代写 PGBM16 Global Corporate Strategy assignment
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代写 PGBM16 Global Corporate Strategy assignment
Individual Assessment
Case Study: Volkswagen’s Competitiveness
in the Global Car Manufacturing Industry
(http://annualreport2014.volkswagenag.com/)
PGBM16
Global Corporate Strategy
- Off Campus, September, 2016 -
Module Leader: Dr. Augustus Osseo-Asare
Submission Date: Tuesday 6 th September 2016
Word Count: 3,000 words (maximum)
Sunderland Business School
University of Sunderland: Sunderland Business School
PGBM16 Off Campus 2016-17
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Students are required to submit their assignments through JIRA. Only assessments submitted through
JIRA will be marked. Any other submission including submission to your study centre in hard copy
will be treated as a non-submission.
Introduction:
This individual assignment will be assessed by means of a 3,000 words (maximum) report. The
assignment has been designed to allow you to develop and use your knowledge and skills in
understanding key strategic issues relating to the Global Car Manufacturing Industry. You will be
required to apply the strategic concepts and analytical techniques studied in this module. All the
learning outcomes below will be assessed:
1. Demonstrate critical understanding and application of relevant theories associated with global
corporate policies and strategies.
2. Understand the holistic nature of strategy and apply analytical techniques to solve complex
problems in real life organisations.
3. Demonstrate knowledge of the strategic decision making process through critical analysis of how
strategic decision making enables an organisation to relate to its global business environment.
4. Critically evaluate and monitor the business mission, objectives and policies of international
organisations.
5. Use critical reflective skills to reflect on the impact of their understanding on the problem solving
process.
The assignment will be internally moderated by: John Dixon-Dawson
Please note:
1. All work must adhere to the University regulations on ‘Cheating, Collusion and Plagiarism’
which are provided as an Appendix in your Programme Handbook. You are encouraged to use
‘Harvard Referencing Style’ and avoid ‘Plagiarism’.
2. An electronic copy of the assignment in pdf format or Microsoft Word file must be submitted
online on or before the appointed date. Please include a Turnitin Report.
3. Issue Date: ??? 2016
4. Submission Date: ??? 2016
Task
Your task is to carry out a critical analysis and evaluation of the strategies adopted by global car
manufacturers, using the case study provided and other materials researched. You will be expected to
select and apply appropriate theories, techniques and models studied during the module whilst having
regard to the practical aspects of strategy development.
Your assignment should be presented in a business report format and should be 3,000 words
(maximum) (excluding executive summary/abstract, references and relevant appendices). The report
should include a title page and abstract and be fully and consistently referenced, using Harvard
Referencing style. The title page should be clearly labelled with your name, your course and the name
of the case study.
University of Sunderland: Sunderland Business School
PGBM16 Off Campus 2016-17
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It is recommended that you research information additional to the case study to support your
arguments. This may be obtained from a diverse range of sources and you are encouraged to research
the issues in whichever way you deem appropriate.
Assessment Criteria
The assessment will focus on the level of ANALYSIS carried out. That is, the application of
THEORETICAL CONCEPTS studied in the module to the ‘practical’ case study presented. In other
words, you should proceed beyond a DESCRIPTION of the company and its actions. You should be
analysing ‘why’ rather than describing ‘what’. The assignment will be assessed and moderated by two
members of staff in accordance with the marks allocated to each of the questions detailed below. 10%
of the marks are set aside for the ‘presentation’ criteria. In the event of failing this individual
assignment, normal referral / deferral procedures will apply. This assignment carries a weighting of
100%.
