1Assessment BriefModule Name: STRATEGY AND DECISION-MAKING Module CodeLevelCredit ValueModule LeaderSTRM085710Tiju Kodiyat Assessment title:Case study reportWeighting:100%Submission dates:Please see NILE under Assessment InformationFeedback andGrades due:Please see NILE under Assessment Information Please read this assessment brief in its entirety before starting work on the Assessment Task.The Assessment TaskWrite a management report (2000 words) on the following tasks that are based on the casestudy ‘Adnams: a local company’ and the scenario below. Case study is available in theAssessment Information section in NILE.Scenario:“The Adnams drinks business has seen good growth in recent years in its sales to supermarketsand shops (‘Take Home’ business). The dominant element of Adnams’ drinks sales remain salesto pubs and other on-trade outlets, and the closure of these outlets from 23rd March untilbeyond the first half of 2020 had a serious impact on its business. Socialising became heavilyrestricted, and pubs were required to close their doors because of the Covid-19 pandemic. Asat the end of February 2020, beer volumes were running just under 3% behind previous year,but March sales were 25% behind and April 34%. The on-trade business became restricted tosmall deliveries to pubs running a takeaway operation. Adnams saw very strong growth in theirTake Home sales where April volumes were ahead of 2019 by 57%. In the first half of 2020,volumes in Take Home were ahead by 25%, whereas overall beer volumes were down by 25%.These numbers compare to industry volumes which show the total beer market down by 15%,2cask ale sales down by 62%, and sales of premium bottled ales up by 19%.” (Chairman’sStatement, Adnams PLC Interim Accounts 2020).You are hired as a business consultant to evaluate the prospects of business growth, andprovide recommendations to the top management team of Adnams on how to move forwardin the current economic climate. Prepare a report on the following to be submitted to Adnamstop management.1. Based on an analysis of the current external and internal environment, critically evaluate thestrategic options, and the extent to which Adnams is capable of supporting these options.2. Critically analyse the competitive and growth strategies of Adnams. How can the companysustain its competitive advantage and create greater value than its competitors?Guidelines1. A sample report format is provided in page 6 of this document.2. A successful case study report analyses business situations where existing problems need tobe solved. It should relate the theory to a practical situation. Apply the ideas and knowledgediscussed in the coursework to the business problem and assessment tasks above.3. Focus your analysis on key issues affecting the company. Why do they exist? How do theyimpact the company? How can they be resolved?4. Use company annual reports, industry and sector reports, macroeconomic outlook reports,consultancy reports, etc from reputed and reliable sources for supporting evidence. Showevidence of research from academic and practitioner sources.5. Be critical and analytical. Check this link for more info –https://skillshub.northampton.ac.uk/critical-thinking/6. References should be presented in the Harvard format. Check this link for more info –https://skillshub.northampton.ac.uk/referencing/Learning OutcomesOn successful completion of this assessment, you will be able to:1. Critically assess success factors associated with different dimensions of strategy.2. Formulate evidence-informed decisions about recommended future strategic directions ofan organisation.3. Identify, evaluate and select appropriate strategic options in response to context.4. Communicate information effectively in a specified format, supporting arguments withpartially-prescribed academic literature.Your grade will depend on the extent to which you meet these learning outcomes in the wayrelevant for this assessment. Please see the grading rubric on NILE for further details of thecriteria against which you will be assessed.3Assessment SupportSpecific support sessions for this assessment will be provided by the module team and notifiedthrough NILE. You can also access individual support and guidance for your assessments fromLibrary and Learning Services. Visit the Skills Hub to access this support and to discover theonline support also available for assessments and academic skills.Academic Integrity and MisconductUnless this is a group assessment, the work you produce must be your own, with work takenfrom any other source properly referenced and attributed. For the avoidance of doubt thismeans that it is an infringement of academic integrity and, therefore, academic misconduct toask someone else to carry out all or some of the work for you, whether paid or unpaid, or touse the work of another student whether current or previously submitted.For further guidance on what constitutes plagiarism, contract cheating or collusion, or any otherinfringement of academic integrity, please read the University’s Academic Integrity andMisconduct Policy. Also useful resources to help with understanding academic integrity areavailable from UNPAC .N.B. The penalties for academic misconduct are severe and can include failing theassessment, failing the module and expulsion from the university.Assessment SubmissionTo submit your work, please go to the ‘Submit your work’ area on the NILE site and use therelevant submission point to upload your report. The deadline for this is 11.59pm (UK localtime) on the date of submission. Please note that essays and text-based reports should besubmitted as word documents and not PDFs or Mac files.Written work submitted to TURNITIN will be subject to anti-plagiarism detection software.Turnitin checks student work for possible textual matches against internet available resourcesand its own proprietary database.When you upload your work correctly to TURNITIN you will receive a receipt which is your recordand proof of submission. If your assessment is not submitted to TURNITIN, rather than areceipt, you will see a green banner at the top of the screen that denotes successful submission.N.B Work emailed directly to your tutor will not be marked.Late submission of workFor first sits, if an item of assessment is submitted late and an extension has not been granted,the following will apply:• Within one week of the original deadline – work will be marked and returned with fullfeedback, and awarded a maximum bare pass grade.