Assessment Information
This assignment is designed to assess learning outcomes 1 and 3 as shown below and accounts for
50% of the overall module mark.
1. Critically evaluate the varying types and levels of strategy in an organisation.
3. Demonstrate self-awareness, openness and sensitivity to diversity in terms of people, cultures,
business and strategic management issues.
This is an individual assignment that requires you to write an original report that addresses the
following task:
Explore BMW’s website at www.bmwgroup.com to critically analyse the company’s competitive
strategy:
1. Critically analyse the company’s competitive strategies with reference to the relevant
theories (You can use Porter’s generic strategies framework (Porter, 1985) or Bowman’s
Strategy Clock (Faulkner and Bowman, 1995))
2. Critically discuss the ways in which the company seeks to differentiate itself from rival
automakers.
3. Critically discuss whether the strategies adopted by the company strategy has been
successful in producing a competitive advantage.
References:
M. Porter, Competitive Advantage, Free Press, 1985.
D. Faulkner and C. Bowman, The Essence of Competitive Strategy, Prentice Hall, 1995.
.
The word count is 2,000 words (+/- 10%). (In accordance with the Faculty Assessment Tariff). This
assessment represents 50% of the module grade.
