MN6003 Strategy: Choices and Change Individual Strategy Assignment Briefing-60822

Due: 3pm on Thursday  17 December 2016 (submit as Web learn Personal Journal entry)

Your Individual Strategy assignment (e-portfolio 2) is a case study analysis of 1150 to 1500 words. You must analyse the Browns Sports Footwear case (case study is on web learn and is 4 pages long) by applying appropriate strategy models from the core module text book, ‘Exploring Strategy’ (e.g. PESTEL, Five Forces, Strategic Grouping, Value Chain or Seven S, Porter’s generic strategies or Bowman’s strategy clock). You must summarise the strategic position of Browns using SWOT analysis and then make recommendations for the future direction of the company using your analysis and the An off matrix.

You should use tables or diagrams when you apply strategy models and populate them with data from the case. However, it is not sufficient to just apply models and produce diagrams or tables; you must discuss the key findings from each model (there are lots of marks available for the quality of your discussion). The information in tables or diagrams or in the end reference section will not be included in the word count. Your report should use full sentences and not bullet points (except in diagrams or tables).

You should reference your work using the Harvard system and use relevant academic reading to develop and support your work (at least three different academic sources). You do not need to read beyond the case for information about Browns or the sports footwear industry. You should stick to the case and limit your reading to strategy text books and academic journal articles. You do not need to describe the models in detail e.g. you don’t need to explain what Porter means by ‘buyer power’; it will be clear from your analysis that you understand this.

Report structure

Introduction:                     Brief introduction to the assignment (50 to 100 words)

Main body:                         Models, e.g. PESTEL, Five Forces, Strategic Grouping, McKinsey Seven S or Value Chain, Porter’s generic strategies or Bowman’s strategy clock and SWOT, populated with your analysis from the case. Discussion (synthesis & key insights) after applying each of the models. This should end with a discussion of your SWOT analysis. (1000 to 1350 word plus diagrams or tables)

Recommendations:        Recommendations for future strategic direction based on discussion in the main body and insights from your Ansoff matrix (100 to 200 words plus Ansoff matrix)

Reference section:          in Harvard format. Only cite sources that are included in your assignment. There must be at least 3 different academic sources including the core text book. These should be cited in the main body as in-text references and in your end reference list. Wikipedia and are not academic sources.


Assessment Criteria: Individual Strategy assignment
  • Demonstrates understanding of a wide range of strategy models and ability to appropriately apply them using the information from the case study.
  • Demonstrates understanding of the case study organisation and depth of insight and synthesis from the analysis of each model and analysis of the overall strategic position (synthesis of SWOT analysis).
  • Recommendations are based on the earlier analysis and demonstrate good understanding of Ansoff and the case.
  • Good evidence of academic reading. Good use of Harvard referencing.
  • Report is well structured and presented; arguments are coherent, logical and persuasive.





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The report aims at analyzing the resource allocation, budget allocation and tracking of the project. The project involves at installing some new database query software across a company with several different sites (nodes). Part A deals with the resource allocation and levelling of the allocated resources. Part B deals with the allocation of standard calendar to the project.  Part C deals with the budget assessment and Part D deals with the project tracking.

Part A

Resource conflict

First resource conflict is resolved by “Resource Leveling option” which resulted in increasing the duration of Task 6 – Schedule downtime for installation to 10.33 days. This feature of MS Project allowed to resolve the resource conflict within slack.


(b) – Activity 1.1.1 and 1.1.2 had initial resource conflict for network engineer resource. If two different network engineers are allocated separately then it would have resolved the issue without resource levelling option and activity 1.3.1 also starts at the same time as that activity of 1.1.1 “Install Ethernet and fast Ethernet”. Hence, in total 3 network engineers are required.

Part B

When the mentioned dates were made non-working, the finish date of the project gets shifted to 21/06/2017. It can be depicted through following screenshot:

Before standard calendar:

image 1

After standard calendar

Part C

  1. Overhead costs – $10,500 = 140 * 75
  2. The two costs i.e. Ethernet installation component cost and fiber installation component cost are made as “Material” cost in MS Project. Thereafter, the cost is allocated just like the resource in MS Project.
  3. Total weeks after phase two up till end of project = 8 * 700/week = $5,600. These change can be depicted through following snapshot:
  4. Total = 1,23,780 which includes overhead costs.


Part D

Project tracking is defined as the technique used for managing projects but it is not limited to measuring the status of milestones and tasks which are required in obtaining pre-defined results.

Assumption: The project is tracked for the status as on 3rd April 2017. Also activity 10, 11 and 12 are only 50% completed. These tasks are the ones which have different finish date as compare to the baselines date.

In order to track the progress of the project, two variables are used. Cost Variance and schedule variance. From the MS Project tracking chart, it is depicted that project is under budget and not be requiring any further funds.

For the mentioned 10, 11, 12 activities, CV is positive:

Task Name Fixed Cost Fixed Cost Accrual Total Cost Baseline Variance Actual Remaining Cost Variance
Determine subsystems to be installed









Install Operating System on hub




















Deadline January 4 2016


All material submitted must be the students own work.  Plagiarism or copying is a University assessment offence.


1)  Select a recent journal article from the accounting literature which addresses one of the following issues:

i)             International Financial Accounting Rules and Regulations

ii)            Management Accounting Techniques;

iii)           Business Ethics

This is the title of the article journal I choose for business ethics

Virtuous Persons and Virtuous Actions in Business Ethics and Organizational Research

Published year is July 2015

Write a 1500-word critique of the article with reference to the assessment criteria

Outlined below.   (90%)

2)  With reference to the development of independent learning and research skills, write a 100- 150 word self-evaluation essay which reflects upon the extent to which you believe

The preparation and formative presentations have enhanced these skills and identify your strengths and weaknesses which can be further developed in the remainder of the module. (10%)


                      ASSESSMENT CRITERIA


i)             You must submit a hard copy of your chosen article with this

Coursework, the article must be written in English.


ii)             Your coursework should be between 1,500 and 1,650 words.


iii)           Your coursework must be clearly presented with a proper structure

With an accompanied bibliography.                                            (10%)       


iv)           Evidence of research to illuminate our understanding                    (10%) 



v)            You should clearly identify the article you have chosen to review, giving your

Reasons why you have selected the article and providing details of the subject

Area that is being examined.                                                        (10%)


vi)           You should briefly discuss the methodology adopted by the author(s) of the article and highlight any limitations in their approach.               (10%)


vii)         You should critically analyse and evaluate the main arguments put forward in the article and its direct relevance to corporate governance, corporate social reporting o business ethics.                          .                              (40%)


viii)        You should provide a clear conclusion and summary of the key points you have discussed together with any limitations.  in the approach you have adopted




ix)           You should provide a clear self-evaluation essay                        (10% )       




Please ensure that coursework is submitted via Turnitin and handed in at the Assessments Unit not later than 3pm on the due date.

Serving Consumers in Global Markets

Table of Contents

Introduction. 2

Understanding of theories of consumer psychology. 3

Different behavioral traits responding marketing messages. 5

Conclusion. 8

References. 9


Various types of communication systems used for interaction. The companies adopt either each of such communications or many of them as per their own strategic provisions. The general form of communications for interacting internally or externally is websites, T.V. advertisement, posters and others. In the given assignment, the communication system is described for the two companies. Company like Coca cola emphasizes on T.V. advertisement. The Company has treated this form of advertisements, as an experimental way, in reaching customers and attracting their attention. It has adopted the strategy like station identification slides and later it has introduced an advertisement campaign “always coca cola”. The objective for adopting such campaign is to promote the concept of taking soft drink brings happiness in life. The strategy touches the heart of the people across the world. The Company Amazon uses web-based campaign. This type of communication medium is an effective way to interact with the consumers directly through digital medium. It is a professionally built websites, which enables to promote the goods and services to the consumers and develop the brand images of the company. There is an integrated relationship exist between business and human psychology. The later is the base of procuring the success of an entrepreneurial effort. Mastering the psychology enables a business to draw more consumers, improve the motivational level of the existing staff, which leads to increase their efficiency level. Therefore, it enables the company to reach at the point of its destination (Moshiri and Cardon, 2014). It is important to understand the psychology of the customers to meet their needs and requirements. In addition to this, the given modes of communication will help the respective companies to meet the requirements of the customer.


Understanding of theories of consumer psychology

Consumer behavior can be expressed as a means, which is a useful tool to analyze different aspects of individuals, groups along with organizations, how they select, use and distribute the products, services and the impact of these two things among the consumers as well as the society (Dujarier, 2014). The attempt of this concept is to perceive the decision-making ways of the purchasers. It also aims to know the emotions and how the emotions are reflected in the mind of the purchasers.

Influences on and of consumer behavior

There are various theories found in respect of the approach of customer behavior. The black box model is one such application, which shows the different aspects of consumers.

This theory emphasizes on showing the relationship between stimuli and the reaction of the customer. It consists of the features of the buyer and their processes of decision making which are able to determine the responses of the buyer (Agner, 2014).  There are also other considerable stimuli like environmental stimuli, marketing stimuli.

The marketing mode of Coca cola is to promote its product through TV campaign. It has been observed that by adopting the means of this kind of promotion increases 45% of consumers. This kind of advertisement advocates the responses of the consumers, influences their decision-making capability, and makes them emotionally attached with this brand for its future use. Not only that it influences the other members of a group as once the taste of this drink is evoked into one user and he produces specific functional reaction among others and put them in the state of buying this product. Therefore, TV advertisement produces interaction of stimuli, which affects the consumer in their decision-making process and gives positive response towards using the product.

Based on the behavioral targeting techniques web based campaigning program is formulated which focuses on the response for using the technology and techniques by means of websites. This approach enhances the effectiveness of this kind of campaign (Ferguson, 2014).  The web browsing information is also gathered from the degree of responses shown by the users.

The collection of the whole data facilitates to formulate defined audience segments. The repetition found in specific sites enables the advertiser like Amazon placing their online advertisement to these specific segments of customers, as these users are having great intention for the product or services offered by them by the web based company. They are the frequent users of this particular site, which takes the attention of the advertiser who places advertisement to such site. It means the particular site of the company acts as a mediator between the user of the site and the advertiser who places advertisement on such site.

Different behavioral traits responding marketing messages

Individuals bring greater impact on marketing as they possess varied personalities, values and variety of attitudes. When they approach to deal with a particular product or services their stable and varied features affect how they response about the product or services.

As per Freudian psychoanalytic theory, the personality of a human being is summed up with id, ego and super ego. The unconscious conflicts of these three shape the personality of a person (Boothby, 2014).  This selective perception of Freud influences the responsive condition of the consumers. The coca cola TV advertisement may influence the responsiveness on the human being as per the shape of personality found in the human beings.

In terms of consumer attitude, it can be said that it plays actively and passively with consumer behavior. The Tricomponent attitude model confers three major elements. These are Cognitive, affective and conative. In the last one, it is stated that the people generally follows the action of the others (Baranek and Solc, 2014).  In the given advertisement, campaign of Coca cola such type of following pattern is observed where people are influenced by the buying nature of the other consumers about the product of Coca cola.

The analysis of attitude in an organization is important, the consumer selective processes, buying behavior depend upon the study of attitude.

The behavioral management theory refers to the human dimension relating to work. It is said that better understanding of behavior, as for example, motivation, conflict and other factors like expectations as well as group dynamics enables the performer in increasing their productivity.

The classical conditioning theory is one of such behavioral management theory which shows the occurrence of psychological therapy in a certain point of time when a conditioned stimulus is matched up with unconditioned stimulus (Gormezano et al. 2014). The experiment on dog and its physiology of digestion evolved such notable conditional theory. In the TV advertisement adopted by Coca cola when a particular campaign is executed repeatedly, it hammers the mind of the human being. It attracts the mind and makes him active to response to the product. Once the consumer starts to drink coca cola it can become a habit of their own to purchase the product whenever, they feel thirsty. Here thirst is the stimuli which signal to use coca cola.

Another behavioral approach called Operant conditioning is conceptualized upon consequences where behavior is responsive to consequences. The difference of these two behavioral approaches shows that in the former approach stimulus is a factor for salivation, and produces the consequences whereas in the latter case learning is given to the user in producing consequences (Coon and Mitterer, 2014). In the web based promotional program at Amazon when the customer uses the certain link a consequence is produced for such response.

