MGTM14 Strategic Management and Foresight
Strategic Management and Foresight
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MGTM14 Strategic Management and
Foresight
Assignment Brief
Introduction:
This module is assessed by two individual assignments, a case study-based coursework
(Assessment 1) and Poster Presentation (Assessment 2). Details of the assessments are as
follows.
Module Learning Outcomes
By the end of this module successful students will be able to do the following:
• Evaluate and apply the key theories and frameworks in strategic management and
organisational foresight.
• Critique the relationship between corporate vision, strategic objectives, intent,
resources, planning, the firm’s environment, and its impact on the firm competitive
advantage.
• Develop a critical understanding of the interactions between different strategies,
business models, emerging digital technologies, organisational foresight, and the
impact of digital and the sustainability agenda on strategy formation and
development
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Assessment 1 (80% weighting)
Individual coursework with a word guideline of 3000 words (plus or minus 10%) to
meet all the learning outcomes.
This Assessment will cover the two topics below, each equally weighted. You must
answer both topics.
Topic One: Industry Analysis & Strategic Positioning [50 marks]
Emma wants to start a coffee shop in your hometown and grow the business into several
outlets. She plans to position her coffee shop as a local brand that sources sustainable raw
materials.
Undertake a detailed investigation into the industry (industry analysis) and provide Emma
with a critical assessment of the industry. Based on your research, offer critical advice on
how Emma should handle the different forces. What strategic options should Emma
consider, given her strategic intent?
Topic Two: Organisational Structures, Innovation & Globalisation [50 marks]
One of the traditional approaches to organising firms is along the lines of Strategic Business
Units (SBU), allowing each SBU to pursue a business strategy that meets the specific needs
of the markets it is serving. Johnson et al. (2018) highlights the benefits of SBUs. They
argue that decentralising into multiple SBUs allows large corporations to vary their business
strategies according to the different needs of the external markets. SBUs also encourage
accountability as the individual business units are often considered profit centres with their
P&L responsibilities. However, the long-run changes in organisations' characteristics that
were stimulated by technological changes, demographics and globalisation have led to many
organisations adopting more innovative structures to support their strategies (Dunbar and
Starbuck, 2006). Especially in the fast-moving tech sector, firms are designing their systems
to support innovation which is an engine of growth and a source of competitive advantage.
In their article in the Harvard Business Review, Podolny and Hansen (2020) explores how
Apple is organised for innovation. Indeed, Barney (1997) has highlighted the importance
and the role of ‘organisation’. Refer to the VIRO analytical framework that stipulates that for
a firm to achieve a competitive advantage, the firm should have resources that are valuable,
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rare and inmitatable and should be organised to take advantage of its resources and
capabilities.
Using Apple as a case study (read Podolny and Hansen, 2020 from the link below), critically
discuss how contemporary firms have organised themselves to support their strategy with
a particular focus on innovation in an era of globalisation. Your discussion should show
evidence of your understanding of organisational structural designs, the role of innovation
in firm performance and competitive advantage and the linkages between organisational
structure and innovation.
https://hbr.org/2020/11/how-apple-is-organized-for-innovation
Assessment 2 (20% weighting)
Individual Poster Presentation to meet learning outcomes 1& 3.
Case – The Sumo Group [100 marks]
Sumo is a world-class, award-winning game developer with 15 UK studios in the UK, Europe,
Canada, India and the United States (Sumo Group, 2022). In the UK, Sumo has studios in
Sheffield, Nottingham, Newcastle, Leamington Spa, Warrington, The Chinese Room in
Brighton, and Red Kite Games in Leeds. Sumo Group is one of the UK’s largest creative and
development services providers to the video games and entertainment industries, delivering
full-service visual and development solutions from initial concepts to production and
development and post-release support (Sumo Group, 2020). In January 2022, Tencent, a
Chinese technology and entertainment conglomerate, completed its £900 million acquisition
of Sumo.
The UK has a long history of making world-class video games. With the global games’
audience estimated between 2.2 and 2.6 billion people and the global software
market expected to grow from $137.9 billion in 2018 to an estimated $180.1 billion by the
end of 2021, the opportunities for the UK games industry have never been more significant
(UKIE, 2020). With several incumbents and new entrants vying for a share in this growing
market, for any firm to succeed in this industry, they should understand the future and apply
future-oriented insights to their organisation's strategic activities and decision-making.
