指导英国assignment需求：Santander

论文题目：“Santander”（附件里有具体要求）
论文语种：英文
您的研究方向：MBA
是否有数据处理要求：否
您的国家：英国
您的学校背景：英国排名100多名的大学 SWANSEA METROPOLITAN UNIVERSITY网址：http://www.smu.ac.uk/
要求字数：3000word
论文用途：mba课程作业 Assignment
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Please answer one question from this section (Questions 1-6).  The answer should approximately be 1000 words

QUESTION ONE

Review the arguments for and against ‘MARKET FAILURE’ and ‘GOVERNMENT or PUBLIC PROVISION FAILURE’ to make a case for the National Botanic Garden of Wales being owned, controlled and operated as

EITHER a private sector

Or  a public sector organisation.

QUESTION TWO

Swansea Manufacturing Utilities (SMU) is a medium sized company based in the city.  It has a workforce of approximately 500 employees and operates its own canteen and catering service on the premises.  This division is an independent ‘cost centre’, with autonomy over its operation.  From surveys of the workforce, the following data has been collected:

Table 1

 Price of Set Lunch (£)  Quantity Demanded
  2.00     300       2.50     280       3.00     200 

If you calculate the Price Elasticity of Demand (PED), you may omit the minus sign.

Table 2

 Employee Grades  Percentage take-up within
     Grade of set lunch
 Unskilled    50%
 Semi-skilled    70%
 Supervisory    65% 
 Middle management  50% 
 Senior management  2%

Sian Chan, a junior manager, has studied cross elasticities of demand for her DBA project.  Her data includes:

Table 3

 Cross elasticity of demand of the following in relation to price changes of
 SMU meals

 Mounting Dew pub grub   +2.0
 Staley-Burgers mobile van meals  +0.2
 Al Ecart’s Gourmet Restauranté  +0.02 #p#分页标题#e#
 Asspro indigestion tablets   -0.2

a. Using your knowledge of the Price, Income and Cross Elasticities of demand and price elasticity of supply, evaluate the importance of the above tables to the catering division.
             40%

b. Analyse the possible pricing strategies for the service in the light of your comments.
            40%

c. The division has calculated that it can ‘break even’ if it charges £2.00 for its set lunch.  Why might senior SMU management seek to persuade the catering division’s manager to set price equal to average costs?  (In other words, to sacrifice possible profits).
            20%

QUESTION THREE

Figure 1  National Botanic Garden (NBG)

 Price Cut Advertising

Aberglasney Garden & Estate (AGE)

Price Cut

€200 50%, €200  50% 

€150 60%, €250  40%

Advertising 

€250 40%, €150  60%
 

€300 50%, €300  50%

Figure 1 shows the pay off matrix from a two player, two strategy non collusive game.  AGE’s payoffs from the different combinations of strategies are shown on the left, NBG’s on the right.  Profit in Euros, market share in percentages are shown.

a) Assuming a “maximin” decision criterion, evaluate whether there is a Nash equilibrium.
           50%

b) Analyse what might happen in the real world where the game’s constraints do not apply.
           50%

QUESTION FOUR

The following regression equation has been constructed from past experience by the Swanee Distillery of Wales (SDW), by marketing trainee Dylan Banergee

Dw = a – 24 Pw + 50 Att + 10 Ps + 5 PB

Dw = Demand for Welsh Whisky
a = Constant
Pw = Price of Whisky
Att = Attendance in numbers at a rugby international match in Cardiff
Ps =  Price of Scottish Whisky

PB = Brice of Beer

Using the Ordinary Least Squares (OLS) regression equation the following coefficient of determination was generated.

 R2 = 0.64

a) If SDW was launching its first brand of Welsh Whisky (having specialized in other spirits previously), why would you urge caution in using the regression line presented?
             (60%)#p#分页标题#e#

b) what other forms of data analysis could you recommend to SDW in order to estimate likely future demand?
             (40%)

QUESTION FIVE

Using your knowledge of competition theory and alternative theories of the firm, discuss the likely impact of the recession on a large and small organization you have studied.  (Your answer could utilize discussion of corporate objectives to policies, competitive advantage, economies of scale, competition / collusive opportunities, international influences, supply chain relationships and government influences).

