Assessment Brief – Postgraduate

Module Code: NX0474

Module Title: Strategic Management for Competitive Advantage

Hand in Date: See Blackboard
Distributed on: Week 6

Further information about general assessment criteria, ARNA regulations, referencing and plagiarism
can be found on the module’s site on the e-Learning Portal. Students are advised to read and follow
this information.
This assessment includes group work and/or peer assessment or evaluation. It is important that
students familiarise themselves with protocols for these activities and follow these during the course of
the assessment. The document can be found on the module’s site on the e-Learning Portal.

Introduction
You will participate in a business simulation exercise (“Business Game”) based on the European Car
Industry. The purpose of the exercise is to give you the opportunity to use the learning from the four
functional areas (marketing, finance, human resources and operations management) to simulate the
setting up and running of a business which is competing for market share.

In Week 5, you will attend an introductory lecture which will explain the objectives of the simulation
and the process for making decisions. In the seminars, which begin in Week 6, you will be divided into
teams of 5-6 students. Each team has to set up a car manufacturing company, design two cars and
sell these to the market. The teams within each seminar group will compete with one another for
market share. The objective for each team is to maximise the shareholder value of their
company at the end of four decision rounds – Week 11.

Information on the market together with cost data will be posted on Bb in Week 5. Each team should
read this information carefully and use it to establish a business strategy. In Weeks 7 to11 the teams
will make a set of decisions each week to be submitted online. The results, in the form of computer-
generated reports, will be available online later in the week.

The Business Game seminars in Weeks 7-10 will take the form of shareholder meetings. Each team
will make a short presentation reviewing the performance of their company in the previous round and
identifying key areas where the performance and management of the business can be improved.

In order to complete the assessment detailed below, it is essential that each student keeps a
detailed record of the team meetings, the decisions made, the rationale for these decisions and
their own role as a member of the team. Non-attendance at seminars will be penalised.

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Assessment Brief – Postgraduate

Assignment A (20% of module mark)

Each team will submit a group report on the Round 1 decisions with the following sections:
1. Peer assessment form with the names and signatures of all team members (see final page of
this brief). [10%]

2. The team’s business plan for Round 1 (word limit 1,500 words) as follows: [60%]
a. Mission statement – what is the purpose of your company?
b. Business Objectives – measurable targets for the end of Round 4 (e.g. market share)
c. Chosen market segments with brief descriptions of target customers and your
marketing strategy
d. Your competitive strategy – why will people buy your cars rather than those from other
companies?
e. The rationale underlying the choices of designs, options and R&D
f. The rationale for the prices charged for each car
g. The rationale for production/HRM decisions such as investment in automation

3. An appendix containing minutes of the team meetings that took place up to the submission of
the Round 1 Decision. These should show attendance, topics discussed, an outline of the
team discussion of each topic, the decisions made (and how they were made) and actions
agreed. As a guide, each meeting is likely to require at least one full A4 page. [30%]

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Assessment Brief – Postgraduate

Assignment B (60% of module mark)

Each student will submit an individual report (word limit 5,000 words). This report will consist of the
following sections laid out EXACTLY as follows:
1. Front page, with your name, ID, Seminar Group number, Team number and word count.

2. Contents (with page numbers)

3. Introduction: A brief (maximum 50 words) statement of the business objectives (from

Assignment A) and a brief (maximum 100 words) summary of the company performance
during the game and how far you succeeded in meeting the business objectives; a table
showing total sales, total unsold stock, shareholder funds, closing bank balance and
outstanding loan at the end of each of the four rounds. These figures should be in £m, to
the nearest £1 million.

4. Company Performance: A clear analysis and explanation (2000 words) of what happened
during the game supported by graphs/tables of key financial and non-financial data for the
company. [45%]

Guidance: It is important to show that you now fully understand what happened during the
game – even if you didn’t understand during the game. To so do, you MUST start with the
Round 1 forecast of key performance measures (KPMs), compare the Round 1 results with
the forecast, explain the differences in detail, and the key issues that arose. Go on to explain
the rationale for the Round 2 decisions, what these were, then present the Round 2 forecast.
Follow this approach for all four rounds. You should then comment on the trends in KPMs
over the game. The KPMs should include as a minimum production, sales, gross margin,
unsold stock, post-tax profit, net cash position and market share. It is suggested that you
discuss suitable KPMs with the tutors for each of the four functional areas. Effective
comparisons with competitors (where possible) will earn additional marks.

