London Churchill College

BTEC HND in Business/ Unit 6: Business Decision Making / September 14 Page 1

ASSESSMENT FRONT SHEET
Programme: BTEC Higher National Diploma (HND) in Business
Unit Number: Unit 6
Unit Title: Business Decision Making
Unit code: D/601/0578
QCF Level: 5
Tutor Name: Taslim Ahammad
Email: t.ahammad@londonchurchillcollege.co.uk











Key dates

Distribution date: 12/09/2014
Submission date: 05/12/2014
Return date: 4 weeks after submission

Introduction

The aims of this assignment are to measure the outcome of students learning in terms of
knowledge acquired, understanding developed and skills or abilities gained in relation to achieve
the learning outcomes.

A case studyhas been provided to provide a general contextual framework to the assignment.
The assignment comprise of an essay to be written under several broad topics as the main
requirements of the assignment.Relevant areas for discussion have also been identified under
each broad topic.

The beginning of each section should outline a general introduction to the broad topic with the
objective of providing a contextual background to the areas of discussion to follow.

Relevant references and academic quotes and the use of case examples are required as
evidence of broader reading and research.


Learners name and statement of authenticity

Learners Name: Rozob Ali Learners ID: LCC20135527 Date handed-in:

I certify that the work submitted for this assignment is my own. Where the work of others has been used to support
my work then credit has been acknowledged.

Signature: . Date:

London Churchill College

BTEC HND in Business/ Unit 6: Business Decision Making / September 14 Page 2

Case Study: Reinventing the organisation - Heinz Europe




This case study focuses on the way in which Heinz, one of the worlds major global companies, has set out
to reinvent itself at a time when it is already preeminent in a range of global food markets. The study
examines aspects of Heinzs Project Millennia, an international restructuring plan announced in 1997,
which chairman Dr Tony Reilly describes as delivering the 21st century early. In particular, the study
considers the way in which Heinz has re-organised its European operations to create a pan-European
structure based on eight global categories.

Like many global producers today, the Heinz Corporation started off from a small scale and localised
business. The first product produced by Henry John Heinz in 1869 was horseradish, followed by pickles,
sauerkraut and vinegar. These were delivered by horse-drawn wagons to grocers in and around Pittsburgh,
Pennsylvania. In 1875, a new product was introduced which still flourishes today tomato ketchup.
Over time, Heinz expanded in the USA and around the world, at first through internal growth (i.e. ploughing
back profits into investment in new plants and equipment), but since the 1960s, by acquisition and brand
building (i.e. taking over well known producers of products and brands that complement Heinzs existing
ones). Today, Heinz has 50 affiliates operating in some 200 countries, offering more than 5,000 varieties.
Heinz has also developed a strong world-wide focus on eight global product categories in which it
possesses unique competitive advantages and opportunities:


foodservice
infant feeding
ketchup, sauces and condiments
weight control
seafood
pet products
frozen foods
convenience meals


Heinzs Project Millennia is all about enabling the organisation to adapt and change, so that it has the
necessary flexibility to take the opportunities which will yield the highest possible returns. As part of this
world-wide reorganisation and growth initiative, Heinz unveiled plans to focus on Europe-wide category
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BTEC HND in Business/ Unit 6: Business Decision Making / September 14 Page 3

management of its core businesses. Products and markets which offer the greatest potential for future
growth and return on investments benefit from this category management approach, while product
development, manufacturing, sales and marketing are directed to exploit opportunities in the most cost-
effective manner.

By using this new approach, Heinz is able to respond quickly to changing consumer patterns on a Europe-
wide scale - if, for example, tomato flavoured pizza bases prove to be popular with an individual countrys
customers, then Heinz has the operational systems and marketing strategies to quickly meet this area of
growth at a pan-European level.




The 40 operating units within Europe have recently been formed into five new business organisations.
These are:

The decision to divide the business into these categories was a further staging post in the move to
give greater pan- European focus to operating and marketing strategies. Sales however continue
to have a country focus.
One of the main reasons for changing the organisational structure has been that Heinz can now
look at its categories on a pan-European basis, making sure that resources are directed where the
greatest prospects of growth and return lie.
These advantages are usually described as economies of scale. In competitive markets, therefore,
it makes sense to win market share from rivals either through internal growth of the business or by
acquiring complementary producers (i.e. former rivals). Once a company acquires competitive
advantage as the lowest cost producer, it is likely to be able to sustain and build on this advantage

By operating through a strategic European category structure, Heinz is now able to identify top-line
growth opportunities and not just focus attention on geographic markets as it did previously. It is this
change in organisational structure which has enabled Heinz to create the sort of organisation with a
competitive edge that can deliver the 21st century early. It is only by operating in such a dynamic way
that a modern organisation is able to create shareholder value. Heinz wants to ensure the proper
management of capital investment, to control capital expenditure and ensure the best return to
shareholders.

(Adopted from Times 100 case study &http://www.heinz.co.uk/)
London Churchill College

BTEC HND in Business/ Unit 6: Business Decision Making / September 14 Page 4

ASSIGNMENT REQUIREMENT:
Using the case studyabove and relevant theories and literature, write an essay comprised
of the following broad topics/sub-sections:


LO1 Be able to use a variety of sources for the collection of data, both primary and
secondary


1.1 create a plan for the collection of primary and secondarydata for a Heinz UK business

(M1) Identify and apply strategies for primary and secondary research techniques

1.2 present the survey methodology and sampling frame used for the research on Heinz

1.3 design a questionnaire for a given business problem with Heinz

(M2) design and apply appropriate techniques for creating the questionnaire and collect data
from a good sample size


LO2 Understand a range of techniques to analyse data effectively for business purposes

2.1 create information for decision making by summarising data (collected for Heinz) using
representative values

