Subject name: Managing International Business Strategy Subject code: BIHM 404 Assessment title: Case Study Analysis Assessment weighting: 40% Assessment type: Case Study Word limit: 2000 words DUE DATE: 15 th May 2016 Assessment instruction For Assignment 1 you already conducted the Porter’s Five Forces and Porter’s Value Chain analysis and established which generic strategy (based on Porter’s generic strategies) Mc Donald’s Australia pursues. Based on the relevant key concepts, frameworks and tools learned in Topics 1-8, complete the following two key tasks: ? Read the Case Study on Student Share Point and conduct further research on McDonald Australia and McDonald worldwide (vision, mission, value proposition, annual reports, macro-environment analysis, competitor analysis etc.) that give you greater insights into the business strategy. ? Examine, critically analyse and evaluate the existing business strategy of McDonald Australia and assess what works well and what can be improved. ? Make a recommendation to the CEO on how the existing business strategy can be refined and improved to enhance the companies’ competitive positioning (note: the recommendations form a key part of this report). ? Ensure you conclude whether the organisation has a sustainable competitive advantage or needs to establish it. Assessment format The case study should be structured as follows: ? Cover sheet including word count ? Executive summary ? Table of Contents ? Introduction / Case Background ? Body of analysis ? Recommendations ? List of References ? Appendices Submission details: Electronic copies of the assignment must be submitted to the ‘Turn-It-In’ website by 23.59 on the due date. Do not ‘E-mail’ assignments, as they will not be accepted in this subject. Graduate qualities being assessed: GQ1 GQ2 GQ3 GQ4 GQ5 GQ6 GQ7 GQ8 X X X X X X Assessment Brief (BIHM404) Correct as at (19 Jan 2017) Page 11 Assessment task 2 marking guide: Subject name: Managing International Business Strategy Subject code: BIHM 404 Assessment 2: Case Study Assessment weighting: 40% Assessor name: Sigrid Frede Marking criteria Category weighting % Total mark Content Clearly addressed the topic with appropriate wider research and identification and critical analysis and evaluation of core elements of Mc Donald’s Australia business strategy. Demonstrated evidence of application of key theories in relation to business strategy by providing a sound recommendation to the CEO to refine and further improve the current business strategy to enhance the organisations’ competitive advantage. Demonstrated evidence of application of key theories in relation to business strategy by concluding whether the organisation has a sustainable competitive advantage or needs to establish it. Demonstrated the ability to critically reflect how the industry applies business strategy in practice using theoretical concepts from topic 1 – 8. 70% Structure Demonstrated understanding of CRM theory, models and frameworks evidenced by wider reading. The introduction is well structured and clearly outlines the focus of the assessment. Demonstration of ability to argue the position you have chosen backed by academic literature applied to real life scenarios. The body of the response is well structured, with coherent and logical development of key ideas in appropriate sections/paragraphs. Each individual section/paragraph has a clear focus and line of thought. Arguments are clearly and concisely expressed. Evidence of wider reading and supporting documentation for academic argument and debating within word limit. The conclusion successfully summarises the key ideas/findings. No new information is introduced. 15% Expression marking criteria (written) The writing style is appropriate to the task. The writing is fluent, exhibiting grammatically correct sentences that are appropriately punctuated. There are no spelling or typing errors and due regard is given to rules of capitalisation, use of acronyms and abbreviation. 10% Assessment Brief (BIHM404) Correct as at (19 Jan 2017) Page 12 Key ideas from relevant literature are effectively paraphrased and cited and direct quotes are appropriately incorporated. Referencing In-text citations and direct quotes follow referencing guide rules. You are required to use a minimum of 10 independent references from academic articles and texts published in the last 5-10 years. At least 5 of these are to be academic research or peer reviewed articles. The reference list and/or bibliography are appropriately compiled.