Assessment Two – Individual Assignment (60% of the model marks)
Case Study:
Source: Johnson, G., Scholes, K., and Whittington, R. (2005) Exploring Corporate Strategy: Text and Cases, Seventh Edition, pp. 647 – 672, Financial Times and Prentice Hall, London.
Learning Outcomes
1. Critically review and apply relevant concepts, terminology and theoretical models associated with international business policies and strategies.
2. Understand the holistic nature of strategy and apply analytical techniques to solve complex problems
3. Analyse how strategic decision making enables an organisation to relate to its business environment
4. Critically evaluate and monitor the business mission, objectives and policies of international organisations
Moderated by: John Dixon Dawson Please note:
1. All work must adhere to the University regulations on ‘Cheating, Collusion and Plagiarism’ which are provided as an Appendix in your Programme handbook.
2. A hard copy and an electronic copy on floppy disk or CD of the assignment must be handed into the Learning and Resource Centre at Sunderland Business School (SBS) on or before the appointed date under cover of the SBS Feedback Sheet.
3. Submission Date: To be Agreed
4. The University regulations on postgraduate assessment will apply. In the event of failing an assignment, normal referral / deferral procedures will apply.
Introduction
This individual assignment will be assessed by means of a 3500 word report. This assignment has been designed to allow you to develop and use your skills in understanding key strategic issues relating to the nominated organisation. You will be required to apply the strategic concepts studied in this module.
Task
Your task is to carry out a critical analysis and evaluation of the strategies adopted by Amazon.com from start-up in 1995 to date, with the information provided and other materials researched. You will be expected to select and apply appropriate theories, techniques and models studied during the module whilst having regard to the practical aspects of strategy development.
Your assignment should be presented in a business report format and should not exceed 3500 words (excluding executive summary, references and relevant appendices). The report should include a title page and executive summary and be fully and consistently referenced, using Harvard Referencing style. You must also submit a floppy disk or CD containing an electronic version of the report. This should be clearly labelled with your name, your course and the name of the case study.
It is recommended that you research information additional to the case study to support your arguments. This may be obtained from a diverse range of sources and you are encouraged to research the issues in whichever way you deem appropriate.
Assessment Criteria
This assignment carries a weighting of 60% towards the overall assessment of the module. The assessment will focus on the level of ANALYSIS carried out. That is, the application of THEORETICAL CONCEPTS studied in the module to the ‘practical’ case study presented. In other words, you should proceed beyond a DESCRIPTION of the company and it’s actions. You should be analysing ‘why’ rather then describing ‘what’. The assignment will be assessed and moderated by two members of staff in accordance with the marks allocated to each of the questions detailed below. 10% of the marks are set aside for the ‘presentation’ criteria.
Academic Rigour
· your ability to isolate the key strategic issues
· the coherence and depth of the analysis of those issues
· the ability to analyse the strategy context within which Amazon.com operates
· the ability to critically review and evaluate strategic decisions made by Amazon.com
Methodology
· the use of relevant evidence, from material provided and personal research to support any statements made
· the appropriateness of the methods used and theoretical models and frameworks applied
· the breadth and depth of research undertaken
Evaluation of data
· the ability to make sound recommendations or conclusions arising from the analysis
· the soundness of arguments put forward
Presentation
· the summary of arguments
· report layout and format
· use of illustrative material and evidence to support arguments
· the appropriateness of length
· the quantity and accuracy of referencing
AMAZON.COM
Access and read the Amazon.com case study on WebCT and carry out appropriate research to analyse the corporate strategies adopted by Amazon.com from start-up in 1995 to date in accordance with the following.
1) Critically review the Amazon.com case study through application of relevant concepts and analytical techniques associated with the organisation’s global business policies and strategies. [35 % marks]
2) Carefully analyse and evaluate Amazon.com’s strategic decision-making and problem-solving processes in the context of how organisations respond to changes in the business environment. [30 % marks]
3) Reflect on the future strategic direction of Amazon.com post 2004 by highlighting the strategic thinking behind adopting a long-term approach to developing an e-commerce business model that incorporated substantial global expansion. [25% marks]
4) Overall presentation of the report accounts for [10% marks]
Credit:ivythesis.typepad.com
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