301LON INTERNATIONAL
BUSINESS STRATEGY
MANAGEMENT BRIEF
Components/Grading
1

2

Executive Summary –
Setting of Context.
(to be no more than one page) Ability to effectively present the aim of the management brief. Giving a clear structure of the brief and arguments with an explicit identification of areas of analysis and evaluation supported by relevant background information of the case study organisation

INADEQUATE

LIMITED

ACCEPTABLE

PROFICIENT

ACCOMPLISHED

EXEMPLARY

Very brief attempt at an
Executive Summary. May be more an Introduction rather than a summary. No inclusion of recommendations. No in-text referencing Limited attempt at providing an Executive Summary.
Partial
Specifically of the external
MICRO
and
MACRO
ENVIRONMENT and LIFECYCLE ANALYSIS of prospective new host countries/regions where case organisation might conduct business.

No evaluation of data.
No critical investigation.
Lack of understanding of the basic issues and requirement. Demonstrates very limited ability to identify, interpret, evaluate and categorise key drivers of change in external macro and micro environment.
Poor/no
presentation of lifecycle analysis and poor application of other framework(s), very limited analysis presented and statements are very descriptive. The brief demonstrates limited ability to identify, interpret, evaluate and categorise key drivers of change in external macro and micro environment. It presents acceptable lifecycle analysis and does fair application of other framework(s), limited analysis presented and part of the statement generally basic and descriptive in form.

The brief demonstrates good ability to identify, interpret, evaluate and categorise key drivers of change in external macro and micro environment. It presents good lifecycle analysis and does good application of other framework(s) in more than one prospective new host country/region. Good analysis presented though part of statements generally descriptive in form. The brief demonstrates very good ability to identify, interpret,