Formal Business Report
Assessment 2: 1,500 Formal Business Report
Assignment briefing
You are to assume the role of the new marketing manager of any UK based fashion retailer or designer (currently with either no or minimal foreign expansion). The owner of the business has asked you as matter of urgency to write an outline business report about the businesses potential to expand internationally; giving outline recommendations, as to the best way to proceed over the next three years. (N.B. This is not a request for a fully developed business). The aim of the report is to act as discussion paper for circulation to other members of the board/owners. He/she is insistent that as part of the report, you research a similar fashion business; to compare and contrast it to your business – commenting clearly upon that business’s
• Strategic Orientation toward product-market development (refer to Miles& Snow typology)
• Competitive strategy pursued (refer to Porter’s generic strategies)
• Product innovation
• Technological innovation
• Financial strength
The report will be delivered in a professional and formal format; which will need to be clear, concise and persuasive. The owner is a naturally nervous individual, who is a stickler for detail and good logic in all his/her dealings. For the purposes of this assignment – all students will need firstly to get the verbal go ahead for their selection of a chosen business from the module leader before proceeding.
N.B. THIS IS TO BE DELIVERED AS A FORMAL REPORT – NOT AS AN ESSAY. Essay format will receive no marks
ASSESSMENT 2 – MARKING AND GRADING CRITERIA OF 1,500 ESSAY (learning outcomes 1 & 2)
Grade/Mark Criteria
Grade A
80%+ An outstanding ability exhibited of the transferable skills of researching, academic reading, writing and critical thinking together with outstanding ability exhibited of understanding of strategic issues, ability to analyse and make informed judgements. Work at this level would be considered to having achieved the highest levels of excellence.
Grade A
70-79% Excellent ability exhibited of the transferable skills of researching, academic reading, writing and critical thinking together with an excellent ability exhibited of understanding of strategic issues, ability to analyse and make informed judgements. Work at this level would be considered to having achieved high levels of excellence.
Grade B 60-69% Good ability exhibited of the transferable skills of researching, academic reading, writing and critical thinking together with a good ability exhibited of understanding of strategic issues, ability to analyse and make informed judgements. Overall above the average standard but with some errors.
Grade C 50-59% Adequate ability exhibited of the transferable skills of researching, academic reading, writing and critical thinking together with an adequate ability exhibited of understanding of strategic issues, ability to analyse and make informed judgements. Overall generally sound work but with a number of notable errors.
Grade D 43-49% Limited ability exhibited of the transferable skills of researching, academic reading, writing and critical thinking together with a limited ability exhibited of understanding of strategic issues, ability to analyse and make informed judgements. Overall work is fair but with significant shortcomings.
Grade E
40-42% Scant ability exhibited of the transferable skills of researching, academic reading, writing and critical thinking together with scant ability exhibited of understanding of strategic issues, ability to analyse and make informed judgements. Overall work is considered to have achieved just sufficient performance for a pass.
Fail
25-39% More work required before the credit can be awarded
Fail
0-24% Considerable further work is required
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