PART A – BUSINESS REPORT In the role of a Management Consultant, you are invited by the CEO of Dyson to their headquarters. They have secured permission from Dyson’s Board of Directors (BoD) to review and upgrade their

Assessment Brief

This module is assessed through one graded element worth 100%. You must achieve at least 50% to pass this module.

PART A – BUSINESS REPORT

In the role of a Management Consultant, you are invited by the CEO of Dyson to their headquarters. They have secured permission from Dyson’s Board of Directors (BoD) to review and upgrade their global strategies in Europe, Africa, the Middle East and Asia. In view of this background, you are required to undertake a strategy upgrade of Dyson and provide a business REPORT to the CEO on further growth opportunities and sustainability of this growth into Europe, Africa, the Middle East, and Asia using the techniques and concepts covered in the module.

Task 1:  You are required to conduct an internal and external environmental analysis and then mention two sustainable competitive advantages to develop and support Dyson’s global strategy. (LO1).

Task 2: Based on your analysis in Task 1, suggest either possible entry strategies for new markets or ways to improve existing strategies. (LO2).

Task 3: Using the strategies suggested in task 2, evaluate how Dyson can implement the strategies to support its global supply chain. (LO3).

PART B – POWERPOINT PRESENTATION

In the role of a Management Consultant, you are required to design a short PowerPoint Presentation to the CEO of Dyson on how they can sustain their growth and profitability in the contemporary business environment. The models of Sustainability discussed on the module will be used.

DYSON CASE STUDY – BACKGROUND READING: AVAILABLE IN THE CORE TEXTBOOK (Page 205) VIA THE HUB AND OPEN SOURCED (PUBLICLY ACCESSIBLE) ON THE INTERNET.

De Wit, B (2020), Strategy, An International Perspective; 7th edition, Cengage Learning EMEA, Andover, Hampshire

DYSON MANAGEMENT CONSULTANCY REPORT

PART A- Business Report (3000 words)

In the role of a Management Consultant, you are invited by the CEO of Dyson to their headquarters. They have secured permission from Dyson’s Board of Directors (BoD) to review and upgrade their global strategies in Europe, Africa, the Middle East and Asia. In view of this background, you are required to undertake a strategy upgrade of Dyson and provide a business REPORT to the CEO on further growth opportunities and sustainability of this growth into Europe, Africa, the Middle East, and Asia using the techniques and concepts covered in the module.

Task 1. You are required to conduct an internal and external environmental analysis and then mention two sustainable competitive advantages to develop and support Dyson’s global strategy. (LO1).
Task 2. Based on your analysis in Task 1, suggest either possible entry strategies for new markets or ways to improve existing strategies. (LO2).
Task 3. Using the strategies suggested in task 2, evaluate how Dyson can implement the strategies to support its global supply chain. (LO3).

Guidelines

Guidelines for Task 1.

• For a pass, at least the MACRO Environment, the Industry Environment, and the internal Environment should be analysed. For the industry environment, a few sentences can be used to explore the forces making sure they are referenced using journals and other credible platforms like Statista, McKinsey and Mintel.
• Some threats and opportunities can be identified in the analysis of the MACRO environmental analysis.
• At most two (2) competitive advantages should be identified from the internal analysis and an application of how they can be developed and maintained (sustained) will be rewarded.
• Note that you cannot use SWOT analysis as the CEO needs a detailed and thorough understanding of each part of the business environment. One model can be used for each part of the environment analysis identified above.
• Support your arguments with academic literature and references to other similar real companies.
• To achieve a merit or distinction, you will be expected to demonstrate some critical evaluation of the environmental issues found in the research.

Guidelines for Task 2

• An analysis of the motives of globalisation in relation to the organisation using a Model like YIPs industry globalisation drivers is important.
• Analyse two (2) Strategic Option(s) for Internationalisation as a theoretical foundation to assist in deciding which three (3) Entry Strategies will support the organisation.
• Apply and evaluate three (3) Entry Strategies the organisation can use in entering the Global Environment using appropriate models and based on the Strategic Options you identified. The application of these theories to the global environment and the organisation will attract high marks.
• The application and originality shown in exploring the Strategic Option(s) and Entry Strategies logically and in detail is needed to attain a merit or distinction.
• Support your arguments with academic literature and references to other similar real companies.

Guidelines for Task 3

• An application of the models for the Supply Chain in relation to the global environment and the organisation is required. The use of models and their applications will be rewarded.
• The application of the models should show originality, creativity, and logic to attain a merit or distinction. An extensive use of models/theories or dwelling on theories or a description of models will not attain high marks.
• You are required to use a model, such as the BCG Matrix or Porter’s 3 Essential Tests, to analyse how the organisation can increase profitability.
• An ability to creatively apply the models to show how the organisation can use them to increase profitability will be rewarded.
• Support your arguments with academic literature and references to other similar real companies.

