Component B: Written Report

Assessment Brief: Component B

Guidelines and Administrative Issues

Submission Deadline: Thursday, 31st May 2022, 14:00 (submit into Blackboard)

Component B: 60% of module mark

Assessment Instructions:

After carefully going through the module case study, you will need to assume the role of a consultant to Market Dojo, responsible for developing a strategic growth plan to attain sustainable competitive advantage. To facilitate visualisation of the remit of the report, three questions have been identified that need to be addressed in the growth plan. These can be found below.

Obviously, any recommendations ought to have a time horizon and KPIs that could be applied to assess success of implementing your recommendations. You will create a written business style report that will test your ability to apply concepts, frameworks and theories developed in the module. Success requires students to demonstrate their ability to analyse, synthesise and evaluate material from the case study in the context of the knowledge base developed in the module.

Assignment Questions

  1. Critically analyse how MD’s business strategy could be adversely affected if their products were not cloud (SaaS) based.
  2. eCommerce and investment orientations:
    1. How can MD use emerging trends in a post pandemic world that include:
      1. the need for an omnichannel approach (improving mobile based customer experience),
      1. need for enabling customers to try using products at home (use of 3D modelling and augmented reality),
      1. fulfilment as a competitive differentiator (stores are being turned into fulfilment centres and streamlining the returns process),
      1. marketplace product pages are being pushed forward (building relationships across channels – customer service, personalisation, and community), 
      1. retention becomes top priority as acquisition costs spike (rewarding loyal buyers is on the rise – exploring subscription options and directly communicating with customers), to grow its market size. Comment on incompatibilities, if any, with the mentioned emerging trends.  
  • Why are using hyper competition and DYB/GYB among the dynamic environment strategies, appropriate to enable MD to position itself in relation to competitors in the e-procurement sector?
  • Infrastructural compatibility and maturity strategy:
    • With regard to scaling up into a global multi-national company with headquarters in Bristol, getting rid of cost-based operations, is there a specific organisation structure that could optimally enable MD to be more responsive to client expectations in a complex relationship arrangement?
    • How would Market Dojo’s knowledge management strategy need to be changed from that of a cost-based arrangement to fit with its new organisation structure as recommended by you in 3(a) above?  For instance, for MD to be successful could require the km strategy to include: 
      • link km strategy to business strategy that then brings about strategic alignment; 
      • foster a culture that encourages collaboration and knowledge sharing to fit with staff and their cultural orientations; 
      • underpin all the activities of Market Dojo with information systems that enables sharing knowledge, 
      • collaboration and searching for knowledge. 

Marking Criteria:

The detailed marking criteria are set out in this document.


As an individual written report, you should establish the format you judge to be appropriate. As there is a word limit within which the report needs to be created, it would be advisable to use sub-headings instead of the questions to structure the report. 

All submissions should follow these guidelines:

  • Submitted as Word files (.doc or .docx); if the markers cannot open your file it may mean your submission cannot be marked
  • Single spaced 
  • Font: Times New Roman 12 or Arial 12 point size
  • Page numbers added
  • Student ID number placed in the header of every page.

All references should be properly cited and should appear at the end of the plan; for guidance on referencing, please see the UWE Library’s Referencing Guide on the Library website.  Please do not use a cover sheet. 

Word Limit:

The word limit for this individual Written Plan is 2500 words (+/- 10%); any text submitted over this amount will not be read/marked in line with UWE’s marking policies.  

As a growth plan, you are not required to undertake a literature review or provide in-text citations and references when referring to the module case study. For example, you might analyse the industry using Porter’s ‘five forces’; you do not have to cite this since it is assumed to be in the common knowledge of those taking this module.  If you do use other literature you should cite it using the UWE Harvard style. References should be placed in a separate section at the end of the report. As mentioned above, for further guidance on correct referencing go to:

Details of what constitutes plagiarism and how to avoid it can be found here:

Instructions for Submission: 

You must submit your assignment before the stated deadline by electronic submission through Blackboard. Notification that the electronic submission portal is open for your assignment is displayed (usually two weeks before the submission date) in the Coursework tab in myUWE, the Coursework tab in Blackboard and via an announcement in the Blackboard course. 

