BUS6002

Strategic Management

Case Study Based Report

Date for Submission: Please refer to the timetable on ilearn

(The submission portal on ilearn will close at 14:00 UK time

on the date of submission)

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materials or this publication may be reproduced, shared (including in private social media groups), stored in a retrieval system or transmitted in any form or means,
including without limitation electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Arden University. To find out more about
the use and distribution of programme materials please see the Arden Student Terms and Conditions.
Assignment Brief

As part of the formal assessment for the programme you are required to submit a
STRATEGIC MANAGEMENT assignment. Please refer to your Student Handbook
for full details of the programme assessment scheme and general information on
preparing and submitting assignments.

Learning Outcomes:

After completing the module, you should be able to:

1) Critically analyse and apply a number of theoretical models and their
potential for developing strategy and supporting strategic decisions.
2) Analyse theoretical developments in strategy.
3) Support the development of organisational strategies and plans.
4) Critically assess the impact of strategy making in an increasingly
volatile and turbulent environment.
5) Appreciate the significance of and the difficulties in
formulating and implementing strategy.

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Arden University © reserves all rights of copyright and all other intellectual property rights in the learning materials and this publication. No part of any of the learning
materials or this publication may be reproduced, shared (including in private social media groups), stored in a retrieval system or transmitted in any form or means,
including without limitation electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Arden University. To find out more about
the use and distribution of programme materials please see the Arden Student Terms and Conditions.
Guidance

Your assignment should include: a title page containing your student number, the
module name, the submission deadline and the exact word count of your submitted
document; the appendices if relevant; and a reference list in AU Harvard system(s).
You should address all the elements of the assignment task listed below. Please
note that tutors will use the assessment criteria set out below in assessing your work.

You must not include your name in your submission because Arden University
operates anonymous marking, which means that markers should not be aware of the
identity of the student. However, please do not forget to include your STU number.

Maximum word count: 4,000 words

Please refer to the full word count policy which can be found in the Student Policies
section here: Arden University | Regulatory Framework

Please note the following:

Students are required to indicate the exact word count on the title page of the
assessment.

The word count includes everything in the main body of the assessment (including in
text citations and references). The word count excludes numerical data in tables,
figures, diagrams, footnotes, reference list and appendices. ALL other printed
words ARE included in the word count.

Please note that exceeding the word count by over 10% will result in a 10-percentage
point deduction.

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Arden University © reserves all rights of copyright and all other intellectual property rights in the learning materials and this publication. No part of any of the learning
materials or this publication may be reproduced, shared (including in private social media groups), stored in a retrieval system or transmitted in any form or means,
including without limitation electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Arden University. To find out more about
the use and distribution of programme materials please see the Arden Student Terms and Conditions.
Assignment Task
This assessment is weighted 100% of the total marks for the Module.

Case Study Organisation: Google

Read the Case Study entitled “Alphabet-Who and what drives the strategy? From
Google to Alphabet: twists and turns in Google’s strategy development” (Johnson et
al., 2016, p. 434-436)

This assignment requires you to study the Case Study (provided as a separate
document), research further and undertake critical analyses of the current business’
strategic plans and practices. Your strategic plan must be underpinned by relevant,
authentic and referenced academic theories, concepts, models, Google Corporate
information and any other appropriate sources.

Reference:
Johnson, G., Whittington, R., Regner, P., Scholes, K. and Angwin, D., 2016.
Exploring Strategy: Text and Cases. 11th Edition. Harlow: Pearson Education Limited.

Produce a Report for Google’s Senior Managers that addresses the following
questions based on the case, your own research and relevant strategic
management theories:

1. Critically analyse the development of Google’s strategy over the years since its
Initial Public Offering (IPO) in 2004. In your answer consider whether Google’s
strategy has been deliberate, incremental or emergent. Justify your answer
using relevant examples where the strategy fits one or more of these
approaches. In addition, consider the strengths and weaknesses of Google’s
approach. To what extent has senior management been supportive of strategic
developments. Finally recommend how Google’s approach to strategy
development should transform in the future.
(20 marks)
(800 words)
(LO’s 2 & 3)

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Arden University © reserves all rights of copyright and all other intellectual property rights in the learning materials and this publication. No part of any of the learning
materials or this publication may be reproduced, shared (including in private social media groups), stored in a retrieval system or transmitted in any form or means,
including without limitation electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Arden University. To find out more about
the use and distribution of programme materials please see the Arden Student Terms and Conditions.
2. a) Carry out a critical PESTEL analysis of Google’s current turbulent global
environment. Evaluate the balance of opportunities and threats and Google’s
responses to the major issues.

b) Using Porter’s Five Forces Analysis, critically evaluate the strength and
attractiveness of the industry/sector that Google is currently operating in. What is
the strength of the five forces and what underlying factors drive them?
(40 Marks)
(1,600 words)
(LO’s 1 & 4)

3. a) Using Porter’s Generic Strategies framework, critically analyse Google’s

corporate and competitive strategies. To what extent do you think the
competitive strategies are sustainable over time?

b) With the aid of the Ansoff Matrix, assess the growth strategies adopted by
Google? What recommendations can you make to Google’s growth strategy for
the future?
(40 Marks)
(1,600 words)
(LO’s1, 4 & 5)

(4,000 words)
(100 marks)
(LOs: 1, 2, 3, 4 & 5)

End of questions

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Arden University © reserves all rights of copyright and all other intellectual property rights in the learning materials and this publication. No part of any of the learning
materials or this publication may be reproduced, shared (including in private social media groups), stored in a retrieval system or transmitted in any form or means,
including without limitation electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Arden University. To find out more about
the use and distribution of programme materials please see the Arden Student Terms and Conditions.
Formative Feedback

You have the opportunity to submit a draft report to receive formative feedback.

