STRATEGY AND DECISION-MAKING

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Assessment Brief
Module Name: STRATEGY AND DECISION-MAKING
Module Code
Level
Credit Value
Module Leader
STRM085
7
10
Tiju Kodiyat
Assessment title:
Case study report
Weighting:
100%
Submission dates:
Please see NILE under Assessment Information
Feedback and
Grades due:
Please see NILE under Assessment Information
Please read this assessment brief in its entirety before starting work on the Assessment Task.
The Assessment Task
Write a management report (2000 words) on the following tasks that are based on the case
study ‘Adnams: a local company’ and the scenario below. Case study is available in the
Assessment Information section in NILE.
Scenario:
“The Adnams drinks business has seen good growth in recent years in its sales to supermarkets
and shops (‘Take Home’ business). The dominant element of Adnams’ drinks sales remain sales
to pubs and other on-trade outlets, and the closure of these outlets from 23rd March until
beyond the first half of 2020 had a serious impact on its business. Socialising became heavily
restricted, and pubs were required to close their doors because of the Covid-19 pandemic. As
at the end of February 2020, beer volumes were running just under 3% behind previous year,
but March sales were 25% behind and April 34%. The on-trade business became restricted to
small deliveries to pubs running a takeaway operation. Adnams saw very strong growth in their
Take Home sales where April volumes were ahead of 2019 by 57%. In the first half of 2020,
volumes in Take Home were ahead by 25%, whereas overall beer volumes were down by 25%.
These numbers compare to industry volumes which show the total beer market down by 15%,
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cask ale sales down by 62%, and sales of premium bottled ales up by 19%.” (Chairman’s
Statement, Adnams PLC Interim Accounts 2020).
You are hired as a business consultant to evaluate the prospects of business growth, and
provide recommendations to the top management team of Adnams on how to move forward
in the current economic climate. Prepare a report on the following to be submitted to Adnams
top management.
1. Based on an analysis of the current external and internal environment, critically evaluate the
strategic options, and the extent to which Adnams is capable of supporting these options.
2. Critically analyse the competitive and growth strategies of Adnams. How can the company
sustain its competitive advantage and create greater value than its competitors?
Guidelines
1. A sample report format is provided in page 6 of this document.
2. A successful case study report analyses business situations where existing problems need to
be solved. It should relate the theory to a practical situation. Apply the ideas and knowledge
discussed in the coursework to the business problem and assessment tasks above.
3. Focus your analysis on key issues affecting the company. Why do they exist? How do they
impact the company? How can they be resolved?
4. Use company annual reports, industry and sector reports, macroeconomic outlook reports,
consultancy reports, etc from reputed and reliable sources for supporting evidence. Show
evidence of research from academic and practitioner sources.
5. Be critical and analytical. Check this link for more info –

