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Lancaster University FMA Extended Writing - Case Study Analysis

Business Studies FMA-Resit Assessment

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Business Studies FMA-Resit Assessment (J-BUS) August 2020
FMA-Resit Assignment Business Studies (J-BUS)
Extended Writing - Case Study Analysis
For your Final Module Assessment Resit in Business Studies you are required to write a
1,500-word business analysis report (+/- 10%) on one of the following topics:

 

Presentation task
case
Question for poster task
MichelinUsing SWOT Analysis, evaluate the importance of various
stakeholders in Michelin. Do you recommend any
modifications to its strategy?
Cadbury
Schweppes
Using Porter's Five Forces analyse where the greatest
power lies in the operation of Cadbury Schweppes. In the
light of this, what can they do to improve their
competitiveness?
Kellogg’sCarry out a PEST(EL) analysis and evaluate how market
research can reduce the risks of a new product launch.
Case studies tend to give a positive picture of the companies discussed. The research
tasks are intended to develop your critical thinking and analysis.
Starting with the information in the provided case study (see separate documents) you
need to answer the essay question by applying your knowledge of relevant business
theory (you must provide your sources). You should provide a minimum of 6 sources.
In order to achieve a higher grade your analysis should draw on a wide range of
business theories and concepts that are related to your chosen essay question. Ignore
current developments due to the Covid-19 outbreak – focus on the provided case study.
This assessment will count 60% towards your final grade.
Submission Date
Final submission on Moodle: Wednesday, 19th August 2020 (23:29 UK-time)
Note: late submission will be penalised and will result in a deduction of your grade in
accordance with Lancaster University procedure.
Business Studies FMA-Resit Assessment (J-BUS) August 2020
C. Preparation
• As part of the critical analysis running throughout your essay it is important to
question and explain the significance of the theories to understanding the
essay task, rather than merely reporting what an author or the case study says.
• Your essay needs to include an introduction (paraphrase the essay question
and provide an overview of the main body), a main body (clear paragraphs with
a topic sentence and, if possible, a concluding sentence outlining how the
paragraph contributes to answering the given essay task) and a conclusion
(brief summary of key findings and overall evaluative statement responding to the
given essay task).
• Minimum of 6 references is required. Use Harvard Referencing for in-text
referencing and the reference list.
https://www.librarydevelopment.group.shef.ac.uk/referencing/harvard.html
D. Layout
• State the essay title, your Lancaster student-ID and the word count on the
first page of your essay.
• Write prose – no sub-headings needed.
• Your file must be labelled with your name, group and student ID and saved
as pdf-file.
E. How you will be assessed
→ please read this information very carefully.
• Your file needs to be saved as pdf-file – other file types will not be accepted.
• Do not forget to click the section confirming the work is your own.
Business Studies FMA-Resit Assessment (J-BUS) August 2020
F. Guidelines for the selection of your sources (references)
You are expected to select sources that are appropriate for university level study and
written in the English language. As part of the critical analysis running throughout your
essay it is important to question the significance of your evidence to understanding of
the question, rather than merely describing what an author says.
When evaluating a source, it may be useful to ask who wrote it, when, where and why?
This helps consideration of whether an author’s ideas are current, whether they are
relevant to a particular location and whether they are associated with a particular side of
an argument. It is recommended that you start with the course book and theories from
your course, together with the Library catalogue. Beware of general internet searches.
If you do not know anything about the authorship of a potential source, it is probably not
suitable.
EXAM SKILLS
Your exam answers are marked using Knowledge, Application, Analysis and Evaluation
criteria. Where you require to conduct research, you will also need to use correct Harvard
style referencing and in text citations. A good essay will include all of the above.
KNOWLEDGE: Out of all the skills required for the exam, this is the simplest. Use definitions,
diagrams, models and theories to prove to the examiner that you have an understanding of
the subject. This skill describes concepts and ideas.
APPLICATION: This means you must use your knowledge in the context of the essay task or
the case study presented to you. A question about, for example, theories and concepts like
Ansoff's Matrix or the Product Life Cycle require you to relate these to actual examples.
ANALYSIS: This involves developing your ideas and bringing in theories and concepts.
Analysis is used to develop links between cause and effect. A well labelled diagram on its
own is insufficient for analysis without a clear explanation in the writing linked to it.
Similarly, a model like Porters Five Forces will not on its own be sufficient for analysis
without any development and explanation.
EVALUATION: “Evaluation” is not simply a concluding summary of points already made.
When you evaluate, you show judgement e.g. you make an evidence-based conclusion
about the most important factors, or the best course of action in a given set of
circumstances. Normally there is no right or wrong answer. What matters is that you base
your answer on clear evidence. Evaluation requires you to reflect on your earlier arguments
and consider issues such as: Which argument is more important and why? Are the data valid
and reliable? Is the proposed conclusion appropriate and relevant?

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