The feedback is designed to help you develop areas of your work and it helps you
develop your skills as an independent learner.

If you are a distance learning student, you should submit your work, by email, to your
tutor, no later than 2 weeks before the actual submission deadline. If you are a blended
learning student, your tutor will give you a deadline for formative feedback and further
details.

Formative feedback will not be given to work submitted after the above date or the date
specified by your tutor - if a blended learning student

Referencing Guidance

You MUST underpin your analysis and evaluation of the key issues with appropriate
and wide ranging academic research and ensure this is referenced using the AU
Harvard system(s).

Follow this link to find the referencing guides for your subject: Arden Library

Submission Guidance

Assignments submitted late will not be accepted and will be marked as a 0%

fail.

Your assessment should be submitted as a single Word (MS Word) or PDF file. For
more information please see the “Submitting an Assignment - Guide” document
available on the A-Z key information on iLearn.

You must ensure that the submitted assignment is all your own work and that all
sources used are correctly attributed. Penalties apply to assignments which show
evidence of academic unfair practice. (See the Student Handbook which is available
on the A-Z key information on iLearn.)

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Arden University © reserves all rights of copyright and all other intellectual property rights in the learning materials and this publication. No part of any of the learning
materials or this publication may be reproduced, shared (including in private social media groups), stored in a retrieval system or transmitted in any form or means,
including without limitation electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Arden University. To find out more about
the use and distribution of programme materials please see the Arden Student Terms and Conditions.
 Assessment Criteria (Learning objectives covered - all)
Level 6 study represents the student’s increasing autonomy and independence in relation to their knowledge, understanding and skills. At Level 6, students are expected to
demonstrate problem solving skills in both practical and theoretical contexts. This should be supported by an understanding of appropriate theory, creativity in expression and
thought based on independent but informed judgments. Students should demonstrate the ability to seek out, invoke, analyse and evaluate competing theories and claims to
knowledge and work in a critically constructive manner. Work at this level is articulate, coherent and skilled.
Mark Generic Assessment Criteria
Grade
Bands
First 80%+ An exceptional knowledge base exploring and analysing the discipline, its theory and any associated ethical considerations. The work demonstrates extraordinary
(1) independence of thought and originality. There is exceptional management of learning resources and a high degree of autonomy is demonstrated which goes above and
beyond the brief. The work demonstrates intellectual originality and creativity. Writing is exceptionally well structured and accurately referenced throughout. Where
appropriate, outstanding professional skills are demonstrated. The work is original and with some additional effort could be considered for internal publication.
70- An excellent information base within which the discipline is explored and analysed. There is considerable originality in the approach and the work demonstrates confidence
79% and autonomy and extends to consider ethical issues. Learning resources have been managed with exceptional confidence and the work exceeds the assessment brief.
Writing is exceptionally well structured and accurately referenced throughout. Where appropriate, an excellent level of professional skills are demonstrated and the work
demonstrates a high level of intellectual and academic skills.
Upper 60- A very good knowledge base which explores and analyses the discipline, its theory and any associated ethical issues. There is evidence of some originality and
second 69% independence of thought. A very good range of learning resources underpin the work and there is clear evidence of self-directed research. The work demonstrates the
(2:1) ability to analyse the subject and apply theory with good academic and intellectual skills. Academic writing skills are good, expression is accurate overall and the work is
consistently referenced throughout.
Lower 50- A satisfactory understanding of the discipline which supports some analysis, evaluation and problem-solving within the discipline. There may be reference to some of the
second 59% ethical considerations. The work shows a sound level of competence in managing basic sources and materials. Academic writing skills are good and accurate overall and
(2:2) the work is planned and structured with some thought. Professional skills are satisfactory (where appropriate). The work may lack originality but academic and intellectual
skills are moving into the critical domain. The work is referenced throughout.
Third 40- Basic level of performance in which there are some omissions in the understanding of the subject, its underpinning theory and ethical considerations. There is little
(3) 49% evidence of independent thought and the work shows a basic use of sources and materials. Academic and intellectual skills are limited. The work may lack structure
overall. There are some difficulties in developing professional skills (where appropriate). There is an attempt to reference the work.
Marginal 30- A limited piece of work in which there are clear gaps in understanding the subject, its underpinning theory and ethical considerations. The work shows a limited use of
Fail 39% sources and materials. Academic and intellectual skills are weak and there are errors in expression and the work may lack structure overall. There are difficulties in
developing professional skills (where appropriate). The work lacks original thought and is largely imitative.
29% A poor performance in which there are substantial gaps in knowledge and understanding, underpinning theory and ethical considerations. The work shows little evidence in
and the use of appropriate sources and materials. Academic writing skills are very weak and there are numerous errors in expression. The work lacks structure overall.
below Professional skills (where appropriate) are not developed. The work is imitative.

Page 7 of 7
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Arden University © reserves all rights of copyright and all other intellectual property rights in the learning materials and this publication. No part of any of the learning materials or this publication may be reproduced, shared (including in private social media groups), stored
in a retrieval system or transmitted in any form or means, including without limitation electronic, mechanical, photocopying, recording or otherwise, without the prior written consent of Arden University. To find out more about the use and distribution of programme materials
please see the Arden Student Terms and Conditions.