6WBS009 Business Strategy Assignment 1 Individual Report – University of Hertfordshire

6WBS009

Date: 11^th November
Method: Canvas

Date returned to students:

Assessment Criteria

·         2. Understand how to apply a range of strategic tools, theoretical frames and perspectives to enhance decision making in a complex environment

·         3. Demonstrate understanding of strategic options and develop an ability to critically evaluate these in relation to the internal and external analyses of an organisation.

Detailed Brief for Individual / Team Assignment

Overview of the automotive industry

Four Task submission.

According to many industry sources, the European automotive sector has currently fallen on ‘hard times’ with production numbers far exceeding sales. The European electric vehicle (EV) models are particularly struggling to sell at the forecasted rates. This is impacting all European manufacturers such as VW, Renault, Stellanis group, BMW, Mercedes etc. Some of these manufacturers are planning to halt production and others are even considering closures, or down-sizing, and make some of the workforce redundant.

The pressure on European manufacturers is particularly strong from China with companies, such as BYD, Geely and Chery particularly keen to establish a foothold in the European market with plans to produce electric cars in their own factories in Europe.

The European automotive sector is very large and a massive contributor to the regions’ economy. Whatever decision the European manufacturers make will have a big impact on the region and its economic situation (Euronews, 2024).

……Ends……

Overview of the automotive industry

Four Task submission.

According to many industry sources, the European automotive sector has currently fallen on ‘hard times’ with production numbers far exceeding sales. The European electric vehicle (EV) models are particularly struggling to sell at the forecasted rates. This is impacting all European manufacturers such as VW, Renault, Stellanis group, BMW, Mercedes etc. Some of these manufacturers are planning to halt production and others are even considering closures, or down-sizing, and make some of the workforce redundant.

The pressure on European manufacturers is particularly strong from China with companies, such as BYD, Geely and Chery particularly keen to establish a foothold in the European market with plans to produce electric cars in their own factories in Europe.

The European automotive sector is very large and a massive contributor to the regions’ economy. Whatever decision the European manufacturers make will have a big impact on the region and its economic situation (Euronews, 2024).

……Ends……

Your assignment task

Select any one of the European automotive manufacturers (e.g. BMW, Mercedes, VW, Alfa Romeo, Fiat, Renault, Vauxhall etc.) and conduct a detailed situational analysis.

Make sure there is plenty of data available in the public domain for the company you select otherwise you may struggle to provide adequate factual data and supporting evidence in your report.

Situation analysis requires a methodical examination of the internal and external factors influencing a business at any given moment. These factors might include customers, competitors, the market environment, and internal capabilities of the business.

Your task is to conduct detailed situational analysis on the business you have selected. You will need to use all of the relevant tools, framework and theoretical models discussed with the module content. You will need to decide which of these frameworks are suitable for your analysis and at which stage they will be instrumental in informing your discussion.

Using the company you selected, carefully research the business and the key players within the sector to ensure you gain good understanding of the key trends that are shaping the sector. Then complete the following four tasks.

Task 1

Conduct detailed external analysis of the company you have selected.

Guidance – we expect a lot of theoretical content here so use all relevant tools, frameworks, and theory discussed in the module. Apply these frameworks to your company and then draw conclusions from your findings as to the key external elements affecting the company in its current situation.

Task 2

Conduct detailed internal analysis of the company you have selected

Guidance – again we expect a lot of theoretical content here so use all relevant tools, frameworks, and theory discussed in the module. Apply these frameworks to your company and then draw conclusions from your findings as to the key internal elements affecting the company in it’s current situation.

Task 3

Based on your findings above (in Tasks 1 and 2), propose and review (at least 3-5) strategic options available to your selected company in order to continue trading (or not as the case may be) and flourish in this competitive landscape?

Guidance – here you must provide at least 3-5 options. Explain each one in detail and justify why the company should consider this option.

Task 4

Choose one of your options (from Task 3) and use Adobe Express to construct an infographic or timeline.

Guidance – here you must select only one option from Task 3 and provide a) visual representation  from your 3 -5 strategies and b) your personal justification and recommendation for their choice. No reference needed as this task does not need to be theoretical, but you need to demonstrate your understanding of the subject discussed above.

To complete this task successfully you will need to undertake secondary research using relevant market data from appropriate sources such as Studynet research, sources provided within the module content, journal articles and news stories. You may also use company website to glean basic company information – remember this is not an academic source and may be heavily biased! You must use this data and market information to justify your points and apply appropriate strategic theories and models throughout.

Any specific instructions:

The HBS Grading Criteria (rubric) will evidence how marks are awarded for individual parts of

the assignment i.e. Presentation and Structure, Intellectual Curiosity and Referencing, Content, Analysis, Discussion

Format of the report

Ensure your report includes the following:

·     A clear heading and front cover with student ID, title, module name/code and word count.

·     Content page.

·     Introduction to the report – to include purpose of the report, business background and review etc.

·     Main body of the report as outlined above – the discussions should examine some of the content suggested above and include a range of strategic models, examples, data and illustrations where appropriate.

·     A full list of references should accompany the report.

The report must be 1.5 spacing and a font size of 12 using Ariel or Calibri font style.

Word Count

·         Word count is 1400 +/-10% – this means 1260 minimum and 1540 maximum word.

