentproblems and/or new insights, muchof which is at, or informed by, theforefront of the discipline, field ofstudy, or area of professionalpractice.
This range is for work which showsevidence of appropriate study,presented clearly and adequatelymarshalled to illustrate the mostsignificant of the main ideas,principles, themes and/ortechniques in question and todemonstrate a sound grasp of them.It demonstrates a goodunderstanding of knowledge, and acritical awareness of currentproblems and/or new insights, someof which is at, or informed by, theforefront of the discipline, field ofstudy, or area of professionalpractice.
The range is reserved for workthat is lacking in some respectsor contains flaws which arenoticeable and serious enough towarrant the award of a failinggrade, but nonetheless essentiallyapproaches the criteria necessaryfor the good category sufficientlyfor it of itself not to prevent theaward of an overall pass.
This is a failed category. Itis for work which fails tomeet or in significant waysdoes not approach thecriteria described for a goodgrade.
Introduction (10%)(Company & industry background, keychallenges faced by the selected company)Understand the role of strategic management within anorganisation
(≥ 7.0)
(6.0 – 6.9)
(5.0 – 5.9)
(4.0 – 4.9)
(4.0)>
Demonstrate highly comprehensivelevel of understanding
Demonstrate robust level ofunderstanding
Demonstrate adequate level ofunderstanding
Demonstrate a fair level ofunderstanding
Demonstrate a very limitedlevel of understanding
External analysis (25%)Macro (PESTEL or STEEPLE) & Micro (5 ForcesFramework)Critically analyse an organisation’s competitiveenvironment
(≥ 18.0)
(15.0 – 17.9)
(13.0 – 14.9)
(10.0 – 12.9)
(10.0)>
Demonstrate ability to providecomprehensive, lucid analysis;Demonstrate highly developed criticalskills
Demonstrate ability to providedetailed and coherent analysis anddemonstrate consistently soundcritical skills
Demonstrate adequate ability toanalyse and some sound criticalskills demonstrated
Demonstrate some ability toanalyse and some sound criticalskills demonstrated
Demonstrate little ability toanalyse and some soundcritical skills demonstrated
Internal analysis (15%)(VRIO or value chain analysis)Evaluate the resources, capabilities and corecompetences of an organisation
(≥ 11.0)
(9.0 – 10.9)
(8.0 – 9.9)
(6.0 – 7.9)
(6.0)>
Provide a consistently strongassessment with well-reasoned andoriginal assumptions; All ideas arehighly coherent
Provide a generally strongassessment with some wellreasoned assumptions; Ideasare consistently coherent
Provide a reasonable assessment ofthe subject; Ideas are generallycoherent
Provide some assessment of thesubject; Ideas are generallycoherent
Provide little assessment ofthe subject; Ideas aregenerally coherent
Identification of Competitive Strategies (20%)(Bowman’s Clock or Porter’s Generic Strategies)Understand the impact of competition on the strategyof an organisation
(≥ 14.0)
(12.0 – 13.9)
(10.0 – 11.9)
(8.0 – 9.9)
(8.0)>
Demonstrate highly comprehensivelevel of understanding
Demonstrate robust level ofunderstanding
Demonstrate adequate level ofunderstanding
Demonstrate a fair level ofunderstanding
Demonstrate a poor level ofunderstanding
Strategic directions (20%)(Markets, Products, Services) & methods of expansionUnderstand the formulation and implementation oforganisational strategy based on Markets, Products,ServicesUnderstand the effect of business ethics and socialresponsibility on strategy of methods of expansion
(≥ 14.0)
(12.0 – 13.9)
(10.0 – 11.9)
(8.0 – 9.9)
(8.0)>
Demonstrate highly comprehensivelevel of understanding
Demonstrate robust level ofunderstanding
Demonstrate adequate level ofunderstanding
Demonstrate a fair level ofunderstanding
Demonstrate a poor level ofunderstanding
Writing and Harvard Referencing (10%)Understand the use of referencing.Various credible and up-to-date sources are used
(≥ 7.0)
(6.0 – 6.9)
(5.0 – 5.9)
(4.0 – 4.9)
(4.0)>
Demonstrate highly comprehensivelevel of understanding
Demonstrate robust level ofunderstanding
Demonstrate adequate level ofunderstanding
Demonstrate a fair level ofunderstanding
Demonstrate a poor level ofunderstanding
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