Marketing-QA43 Online Services
Competitive Strategy & Innovation
Purpose of the Assessment
The purpose of this assignment is to
a) test the student’s knowledge of the core concepts, models and frameworks taught in the module and relevant to the strategy process
b) allow the student to apply their learning in the module to date in a case study analysis and to present their findings in a high level report format
Assessment Task
1. In what ways has Jeff Imelda redirected the strategy of GE? (25%)
2. To what extent is the strategy aligned with
a. The requirements of the 21st century business environment? (30%)
b. GE’s resources & capabilities?
3. What organisational changes has the new strategy necessitated? Will GE be able to successfully execute the new strategy? (20%)
What alternative strategies should GE consider?
Assessment Breakdown
The percentages above indicate the weighting given to each section.
Assessment Guidance
You will be expected to read the case several times to make sure you understand the context, grasp the detail and then review the key elements using the core strategy models to go through the strategy process, drawing on evidence from the case to support and justify your views.
Assignment Format: GE Case – Report
• Cover Page
• Table of content with page numbers
• Table and abbreviations used (if any)
• Executive Summary (Half page: summarizes conclusion & contents)
• Introduction (about GE generally)
• Analyze and address questions
• Paragraph headings & subheadings
• limited use of bullet points & fonts
• Don’t use many fonts
• Use relevant academic models and References
• Support your ideas (case and journal articles
• Recommendation, conclusion and References
General Advises
• Carefully read the case study and read the assignment questions
• Start writing as an MBA elements with
• Focus on the topic
• Clear & chronological
• Paragraph headings and subheadings (w/numbers: 2; 2.1 ..etc)
• Use Academic jargons
• Be analytical (not descriptive) i.e. use relevant academic models and theories and always draw on the results of your previous analysis
• Support your ideas with evidences from the case and journal articles using Harvard Referencing (in-text & bibliography)
• Make sure you reference the used core models
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Learning Outcomes
The learning outcomes being addressed through this assignment are
Knowledge and Understanding
a) Identify, critically appraise and select strategies for organisations operating within domestic and international contexts.
b) Critically evaluate strategies linked to responding to external environments (fit strategies) and contrast them to strategies linked to core competencies (stretch strategies).
c) Recognise, consider and address macro-economic trends in a changing world and their impact on business whilst evaluating competitive, organisational and ethical values.
Subject Specific Skills
d) Be able to apply the concepts of strategic planning to current organisations and conduct an environmental and competitor analysis of a given organisation or industry, including within an international or global marketplace.
e) Develop appropriate policies and strategies within a changing environment for a variety of organisations, to meet stakeholder interests.
Key Skills
f) Develop and demonstrate key communication and time management skills.
h) Demonstrate critical thinking and creativity: engage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise alternative strategies and choices.
Harvard referencing system is used at all times for the recording & citing of all academic theory. It is an important academic skill & principal to follow & observe. Students must familiarise themselves with Harvard referencing & make the time to understand & apply it.
Assignments should be accurately and appropriately referenced. Marks may be deducted for poor or inadequate referencing. The work submitted must be authentic and original, in other words, the assignment should be your own work.
Product code:Marketing-QA43
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