7BUSS008 International Business Strategy Alternative Assessment July 2025 | UoW

7BUSS008 Your Task    

You are a strategy analyst and have been asked to prepare a report analysing the London-based company Brompton Bikes.

Submission Requirements

• Font size: 14 for headings in the report, and 12 for text.
• Line spacing: 1.5 line spacing in the entire report.
• Use a ‘white’ background and do not superimpose this on images or logos.
• You should use salient headings and sub-headings (numbered) throughout the report.
• Try to standardise all charts and diagrams. It is expected that you will reconfigure all tables or charts depicting data that adds value to your submission.  Cut and pasting of such diagrams will result in a reduced grade.
• Please ensure you use Harvard referencing to cite all relevant literature and sources and include a valid list of references.
• Avoid including unnecessary appendices.
• Your research should be drawn from valid and reliable sources and include academic literature. 

Report Structure

The structure of the report should be as follows;

Introduction (indicative word count 300). Present the purpose of your report, what is in the report, and reveal the report’s main conclusions. 

This question comprises two parts (indicative word count 500).

• A brief description of the Brompton Bikes, including a short history, products, financials, etc.
• A critical examination of the company’s resources and capabilities. Choose 2 or 3 resources and 2 or 3 capabilities. Justify your choices. Then analyse these resources and capabilities using the VRIO method in a table form. Summarize. 

How globalised is this industry? Identify and analyse Brompton’s industry’s key drivers using Yip’s model of globalisation drivers (week 7, see below). Outline different factors that contribute to each driver. Which of the different drivers is the most important for Brompton (indicative word count 500)?

                                                       Figure 1: Yip’s (1989) model of globalisation of an industry (see week 7)

International expansion (week 11). Looking for new markets (countries) to increase sales. This question comprises two parts (indicative word count 500).

• What criteria should Brompton use to choose promising international markets? These could be economic data (eg GDP per person) or market data. Choose at least 3 criteria and justify your choices.
• Using the criteria above, explain which markets Brompton should target (2 -3) and how they should enter these markets. 
  NB Brompton already exports to several countries. For the sake of the assignment, we’ll pretend they haven’t started exporting yet

Conclusion (indicative word count 200)

Bibliography. Don’t forget to use Westminster/Harvard referencing. The guide to this system can be found on the student hub. Not referencing your work correctly will lead to the loss of points.

Assessment Criteria for Coursework

Unless explicitly indicated otherwise, all coursework must be submitted electronically via Blackboard. In addition to the details given below, further information may be posted on the Blackboard site for the module.

Assessment General Threshold Criteria for Level 7:

80-100 An outstanding piece of work: All assessment criteria have been met at an exceptionally high standard.

• Displays exceptional initiative, creativity, sophistication and originality.
• Provides insightful analysis.
• Demonstrates originality and rigour of argument.
• Shows independent synthesis of ideas and understanding.
• Demonstrates reflexivity and critical analysis to generate transformative solutions/responses.
• Demonstrates substantial independent research.
• Communicates complexity clearly and succinctly with an excellent standard of presentation.

70-79 An excellent piece of work: All assessment criteria have been met at a high standard.

• Demonstrates sophisticated understanding across the field of study and related areas.
• Draws on a range of techniques and information sources for independent analysis.
• Demonstrates creativity and flair in task/enquiry.
• Provides a robust and insightful argument.
• Provides a high-quality critical and reflexive analysis.
• Demonstrates substantial independent research
• Communicates ideas clearly and succinctly with a good standard of presentation.

60-69 A good piece of work: All assessment criteria have been met at a good standard.

• Demonstrates breadth and/or depth of understanding across the field of study and related areas.
• Synthesises knowledge to address the task/enquiry.
• Presents argument cogently and clearly.
• Demonstrates extensive research and critical use of resources.
• Communicates ideas clearly with a good standard of presentation.

50-59 A sound piece of work: All assessment criteria have been met.

• Demonstrates understanding of the appropriate range of concepts and theoretical approaches.
• Provides an argument to frame a response to an enquiry/task.
• Uses a range of relevant sources provided to undertake research.
• Undertakes meaningful analysis/reflection concerning the enquiry/task.
• Communicates ideas using an appropriate format with few weaknesses in presentation.

40-49 FAIL: An inadequate piece of work: One or more relevant assessment criteria are not met.

• Provides clear limitations in the range of concepts/principles explored.
• Demonstrates a lack of clarity and depth of understanding concerning the task/enquiry.
• Uses a narrow range of sources to support the task/enquiry.
• Provides limited analysis/reflection.
• Communication is unclear, with significant weaknesses in presentation.

39-0 FAIL: A poor piece of work: Most of the relevant assessment criteria area not been met.

• Demonstrates poor understanding of key concepts and principles.
• Shows significant weaknesses and omissions in completing the task.
• Omits analysis/reflection.
• Uses inadequate information sources.
• Communication is unclear, with significant weaknesses in presentation