Models of Internal and External Environment Analysis

Business Report

2,000 Word limit (additional 10% allowance to max 2,200 words – excluding references and appendices).  Marks and feedback are available via Canvas within 15 working days.

Relevant Module Learning Outcomes

• Apply and analyse the competitive environment in which a business operates.
• Analyse and evaluate a need for change within business.

Coursework Brief

You work for a firm of management consultants, Davies Keeley Ltd, who have been approached by a number of client companies looking for support in formulating their strategic plans. The companies wish to understand the current environment in which they are operating, including external factors and internal capabilities.  They also wish to understand how these areas could influence potential future developments.

You are required to produce a corporate appraisal report of companies that have approached Davies Keeley Ltd:

• Bentley Motors Ltd

Your analysis should show evidence of recent research and use relevant models to assess the internal and external environment within which the organisation operates.  The results of this research should be presented as a SWOT analysis.

Through your analysis above, recommend a potential area for change that the organisation could pursue to develop competitive advantage.

COURSEWORK MARKING SCHEME

I am looking for a piece of work which:

• Uses appropriate models to conduct a corporate appraisal that analyses the company’s business environment and its internal capabilities.
• Based on the corporate appraisal, identifies a current trigger for change and makes recommendations to the company how this may be developed strategically to aid competitive advantage.
• Includes evidence of relevant research using current journals, textbooks, news sources, industry reports etc.
• Includes discussion of the limitations of the study.
• Includes your own analysis and opinion.
• Is well structured, uses good vocabulary and has accurate grammar and punctuation.
• Is fully and accurately referenced using Harvard Referencing.

Allocation of Marks

• Structure and presentation of report – 10%
• Clarity and application of relevant models and analysis – 50%
• Depth of content and research – 25%
• Spelling, punctuation and grammar – 5%
• Relevance and quality of references – 5%
• Use of Harvard Referencing – 5%

Marking of assignment:-

A mark of 70%+ is likely to represent work which:

• Contains a thorough and in depth analysis of the company selected
• Uses a range of appropriate models to conduct a detailed and systematic corporate appraisal and to frame discussion of competitive advantage.
• Has comprehensive and wide-ranging research into the subject matter using a range of credible sources to support points made
• Has recommendations which are fully supported by your research and include your own opinion
• Is well presented and has a logical and coherent structure and is in an appropriate format
• Demonstrates excellent writing skills with very few errors
• Has been fully referenced using the Harvard referencing style

A mark between 60 – 69% is likely to represent work which:

• Contains a very good analysis of the company selected
• Uses appropriate models to conduct a detailed corporate appraisal but there may have some omissions.
• Has significant research into the subject matter using credible sources to support points made
• Has recommendations mainly supported by your research and contains some of your own opinions
• Is well presented and has a logical and coherent structure and is in an appropriate format
• Demonstrates good writing skills with some errors
• Has been fully referenced using the Harvard referencing style

A mark between 50 – 59% is likely to represent work which:

• Contains only a partial analysis of the company selected
• Uses a limited number of models to conduct the corporate appraisal, which may have some omissions.
• Has evidence of some research but this may be limited
• Has sensible recommendations which are drawn from what has been written earlier
• Is adequately presented and has a structure which lack some coherence but is in a suitable format
• Demonstrates good writing skills in places, but with some errors
• Has been referenced using the Harvard referencing style in places

A mark between 40 – 49% is likely to represent work which:

• Contains a limited analysis of the company selected
• Fails to use relevant models appropriately to conduct the corporate appraisal
• Displays little evidence of research or further reading
• Has recommendations which are weak and not necessarily supported by what has been written earlier
• Has a weak structure and poor presentation
• Demonstrates writing skills of a reasonable standard but with several errors
• Is poorly referenced

A mark below 40% (i.e. a fail mark) is likely to represent work which:

• Demonstrates poor understanding of the requirements of the assignment
• Contains very little analysis of the company selected, failing to use relevant models to conduct the corporate appraisal
• Displays little or no further reading
• Has inadequate recommendations which are not supported by what has been written earlier
• Is poorly presented and lacks structure and coherence
• Demonstrates poor writing skills
• Is poorly referenced or uses sources without acknowledgement