5. Learning: A critical reflection (2000 words) on how the team used the financial, marketing,
operations and human resources management material taught during the semester to make
responsible business decisions affecting at least one stakeholder group internal to the
organisation and at least one stakeholder group external to the organisation. [45%]

Guidance: For each of the decisions, explain how you made the decisions during the game.
Looking back, discuss how you could have made better decisions by making better use of the
material taught during the semester, particularly how the functions integrate and how the
decisions act in the best interest of the individuals, groups or organisations affected.
Include citations within the text to refer to relevant readings covered in class.

6. Conclusion: An evaluation (150 words) of the extent to which your organisation met the key
strategic objectives set out in part 3 above, with an indication for the reasons these objectives
were fully met, partially met or not met at all.

7. Team Performance: A critical evaluation (700 words) of the performance of the team and a
personal reflection on your role in the team [10%].

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Assessment Brief – Postgraduate

Guidance: Discuss, for example, the organisation of the team, the effectiveness of the
decision-making process, and the roles played by individuals including leadership. How
effective was your contribution to the team? What did you learn from the game about effective
teamwork and decision making? What would you do differently if you played the game again?
It is important to go beyond simply “telling a story” and to make use of relevant material from
the Semester 2 Residential and the Developing Self module. Make use of the meeting logs
that you kept during the game. Do not talk about the specific areas of contribution, e.g. how
you made financial or marketing decisions, but how you developed as a team member and
how you would approach a similar exercise differently should such an opportunity arise.

8. References: Remember that all sources cited in the assignment should appear in the
reference list.

9. Appendices (not more than 6 pages). These should be used for supporting data and can
include tables and graphs. However, Section 4 should include graphs of key data to support
the explanation of performance. Key graphs and tables should appear in the body of your
work.

Assignment C (20% of module mark)

Provide an individual (1500 words) critical evaluation of the organization sustainability and CSR,
alongside the financial performance of a major international corporation of your choice.

Guidance: Refer to the lectures provided in the Strategy component of the module where you
covered responsible decision making, considering areas such as the concept of the triple
bottom line, expectation of the chosen organisation in terms of CSR and how these decisions
are underpinned in terms of an organizational sustainability agenda. You should also consider
how the company executes its Corporate Governance. In terms of financial performance,
consider the key financial statements provided by the organisations and consider these in
absolute terms alongside the use of a manageable number of financial ratios.

References: Remember that all sources cited in the assignment should appear in the
reference list.

When submitting Assignments B and C, submit as two separate pieces of work.

Marks will be deducted for reports that do not conform to the structure above and which fall
below the presentation and writing standards expected for a professional report.

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Assessment Brief – Postgraduate

Submission of Assessment:
Both assignments should conform to the following specification:
 Word-processed in Arial 11pt, 1½ spacing
 Each section should start on a new page
 Pages should be numbered
 Assignments B and C should be submitted as two separate documents.

All three assignments must be submitted online via the Turn-it-in submission link found in the
‘Assessment’ tab on the left hand menu of the module’s dedicated blackboard site. You should include
the Seminar Group number and Team number on the form.

Word limits and penalties for assignments

If the assignment is within +10% of the stated word limit no penalty will apply.
The word count is to be declared on the front page of your assignment. The word count does not include:
 Title and
 Reference list  Appendices
Contents page  Appropriate tables,
 Quotes from figures and
 Glossary  Bibliography interviews and focus illustrations
groups.
Please note, in text citations [e.g. (Smith, 2011)] and direct secondary quotations [e.g. “dib-dab
nonsense analysis” (Smith, 2011 p.123)] are INCLUDED in the word count.
If this word count is falsified, students are reminded that under ARNA page 30 Section 3.4 this will be
regarded as academic misconduct.
If the word limit of the full assignment exceeds the +10% limit, 10% of the mark provisionally awarded
to the assignment will be deducted. For example: if the assignment is worth 70 marks but is above the
word limit by more than 10%, a penalty of 7 marks will be imposed, giving a final mark of 63.

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Assessment Brief – Postgraduate

Mapping to Programme Goals and Objectives:

This assessment will contribute directly to the following Postgraduate programme goals and
objectives.

