Strategic management Critical review essay on: Volkswagen: People’s Car
As an initial primer to your assignment, you are provided with some short introductory short reading/reference sources:
BBC News Website: http://www.bbc.co.uk/news/business-18997258 ‘Volkswagen’s record sales boost profits’
Guardian Business Website: http://www.guardian.co.uk/theguardian/from-the-archive-blog/gallery/2012/may/28/vw-volkswagen-car-beetle-advert-75 ‘Volkswagen at 75: Classic print adverts for VW’s bestselling cars’
Guardian Business Website: http://www.guardian.co.uk/business/2011/oct/24/volkswagen-toyota-gm-carmakers ‘Volkswagen set to break US-Japan carmaker dominance’
You should augment these initial sources with additional research on VW as a company and with more general reference sources considering Porter’s competitive strategy theories and model(s).
You should note that the principle referencing sources should be traditional texts, academic journals and other quality business sources. Marks will be deducted across each element of the assignment as appropriate where there is indiscriminate and inappropriate use of web-based source material (in this regard, please note that the above internet references are from respected sources).
Porter M E (1979) ‘How competitive forces shape strategy’ Harvard Business Review March
Porter M E (1980) Competitive Strategy New York: Free Press
Porter M E (1985) Competitive Advantage New York: Free Press
Porter M E (1996) ‘What is strategy?’ Harvard Business Review Nov-Dec
The assignment coursework has been uploaded in unilearn, you will find that the Assessment Tariff in your assignment is divided into 3 main parts:
1. Review of Porter’s theory of generic competitive strategies as well as later developments in that model both by Porter and others (represents about 40% of the mark).
2. An analysis of VW’s strategic positioning in relation to the relevant generic strategy concepts and theories (represents about 50% of the mark).
3. Consideration of the quality of presentation, written style and structure and referencing style. In this you should demonstrate the proper use of Harvard style referencing (represents about 10% of the mark).
So you may start with General Introduction about the type of industry (car industry), the business environment and the importance of this assignment in relation to strategy (up to 100 words max).
Next step you might have two options:
divide the assignment based on the main parts of the assignment, like you may wish to write a separate section about Porter’s generic competitive strategies and the later developments in this theory (up to 550 words max), and the next section is the analysis of VW’s strategic positioning in relation to the relevant generic strategy concepts and theories (up to 700 words max).
write the analysis of VW’s strategic positioning as the main section and while explaining and analysing the application of Porter’s generic competitive strategies in your analysis, you may explain these competitive strategies and the later developments (up to 1,250 words max).
Remember the assignment should be Analysed Critically – critical means that you should be able to process information collected, evaluate it, provide reasoning and explain the link between the theories in a creative way.
The review of Porter’s generic competitive strategies and the later developments should be Fully Referenced from journal articles and books.
At the end, you may write the Conclusion that would explain the links between theory and practice of VW (up to 150 words max).
The last 10% is provided for the quality of presentation, written style and structure and referencing style (i.e. you need to reference your work) using APA style.
Use some books for definitions, and your work should be full of Journals and Articles.
The structure of the assignment as follows:
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