MGT9706M Strategy in Context
Individual Assignment
Due 25th May 2023 at 12-noon
3,000 words
ASSIGNMENT TASK
The second assessment on this module is a 3,000-word individual report based on the Alphabet’s Google case study available on Blackboard.
Imagine that Google’s Board of Directors has employed you as a consultant to assess the company’s overall situation and recommend a set of actions to improve the company’s future prospects. Please prepare a report to the BoD that includes:
the pros and cons of Google’s strategy,
an assessment of Google’s competitive position in the different industries in which it compe
an evaluation of Google’s performance,
an assessment of Google’s portfolio of businesses,
the use of at least 4 strategy tools,
your outlook and suggestions for Google’s future performance and its prospects for revolutionizing the industries the company is in.
To write your report, you are required to analyse your company’s strategy using the concepts (Lectures, Seminars, Webinars, Textbook and Additional Readings) learned in class.
Presenting your analysis of the Google’s strategy in 3,000 words is a difficult task and should not be underestimated. It is strongly advised that you use figures, tables and diagrams to help you present your findings clearly and economise on words. Also, the key here is not to repeat the information from the Case Study provided to you, but to interpret them and present your own critical evaluation of the situation Google is facing.
GUIDANCE ON YOUR ANALYSIS
To guide your analysis and writing of the report you might want to use one, or more, of the frameworks we are using in class for strategy in Context or the following list of questions, which should shed light on what kind of analysis you are expected to perform to write your report. It is important you use the either the strategy Diamond framework or AFI Strategy Framework and four or more models and techniques.
Questions to guide your case study analysis
The following questions can help you in clarifying which aspects to touch in your report. A good report is expected to answer each question. However, the report should not be structured in the forms of answers to those questions. The questions are only meant to give guidance on where to focus your attention and guide your work on the assignment.
What are the key elements of Google’s strategy?
Which one of the five generic competitive strategies discussed most closely approximates the competitive approach that Google is employing?
What is your assessment of Google’s performance? You may use the financial ratios in the Appendix of the text (You can conduct 3 years independent research based on Google’s 3 years Annual report).
What are the issues/problems Google’s top management team need to address? Are they the same in each industry or differentiated?
What, if any, changes/adjustments in Google’s strategy would you recommend?
FORMAT
3000 word (+/- 10%) written assignment, excluding any exhibits, tables and figures, excluding title page, eventual reference list, and table of contents.
References should be presented in the Harvard Style format.
A standardised template for the final report is provided at the end of the assignment brief.
ASSIGNMENT STRUCTURE
As Postgraduate student, you are free (and expected) to independently choose the structure you prefer to layout the report and you will be assessed also on whether the structure you chose is fit for the purpose of the report. Remember, you are a consultant hired by Google who is asked to provide a report with certain characteristics. It is your task to layout a report that is concise, exhaustive and clear. Please find below general structure:
Executive summary
This section should summarise the objective of the report, how you went about your analysis and discussion, your main findings and any key recommendations/issues that your report has identified.
Introduction
This section should summarize the remit of the essay and how the analysis has been conducted (typically it addressed the 5 Wh questions).
Main body of the report
CASE Analysis
A significant part of your essay will be devoted to undertaking an analysis of Google’s plc using the CASE analytical framework:
Context (C)
Situation (S)
Problems (P)
Solutions (S)
Recommendation/conclusion
This section should provide strong recommendation for Google’s future strategy to have and gain competitive advantage in the marketplace. You should draw on any relevant evidence from the Annual Reports and Financial Statements to substantiate your discussion.
Appendices
This section should contain frameworks and techniques that can not put into the main assignment contents.
References
This section should contain a list of all references (in alphabetical order) that you have specifically referred to in your assignment. Please ensure that all references are referenced using the Harvard style1
Carry out original research: Your analysis should be based on data that are provided to you in the Case Study. However, you may wish to carry out original research to include more data in your analysis. If you choose to do so, you need to be careful to collect data that are consistent with the timeframe of the case study.
SUBMISSION
25th May 2023 at 12-noon
Submission via Turnitin.
MARKING CRITERIA
The primary areas that the assignment will be marked against are:
Analysis
Critical evaluation
Structure
The following are the marking guidelines as per the School regulations.
|
Overall result |
Marking Criteria |
|
|
Distinction 70%+ |
70-79% 80-89% 90%+ |
Excellent work that will: display a full understanding of area of research and mastery of a significant body of data use full range of sources, used selectively to support argument provide a coherent and strong argument display originality in analysis and subtlety of interpretation be exceptionally well written and presented present the possibility of publication. High quality throughout with an excellent understanding of the subject. Showing insight and potential for publication with some revisions. Exceptional insight and of publishable quality. |
|
Merit 60-69% |
60-64% | |
65-69%
The work will:
display effective use of main materials, going beyond the standard secondary sources
present coherent and concise argument of complex concepts
present independent and critical evaluation of a range of theories
show some evidence of originality
be written and presented to good academic standards.
Well-developed argument and evaluation.
Approaching excellence in some areas.
Pass
50-59%
50-54%
55-59%
The work will:
display a sound knowledge of principal materials relevant to area of study
present a logical structure, though this may not be fully thought through
display some capacity to critically reflect or analyse
be unlikely to show evidence of originality
be presented and written to adequate academic standards.
Generally accurate and sound understanding of area of study.
Approached good pass standard in several areas.
Fail
<50
40-49%
30-39%
<30%
Many of the basic materials will be present but the work will be lacking in other areas, such as,
key information sources and content which will be limited
unsophisticated use of key sources
poorly structured and sustained argument displaying limited knowledge
conceptual understanding, as exemplified in critical evaluation is poor.
defects in presentation
Overall knowledge limited and poorly presented.
Very poor knowledge of subject and weak understanding of issues.
Deeply flawed, containing fundamental mistakes.
Further information: University Marking and Grading Policy
ASSIGNMENT TEMPLATE
Please use the assignment templated provided below.
MGT9706M
Strategy in Context
Individual Final Assignment
Name:
ID:
Word count:
Submission date:
Seminar Tutor: