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• LO1: Synthesise the characteristics of strategic decisions and be able to evaluate the effectiveness strategies in practice.

Strategic Management

Learning Outcomes Assessed:
• LO1: Synthesise the characteristics of strategic decisions and be able to evaluate the effectiveness strategies in practice.
• LO4: Demonstrate appropriate academic writing style and referencing technique.



Assessment Brief

The Scottish retail empire struggling to strike back

House of Fraser is a still a huge name in British retail, with 59 stores in high streets and shopping malls across the UK and Ireland.

However, it entered administration on Friday 7th September after talks between the retailer and its creditors failed to reach an agreement. It was later announced that Mike Ashley`s Sports Direct has agreed to buy the House of Fraser department store chain for £90m.

Like many of the UK`s tradition retail giants it has struggled with changing consumer habits, such as the rise of online shopping, and the cost of a huge bricks and mortar business.

Critically review House of Fraser’s strategic plan and evaluate external and internal environmental factors which impact on this. Use an appropriate strategic management model to evaluate how House of Fraser could have been prevented into going into administration.

Your assignment should be 2, 500 words and must be referenced using the Harvard Referencing System.

The first is an analysis of a case-study in which you critically review an organisation’s strategic plan and evaluate external and internal environmental factors which impact on this.

Specific Assessment Criteria:
(Please note that the General Assessment Criteria will also apply. Please see section 15)

First class (70% and above):
Students will provide an in-depth appraisal of the effectiveness of a sustainable tourism plan, demonstrating excellent critical reasoning skills. Focused and justified recommendations will be made as to how problems/weaknesses identified in the plan may be overcome, and sustainability improved. Extensive research demonstrating use of a wide range of current secondary research sources will be evident. Academic style and referencing will be excellent. 

Second class (50-69%):
Students will provide a comprehensive appraisal of the effectiveness of a sustainable tourism plan, demonstrating critical reasoning skills. Justified recommendations will be made as to how problems/weaknesses identified in the plan may be overcome, and sustainability improved. Research demonstrating use of a wide range of current secondary research sources will be evident. Academic style and referencing will be good. 

Third class (40-49%):
Students will provide a satisfactory appraisal of the effectiveness of a sustainable tourism plan, demonstrating critical reasoning skills. Considered recommendations will be made as to how problems/weaknesses identified in the plan may be overcome, and sustainability improved. Research demonstrating use of a range of current secondary research sources will be evident. Academic style and referencing will be fair. 

Fail (39% and below): Students who do not meet the requirements of a third class grade will not successfully complete the assessment activity.

Minimum Secondary Research Source Requirements:
Level HE4 - It is expected that the Reference List will contain between five and ten sources. As a MINIMUM the Reference List should include one refereed academic journal and three academic books
Learning Objectives
By the end of the lesson you will be able to…
•Understand the requirements of Assignment 1
•Review key concepts within Strategic Management

Assignment Brief 
Quick Questions:

1.What is format is your Assignment 1?
2.When is the deadline for your Assignment 1?
3.Which organisation will we be using and why?
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Quick Questions…
•What is format is your Assignment 1? Report/Essay
•When is the deadline for your Assignment 1? 11.12.18
•Which organisation will we be using and why? House of Fraser


Learning Outcomes Assessed: 
•LO1: Synthesise the characteristics of strategic decisions and be able to evaluate the effectiveness strategies in practice. 
•LO4: Demonstrate appropriate academic writing style and referencing technique.

Hand Out of Marking Rubric 
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The Scottish retail empire struggling to strike back 
House of Fraser is a still a huge name in British retail, with 59 stores in high streets and shopping malls across the UK and Ireland. 

However, it entered administration on Friday 7th September 2018 after talks between the retailer and its creditors failed to reach an agreement. It was later announced that Mike Ashley`s Sports Direct has agreed to buy the House of Fraser department store chain for £90m. 

Like many of the UK`s tradition retail giants it has struggled with changing consumer habits, such as the rise of online shopping, and the cost of a huge bricks and mortar business. 

Critically review House of Fraser’s strategic plan and evaluate external and internal environmental factors which impact on this. Use an appropriate strategic management models to evaluate how House of Fraser could have been prevented from going into administration. 

Your assignment should be 2,500 words long and must be referenced using the Harvard Referencing System. 


A strategic plan/model will provide answers to:
•Where are we now? [SWOT]
•Where are we going? [Vision/Mission/Aims]
•What is going to get in our way? [5 Forces/PEST/Value Chain]
•What do we need to do to get where we want to go? [Competitive strategy]

Must be covered in your report…
•A SWOT Analysis of House of Fraser based on your research
•PLUS at least one or more of the following:
•Porter Five Forces of House of Fraser
•PEST/LE analysis of House of Fraser
•Value Chain/Competitive Advantage analysis of House of Fraser 


Your analysis and arguments
•What was the main points/issues raised from your SWOT/PESTLE/FIVE Forces/Value Chain Analysis?
•Was there a fit/misfit between your analysis and House of Fraser’s aims and objectives or business model?
•This is where your alternative model can come in – how does this help you to understand further what they could do going forward?
•Your conclusion/recommendations – what do you suggest House of Fraser do?

Headings of your assignment
•Introduction
•Brief background of House of Fraser and why it is of interest. Key facts, figures and overall understanding of the current state of high street stores. Who are their stakeholders? What type of organisation is House of Fraser? Who are their stakeholders?


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