Please ensure you allow sufficient time to upload your report, noting that the system becomes busier and slower as the deadline approaches. Only your final upload will be counted. Ensure all your information is submitted at one document. Always check and retain your receipts. 

Late submission in the 24 hours following the deadline will be accepted but the assignment mark will be capped at 50%. Submissions after 24 hours will not be accepted. You can submit as many times as you like up to end of the 24 hour late submission period; only the last successful submission will be marked. If your last successful submission is made in the 24 hour late work submission window, your submission will be classed as late, even if you have made previous submissions prior to the deadline.

The date and time of your submission is taken from the Blackboard server and is recorded when your submission is complete, not when you click Submit. The time is displayed at the top of the Blackboard page. For full guidance on online submission through Blackboard, see:

Submissions of coursework by any other method (including a paper copy, on disc, by email or by fax) are NOT permissible for this module unless specifically agreed in advance of the submission date.

Before submitting your work, please ensure the following:

  • That you have proofread you work thoroughly to ensure your work is presented appropriately 
  • That you have addressed all the required elements of the assessment
  • That you have referenced in accordance with the guidance provided
  • That you have addressed the marking criteria
  • That the submission is in the correct file format (WORD) so that the tutor can access it

Further Guidance: Guidance on UWE assessment regulations and terminology: Guidance on using the library:

Personal Circumstances:

If you are experiencing difficulties in completing a piece of assessment on time due to unexpected circumstances (for example illness, accident, bereavement), seek advice from a Student Support Adviser at the earliest opportunity. Appointments can be made via an Information Point or online via the Student Support Pages.

Student Support Advisers can advise as to whether you should submit an application for ‘Personal Circumstances (PCs)’, how to do so and what evidence is required to support the application. Further details on PCs can be found on the Student Support Pages.

The module leader cannot grant personal circumstances or extensions.

Marking Criteria for module case study analysis

 CriteriaLevelDetailed Description
1.Effective synthesis of material and use of case evidence to support argumentsFailLacks a detailed appreciation of the case material. Disproportionate reliance on unsupported generalisations, inadequate use of supportive evidence.
PassDemonstrates familiarity with case material but some of the more subtle insights are overlooked. Most substantive points are supported by appropriate evidence, with avoidance of unfounded generalisations
FirstThe work demonstrates a sound and detailed understanding of the case material and the work is supported throughout by appropriate evidence.
2.Use of appropriate concepts and frameworks for analysisFailInsufficient critical analysis
PassA standard objective critical analysis which demonstrates academic rigour using relevant concepts and knowledge and clear evidence of thorough reading of core texts
FirstOriginal critical analysis which reviews the validity of theoretical perspectives
3.Generation of logical arguments including use of academic frameworks in an appropriate sequenceFailDisorganised structure with incorrect or inappropriate sequencing of content/materials, unclear presentation
PassAn ability to structure and organise material in a broadly logical manner with a clear development of ideas, a comprehensive understanding of existing areas of knowledge and practice and an awareness of gaps and weaknesses of such knowledge
FirstDemonstrates a standard of writing and critical analysis which could be considered for publication in journals within the field 
4.Synthesis to produce coherent argument and conclusionsFailFailure to develop a clear line of argument, evidence of insufficient appropriate reading and reflection
PassIn generating solutions, an innovative approach to design and expertise in the application of the design process
FirstCreativity in exploring the limits of current knowledge and contributing to the development of theory, research
   and practice
5.Use of English (spelling, grammar)FailUnclear presentation
PassLargely correct use of language, unambiguous expression and clear presentation
FirstCorrect use of language, unambiguous expression and clear presentation
6.Use of recognised academic frameworks for citation and referencingFailPoor use of an appropriate citation system, inaccurate referencing
PassLargely accurate and complete referencing using an appropriate citation system 
FirstCompletely accurate use of citations and appropriate referencing system 

Give a Comment