·         Marking will stop at 1540 words and any content after this will be ignored.

·         Word count will not include front sheet, content page, reference list and relevant figures such as images, diagrams and frameworks that are used to support your discussion.

·         Figures may not be used as a means to gain additional word count. Any writing contained within should be concise (e.g. bullet points) and limited to essential information upon which the discussion should be expanded within the main body of the report text. Marks may be deducted for figures that are heavily loaded with written content.

Submission: you must upload Word document onto Canvas

Summary of assessment

Assessment Criteria

In order to pass this assignment, you must meet the following assessment criteria:

·     You must address the topic points

·     You must demonstrate a sound understanding of the relevant strategic theory

·     You must use relevant data to illustrate and support your discussions

·     You must include appropriate and relevant strategic models in each section

·     You must fully reference your report using the Harvard reference system

·     You must include a reference list at the end using Harvard reference system

·     You must include a word count on the front cover sheet

Work will be marked according to the following criteria:

·     Use of appropriate data

·     Effective use of data, diagrams, images, tables

·     Use of relevant theory

·     Discussion – structure of argument, originality and critical analysis

·     Presentation of report – writing style, length, referencing of data etc.

Higher marks can be achieved by:

·     Addressing the question in focussed and greater depth

·     Structuring your arguments in a logical manner

·     Demonstrating some originality

·     Writing concisely, in fluent English, with few grammar or spelling errors

·     Using diagrams to support your arguments

Marking Criteria

1. Presentation and Structure – follow a report structure and adhere to the word count. (10% of marks)

2. Intellectual curiosity – overall referencing and using Harvard referencing style throughout. You must use a minimum of 8 – 10 quality academic sources plus other journals and quality sources. (10% of marks)

3. Task 1 – 25% of marks

4. Task 2 – 25% of marks

5. Task 3 – 20% of marks

6. Task 4 – 10% of marks

Use of Generative AI

Category 1 – Authorised use of AI
You are permitted to use genAI tools to create content for your work and to proofread your work. Alternatively, you may use a proofreader or non-genAI proofreading service. This should only be used for Task 4 – re the presentation using Adobe Express.

Students must comply with the category selected for this assessment. Improper or undeclared use of AI tools may be considered academic misconduct. For further guidance, please visit: https://ask.herts.ac.uk/ai-tools

Academic Integrity, Plagiarism, Essay Mills and other Academic Misconduct Offences

·         You are NOT allowed to copy from other students (or allow other students to copy from you) – this is ‘collusion’.

·         You are NOT allowed to copy from your own assignments on other modules – this is ‘self-plagiarism’.

·         You must NEVER buy assignments from websites (essay mills) – this is called ‘contract cheating’ and it is now illegal in the UK.

·         Contract cheating is a serious academic misconduct offence and also includes arranging for help with an assessment such that there is also reasonable doubt as to whose work the assessment represents.  It extends to input from a fellow student, friend, relative, or any other person, artificial intelligence with or without payment of any kind.

·         For all references use Cite it Right Harvard style.– Harvard Referencing (see video for support)

·         Unauthorised use of artificially generated material (AI) in researching or presenting material for an assessment is an academic misconduct offence if you use AI tools in producing your assessment unless the use of AI tools is expressly permitted. However, even if expressly permitted, where you do not declare that you have used an artificial intelligence tool(s) in the production of your assessment, or you are dishonest about the extent to which such tools have been used, you will have committed academic misconduct.

·         If you commit academic misconduct, your mark will be reduced, or, depending on the severity of the offence you may get 1% for the assignment in question or 1% for the module, and get a disciplinary warning. Repeat offenders normally face disciplinary action.

Student Support and Guidance

• Contact academic-skills@herts.ac.uk if you are unsure of the rules or how to avoid academic misconduct, and you will receive help.
• Please see the UPRs relating to Academic misconduct here.
• Ask Herts information on the use of artificial intelligence tools https://ask.herts.ac.uk/ai-tools.
• For further help on module content and assignment details, contact your Module Leader in his or her  drop-in / office hours or by email.
• Use the Learning Outcomes and HBS Grading Criteria (Rubric) to help inform you of the expectations of the assessment.

·         Use HAS-BUS(Centre for Academic Skills Enhancement) website resources: http://go.herts.ac.uk/CASE .  Attend HAS-BUS workshops and drop-ins to develop academic skills to meet HBS expectations (see timetable on HAS-BUS website homepage or drop-in to HAS-BUS in L064, in the LRC).

·         Visit the Academic English for Business Programme Site for tips on developing your academic English and contact hbsacademic-english@herts.ac.uk if you have any questions.

·         For help with Turnitin, look for the “Check your work (Turnitin Originality Report)” practice assignment in the Assignment section of all of your modules.  For help with understanding plagiarism and how to make changes to your assignment, contact hbsacademic-english@herts.ac.uk.

o   Use the Online Library to access quality business information resources:

o    Library Search will help you find books, journal articles and more.

o    Use the Subject Toolkit for Business to access to industry standard databases.

o    Use Library SkillUP for guidance for searching and referencing.

o   Get help: use SkilIUP module chat, visit the Study Success Hub, or book an 1:1 with a librarian.

Prompts:

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Prompts:

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