Goal One: To develop the skills necessary for employment and career progression

1. Demonstrate awareness of personal strengths and weaknesses and the ability to engage in
continuing self-development.

2. Demonstrate the development of inter-personal and intra-personal skills.

3. Demonstrate competence in contemporary analytical and ICT applications.

Goal Two: Be culturally and ethically aware

x 1. Demonstrate their ability to work in culturally diverse groups and teams and make
appropriate and personal contribution to team effectiveness.

2. Reflect on their own ethical values.

x 3. Understand the wider impact of individual or organisational decision making on social and
environmental contexts.

Goal Three: Have developed leadership and management capability

1. Analyse and communicate complex issues effectively.

2. Demonstrate decision making, problem solving and project management skills.

Goal Four: Have developed and applied knowledge of international business and management
theory

x 1. Acquire, interpret and apply knowledge of international business, management and

organisational functions.

2. Demonstrate an understanding of the impact of innovative and contemporary research on

the business and management community.

3. Acquire, interpret and apply specialist functional knowledge in relation to their programme
of study (specialist programmes only).

Goal Five: Have developed a range of research skills and project capabilities

1. Plan and complete a major piece of research or project on a contemporary business,

financial, management or leadership topic.

2. Demonstrate skills of analysis and synthesis in the application of research methods to the
exploration of contemporary business and management issues.

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NX0474

Assignment A Feedback Group/Team ………….. Programme and Campus: ……………………………………………

Criteria Scales
0-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-100%
Standard Not Standard Not Meets Meets Exceeds Exceeds Exceeds
Met 1 Met 2 Standard 2 Standard 2 Standard 1 Standard 2 Standard 3
Completely insufficient Insufficient rationales Adequate rationales Good rationales for Very good rationales Excellent rationales Outstanding rationales
or missing rationales for most areas listed a for most areas listed a some areas listed a to for most  all areas for all areas listed a for all areas listed a to g
Section 2 Rationales listed a to g in the group to g in the group to g in the group g in the group listed a to g in the to g in the group in the group assessment
assessment brief assessment brief assessment brief assessment brief group assessment assessment brief brief
brief

[0 - 23] [24 - 29] [30 - 35] [36 - 41] [42 - 47] [48 - 53] [54 - 60]

The meeting notes do The meeting logs are Meeting logs are Good, a majority of Meeting logs are very Complete, Complete and
not explicitly present insufficient. Vague, a adequate. Though the listed areas good. Mostly complete excellent detail outstanding detail
Section 4 Meeting logs many of the decision significant proportion of there is missing data presented in the across the listed areas across the listed covering all of the areas
areas and are the decision areas not and some of the meeting notes areas of decision of decision making in
completely insufficient. documented. decision areas are not making the assessment brief a
documented. to g

[0 – 11 ½ ] [12 – 14 ½ ] [15 – 17 ½ ] [18 – 20 ½ ] [21 - 23½] [24 – 26 ½ ] [27 - 30]

Overall Comments The business plan is The standard of The business plan is The quality of The business plan is An excellent An outstanding business
completely insufficient. presentation and adequate, but there presentation is good very good and easy to business plan plan which is easy to
The student failed in writing is likely to be are weaknesses in and fairly easy to read. Reasonable which is easy to read and is presented to
addressing the less than would be presentation and follow. Good rationales for most  read and well-laid the highest standard.
rationales requested (a- expected for a writing. Adequate rationales for some all areas listed a to g in out. Excellent Outstanding rationales
g). The meeting notes professional piece of rationales for most areas listed a to g in the group assessment rationales for all for all areas listed a to g
are also completely work. The business areas listed a to g in the group assessment brief. The meeting logs areas listed a to g in the group assessment
insufficient, failing to plan presents the group assessment brief. Good quality are also of a very good in the group brief. Complete and
explicitly acknowledge insufficient rationales brief. Meeting logs are meeting logs, with a standard, mostly assessment brief. superb detail covering
many of the decision for most areas listed a adequate. However, majority of the listed complete across the Meeting logs are all of the areas of
areas. to g in the group there are is missing areas presented in listed areas complete, with decision making in the
assessment brief. data and a number of the meeting notes. great detail across assessment brief a to g
The meeting log is also the decision areas not the listed areas of
insufficient, with a documented. decision making
significant proportion of
the decision areas being
vague or not
documented. [45 - 53] [54 - 62] [63 - 71] [72 - 80] [81 - 90]
[0 – 35]