Cognitive behavioral technique treats with anxiety and depression of the human beings so that it brings changes to the state of mind and covert the negative effect into positivity. The concept of this school of thoughts is that our thoughts, feeling and all aspects of the mind actions are inter related and when the negative feelings emerge in the mind it gets stuck and hampers our activities (Simkin et al. 2014).  This model emphasizes on breaking this negative traits of mind. In case of Coca Cola, the first impression of the advertisement fulfills the functions of the cognitive behavior. When a person feels depressed or he suffers anxiety, the caption of the advertisement encourages him to take the product and get relieved.

In terms of the advertisement campaigns, the marketing theory of Maslow is very significant. This theory is developed in the light of five needs of the human beings. The Psychological needs of the person who needs air, food shelter is relevant in the current context. Every human being needs comfort (Maslow, 2014).  The advertisement, whatever is its way, serves and promotes the importance of product and services to the consumers so that they can relate their needs with these advertisements. Therefore, the internal needs can be described by applying Maslow motivational theory. Whereas, the Vrooms expectancy theory is based on the proposition that the harder the effort will be given better the result can be achieved. Therefore, it becomes dissimilar to Maslow’s theory where it is said that the internal needs generates the effort. But in the Vroom theory contribution of greater effort is spoken of which can bring maximum result and reduce sufferings (Doaks, 2014). The web based advertisement program of Amazon is supposed to be a successful effort by constant implementation of the information digitally and aware the customers about the product and services.

The Adams’ equitable theory is based on the concept that certain factors like delicacies and other variables affect in assessing individual’s effort and the way such individual maintains a relationship with the work (Brown et al.2014). Variables can be the external factors, which influence the individual self and develop a comparison with others within which such individual belongs. It says that when people are advantageously treated they become motivated and vice versa. The application of this theory may influence a certain section of people being motivated by the TV advertisement campaign. Therefore, those who belong to the group can be motivated as the other member of the group is motivated.


The TV advertisement campaign of Coca cola enable the customers to come out from the gloomy mood and get refreshed by drinking this tasty liquid which has a worldwide appeal among the consumers. This is an application of cognitive classical theory. Whereas in the web based advertisement campaign it is expressed that, more effort needs to be given for achieving better result. It recognizes Vroom expectancy theory. It is a suggestion to the Coca cola to believe in the theory of caonative concept comes under Tricomponent attitude model where it is said that people is influenced by others and accordingly result in keeping the majority of the masses.



Baranek, R. and Solc, F. (2014). Model-Based Attitude Estimation for Multicopters. AEEE, 12(5).

Boothby, R. (2014). Death and Desire (RLE. Hoboken: Taylor and Francis.

Brown, A., O’Shea, R., Mott, K., Brown, K., Lawson, T. and Jennings, G. (2014). O005 Essential Service Standards for Equitable National Cardiovascular CarE for Aboriginal and Torres Strait Islander People – An Exemplar Approach to Closing the Gap. Global Heart, 9(1), p.e2.


Coon, D. and Mitterer, J. (2014). Psychology. Belmont, Calif: Wadsworth/Cengage Learning.

Doaks, S. (2014). An analysis of race and gender in select choice programs within Brevard County Public Schools. Orlando, Fla.: University of Central Florida.



Dujarier, M. (2014). The three sociological types of consumer work. Journal of Consumer Culture.

Ferguson, T. (2014). Using Auditory Feedback to Improve the Performance of Judokas during Uchi Komi.

Gormezano, I., Prokasy, W. and Thompson, R. (2014). Classical Conditioning. Hoboken: Taylor and Francis.

Maslow, A. (2014). Toward a psychology of being. Bensenville, IL: Lushena Books.


Moshiri, F. and Cardon, P. (2014). The State of Business Communication Classes: A National Survey. Business and Professional Communication Quarterly, 77(3), pp.312-329.


Simkin, D., Popper, C. and Trivedi, H. (2014). Alternative and Complementary Therapies for Children with Psychiatric Disorders. Philadelphia, Pa.: Elsevier Health Sciences.

