6010SSL Assignment Brief

Module Title:	Principles of Strategy	Assignment Number	Coursework 1
Module Code:	6010SSL	Assignment Title	Individual Report
Module Leader:	Dr. Phan Hoang Long	Assignment Credits	10
Release Date:	6^th October 2025
Submission Date/Time:	12^th December 2025 before 16:00
Submission Time and Place:	Submission through MS Team and Turnitin

Assessment Information

This assignment is designed to assess learning outcomes:

Critically evaluate a range of key theories associated with international business strategic management process.
Evaluate the importance and the problems inherent in strategic choices and implementing those strategies.
Explore the extent to which Corporate Social Responsibility is central to a given organisation’s strategic intent.

This is an individual assignment.

Case:

Vietnam consistently ranks among the top global beer markets, leading the ASEAN region in consumption. In 2023, it ranked 7^th worldwide, consuming nearly 4.6 billion liters, or 2.4% of the global market. It leads the ASEAN region and surpassed Japan in 2022 to become Asia’s secondlargest beer market after China. However, the Vietnam beer market has witnessed major shakeups recently. After a period of growth, the market experienced a significant drop in 2023 and early 2024, with revenue falling by over 14.4% and consumption decreasing by 13.8%. While the Covid-19 pandemic plays a major role in the decline of the market, the government’s anti-drunkdriving campaign significantly hampers the consumption of beer domestically.

You are an analyst at a strategy consulting firm. To help management assess the competitive landscape of the beer industry in Vietnam, you are required to provide a strategic report to analyse and critically review the industry.

This assessment requires you to:

1) Carry out for the Vietnam’s beer industry:

i. a PESTEL analysis;
ii. a Porter’s Five Forces analysis (including complementor and industry life cycle analyses); and
iii. an evaluation of the importance of Corporate Social Responsibility to brewery firms.

2) What do you conclude about the sector? Critically discuss and evaluate your findings.

Criteria for Assessment

This table details the weightings of the six criteria by which your work will be assessed.

Criteria	Proportion of overall module mark
1. Content (and Learning Outcomes)	15%
2. Knowledge and understanding/application of theory	50%
3. Evidence of reading, use of resources and research	10%
4. Conclusion	15%
5. Presentation (structure, use of language, grammar and spelling) and referencing	10%
Total	100%

Please refer to the Marking Scheme below for information on how work is assessed and graded.

Marking and Assessment Scheme

Mark range	Guidelines
70 – 100%	In order to secure a mark in this range, a candidate must submit an outstanding answer that could hardly be bettered. In addition to the criteria identified below for a mark between 70-85%, an answer scoring a mark of 85-100% would show an excellent level of understanding and critical/analytic skills and originality. For example, such an answer would include new insights into Principles of Strategy which are not drawn from the literature but from the student’s own critical thinking, and which add something to the existing literature. A report in this range will demonstrate a strong understanding of theories, concepts and issues relating to Principles of Strategy. There will be evidence of wide-ranging reading from a variety of valid sources (as described and presented in the marking criteria for 60-69%). The assignment must be written in a clear, wellstructured way with a coherent and seamless flow and show evidence of independent, critical thought. It must show extensive relevant reading on the subject and intelligent use of the material to present a well-balanced and wellargued assignment. For example, the student will have considered a range of
	relevant issues and be able to assess the strength and weaknesses of various approaches/arguments and put forward a confident and articulate view of their own.
60 – 69%	A report in this mark range will demonstrate a good understanding of the requirements of the assignment and of theories, concepts and issues relating to Principles of Strategy. An assignment in this percentage range will include a balanced discussion of issues central to the question, how these are addressed by different authors or sources and some critical thinking into their relative merits or shortcomings. The answer will contain few errors and little, if any, irrelevant material. It will show evidence of reading from a variety of sources (i.e. more than 3 or 4) but not so many sources that the discussion loses focus and becomes unclear or irrelevant. All sources should be of some academic merit (e.g. books, journals, reports, media publications). Unreferenced material from noncredible internet sources MUST be avoided. All sources must be included and properly referenced in the references. The assignment will be well-organised and clearly written/presented overall.
50 – 59%	The answer will demonstrate some reasonable understanding of relevant theories, concepts and issues relating to Principles of Strategy but also some minor errors of fact or understanding. The assignment will not be based on an extensive range of sources (for example few references are included), or much evidence that they have been read closely or well-understood. For example, the assignment will retell sources rather than analyse them. The assignment may be quite general in part. Some errors may be present and some irrelevant material may be included. The report may not be particularly well-structured, and/or clearly presented and contain some spelling mistakes and grammatical errors. A few sentences may be unclear.
40 – 49%	A mark within this percentage range will be given to a report which: shows some limited basic understanding of the subject but is incomplete. For example, if it answers one part of a question but not the rest. makes only very general statements includes some factual errors or misunderstandings e.g. confusion between different companies or misuse of certain key terms. shows limited use of material with limited reading/research on the topic and includes only a very small number of references, not all of which are included in the references includes spelling mistakes, is poorly structured with no clear argument and grammar mistakes making it difficult to understand. includes some irrelevant material.
35 – 39%	A mark within this percentage range will be given to an assignment which: – includes only a limited amount of relevant material.
	shows little evidence of reading/research on the topic. For example, the report includes only very few references, and relies only on material or case studies used during the course. shows only a very basic understanding of the subject. is poorly presented with bad grammar, some spelling mistakes and an incomplete reference list. has a poor structure and does not flow e.g. if there is no conclusion or new facts are introduced in the conclusion rather than introduction or main discussion. contains some fundamental errors.
20 – 34%	A poor fail on this assignment means the assignment submitted: is poor and suggests that the student has spent very little time on it e.g. if the answer is considerably under the word requirement and/or presented in note form rather than as a fully written up report. – bears little relation to the assignment topic. shows a poor understanding of theories, concepts and issues relating to Principles of Strategy and to the learning outcomes detailed in this document. – contains some or many fundamental errors and misunderstandings of the academic or other material used. For example many of the facts cited are incorrect. uses literature or other material which is largely irrelevant or has no academic value is poorly structured and poorly presented. For example, sentences may be hard to understand and contain many spelling or grammatical mistakes. contains no references.
0 – 19%	Work within this mark range shows a complete failure to meet the requirements of the assignment. A mark in this range will be given for a report which: is below 500 words in length. bears no link to the question chosen and shows very little or no knowledge or understanding of any of the theories, concepts and issues relating to Principles of Strategy. The answer may be fundamentally wrong or trivial. contains no references and/or evidence of relevant reading. shows little understanding of the requirements of the assignment and only a vague knowledge of the subject area. includes numerous fundamental errors in the understanding or presentation of the material discussed. There is a general lack of facts/evidence and what is provided is mostly incorrect and/or irrelevant. is poorly structured and poorly presented. Spelling and grammar are poor. Many sentences are incomprehensible.
	the examiners do not feel could be described as a serious attempt by any reasonable standards.