Academic Rigour
your ability to isolate the key strategic issues
the coherence and depth of the analysis of those issues
the ability to analyse the strategy context within which companies operates
the ability to critically review and evaluate strategic decisions made by companies
Methodology
the use of relevant evidence, from material provided and personal research to support any
statements made
the appropriateness of the methods used and theoretical models and frameworks applied
the breadth and depth of research undertaken
Evaluation of data
the ability to make sound recommendations or conclusions arising from the analysis
the soundness of arguments put forward
Presentation
the summary of arguments
report layout and format
use of illustrative material and evidence to support arguments
the appropriateness of length
the quantity and accuracy of referencing
Grading Systems
Distinction: 70 – 100%
Merit: 50 – 69%
Pass: 40 – 49%
Fail: 0 – 39%
University of Sunderland: Sunderland Business School
PGBM16 Off Campus 2016-17
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The Global Car Manufacturing Industry:
“The Volkswagen Group is optimally positioned to deal with the mixed developments in the global automotive markets. The
Company’s strengths include in particular its unique brand portfolio, its diverse range of models, its steadily growing
presence in all major world markets and its wide selection of financial services. We offer an extensive array of attractive,
environmentally friendly, cutting-edge, high-quality vehicles for all markets and customer groups. This ranges from
motorcycles through compact, sports and luxury cars to heavy trucks and buses, and covers almost all segments. The
Volkswagen Group’s brands will press ahead with their product initiative in 2015, modernizing and expanding their
offering by introducing new models. Our goal is to offer all customers the products and innovations they need, sustainably
strengthening our competitive position in the process.” (http://annualreport2014.volkswagenag.com/group-management-
report/prospects.html )
Read the 2014 Annual Report of Volkswagen entitled “moving progress” available online
[http://annualreport2014.volkswagenag.com/], and carry out appropriate analyses of the global
corporate strategies adopted by the Volkswagen Group and other leading car manufacturers, in
response to the questions below. You are encouraged to use relevant data/information from
company websites.
Question One: Portfolio, Integrated Organisation Perspectives and Competitiveness
Using relevant literature and examples from the 2014 Annual Report of the Volkswagen Group
(http://annualreport2014.volkswagenag.com/), critically evaluate the merits and demerits, of adopting
the ‘portfolio organisation perspective’ or the ‘integrated organisation perspective’ in the
management of Volkswagen’s range of products – in today’s fast-changing dynamic global business
environment. Based on your evaluation, is it possible for Volkswagen to adopt both perspectives
simultaneously, and why?
[20 % marks]
Question Two: Technological Innovation through Strategic alliances, M&As
The Volkswagen Group aims “to increase its unit sales and profitability for the long term” and intends
“to become the global economic and environmental leader among automobile manufacturers by 2018”
by deploying intelligent innovations and technologies to become a world leader in customer
satisfaction and quality.
Using relevant literature and examples from Volkswagen, carry out a critical assessment of the
company’s ability to acquire and deploy intelligent innovations and technologies through ‘strategic
alliances’ (SAs) and ‘mergers and acquisitions’ (M&As). In your opinion does Volkswagen have the
mix of resources and capabilities to bring the ‘digital and mobile’ technologies together in order to
achieve its aims and intentions?
[30 % marks]
Question Three: Corporate governance, CSR, Sustainability and Leadership
University of Sunderland: Sunderland Business School
PGBM16 Off Campus 2016-17
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“The Volkswagen Group is committed to transparent and responsible corporate governance …
Volkswagen Group is aiming to become the most successful, fascinating and sustainable automobile
manufacturer in the world by 2018…this means creating enduring value, facilitating good work, and
using the environment and resources with care. Our CSR concept is aimed at ensuring that we
recognize and manage at an early stage risks and development opportunities in the areas of
environment, society and governance at every step along the value chain, and further improve our
reputation.” (http://annualreport2014.volkswagenag.com/group-management-report/sustainable-
value-enhancement/csr-and-sustainability.html )
Using your understanding of Corporate governance, Corporate social responsibility (CSR),
Sustainability and relevant management and leadership concepts, critique the above statement and
evaluate the ability of Volkswagen’s senior management team to ensure that the company’s CSR
activities contribute to increasing the company’s value in a strategic and sustainable way.
[30 % marks]
Question Four: Personal reflections on learning
In 350-400 words reflect on the impact of this assessment on your understanding of the Global Car
Manufacturing Industry competition, highlighting the key role of strategic alliances, M&As, and
corporate leadership, in sustaining growth through responsible policies and practices.
[10 % marks]
Note: 10% marks is allocated for overall presentation in report format, including correct
use of Harvard referencing style.
Suggested Reading:
De Wit, B. and Meyer, R. (2014) Strategy, An International Perspective, 5th Edition, Cengage Learning.
De Wit, B. and Meyer, R. (2010) Strategy Process, Content, and Context International Perspective, 4th
Edition, Cengage Learning.
Johnson, G., Scholes, K. and Whittington, R. (2005) Exploring Corporate Strategy: Text and Cases, 7 th
Edition, Financial Times Prentice Hall.
Lynch, R. (2006) Corporate Strategy, Fourth Edition, Financial Times Prentice Hall.