2.2analyse the results (from 2.1) to draw valid and useful conclusions for Heinz

2.3analyse data using measures of dispersion, and use to inform Heinz

2.4explain how quartiles, percentiles and the correlation coefficient are used to draw useful
conclusions for Heinz

LO3 Be able to produce information in appropriate formats for decision making in an
organisational context


3.1Using data from Heinzresearch, prepare a range of graphs using spreadsheets-line, pie, bar
charts and histograms, and draw valid conclusions based on the information derived

3.2 create trend lines in spreadsheet graphs to assist in forecasting for Heinzs Business
information

3.3 prepare a business presentation using suitable software and techniques to disseminate
information effectively for Heinzs case

(D3)Demonstrate creative thinking and wide range research in your presentation

3.4 produce a formal business report for Heinzs case

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BTEC HND in Business/ Unit 6: Business Decision Making / September 14 Page 5

(M3)Present and communicate appropriate findings of your Heinz research in the
business report


LO4 Be able to use software-generated information to make decisions in an organisation

4.1 use appropriate information processing tools for the Heinzs research.

4.2 prepare a project plan using Gantt chart for Heinzs strategy and determine the critical path
adopted to implement the plan

(D1)Use critical reflection to evaluate own work and justify the strategy for Heinz

4.3 use financial tools for decision making of Heinzs strategy.

(D2)Take responsibility for managing and organising activities throughout the assignment.
Provide appropriate table of content, proper referencing and demonstrate an effective approach
to independent research.

Assignment submission instructions

1. Go to the following website: www.submit.ac.uk
2. Click on Create an Account
3. At the bottom of the page you will find a list: Students, Instructor, Teaching assistant. Click
on Student
4. On the new page you will have to provide this information:
Class ID
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Select a secret question and write down your answer

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a. You are now registered and can enrol into other classes. In order to do that, click
on Enrol in a class. Enter Class ID and Enrolment password for that subject.
7. Please make sure you download and attach an assignment cover page from the e-
learning. Cover page can be found under Instructions tab of the student area (e-
learning).
If you still have any questions or need any help, please visit our Academic office.

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BTEC HND in Business/ Unit 6: Business Decision Making / September 14 Page 6

Achievement of a pass, merit and distinction grade
A pass grade is achieved by meeting all the pass criteria defined in the assessment criteria for each
individual unit.
All the assessment criteria and merit grade descriptors need to be completed within a unit to achieve a
merit grade.
All the assessment criteria, merit and distinction grade descriptors must be completed within a unit to
achieve a distinction grade.
Plagiarismand Collusion
Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this
context the definition and scope of plagiarism are presented below:
Using the work of others without acknowledging source of information or inspiration. Even if the
words are changed or sentences are put in different order, the result is still plagiarism (Cortell
2003).
Collusion describes as the submission of work produced in collaboration for an assignment based
on the assessment of individual work. When one person shares his/her work with others who
submit part or all of it as their own work.
Fees and Penalties with plagiarism
What happens if you are accused of/with plagiarism?
1. You will be asked to attend an assessment malpractice meeting with college academic
staff, where you will be given opportunities to defend your case and proceedings of the
meeting will be recorded.
2. If the allegation of malpractice is proven then, you will be charged 25 for each
resubmission of the plagiarised assignment/s.
3. If you are proven guilty of assessment malpractice the college reserves the right to take
other actions including termination/withdrawal of your registration with London Churchill
College.
Extension and Late Submission
If you need an extension for a valid reason, you must request one using a coursework extension
request form available from the college. Please note that the lecturers do not have the authority
to extend the coursework deadlines and therefore do not ask them to award a coursework
extension.
London Churchill College

BTEC HND in Business/ Unit 6: Business Decision Making / September 14 Page 7

The completed form must be accompanied by evidence such as a medical certificate in the event
of you being sick.
Fees and Penalties with in resubmission
What happens in case of late or non-submission?
1. In the case of late submission your grade is capped to a maximum PASS.
2. In the case of non-submission (absent) in regular submission period, you will be charged
25 for each non-submission.
3. Your grade is capped to a maximum PASS in resubmission.
There is a 25 charge in resubmission if you are willing to submit your coursework for grade
improvements from a PASS to MERIT/DISTINCTION.
Support materials
Textbooks
Bocij, P., Chaffey D., Greasley A., and Hickie S., (2003) Business Information Systems, Prentice-
Hall.
For the research methods:
Saunders M., Lewis P., and ThornhillA., (2002) Research Methods for Business Students,
Prentice-Hall.
Reading assignments, however, can also be based on the following texts:
Beyon-Davies, P., (2004) e-Business, Palgrave-Macmillian.
Chaffey, D. & Wood, S. (2005) Business Information Management, 1
st
Edition, Prentice Hall.
Hagg,S., Cummings, M., and Dawkins, J., (1998) Management Information Systems for the
Information Age MCGraw-Hill.
Oakshott, L. (2001) Essential Quantitative Methods for Business Management and Finance 2
nd

Edition, London: Palgrave.
Swift L., and Piff S., (2005), Quantitative Methods for Business Management and Finance, London:
Palgrave.
Cameron,S., and Price,D.,(2009) Business Research Methods-A practical Approach,1
st

Edition,London,CIPD
Slack N et al Operations Management (Pitman, 2000) ISBN: 0273626884
Brown S et al Strategic Operations Management (Butterworth Heinemann, 2000)
ISBN: 0750642572
Journals and newspapers
The Financial Times and other quality newspapers as well as Trade journals
Videos
Business Studies, Managing Projects, Managing Resources for the Market, The Business series, Trouble
shooter series, Other business programs
Websites
www.emerald-library.com/EMR Emerald, publishes journals in management, and information services
www.ft.com The Financial Times website