Warren, C. and Campbell, M. (2014). What Makes Things Cool? How Autonomy Influences Perceived Coolness. J Consum Res, 41(2), pp.543-563.

Strategy Choices and Change

Table of Contents

Introduction.. 2

Key Content 2

PESLET Analysis. 2

Five Forces Model by Porter 5

Synthesis of SWOT Analysis. 6

Recommendation.. 6

References. 8



The development of this paper is based on conducting the in-depth analysis of the overall strategy for the company known as Browns Sports Footwear with the help of the certain case study related to the company. The primary portion of the paper will be developed by understanding different key concepts associated with the major strategic changes and choices of the firm by the application of some appropriate strategic models like PESTEL, Five Forces of Porter, etc. Thus, the overall process will facilitate the determination of SWOT analysis for the selected company and help the report to identify the needful changes to be made in the company strategies for covering up the future demands. Therefore, a suitable strategic direction in the form of a recommendation can be provided to Browns Sports Footwear using the overall processes as part of the analysis.


Key Content

Within this particular portion, different types of strategic models will be applied for the purpose of conducting the analysis and the application of these models will be done on the basis of their suitability to reflect in-depth and through information about the company.

PESLET Analysis

Political Factors – the major political factors for the operations of Browns are the striking dock workers, political instability within the production sections within the country of the UK, and the effect of terrorism within the country (Carmona and Schoonraad, 2004).

Considering the current circumstances for the company, the government must need to facilitate the proper growth for the business activities of Browns. According to the recent examples, the UK policies are backing up the production process of the company and thus, the support from the government can be evidenced. These supporting processes can be observed in terms of the macroeconomic stability from the government, stability in terms of the currency conditions, lower rates of interest, and the competitiveness in terms of the tax system.

Economic Factors – the major economic factors for Browns are identified as slowed down pace of the economy, reduced confidence levels in the customers, barriers to enter different markets, and contract manufacturing.

In case of the growth of the company, the biggest threat experienced by Browns is known as the economic recession and during the certain time period, the growth of the company was affected adversely. Also the economic downturn influenced the lower rate of purchases from the customers and thus affecting the financial condition of the company (Di Maria, Grandinetti and Di Bernardo, 2012). On the other hand, the importance of economic crisis cannot be avoided with resulted in the limited manufacturing for the company due to the increased prices of labours and materials.

Socio-Cultural Factors – the major socio-cultural factors are considered to be the brand conscious customers, changing buying behaviours observed among the young customers, different tastes related to the footwear for the upcoming generation, increased female share within the market, and corporate social responsibility.

Considering the recent socio-cultural trends within the society, the major importance is provided to the diet and healthy lifestyles by the people as they are getting more and more conscious about their health and living. It enables them to go and join for the fitness clubs and thus it opens the door for an increasing demand regarding different fitness products like the exercise apparels, shoes, equipment, etc. (Egan, 2001). Amongst the different market players within the UK market, Browns is one of such brads offering the sports footwear to its customers and it is needless to mention that the impact of socio-cultural dimension allows the company to capture the effective possibility to facilitate the growth for the overall business.

Technological Factors – out of the different technological influences, some of the major factors by considering their importance are categorised, which include the ability to cope up with the changing technology, the ability to come up with the perceived designs, and the speed of news reporting.

Considering the operations of Browns, which can be determined after going through the case study, it can be observed that the different business activities effectively utilises the marketing information system for maintaining the efficiency. In case of the operations of Browns, it uses the marketing information system in order to ensure the product differentiations, developing the marketing segmentations, and maintaining innovation in terms of different products of the company (Fowler, 2010). Therefore, the contribution of IT can be observed significantly in the previous growth of the company appropriately. Considering the recent scenario of the company, it should need to capitalise more in its R&D department for the purpose of maintaining innovation and coping up with the changing requirements of the market customers. In this case, the company should need to invest in the continuous manner to the department as innovation is known as the on-going process fostering the success of the company by helping it to come up with the new and latest designs in terms of footwear.

Environmental Factors – the environmental factors are the recycling, sustainability, and impact of the climate.