Reviewing the relevant industry reports and academic literature generate future-oriented
insights into the industry that SUMO could use in their strategic decision-making process.
You must present your findings in the form of an academic poster.
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Your poster should include.
1. Key trends within the online games industry that you consider critical drivers for change
for Sumo and why?
2. Other megatrends that might be important for the Sumo Group?
3. A Ten-year scenario for the Sumo Group.
4. Using the identification of megatrends and scenarios, consider the potential impact of
future environmental forces on Sumo’s business in terms of threats and opportunities.
Use words (not more than 300 words) and images to present the message. You may use
complete sentences, bullet points or diagrams but be prepared to give/ discuss your analysis
with your audience. Your poster should also include your key references/sources.
Please note:
All work must adhere to the University regulations on ‘Cheating, Collusion and Plagiarism’,
which are provided as an Appendix in your Programme Handbook. I encourage you to use
‘Harvard Referencing Style’ and avoid ‘Plagiarism’.
You have to submit an electronic copy of the coursework and the poster in pdf format or
Microsoft Word file on CANVAS before the appointed date/time.
Assessment Criteria
The assessment will focus on the level of ANALYSIS carried out. The application of
THEORETICAL CONCEPTS studied in the module to the ‘practical’ case study presented. In
other words, you should proceed beyond a DESCRIPTION of the company and its actions.
You should be analysing ‘why’ rather than describing ‘what’.
Academic Rigour
● your ability to isolate the key strategic issues
● the coherence and depth of the analysis of those issues
● the ability to analyse the strategic context within which companies operates
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● the ability to critically review and evaluate strategic decisions made by companies
Methodology
● the use of relevant evidence, from material provided and personal research to
support any statements made
● the appropriateness of the methods used and theoretical models and frameworks
applied
● the breadth and depth of research undertaken.
● Evaluation of data
● the ability to make sound recommendations or conclusions arising from the analysis.
● the soundness of arguments put forward.
Presentation
● the summary of arguments
● report layout and format
● use of illustrative material and evidence to support arguments
● the appropriateness of length
● the quantity and accuracy of referencing
References
PwC, 2020. Entertainment & Media in the UK set for solid growth. [Online] Available at:
https://www.pwc.co.uk/industries/entertainment-media/insights/entertainment-media-
outlook.html [Accessed 20th March 2020]
Sumo Group, 2020. About Sumo Group. [Online] Available at:
https://www.sumogroupplc.com/about/overview/ [Accessed 20th March 2020]
Sumo Group, 2022. About Sumo Group. [Online] Available at: https://www.sumogroupltd.com/
[Accessed 20th March 2022]
The Association for UK Interactive Entertainment, 2020. The Games Industry in Numbers [Online]
Available at: https://ukie.org.uk/research [Accessed 20th March 2020]
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Generic Assessment Criteria – Postgraduate: PGBM135 – Global Strategy and Foresight
Categories
Grade Relevance Knowledge Analysis Argument and
Structure
Critical Evaluation Presentation Reference to Literature
P
a
s
s
86 –
100%
The work examined is exemplary and provides clear evidence of a complete grasp of the knowledge, understanding and skills appropriate to the Level of the
qualification. There is also unequivocal evidence showing that all the learning outcomes and responsibilities appropriate to that Level are fully satisfied. At this level
it is expected that the work will be exemplary in all the categories cited above. It will demonstrate a particularly compelling evaluation, originality, and elegance of
argument, interpretation or discourse.
76-85% The work examined is excellent and demonstrates comprehensive knowledge, understanding and skills appropriate to the Level of the qualification. There is also
excellent evidence showing that all the learning outcomes and responsibilities appropriate to that level are fully satisfied. At this level it is expected that the work will
be excellent in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance of argument, interpretation or
discourse and some evidence of originality.
70 –
75%
The work examined is of a high standard and there is evidence of comprehensive knowledge, understanding and skills appropriate to the Level of the qualification.
There is clearly articulated evidence demonstrating that all the learning outcomes and responsibilities appropriate to that level are satisfied. At this level it is
expected that the standard of the work will be high in the majority of the categories cited above or by demonstrating particularly compelling evaluation and elegance
of argument, interpretation or discourse.