• More than one week from original deadline – grade achievable LG (L indicating late).For resits there are no allowances for work submitted late and it will be treated as a nonsubmission.4Please see the Assessment and Feedback Policy for full information on the processes related toassessment, grading and feedback, including anonymous grading. You will also find the genericgrading criteria for achievement at University Grading Criteria. Also explained there are themeanings of the various G grades at the bottom of the grading scale including LG mentionedabove.ExtensionsThe University of Northampton’s general policy with regard to extensions is to be supportive ofstudents who have genuine difficulties, but not against pressures of work that could havereasonably been anticipated.For full details please refer to the Extensions Policy. Extensions are only available for first sits– they are not available for resits.Mitigating CircumstancesFor guidance on Mitigating circumstances please go to Mitigating Circumstances where you willfind detailed guidance on the policy as well as guidance and the form for making an application.Please note, however, that an application to defer an assessment on the grounds of mitigatingcircumstances should normally be made in advance of the submission deadline or examinationdate.Feedback and GradesThese can be accessed through clicking on the Feedback and Grades tab on NILE. Feedback willbe provided by a rubric with summary comments.5Grading rubric Criteria/LOFailPassMeritDistinctionLO1: Critically assess successfactors associated with differentdimensions of strategy.Unsatisfactory knowledge andunderstanding of the theoryunderpinning strategy analysis ofthe organisation, and differentdimensions of its strategy. Weak,incorrect, or lack of application ofrelevant strategic managementtheories and frameworks. Weak,or lack of critical analysis andevaluation.Satisfactory knowledge andunderstanding of the theoryunderpinning strategy analysis ofthe organisation, and differentdimensions of its strategy.Satisfactory application ofrelevant strategic managementtheories and frameworks. Someevidence of critical analysis andevaluation.Good knowledge andunderstanding of the theoryunderpinning strategy analysis ofthe organisation, and differentdimensions of its strategy.Application of strategicmanagement theories andframeworks are correct. Clearevidence of critical analysis andevaluation.Excellent knowledge andunderstanding of the theoryunderpinning strategy analysis ofthe organisation, and differentdimensions of its strategy. Indepth application of strategicmanagement theories andframeworks. Critical analysis andevaluation is of a high standard.LO2: Formulate evidenceinformed decisions aboutrecommended future strategicdirections of an organisation.Unsatisfactory supportingevidence for the argumentspresented. Weak, or lack ofevidence-informed arguments tosupport the strategic growthdirections of the organisation.Weak, or lack of research beyondthe case study.Satisfactory level of supportingevidence for the argumentspresented. Evidence-informedarguments to support thestrategic growth directions of theorganisation needs more critique.Some evidence of researchbeyond the case study.Good level of supporting evidencefor the arguments presented.Evidence-informed arguments tosupport the strategic growthdirections of the organisation arecritical and evaluative. Good rangeof sources are used for evidence.Excellent level of supportingevidence for the argumentspresented. Evidence-informedarguments to support thestrategic growth directions of theorganisation are critical andevaluative. Excellent range ofsources are used for evidence.LO3: Identify, evaluate and selectappropriate strategic options inresponse to context.Unsatisfactory critical analysis andevaluation of the strategic optionsfor the organisation. Weak,incorrect, or lack of application ofstrategic management theoriesand frameworks pertaining tointernal and external analysis, andstrategic growth.Satisfactory critical analysis andevaluation of the strategic optionsfor the organisation. Applicationof strategic management theoriesand frameworks pertaining tointernal and external analysis, andstrategic growth are presented,but better analysis needed.Good level of critical analysis andevaluation of the strategic optionsfor the organisation. Applicationof strategic management theoriesand frameworks pertaining tointernal and external analysis, andstrategic growth are evaluativeand discussed critically.Excellent critical analysis andevaluation of the strategic optionsfor the organisation. Applicationof strategic management theoriesand frameworks pertaining tointernal and external analysis, andstrategic growth are highlyevaluative and discussed critically.LO4: Communicate informationeffectively in a specified format,supporting arguments withpartially-prescribed academicliterature.Academic language is of anunsatisfactory standard. Lack ofclarity in the arguments. Lack ofor inconsistent use of Harvardreferencing format. Information issourced from non-peer reviewedsources or unreliable websites.Plagiarised content is presented inthe report. Poor structure andformatting of the document.Academic language is of asatisfactory standard. Some clarityin the arguments. Minor errors inthe use of Harvard referencingformat. Information is sourcedfrom peer reviewed sources orreliable websites. Adequatestructure and formatting of thedocument.Academic language is of a goodstandard. Good clarity in thearguments and transitionbetween paragraphs and sections.Consistency in the use of Harvardreferencing format. Information issourced from peer reviewedsources or reliable websites. Goodstructure and formatting of thedocument.Academic language is of anexcellent standard. Excellentclarity in the arguments andtransition between paragraphsand sections. Consistency in theuse of Harvard referencingformat. Information is sourcedfrom peer reviewed sources orreliable websites. Excellentstructure and formatting. 6Sample report formatThis sample is only for guidance and not intended to be prescriptive.Executive summaryIntroductionSet the scene: background information, relevant facts, overview of the situation, and key issues.Main body (don’t use this as a title)Critically analyse and evaluate the issues/assessment tasks.Apply relevant theories and frameworks.Draw supporting evidence from academic and practitioner sources.Main body may be divided into sub-sections with relevant sub-titles.ConclusionSummarise main findings from the preceding analysis and evaluation.RecommendationsRecommendations should be in line with your analysis and findings.May be separate or within conclusions.ReferencesList of sources referred to in the report, presented in alphabetical order.References should be in the Harvard format.AppendicesA compilation of supplementary and illustrative material.Do not include items that are not mentioned in the report. Tables, charts, graphs and diagramsmay be included within the report or added in the appendices. All illustrations should be clearlylabelled and numbered, and referred to in the report.Appendices do not add to the overall word count.
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