The coursework requires you to create a 10 to 15-minutes video in length and a reflective document summarising the competitive strategy lessons you or the group has learnt from undertaking it. You will be marked on the content of your video and reflective document, as well as your ability to present the evidence effectively and in a coherent manner.
The coursework is due on 27 October 2021 before 12pm (UK), 3pm (Dubai) and 7pm (Malaysia).
The following companies and their associated product lines/ranges will be the focus of your coursework, so please select one.
Please note that you are free to change the company and market focus for the above listed companies. However, please email John Sanders or your campus course leader if you want to choose another company and product line/range outside those listed. The reason for obtaining clearance is to make sure that your company possesses sufficient information to put together a viable piece of coursework.
Please follow the steps outlined below to make sure your video contains the correct information for examining the challenges and strategic options confronting your selected company and its product line or range.
Please state in the video why this is a favourable or unfavourable comparison for the company’s product or range being investigated. For example, if it is an unfavourable match, this would suggest that the company needs to take further actions to either strengthen its position (increase or change its advertising, introduce quality improvements, increase R&D expenditure etc) or maybe drastically change competitive stance.
The second map should employ other variables for its axis to determine other differences or similarities between your company and its rivals. Like the first map, you should discuss what the map reveals about your company’s product or ranges compared to the competition. It may provide clues for further actions that need to be undertaken by the company going forward. For both maps, please inform the marker within the video the source of the data used for each axis, if possible, rather than employing your own subjective opinion.
Further details about creating and submitting your video and reflective document will be discussed in the course online live learning sessions.
Remember your coursework should be uploaded to Canvas and Microsoft Stream on the 27 October 2021 before 12pm (UK), 3pm (Dubai) and 7pm (Malaysia).
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