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NX0474

[36 - 44]
Assignment B Feedback Group/Team ………….. Programme and Campus: ……………………………………………

Criteria Scales
0-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-100%
Standard Not Standard Not Meets Meets Exceeds Exceeds Exceeds
Met 1 Met 2 Standard 2 Standard 2 Standard 1 Standard 2 Standard 3
Goal 4 Objective 1 Very poor choice of Tells a story but does Adequate explanation Good explanation of Very good discussion Excellent Outstanding discussion
measures and goes little not convey real which shows performance – with sound analysis discussion of all of all key measures
Acquire, interpret and beyond tables/graphs so understanding, it is reasonable student clearly which covers most key measures which shows sound
apply knowledge of completely insufficient insufficient in its lack of understanding of a understands what areas and shows which shows sound understanding of
international business, in terms of analysis. In linkage between basic range of happened but misses clearly the links understanding of strategy, decisions,
management and terms of understanding, measures and/or poor performance some key measures between decisions, strategy, decisions, forecasts and outcomes
organisational completely insufficient choice of measures. measures, not very and/or links. Good forecasts and forecasts and using an extensive range
functions evidence is shown. Does not make use of well linked, at best use of data. outcomes. Makes very outcomes using a of data.
game data in a adequate. good use of data on wide range of data.
sufficient way. competition.

[0 – 17 ½ ] [18 – 22] [22 ½ – 26 ½ ] [27- 31] [31 ½ – 35 ½ ] [36 – 40] [40 ½ – 45]

Goal 2 Objective 3 Almost no links between Links not properly made Student is able to Good evaluation Very good critical Excellent critical Outstanding critical
learning and the and/or a very limited make adequate links although limited in evaluation of the evaluation of the evaluation of the
Understand the wider simulation, range of topics between some range. Application of decision based on decisions decisions demonstrating
impact of individual or demonstrating mentioned, therefore elements of the learning is good but learning from rest of demonstrating significant application of
organisational decision completely insufficient insufficient decisions and the interdependence of module. Some thorough learning from the rest of
making on social and learning. No evidence understanding learning but the functions not appreciation of application of the module and an
environmental the student attended demonstrated. Little adequate evaluation recognised, the functional learning from the extending
contexts any classes or evidence that the tends to be nature of interdependence. rest of the module understanding of
understands how student has made any strengthened. responsibility in and an responsible decision
decisions are made use of the learning and decision making understanding of making. Clear and
responsibly hence is insufficient in needs to be responsible significantly articulated
completely insufficient demonstrating this use strengthened. decision making. appreciation of the
understanding of its role of learning. Clear appreciation interdependence of
or importance. of the functions.
interdependence
of functions.

[0 – 17 ½ ] [18 – 22] [22 ½ – 26 ½ ] [27 – 31] [31 ½ – 35 ½ ] [36 – 40] [40 ½ – 45]

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NX0474

Performance of self Performance described The performance is There is an adequate The evaluation is There is a very good There is an There is an outstanding
and team but far too brief and described but contains evaluation although good but requires evaluation of both excellent critical critical evaluation of the
completely insufficient insufficient evaluation tends to lack analytical greater critical team and self evaluation of the team and the role of
to be useful. and the accompanying rigour. There is thinking. There is (student) but use of team and the role you as the individual
analysis of self and adequate detail to adequate application DGMC I material has of you as the within this, making
team is insufficient. understand how team of the academic the potential to be individual within extensive and rigorous
and performance material presented in either extensive or this, making use of material from
functioned. module DGMC I. rigorous extensive use of Residential and module
material from Developing Global
Residential and Management
module Developing Competencies I (DGMC
Global I)
Management
Competencies I
(DGMC I)

[0 – 3] [4] [5] [6] [7] [8] [9-10]