Mintzberg, H., Ahlstrand, B. and Lampel, J. (1998) Strategy Safari, Financial Times Prentice Hall
Websites & PDF documents:
http://annualreport2014.volkswagenag.com/ Volkswagen Group, UK
http://annualreport2014.volkswagenag.com/group-management-report/sustainable-value-
enhancement/csr-and-sustainability.html CSR and Sustainability at Volkswagen
www.economist.com The Economist
www.ft.com The Financial Times
Generic Assessment Criteria – Postgraduate ‐ {to be interpreted according to the level at which you are working & related to the assessment criteria of the module}
Grade Relevance Knowledge Analysis Argument
&Structure
Critical
Evaluation
Presentation Ref. to Literature
Pass
86 –
100%
The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the qualification. There is
also ample excellent evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level it is expected that the work will be
exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of argument, interpretation or discourse.
76‐85% The work examined is outstanding and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent
evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will be outstanding in the
majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
70 – 75%
The work examined is excellent and is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also excellent evidence
showing that all the learning outcomes and responsibilities appropriate to that level are satisfied. At this level it is expected that the work will be excellent in the majority of the
categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or discourse.
60 – 69%
Directly relevant to
the requirements of
the assessment
A substantial
knowledge of
relevant material,
showing a clear
grasp of themes,
questions and issues
therein
Comprehensive
analysis ‐ clear and
orderly
presentation
Well supported, focussed
argument which is clear and
logically structured.
Contains distinctive or
independent thinking;
and begins to
formulate an
independent position in
relation to theory
and/or practice.
Well written, with
standard spelling and
grammar, in a
readable style with
acceptable format
Critical appraisal of up‐to‐
date and/or appropriate
literature. Recognition of
different perspectives. Very
good use of a wide range of
sophisticated material.
50 – 59%
Some attempt to
address the
requirements of the
assessment: may
drift away from this
in less focused
passages
Adequate
knowledge of a fair
range of relevant
material, with
intermittent
evidence of an
appreciation of its
significance
Significant
analytical
treatment which
has a clear
purpose
Generally coherent and
logically structured, using an
appropriate mode of
argument and/or theoretical
mode(s)
May contain some
distinctive or
independent thinking;
may begin to formulate
an independent
position in relation to
theory and/or practice.
Competently
written, with only
minor lapses from
standard grammar,
with acceptable
format
Uses a good variety of
literature which includes
recent texts and/or
appropriate literature,
including a substantive
amount beyond library
texts. Competent use of
material.
40 – 49% Some correlation
with the
requirements of the
assessment but
there is a significant
degree of
irrelevance
Basic understanding
of the subject but
addressing a limited
range of material
Some analytical
treatment, but
may be prone to
description, or to
narrative, which
lacks clear
analytical purpose
Some attempt to construct
a coherent argument, but
may suffer loss of focus and
consistency, with issues at
stake stated only vaguely, or
theoretical mode(s) couched
in simplistic terms
Sound work which
expresses a coherent
position only in broad
terms and in uncritical
conformity to one or
more standard views of
the topic
A simple basic style
but with significant
deficiencies in
expression or format
that may pose
obstacles for the
reader
Evidence of use of
appropriate literature which
goes beyond that referred
to by the tutor. Frequently
only uses a single source to
support a point. Weak use of
quotation
Fail
35 – 39% Relevance to the
requirements of the
assessment may be
very intermittent, &
may be reduced to
A limited
understanding of a
narrow range of
material
Largely descriptive
or narrative, with
little evidence of
analysis
A basic argument is evident,
but mainly supported by
assertion and there may be
a lack of clarity and
coherence
Some evidence of a
view starting to be
formed but mainly
derivative.
Lots of deficiencies
in expression and
presentation; writer
achieves clarity (if at
all) only by using a
Barely adequate use of
literature. Over reliance on
material provided by the
tutor.
University of Sunderland: Sunderland Business School
PGBM16 Off Campus 2016-17
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its vaguest & least
challenging terms
simplistic/
repetitious style
The evidence provided shows that the majority of the learning outcomes and responsibilities appropriate to that Level are satisfied.
30 – 34%
The work examined provides insufficient evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence provided shows that some
of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in some of the indicators.
15‐29% The work examined is unacceptable and provides little evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence shows that
few of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in several of the indicators.
0‐14% The work examined is unacceptable and provides almost no evidence of the knowledge, understanding and skills appropriate to the Level of the qualification. The evidence fails to
show that any of the learning outcomes and responsibilities appropriate to that Level are satisfied. The work will be weak in the majority or all of the indicators.
代写 PGBM16 Global Corporate Strategy assignment
