Assignment Guidelines – Paired Presentation (Task 01)
Aim: A critical assessment of a business proposition (new or
existing product) linked to theory, practice and outcomes
The group must choose a Sri Lankan owned Public Limited
Company (PLC) & a product / service for the study. Each company
will have a web-site, plus a recent Annual Report, which teams can
refer to as part of their research.
A company that issues shares, the holders of which have the liability to
contribute to the assets of a company, if any, specified in the
company’s articles as attaching to the shares.
There are three types of Limited Liability Companies .
Private Companies [“(Private ) Limited” or “(Pvt.) Ltd)” ]
Public Companies / Listed Companies [“Public Limited Company”
or “PLC”]
Off-shore Companies [“Limited” or “Ltd”] – Registered in Sri
Lanka, but permitted to do business overseas.
Sri Lankan Company Law was updated from May 2007 by the new
companies Act No 7 of 2007.
Each group must present to the group their business analysis of
their chosen company, using PowerPoint showing how their
chosen corporation creates value for its shareholders, staff and
customers. 12-15 slides would be appropriate.
The businesses should be evaluated from a local as well as a global
perspective with a view of further expansion.
1
Groups must apply a wide range of appropriate models, theories,
and concepts, from strategy and marketing, which may include, but
is not limited to:
Slides would cover following areas ideally:
(1) Company Profile (hyperlink to the ppt)
1. Organizational profile along with an introduction of a selected product for the
purpose of the assessment
Present a company profile
Organization Name – Name, website, logo & Annual report (URL)
Organization information
Type of the organization - (1) profit or non-profit (2) local, national , global
(3) type of legal entity (4) sector and industry - Address all four
Size of the organization – Mainly the Market share, profits,
turnovers and number of employees. Please use a table consisting
statistics for at least 4 - 5 years.
(Turnover (also referred to as revenue) is your total business income during a set
period of time – in other words, the net sales figure. Profit, on the other hand, refers
to your earnings that are left after any expenses have been deducted)
Stakeholders
Internal stakeholders (employees, owners, main shareholders, reputed employee
unions)
Connected stakeholders (other shareholders, customers, suppliers, financial
service providers)
External stakeholders (community, government, pressure groups)
2
Range of products and services
Customer base – B2B, B2C & B2G
Main competitors –No of competitors with names, their Current
market share, product line, strengths and weaknesses, current and
past strategies
(2) Research
Evidence of research conducted to identify the current status of the
performance of the products in the market (Areas such as demand, locally
and internationally, trend analysis, competitor/market share analysis)
You have to show that you have conducted secondary and primary
research. You can evidence this in the first few slides of the presentation
by giving insights on market trends of the organization is operating in.
Areas such as demand, locally and internationally, trend analysis,
competitor/market share analysis PLUS any evidence of primary
research related to the product would help learners achieve a higher mark.
Data collection through a questionnaire/ interviews
Macro environment Scan - PESTEL analysis & Mandelow’s Matrix
Macro & micro environment Scan - SWOT Analysis
Industry Analysis – Porter’s 5 forces analysis
Portfolio Analysis - Boston Consulting Group Growth Share Matrix for
portfolio analysis
Product life cycle / Business cycle
3
(3) Strategy
2. Analysis organization/product position using strategy models
1. Segmentation, Targeting, and Positioning (STP) of the organization
What is current? Is it favorable? Any new proposals? Why?
2. Marketing Mix analysis to create customer value
Price, product, place, promotions – for a product
Price, product, place, promotions, people, process, physical evidences – for
a service
What is current? Is it favorable? Yes (justify) / Any new proposals?
3. Competitive strategies – Market leader, Challenger, Follower ,
Nicher
What is current? Is it favorable? Any new proposals to move forward?
4. Porter’s Generic Strategies: Cost leadership, Differentiation and
focus
What is current? Is it favorable? Any new proposals?
5. Ansoff’ growth strategy framework for business growth in local and
global context. (This model is ideal for look at the options for the
organization to take the product considered to be taken to global
market)
What is current? Is it favorable? Any new proposals? / Overseas
boundaries / Market development
4
6. Any other models, theories, or concepts, the group consider to be
appropriate
7. Recommendations on top down or bottom up methods
(4) Communication
A critical appreciation of organizations’ Marketing Communication
strategies
A comprehensive analysis of marketing communication tools being used
by the organization should be presented. (Ref. to lecture slides on
marketing communication)
You are required to give considerable weight to this section with analyzing
material and media being used by the organization to communicate the
message about the product to existing and potential customers.
What are the current tools? Is it favorable? Any new proposals?
You are required to critically appreciate following:
Who should receive the messages?
What the messages should say? Features & benefits?
What image of the organisation/brand receivers are expected
to retain?
How much budget is to be spent establishing this new image?
How the messages are to be delivered?
What actions the receivers should take?
How to control the whole process once implemented?
What was achieved?
5
Ideally, you are to provide examples of promotional material being used
by the organization and critically appreciate then in the light of the above
Other areas to consider
Groups must demonstrate how these models, theories, and
concepts, plus any additional research and analysis, help the
Company to create sustainable long-term value for the
company’s key stakeholders (shareholders, staff, customers) in
a global context.
The group presentation needs to be professional, visual,
engaging, and persuasive, and each group member must
contribute equally to the research and analysis ‘behind-the-
scenes’, plus the ‘actual presentation’ itself.
A copy of the presentation file should be sent to the Lecturer in
advance of the presentation.
