Introduction
介紹

This is the first of two assessments for PM018, The Theory and Practice of Strategic Management and focuses on a proposal and report. The second will be an examination.
這是第一次兩個評估PM018，側重于戰略管理的理論與實踐的建議和報告。第二將是一個檢驗。

Further details will be found in the PM018, The Theory and Practice of Strategic Management student handbook.
進一步的細節，會發現在PM018，學生手冊戰略管理的理論與實踐。

Learning outcomes addressed
學習成果解決

This assignment and examination address the following learning outcomes:
此essay及考試解決了以下的學習成果：

? Gain insight into the process of strategic leadership and the management of strategic change.

? Demonstrate an in depth understanding of the theories of strategic management and be able to critically use and analyse these theories

? Explain how the external structural environment in which organizations operate drive strategy formulation

? Develop a logical approach when dealing with strategic business issues

? Analyse the nature of the strategic situation facing an organisation

? Present feasible strategic responses to a strategic problem based on appropriate criteria

Theoretical perspective
理論角度

It is at the point of change that competitive dynamics can best be observed and analysed. This is where organizations and industries are subject to pressures and where issues that may be dormant can assert themselves. Therefore, each report should be concerned with a story of change of strategic direction and the use of analytical frameworks discussed in the course to shed light on the chosen change. The idea of the report is to test the critical use theoretical frameworks presented during the module.
這點變化的競爭態勢能最好地觀察和分析。這是組織和行業受到的壓力和問題，可能會處于休眠狀態，可以斷言自己。因此，每一個報告應該關注與戰略方向的變化和使用過程中討論的分析框架，選擇的變化揭示了一個故事。該報告的想法是測試的關鍵在模塊使用的理論框架。

Part 1: The proposal
第1部分：建議

Individually, students will select a company from the list on page 6 and prepare a proposal to analyse:

a. The industry the company is in
b. The situation faced by that company that caused it to change its strategic direction.

At the very least, the proposal must contain the following:

? A brief description of what you are planning to do.
? Background. This section should contain a rationale for your research. Why are you undertaking the project? Why is the research needed? This rationale should be placed within the context of existing research. You need to demonstrate that you know what you are talking about and that you have knowledge of the literature surrounding this topic.#p#分頁標題#e#
? Aims and objectives. The aim is the overall driving force of the research and the objectives are the means by which you intend to achieve the aims.
? Description of proposed research including method or approach.
? List of references. Do not say “I’ll use books and / or journals”. You must state their titles and explain how and why they fit in with your proposed report.

Part 2: The report
第2部分：報告

Having prepared the proposal, students will write a report that addresses the strategic situation of the real, existing actor in terms of the industry in which the player operates.
在編制建議，學生將寫了一份報告，在玩家經營的行業中，解決的真正的戰略格局，現有演員。

Students will therefore critically examine one or more major shifts in strategic direction by a firm by drawing on the theoretical tools of industry analysis, firm strategies, technological issues and national strategies for creation and enhancement of strategic direction.

At the very least, be sure to include:

? What industry / industries does the firm compete in? 
? What is the current attractiveness of this industry / industries and how is it likely to evolve in the next 3 to 5 years in terms of profitability and the level of competition? 
? What implications does this industry analysis have for the industries/markets that the firm should be considering entering, exiting and/or otherwise changing its level of participation in? 
? How will current rivals and potential new entrants in the industry / industries compete in the next 3 to 5 years?
? Which strategies are most likely to improve its absolute and/or relative performance in the next 3 to 5 years? 

General Marking scheme http://www.ttc-switch.com/thesis_sample/guanlileizuoye/
一般扣分制

Assessment area and criteria
評估區和標準

1. Evidence of further reading and work beyond the core texts and study guides.

i. Frequently and relevantly uses reading and work beyond that encountered in study guide and core texts
ii. Stays generally within the confines of reading and work done from the core text and for module sessions
iii. Shows weak understanding of reading for sessions and no evidence of reading and work beyond session requirements

2. Appropriateness of action

i. Implications for the organisation &  industry expressed fully / randomly / barely
ii. Comments made show full / sound / superficial awareness of the implications for the current situation and future considerations.

3. Recommendations  #p#分頁標題#e#

    
i. Identifies all / most / some of the courses of action available to the company
ii. Uses / does not use appropriate evaluation criteria.
iii. Demonstrates good / adequate / little critical awareness of the advantages and disadvantages of some / all available courses of action

4. Assumptions and limitations of analysis 
 

i. Refers to and explains well / adequately / superficially the assumptions behind the analysis
ii. Refers to and analyses well / adequately/ superficially the limitations of the analysis within the given context

5. Assembling and analysing data  

   
i. Qualitative and quantitative data applied well / on occasion / not at all
ii. Used data is always / generally / only sometimes appropriate to task and context
iii. Uses appropriate/sometimes relevant/inappropriate analytical procedures

6. Identification of problems 

    
i. Problems defined accurately/ inadequately
ii. Problems ranked hierarchically/briefly/not at all

7. Understanding of the content and processes of ‘strategic management’ activities and their interrelationship
 “戰略管理”的活動內容和流程及其相互關系的理解

i. Demonstrates good / adequate / little understanding of the content and processes of strategic management activities
演示足夠好, 稍微了解戰略管理活動的內容和流程

ii. Very full / adequate / insufficient comment on the relationships between strategic management activities
戰略管理活動之間的關系非常足夠/全/不足的評論

8. Presentation and communication of report, references etc.
報告的表達與溝通，參考等。

i. Structure of the material is always / generally / not sufficiently logically ordered and appropriate
材料的結構總是//沒有足夠的邏輯排序和適當的

ii. Language is always / generally / not sufficiently clear, unambiguous and coherent
語言永遠是/一般/不足夠清晰，明確和一致的

iii. Presentation is always / generally / not sufficiently clear, easy to follow and appropriate. 
沒有足夠清晰，容易跟蹤和適當演示。