Critical Thinking


6. References should be presented in the Harvard format. Check this link for more info –

Referencing


Learning Outcomes
On successful completion of this assessment, you will be able to:
1. Critically assess success factors associated with different dimensions of strategy.
2. Formulate evidence-informed decisions about recommended future strategic directions of
an organisation.
3. Identify, evaluate and select appropriate strategic options in response to context.
4. Communicate information effectively in a specified format, supporting arguments with
partially-prescribed academic literature.
Your grade will depend on the extent to which you meet these learning outcomes in the way
relevant for this assessment. Please see the grading rubric on NILE for further details of the
criteria against which you will be assessed.
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Assessment Support
Specific support sessions for this assessment will be provided by the module team and notified
through NILE. You can also access individual support and guidance for your assessments from
Library and Learning Services. Visit the Skills Hub to access this support and to discover the
online support also available for assessments and academic skills.
Academic Integrity and Misconduct
Unless this is a group assessment, the work you produce must be your own, with work taken
from any other source properly referenced and attributed. For the avoidance of doubt this
means that it is an infringement of academic integrity and, therefore, academic misconduct to
ask someone else to carry out all or some of the work for you, whether paid or unpaid, or to
use the work of another student whether current or previously submitted.
For further guidance on what constitutes plagiarism, contract cheating or collusion, or any other
infringement of academic integrity, please read the University’s Academic Integrity and
Misconduct Policy. Also useful resources to help with understanding academic integrity are
available from UNPAC .
N.B. The penalties for academic misconduct are severe and can include failing the
assessment, failing the module and expulsion from the university.
Assessment Submission
To submit your work, please go to the ‘Submit your work’ area on the NILE site and use the
relevant submission point to upload your report. The deadline for this is 11.59pm (UK local
time) on the date of submission. Please note that essays and text-based reports should be
submitted as word documents and not PDFs or Mac files.
Written work submitted to TURNITIN will be subject to anti-plagiarism detection software.
Turnitin checks student work for possible textual matches against internet available resources
and its own proprietary database.
When you upload your work correctly to TURNITIN you will receive a receipt which is your record
and proof of submission. If your assessment is not submitted to TURNITIN, rather than a
receipt, you will see a green banner at the top of the screen that denotes successful submission.
N.B Work emailed directly to your tutor will not be marked.
Late submission of work
For first sits, if an item of assessment is submitted late and an extension has not been granted,
the following will apply:
• Within one week of the original deadline – work will be marked and returned with full
feedback, and awarded a maximum bare pass grade.
• More than one week from original deadline – grade achievable LG (L indicating late).
For resits there are no allowances for work submitted late and it will be treated as a nonsubmission.
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Please see the Assessment and Feedback Policy for full information on the processes related to
assessment, grading and feedback, including anonymous grading. You will also find the generic
grading criteria for achievement at University Grading Criteria. Also explained there are the
meanings of the various G grades at the bottom of the grading scale including LG mentioned
above.
Extensions
The University of Northampton’s general policy with regard to extensions is to be supportive of
students who have genuine difficulties, but not against pressures of work that could have
reasonably been anticipated.
For full details please refer to the Extensions Policy. Extensions are only available for first sits
– they are not available for resits.
Mitigating Circumstances
For guidance on Mitigating circumstances please go to Mitigating Circumstances where you will
find detailed guidance on the policy as well as guidance and the form for making an application.
Please note, however, that an application to defer an assessment on the grounds of mitigating
circumstances should normally be made in advance of the submission deadline or examination
date.
Feedback and Grades
These can be accessed through clicking on the Feedback and Grades tab on NILE. Feedback will
be provided by a rubric with summary comments.
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Grading rubric
Criteria/LO
Fail
Pass
Merit
Distinction
LO1: Critically assess success
factors associated with different
dimensions of strategy.
Unsatisfactory knowledge and
understanding of the theory
underpinning strategy analysis of
the organisation, and different
dimensions of its strategy. Weak,
incorrect, or lack of application of
relevant strategic management
theories and frameworks. Weak,
or lack of critical analysis and
evaluation.
Satisfactory knowledge and
understanding of the theory
underpinning strategy analysis of
the organisation, and different
dimensions of its strategy.
Satisfactory application of
relevant strategic management
theories and frameworks. Some
evidence of critical analysis and
evaluation.
Good knowledge and
understanding of the theory
underpinning strategy analysis of
the organisation, and different
dimensions of its strategy.
Application of strategic
management theories and
frameworks are correct. Clear
evidence of critical analysis and
evaluation.
Excellent knowledge and
understanding of the theory
underpinning strategy analysis of
the organisation, and different
dimensions of its strategy. In
depth application of strategic
management theories and
frameworks. Critical analysis and
evaluation is of a high standard.
LO2: Formulate evidence
informed decisions about
recommended future strategic
directions of an organisation.
Unsatisfactory supporting
evidence for the arguments
presented. Weak, or lack of
evidence-informed arguments to
support the strategic growth
directions of the organisation.
Weak, or lack of research beyond
the case study.
Satisfactory level of supporting
evidence for the arguments
presented. Evidence-informed
arguments to support the
strategic growth directions of the
organisation needs more critique.
Some evidence of research
beyond the case study.
Good level of supporting evidence
for the arguments presented.
Evidence-informed arguments to
support the strategic growth
directions of the organisation are
critical and evaluative. Good range
of sources are used for evidence.
Excellent level of supporting
evidence for the arguments
presented. Evidence-informed
arguments to support the
strategic growth directions of the
organisation are critical and
evaluative. Excellent range of
sources are used for evidence.
LO3: Identify, evaluate and select
appropriate strategic options in
response to context.
Unsatisfactory critical analysis and
evaluation of the strategic options
for the organisation. Weak,
incorrect, or lack of application of
strategic management theories
and frameworks pertaining to
internal and external analysis, and
strategic growth.
Satisfactory critical analysis and
evaluation of the strategic options
for the organisation. Application
of strategic management theories
and frameworks pertaining to
internal and external analysis, and
strategic growth are presented,
but better analysis needed.
Good level of critical analysis and
evaluation of the strategic options
for the organisation. Application
of strategic management theories
and frameworks pertaining to
internal and external analysis, and
strategic growth are evaluative
and discussed critically.
Excellent critical analysis and
evaluation of the strategic options
for the organisation. Application
of strategic management theories
and frameworks pertaining to
internal and external analysis, and
strategic growth are highly
evaluative and discussed critically.
LO4: Communicate information
effectively in a specified format,
supporting arguments with
partially-prescribed academic
literature.
Academic language is of an
unsatisfactory standard. Lack of
clarity in the arguments. Lack of
or inconsistent use of Harvard
referencing format. Information is
sourced from non-peer reviewed
sources or unreliable websites.
Plagiarised content is presented in
the report. Poor structure and
formatting of the document.
Academic language is of a
satisfactory standard. Some clarity
in the arguments. Minor errors in
the use of Harvard referencing
format. Information is sourced
from peer reviewed sources or
reliable websites. Adequate
structure and formatting of the
document.
Academic language is of a good
standard. Good clarity in the
arguments and transition
between paragraphs and sections.
Consistency in the use of Harvard
referencing format. Information is
sourced from peer reviewed
sources or reliable websites. Good
structure and formatting of the
document.
Academic language is of an
excellent standard. Excellent
clarity in the arguments and
transition between paragraphs
and sections. Consistency in the
use of Harvard referencing
format. Information is sourced
from peer reviewed sources or
reliable websites. Excellent
structure and formatting.
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Sample report format
This sample is only for guidance and not intended to be prescriptive.
Executive summary
Introduction
Set the scene: background information, relevant facts, overview of the situation, and key issues.
Main body (don’t use this as a title)
Critically analyse and evaluate the issues/assessment tasks.
Apply relevant theories and frameworks.
Draw supporting evidence from academic and practitioner sources.
Main body may be divided into sub-sections with relevant sub-titles.
Conclusion
Summarise main findings from the preceding analysis and evaluation.
Recommendations
Recommendations should be in line with your analysis and findings.
May be separate or within conclusions.
References
List of sources referred to in the report, presented in alphabetical order.
References should be in the Harvard format.
Appendices
A compilation of supplementary and illustrative material.
Do not include items that are not mentioned in the report. Tables, charts, graphs and diagrams
may be included within the report or added in the appendices. All illustrations should be clearly
labelled and numbered, and referred to in the report.
Appendices do not add to the overall word count.

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