QUESTION SIX

a) From your research on competition theory, analyse a case organization where elements of both competition and cooperation (co-opetition) with other organizations are evident.
                          (50%)

b) Discuss whether co-opetition is a reality for your case and how the organization is likely to develop in the future.
              (50%)

SECTION B Compulsory

QUESTION SEVEN     (word target 2,000 words)

a) Analyse the economic and market environment within which the National Botanic Garden of Wales (NBG) operates.
             (60%)

b) From your analysis in a), discuss possible future policy choices which NBG might adopt to achieve its objectives.
              (40%)

Briefing:

1.         Higher marks are given for analysis (using different viewpoints, with backup) and evaluation (making judgements, with an explanation) on the most important areas to discuss and what the conclusions are of the discussion.

2.         I would use the analysis tools  PEST, SWOT , PLC, BCG etc to analyse the situation that the NBG is in now...the external environment (demographics, likely changes in laws, attitudes, culture etc) and internal environment (things about NBG itself (past successes, SW etc) in section a....NB this gives you up to 60%.
 
            The smaller section b (40%) could use policy choice tools like Porter's generic   strategies, Ansoff's matrix ie the generic strategies to evaluate Co-opetition. Do not spend too much time defining  concepts.
 
 In section b especially .....   link section a to section b, when discussing http://www.ukassignment.org     why you are recommending a policy eg rebranding: analyse how it fits Porter's strategic choice, what the policy requires, who it attempts to compete against (referring back to the 5 forces), how it fits the changing environment and what other related policies might be attempted.#p#分页标题#e#
 
            Also incorporate things you have learnt in other modules.

3          Theory can be accessed from the tutorial handouts or recommended texts. A good student will illustrate each factor with relevant examples from their experience or following research of academic literature. You may use UK or international examples. The best students will be looking to illustrate the “it depends…” arguments.

4.         Do not be afraid of challenging the theoretical definitions once they have been explained in their “pure” form.  Do not be afraid if you find it difficult to come to a definitive conclusion.  There are always exceptions. There are always a variety of options.

5.         “If you make use of academic or industrial references use an appropriate referencing system e.g. “the Harvard…..works best for me”  Griffiths (2008). In the bibliography reference

 Griffiths, S. (2008) Referencing Made Simple, Swansea, SMU Publications.  See the range of advice on referencing.

6.         We are hoping that you will adopt conventional academic referencing rules, refer to the workshop notes on report writing and the advice on essay writing. 

7.         If you have personal or work-related problems and wish to apply for an extension, this must be done in writing before the deadline set.

8.       Please note that there will be a presentation by the former marketing team at NBG in November and a visit to NBG in January

Grade Criteria:

The following % ranges will be awarded if students display a substantial element of the grade descriptor.

 
40-49% Demonstration of understanding of concepts and their use.  Competent ability to apply tools of analysis to evaluate different perspectives. Most substantial points are supported by appropriate evidence. Draw some conclusions supported by preceding arguments. Competent presentation. Meaning will be clear, though there may be some problems with grammar.

50-59% The question is elaborated so that the student demonstrates clear understanding of most of the relevant issues. Use of conflicting models to analyse the key problems of the question. E.g. the strategic tools may offer more than one logical solution. Policy selection will be influenced by context as well as precedent.
                        Rational selection of illustrative material to reflect the nature of the academic and professional debate. Critical reflection of the relationship between theory and practice. No serious errors of logic or reasoning. Good use of English, jargon free, all acronyms spelt out on first usage.#p#分页标题#e#

60-69% Deeper analysis of concepts in the context of examples and case. Critical evaluation of relevant concepts and evidence. Logical derivation of recommendations/ action plan for viable organisational responses. Makes rich use of evidence to synthesise novel insights. Formal conventional referencing is expected. A range of sources are acceptable and expected. Student awareness of the status of different sources will reflect understanding of the validity offered by them for arguments presented.

70%+            Evidence of original thinking and innovative use of evidence or  theories.  Excellent understanding of the topic areas. Evidence of extensive research. Imaginative adaptation of relevant models and/or collection and analysis of primary data. Demonstration of ability to use and adapt theories to contrasting examples, following a logical analytical process. Extensive use of evidence to support all stages of the analysis. Perceptive insights to consider wider relevance beyond the immediate problem. Extensive list of references.