SUNWAY UNIVERSITY BUSINESS SCHOOL

BACHELOR OF SCIENCE (HONS) ACCOUNTING AND FINANCE

BACHELOR OF SCIENCE (HONS) BUSINESS MANAGEMENT
BACHELOR OF SCIENCE (HONS) BUSINESS STUDIES
ACADEMIC SESSION : AUGUST 2014 - DECEMBER 2014
BMB3302/BAB3201/BMB3204/MGT3054: STRATEGIC MANAGEMENT/BUSINESS
STRATEGY
ASSIGNMENT 2
GROUP ASSIGNMENT (3-4 members)

DEADLINE: 13TH NOVEMBER 2014

INSTRUCTIONS TO CANDIDATES
1.

There are Five (5) pages in this Assignment including the cover page.

2.

This assignment will contribute 30% to your final grade.

3.

This is a group assignment and students are expected to participate actively

and will share a group mark. Failure to submit the assignment as a group will
incur mark penalties of 30% from the total assignment mark.

4.

The assignment must be typewritten on double line spacing, A-4 size paper and
single sided. Work should be presented in a folder, with a cover sheet, which
includes your name, unit number, tutor's name, and the essay topic.

Marks will be allocated for content, presentation, and referencing.

IMPORTANT
The University requires students to adhere to submission deadlines for any form of
assessment. Penalties applied in relation to unauthorised late submissions of work
are as follows:

Coursework submitted after the deadline but within 1 week will be accepted
for a maximum mark of 40%.

Any coursework handed in after 7 days, and without an agreed extension

will be regarded as a non-submission and marked at zero.

MGT3054/BMB3302/BAB3201 Strategic Management

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MGT 3054/BMB3302/BAB3201Assignment (Q) / AUG 2014

Objectives of Assignment 2:
Upon completion of the assignment, students will be able to:
1. Demonstrate an understanding of the value of strategic analysis in the strategy
development process (SLO 2)
2. Demonstrate an understanding and application of a range of strategic
management models/concepts to real information where appropriate (SLO1)
3. Demonstrate an ability to identify environmental trends; understand its
implication on the choice of appropriate strategies (SLO2)
Assignment Question
Conduct an in-depth strategic analysis and choice for a Malaysian firm of your choice
from ONE (1) of the following industries:
Airline
Petroleum
Word length
Format

: 3000 3500 words

: Report

Assignment Guidance
The detailed strategic analysis and choice should include the following aspects:
The Malaysian macro-environment justifying how and why these can impact
the firms performance and strategy;
Market characteristics size, growth and shares;
Industry and competitive environment analyzing the extent to which these
factors influence the firms strategy;
Firm specific issues major investments, objectives, profitability, capabilities,
competences, trends and their long term competitiveness and
Development of strategic options available to the firm and justification of the
strategy chosen.
You are expected to provide a comprehensive analysis and evaluation based on the
appropriate theories and concepts to support your contentions.

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Some overall points of guidance

Your introduction should include a general introduction to the paper as a whole and a
guide to its structure. It should also include a summary of your chosen firm and you
should supplement this with a more comprehensive company profile in an appendix.
Suggested Report Structure:
This assignment is a report so it should be formal in structure with the use of the
following headings:

Title page

Executive Summary

Contents page

Introduction

Main Body (with logical sections with clear headings)

Conclusion

Recommendation

Reference list

Appendix 1 Company Profile

Any other appendices

Journal references
A minimum of 12 (twelve) journal references is expected. Non-peer reviewed online
sources of information such as Wikipedia and answers.com are not acceptable
references.
Plagiarism
It is unfair to honest students that other students cheat or plagiarise. Sunway
University takes a serious view of plagiarism and such form of cheating will be
treated with the utmost seriousness. The university reserves the right to electronically
scan students assignments for the purposes of verifying originality.
Plagiarism consists of a person using the words or ideas of another as if they were
his or her own, that is, using, or attempting to use, another persons work without
acknowledgement. The important message here is that if you use the work of
another person then it must be acknowledged.
The phrase using another persons work includes, but is not limited to:

using study guide material without acknowledgement;

paraphrasing the work of another person;

directly copying any part of another persons work;

summarising the work of another person;

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MGT 3054/BMB3302/BAB3201Assignment (Q) / AUG 2014

using or developing an idea or theme derived from another persons work;

using experimental results obtained from another persons work; and
in the collaborative projects, falsely representing the individual contributions of
the collaborating students where individual contributions are to be identified.

Collusion
Collusion, whether inadvertent or deliberate, shall include the following:
Submitting an individual assignment that was jointly prepared by the candidate
and any other third party, e.g. other students, family, professionals, or
tutors/lecturers.
Submitting a group assignment that was jointly prepared by the group and any
external party, e.g. family, students from other courses, or professionals.
Copying each others work and passing it off as an individual effort.
Submission to Turnitin
You must submit your Assignment to Turnitin. Please attach the similarity report at
the end of your assignment. The details of the Turnitin submission, that is, the Class
ID and the Enrolment Password, will be provided to you in due course.
Note that the turnitin report will not be generated immediately. Allow 30 minutes to 1
hour for similarity report generation, in the first submission.

MGT3054/BMB3302/BAB3201 Strategic Management

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Assessment criteria
Coherence/cogency of argument
Logically developed arguments
Depth of analysis

50%

Content
Description (definition/detail)
o Malaysian macro-environment
o Market characteristics
o Industry and competitive environment
o Firm specific issues
o Development of strategic options

25%
(4%)
(3%)
(5%)
(5%)
(8%)

Style/structure
Introduction/text/conclusion
Presentation (margin, font size, line spacing, word limit)
Sentence construction/paragraphing/spelling/grammar

15%

Referencing
Range of sources
Method of citation / reference list (consistency/accuracy)
Total

10%

END OF PAPER

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