FedEx Corporation

FedEx Corporation

For this company, explain how successful you think it is and discuss the strategic reasons behind that success. Your explanation should include something about the contribution of leadership to the company. Go on to suggest strategies and/or actions for ensuring success in the future.

1. FedEx Corporation
Notes:
a. Word limit = 3,600 words
b. Tables with sentences (rather than data) WILL be included in the word count
c. No appendices are permitted.
d. You should read the guidance on page 2 of this brief and the marking scheme at the end of this brief to understand how you should approach the assignment.
e. The assignment represents 100% of the module mark.

 

Format for submission:
• The assignment should be written in Arial, 11pt, left-justified, 1½ spacing.
• Every page should be numbered and show your student ID (but not your name)
• Leave at least 5cm at the end of each section for us to write comments. Please note that we may not fill of the 5cm – it depends what type of feedback we think is needed for each answer.
• All academic and other sources must be cited and included in a reference list.

Guidance(In more detail on the Presentation)
To tackle the question you need to carry out a full strategic analysis of the company and the business environment. But we only want to read the really important outputs of that analysis.
We want you to tell us how you think the company has been able to compete successfully and justify your answer with analysis based on topic areastaught as part of this module. “Success” could be evaluated in terms ofmeasures such as growth, profitability, market share and so on. But how has the company achieved this position which may have taken several years? It could be explained using analysis based on one or more of the followingstrategic management topic areas:
• Strategic capabilities leading to competitive advantage
• A clear business strategy consistent with strategic capabilities
• Development strategies based on strategic capabilities leading to growth
• Methods of strategic development supporting the growth strategy
• A well-managed international strategy
• An effective innovation strategy
• Good leadership

So, your assignment should contain the following numbered sections (5cm spacing between each):
1. Company data which can be used to evaluateitssuccess concluding with your thoughts about whether or not the company can be described as “successful”.
2. An outline of 6 to10 business reasons behind the success stated in a simple, straightforward way with a brief (4/5 sentences) explanation of each reason. Avoid strategy “jargon”; no analysis is required – this is a test of your broad business knowledge and understanding.
3. A detailed analysis of the company’s strategic capabilities based around the Value Chain and VRIN tools. Your interpretation of the analysis must clearly show how the company has been able to build competitive advantage.
4. A detailed analysis and interpretation based on one further topic area from the list of topics at the top of this page.
5. An evaluation of the contribution of leadership to the company’s success, basing this on appropriate theory. A wide range of topics will be acceptable, including leadership, management, organisational culture and decision-making.
6. An explanation of any external and/or internal factorsthat might make it difficult for the company to be successful in the future(cite sources) and suggestions as to how the company can best deal with these.

Please remember that:
• ALL sections should cite sources of research data and theories/concepts on which your analysis is based. The only exception to this is the suggestions you make in Section 6; these should be YOUR original ideas and therefore citations are not expected.
• Cutting and pasting material directly from sources without citation is plagiarism
• Cutting and pasting material directly from sources with citation is poor scholarship
• Short extracts from cited sources are permissible – use quotation marks
• You should use your own words wherever possible

Grade Excellent Very Good Good Adequate Inadequate Bad
Successful? A sophisticated but clear discussion of what is meant by “successful” and how this applies to the company, supported by a range of data types.
7-10 A discussion of how successful the company is consistent with at least two types of appropriate data. Recognises that “success” can be difficult to evaluate.
6 A statement of how successful the company is consistent with two types of appropriate data but very little discussion.

 
5 A statement of how successful the company is consistent with one type of relevant data

 

 

4 Very little relevant data, no attempt at evaluation of success

 

 

3 Almost no relevant data, no evaluation of success

 

 
0-2
Business Reasons An excellent set of key reasons with good, clear explanations. Very good research and demonstration of business knowledge.

Goal 1 Obj 1 exceeded

7-10 A very good set of reasons with good explanations. Good research and demonstration of business knowledge.
Goal 1 Obj 1 exceeded

6 A good set of reasons, some less than key, but good explanations. Reasonable research and demonstration of business knowledge.

Goal 1 Obj 1 exceeded

5 Acceptable set of reasons but either too few or too many to be considered a set of key reasons. Basic explanation, basic research, adequate business knowledge.
Goal 1 Obj 1 met

4 Either rather limited or else a scattergun list with weak explanations. Research very limited – does not demonstrate adequate business knowledge.
Goal 1 Obj 1 not met

3 No understanding of the reasons underpinning success. Very poor research. Fails to demonstrate any significant business knowledge.
Goal 1 Obj 1 not met

0-2
Analysis and Interpretation of capabilities Excellent discussion supported by rigorous and detailed analysis

 

Goal 1 Obj3 exceeded

21-30 Very good discussion based on accurate analysis covering most of the relevant points

 

Goal 1 Obj3 exceeded

18-20 Good discussionbased on analysis that is generally good but has gaps or small errors

 

Goal 1 Obj3 exceeded

15-17 Basic discussion based on analysis that is competent but no more.

 

Goal 1 Obj 3 met

12-14 Poor quality, partial analysis that does not support any discussion.

 

Goal 1 Obj3 not met

9-11 No evidence the student understands the topic area. Analysis of very poor quality.

 

Goal 1 Obj 3 not met

0-8
Analysis and Interpretation other topic Excellent discussion supported by rigorous and detailed analysis

 

 

14-20 Very good discussion based on accurate analysis

 

 
12-13 Good discussion based on analysis that is generally good but has gaps or small errors

 

 

10-11 Basic discussion based on analysis that is competent but no more.

 

 

8-9 Either the topic area is not relevant or the analysis is of poor quality.

 

 

6-7 No evidence the student understands any relevant topic areas. Analysis of very poor quality.

 
0-5
Leadership Excellent evaluation supported by rigorous analysis based on more than one relevant theory.

 

 

11-15 Very good evaluation with careful analysis based on more than one relevant theory.

 

 

9-10 Good evaluation based on at least one relevant theory.

 

 
7.5-8.5 Basic evaluation based on one relevant theory. Analysis competent but no more.

 

 

6-7 Inadequate evaluation – either the theory is not relevant or the analysis is of poor quality.

 

 

4.5-5.5 No evidence the student understands any relevant theory. No evaluation.

 

 

0-4
Factors and Suggestions More than two good suggestions with excellent rationales based on identified factors.
Goal 2 Obj 4 exceeded

11-15 Two good suggestions appropriate to the company with very good rationales based on identified factors
Goal 2 Obj 4 exceeded

9-10 One relevant suggestion with good rationale based on identified factors OR two relevant suggestions with brief rationales.

Goal 2 Obj 4 exceeded

7.5-8.5 One relevant suggestion with a brief rationale based on identified factors.

 

Goal 2 Obj 4 met

6-7 Suggestions lack relevance and a convincing rationale based on identified factors

 

Goal 2 Obj 4 not met

4.5-5.5 No evidence the student understands much about the company at all,

 

Goal 2 Obj 4 not met

0-4
Total 70 – 100 60 – 69 50 – 59 40 – 49 30 – 39 0 – 29
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