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Presentation and Structure

Word count: 3000 words

Your report structure should include the following sections: Cover page (University cover sheet)

Table of Contents

List of Abbreviations (if appropriate)
Introduction

Task 1 – The External and Internal Environment

Task 2 – Strategy in the Global Environment

Task 3 – Corporate Strategy

Concluding remarks

References

Appendix (The last one should be the PowerPoint Presentation)

Word count – only applies to the main body (shown in bold); i.e., cover page, table of content, list of abbreviations, references, assessment self-evaluation and appendix are not part of the 3000-word count.

Tip for Mapping the Assessment towards Module Topics and Module Learning Outcomes (LOs)

Task 1 – The External & Internal Environment	External Analysis – Opportunities and Threats Internal Analysis – Distinctive competencies, profitability, and competitive advantage	LO1: Critically analyse the internal and external business environment as sources of competitive advantage to facilitate a global strategy.
Task 2 – Strategy in the Global Environment	Strategy in the Global Environment – profit growth through global expansion	LO2: Critically evaluate both strategic direction and strategic options in complex business environments.
Task 3 – Corporate Strategy	Corporate Strategy – diversification, integration and outsourcing	LO3: Evaluate the implications of global strategy to management practice within a business environment.

PART B- POWERPOINT PRESENTATION

Your PowerPoint presentation should contain the following: –

• Learning Outcome 4 – (LO4); Assess and apply suitable frameworks and ideas to formulate and control sustainability for organisations in a global context.
• Analyse Dyson’s Sustainability, Corporate Social Responsibility (CSR) strategy and the key Ethical issues the organisation faces and make suggestions explaining how the challenges identified can be addressed.

Guideline Slides	Content
	Title of presentation Student SRN No Date
	Agenda
	Sustainability Use the Triple Bottom Line model/framework to analyse the sustainability position of Dyson and identify where there are short comings.
	Use a framework such as Porter and Kramer’s (2006) Creating Shared Value and or the United Nations Sustainable Development Goals to illustrate how Dyson can solve the lack of balance in the use of the Triple Bottom Line.
	Corporate Social Responsibility (CSR)
	Use Carroll’s pyramid of CSR to analyse the current CSR position of Dyson.
	Make suggestions using Johnsons 2017 Stances and or other appropriate frameworks on how Dyson can correct the short falls in the organisations CSR.
	Ethics Outline some ethical dilemmas faced by Dyson presently or that the organisation is likely to face in the Global Environments indicated in the report.
	Based on the outline, use models/frameworks such as the Stakeholder View, Governance issues and or the Principal – Agent principle to suggest ways in which Dyson can solve the Ethical dilemmas.
	References

PART B – POWERPOINT PRESENTATION

Tip for Mapping the Assessment towards Module Topics and Module Learning Outcomes (LOs)

In the role of a Management Consultant, you are required to design a short PowerPoint Presentation to the CEO of Dyson’s operations on how they can sustain their growth and profitability in the contemporary business environment. The models of Sustainability, CSR and Ethics discussed on the module will be used.

Strategic Purpose – Sustainability

LO4: Assess and apply suitable frameworks and ideas to formulate and control sustainability for organisations in a global context.

 Marking Guide

Part A – REPORT Learning Outcome:	Fail (0-39%)	Marginal Fail (40-49%)	Pass (50-59%)	Merit (60-69%)	Distinction (70-79%)	High Distinction (80-100%)
LO1: Critically analyse the internal and external business environment as sources of competitive advantage to facilitate a global strategy.	Inadequate or Weak knowledge in the analysis of the external and internal environments using appropriate models. A weak understanding of at most, 2 competitive advantages identified in the environmental analysis and did not include how the competitive can be built and maintained	Limited understanding of the external and internal environments of the organisation with major lapses in the use of models needed in all parts of the environment. There is limited understanding of at most, 2 competitive advantages identified in the environmental analysis and how these competitive advantages can be built and maintained.	Satisfactory Knowledge of the external and internal environments of the organisation using appropriate models to analyse all parts of the environment with limited omissions in some parts. There are adequate indications of opportunities and threats acknowledged in the external analysis showing some critical analysis and evaluation. There are adequate indications of how at most 2 competitive advantages identified in the internal analysis are	A good Knowledge of the external and internal environments of the organisation using appropriate models to analyse all parts of the environment with no omissions but some onset critical evaluations of the metrics found in researching for the environment. There are good indications of opportunities and threats acknowledged in the external analysis showing its effect on business risk.  There are creative	An excellent knowledge of the external and internal environments of the organisation using appropriate models in analysing these all parts of the environment with no omissions. Some critical analysis of the metrics found in researching the environment. There is an excellent application of opportunities and threats acknowledged in the external analysis showing its ef