Overall Comments The report has serious Although reasonable The report is The quality of The report is very good An excellent report An outstanding report
weaknesses. The understanding is adequate, but there presentation is good and easy to read. All which is easy to which is easy to read
student is completely shown, the report fails are likely to be and fairly easy to the key points are read and well-laid and is presented to the
insufficient in in at least one major weaknesses in follow. The student there with a good level out. The student highest standard. The
demonstrating that aspect to convey an presentation and has been selective in of discussion. There is demonstrates student demonstrates
he/she understands appreciation of the link writing. An adequate choosing key data to clear critical thinking mastery of the mastery of the module
what happened in the between strategy, understanding of what discuss. The student demonstrating module material material and
simulation and has been decision-making and happened in the shows good awareness of how and appreciates demonstrates a full
unable to use the performance. The simulation is evident, understanding of how decisions affected the links with understanding of the
learning from Semester standard of but the linking decisions in each performance and how performance and links with performance
1 in an effective way. presentation and together of strategy, functional area have the organisation met the decision- and the decision-making
This covers all aspects of writing is likely to be decision-making and affected its objectives. Team making process. process. The level of
the assessment, the less than would be performance is performance, and self contributions The level of critical critical thinking is
simulation and the team expected for a limited. The adequate although there is is typically very good in thinking is outstanding. This also
and individual inputs. professional piece of evaluation of the team probably more scope its evaluation, making excellent. This also extends to the
work. The decision and the role of you as for being evaluative, use of external extends to the assessment of the
making evaluation and an individual within this extending to the material from the assessment of the individual and the team.
the assessment of self this team may likely assessment of the programme. individual and the
and team is also likely have the same gaps in team and your role team.
to be at best evaluation. within this.
descriptive.

[0 – 39] [40 – 49] [50 – 59] [60 – 69] [70 – 79] [80 – 89] [90 – 100]

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Postgraduate Goals and Objectives

Not Achieved Achieved Exceeded

Goal 2 Objective 3
Understand the wider impact of individual or organisational decision
making on social and environmental contexts □ □ □

Goal 4 Objective 1
Acquire, interpret and apply knowledge of international business,
management and organisational functions □ □ □

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Assignment C Feedback Name ………………………………………….. Programme and Campus: ……………………………………………

Criteria Scales
0-39% 40-49% 50-59% 60-69% 70-79% 80-89% 90-100%
Standard Not Standard Not Meets Meets Exceeds Exceeds Exceeds
Met 1 Met 2 Standard 2 Standard 2 Standard 1 Standard 2 Standard 3
Overall Comments A completely insufficient Insufficient answer. This task is of pass Good answer. Each of A very good answer, An excellent An outstanding answer
answer. A number of There are a number of standard. Most areas the areas is covered covers each of the answer covering covering each of the
clear gaps in the clear gaps in the covered adequately, in a critical and required areas, is each of the required areas, is critical
response across the response across the there is some evaluative way. critical and evaluative required areas, is and evaluative and
listed subject areas, listed subject areas. evaluation, but there However, there is and demonstrates a critical and demonstrates a level of
most of the areas are Most of the areas are is a necessity to be potential to consider level of wider reading evaluative and wider reading beyond
not covered, some or not covered, some or more critical rather stakeholders in a beyond the core demonstrates a the core literature of
more of the areas are more of the areas are than descriptive. broader sense than literature of the level of wider the module and the
covered in completely covered in insufficient that presented and module and the reading beyond the assessment considers
insufficient detail at the detail at the descriptive the supporting assessment considers core literature of the perspective of
descriptive level and the level and the evidence literature could be the perspective of the module and multiple stakeholders.
evidence of wider of wider reading is non- from a wider base. multiple stakeholders. the assessment
reading is non-existent existent to limited. considers the
to limited. perspective of
multiple
stakeholders.

[0 – 39] [40 - 49] [50 – 59] [60 - 69] [70 - 79] [80 - 89] [90 - 100]

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NX0474

NX0474 – Strategic Management for Sustainable Competitive

Advantage

Business Simulation Exercise

Cover Page for Assignment A

Seminar Group Number …………………………………………………..

Team Number and Name …………………………………………………..

A mark out of 10 should be awarded to each team member indicating his/her contribution to
the Round 1 decision and this assignment. The marks indicated below should be agreed by
all team members. In the event of disagreement, please inform the module tutor.

9-10 Full attendance and participation in team discussions

7-8 A small number of meetings missed, generally good participation in discussions
5-6 Several meetings missed, limited participation in team discussions
3-4 Most meetings missed, hardly any participation in discussions
0-2 Almost no meetings attended, almost no involvement with the team at all

We, the members of the above team, agree that marks below reflect the contributions made
by each of us to the Round 1 decisions and Assignment A.

Mark
Name ID Signature
(out of 10)

*****Reminder: Non-attendance at seminars and team meetings will be penalised!*****

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