Here the growing copiousness from the people leads to demand more sustainable products from the company. So, the footwear manufacturing company should need to consider the environmental safety requirement to maintain the commitment to the sustainability (Johnson and Scholes, 1999).

Legal Factors – some of the major legal forces for Browns are the company operations threatened by the underage workforce, intellectual property rights, poor records in terms of employment, and different trade agreements.

Considering the scenario of Brown, its operations can be threated to be exposed to the different issues related to child labour if not the management and operations are progresses with the use of proper planning and leading capabilities. Therefore, Browns should need to build the strong business ethics in order to bounce back from the negative media attention.

Five Forces Model by Porter

Potential Entrants – the threat from the potential market entrants for Browns is high as there are different other sportswear manufacturers within the market early expecting to expand their portfolio. On the other hand, the potential competitors are also providing the cheap footwear products within the market and this factor is also becoming a major threat for Browns operations (Kukliński and Pawłowski, 2005). Therefore, considering the current condition of the company, the threat from the different market competitors and new entrants are relatively high for Browns.

Buyers – during the past decade, it can be observed that the customers for the sports footwear have changed drastically. The sudden change can be mostly observed as the emergence of women customers participating in buying sports footwear. As it has been proposed earlier that the future generation has its different tastes in terms of products and the price of the products mostly affects the customers, the buyers’ influence in case of Browns’ operation is considered to be very high.

Substitutes – basically the shoes of another category are the substitute for the athletic shoes. When it comes to the professional use, there is no substitute, but in case of fashion statement, the shoes of other categories can make the impact. Considering this particular scenario, the threat from the substitute is low.

Suppliers – the company has achieved the economies of scale due to the sui9table use of its production facilities (Leleur, 2012). Although, the company is switching its manufacturing process by manufacturing and shipping goods by the third party, it can be proposed that the supplier power in case of Browns’ operation is low.

Competitive Rivalry – the competitive rivalry is high within the market with the presence of some major brands like Nike, Reebok, Adidas, etc. Also these brands endorse their products by the help of different sports personalities causing major threats to the company.

Synthesis of SWOT Analysis

Considering the overall analysis, it is necessary to produce an overall picture of Browns on the basis of categorising them in process of SWOT analysis. The strong financial returns, internet sales, positive brand recognition, and a growing presence within the UK market are the most common strength for the company. Lack of processes to satisfy the changing needs of the customers and heavy dependency on the footwear sales are the major weaknesses for the company (Woolley, 2005). Moving to the different sectors with the help of product differentiation is considered to be the major opportunity for the company. Finally, the saturation within the domestic market and the massive changes in the currency are the most significant threats for Browns’ operations.



Considering the overall analysis referenced from the case study of Browns Sports Footwear, it can be acknowledged that the company still belong in the well position within the market but yet it needs to achieve its lost place in the market as one of the leaders in the footwear industry. The process can be achieved for the company with the help of positively and regularly increasing manufacturing facilities for Browns (Di Maria, Grandinetti and Di Bernardo, 2012). On the other hand, the company must need to implement its current strategy on the basis of focusing to ensure the product differentiation and diversification. Also the major roles need to be played by the human resource department of the company providing importance to the advertising, branding, and selling strategies of Browns in the respective market scenario.



Carmona, M. and Schoonraad, M. (2004). Exploring collaborative urban strategies. Delft: Delft University Press.

Di Maria, E., Grandinetti, R. and Di Bernardo, B. (2012). Exploring knowledge-intensive business services. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan.

Egan, J. (2001). Relationship marketing. Harlow, England: Financial Times Prentice Hall.

Fowler, R. (2010). Religion and politics in America. Boulder, CO: Westview Press.

Johnson, G. and Scholes, K. (1999). Exploring corporate strategy. London: Prentice Hall Europe.

Kukliński, A. and Pawłowski, K. (2005). Europe-the strategic choices. Nowy Sącz: Wyższa Szkoła Biznesu–National-Louis University.

Leleur, S. (2012). Complex strategic choices. London: Springer.

Woolley, P. (2005). Geography and Japan’s strategic choices. Washington, D.C.: Potomac Books, Inc.