Tools & Techniques

Strategic Analysis: Tools & Techniques – Coursework 1





Present a critical strategic analysis of the following business activity:


AB Inbev’s takeover ofSABMiller


News & Web Links

The links below provide some starting points but students MUST add their own detailed research to develop the analysis:


The coursework is an individual piece of work. It will be3,000 words, inclusive of appendices (+/- 10%). Please note that text in diagrams or tables will count towards the word count.


The following structure is required:


  • Introduction to the report
    1. Introduce companies AB a bit of SAB
    2. Brief of your plan/ what you plan to do
  • An evaluation of the relevant levels of strategy
    1. Relevant level
    2. Coro level
    3. Business level
    4. Functional level
  • A critical evaluation of the key stakeholders
  • External Analysis – using PESTEL to identify and explore key trends
    1. USE PESTEL identify key trendy, you need to understand the business environment
  • Industry Analysis – using 5 Forces to critically analyse the relevant industry factors
    1. Use industry force to critically analyses without industry fatuous
  • Conclusion



It is important that attention be focused on a strategic appraisal of the company as opposed to providing lots of interesting facts over what interests you or what you find on the internet. Assessment will focus on students’ abilities in applying strategic models and frameworks in a coherent manner that enables them to develop a clear strategic view of the strategic position being studied. You do not need to reference many academic sources in this element of the assessment, but you must reference sources of company or market information.



MSc Project Management (Full-time) Assignment 1: 21stFeb 2016



Marking Criteria

Marking criteria are:


Indicative Percentage Criteria
10% Clarity of Structure

The report is well organised and logically constructed to satisfy the requirements of cogency and synthesis while being mindful of the needs of the reader.   The structure of strategic analysis introduced in the module should be applied.

40% Application of Theory (Frameworks and models)

Theoretical frameworks and models introduced in the module should be applied.

30% Clarity of Strategic Evaluation.

Key strategic factors should be critically evaluated.

20% Supporting Evidence.

The frameworks and models applied should be supported with evidence from the case and other sources and correctly attributed.

10% Presentation

Does the paper remain within the parameters set by the instructions, while paying particular regard to the conventions of report writing, spell checking, grammar and appropriately referenced


(The marks for each criterion are to illustrate where the main effort should be spent and are not meant to be a strict marking scheme)


Please remember that an assignment is not meant to DESCRIBE what you have found. Analysis means commenting on your findings and EXPLAINING what the evidence suggests about the company.


General Guidance to students




  • The introduction should be brief. It is not meant to provide a history of the company
  • The Conclusion needs to draw the analysis to a close and comment on the sustainability of the company’sstrategic position. Remember you do not introduce new findings into the Conclusion
  • If you include Appendices you must refer to them in the relevant section of the report findings
  • References should clearly list all the material that has been referred to in the report and set out using Harvard style:






  • Remember to use the models in a ‘dynamic’ way i.e. place relevant examples onto the models. Do not simply copy and paste ‘generic’ examples from the lecture slides
  • Words in the models are included in the word limit. The models lose their value if they are full of text. They should aid understanding not confuse the reader because too much has been stuffed into them
  • Models should be included in the main body of the report. Only place them in the appendices if they are close to a full page
  • You may well refer to points made in earlier parts of the report to show the connections in the analysis.This shows an awareness of the links between themes
  • You will struggle to stay within the word limit so focus on the KEY DRIVERS in your analysis
  • You will not be able to use all of the examples if you have done the level of reading required so ‘cherry pick’ those that best illustrate the key drivers
  • Facts and figures need to be supported with sources clearly referenced.





  • Be your own independent work and free from plagiarism by ensuring that work that is not your own is clearly referenced
  • Use Harvard style citation and referencing using the Drop-in centre published guidelines
  • Be written in appropriate academic style
  • Be professionally presented
  • Be word processed using font size 12 for the main text and 1.5 line spacing
  • Have numbered pages
  • Have been spell checked and proof-read
  • Be anonymous and have your Student Enrolment number on every page
  • Have a clearly labelled front page detailing the module code and title, title of the assignment, tutors name, your enrolment number and the date of submission
  • Be submitted via the Turnitin link on the module Blackboard site




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