Word Count

The word limit is 2000 words for the Individual Report. There will be a penalty of a deduction of 10% of the mark (after internal moderation) for work exceeding the word limit by 10% or more. Reports that are too short will also be penalized. The word limit includes quotations and citations, but excludes the references list. The format should be a report following the below structure:

Front page with report title
Executive summary (not included in the word count)
Table of contents (not included in the word count)
Introduction
Section 1 – PESTLE Analysis
Section 2 – Porters Five Forces Analysis (including complementor and industry life cycle analyses)
Section 3 – Corporate Social Responsibility
Conclusion
References (not included in word count)
Appendix (if necessary, not included in word count)

How to submit your assessment

The assessment must be submitted by 16:00 on 12^th December 2025. No paper copies are required. You can access the submission link through the module web.

Your coursework will be given a zero mark if you do not submit a copy through Turnitin. Please take care to ensure that you have fully submitted your work.
Please ensure that you have submitted your work using the correct file format, unreadable files will receive a mark of zero. The Faculty accepts Microsoft Office and PDF documents, unless otherwise advised by the module leader.
All work submitted after the submission deadline without a valid and approved reason (see below) will be given a mark of zero.
The University wants you to do your best. However, we know that sometimes events happen which mean that you can’t submit your coursework by the deadline – these events should be beyond your control and not easy to predict. If this happens, you can apply for an extension to your deadline for up to two weeks, or if you need longer, you can apply for a deferral, which takes you to the next assessment period (for example, to the resit period following the main Assessment Boards). You must apply before the deadline. You will find information about the process and what is or is not considered to be an event beyond your control at

https://share.coventry.ac.uk/students/Registry/Pages/Deferrals-and-Extension.aspx

Students MUST keep a copy and/or an electronic file of their assignment.
Checks will be made on your work using anti-plagiarism software and approved plagiarism checking websites.

GUIDELINES AND BACKGROUND TO THIS ASSIGNMENT Plagiarism

As part of your study you will be involved in carrying out research and using this when writing up your coursework. It is important that you correctly acknowledge someone else’s writing, thoughts or ideas and that you do not attempt to pass this off as your own work. Doing so is known as plagiarism. It is not acceptable to copy from another source without acknowledging that it is someone else’s writing or thinking. This includes using paraphrasing as well as direct quotations. You are expected to correctly cite and reference the works of others. The Centre for Academic Writing provides documents to help you get this right. If you are unsure, please visit www.coventry.ac.uk/caw. You can also check your understanding of academic conduct by completing the Good Academic Practice quiz available on Moodle.

Self-plagiarism or reuse of work previously submitted

You must not submit work for assessment that you have already submitted (partially or in full), either for your current course or for another qualification of this and any other university, unless this is specifically provided for in your assignment brief or specific course or module information. Where earlier work by you is citable, i.e. it has already been published/submitted, you must reference it clearly. Identical pieces of work submitted concurrently will also be considered to be self-plagiarism. Self-plagiarism is unacceptable because you cannot gain credit for the same work twice.

Turnitin includes a plagiarism detection system and assessors are experienced enough to recognise plagiarism when it occurs. Copying another student’s work, using previous work of your own or copying large sections from a book or the internet are examples of plagiarism and carry serious consequences. Please familiarise yourself with the APA Reference Style nd use it correctly to avoid a case of plagiarism or cheating being brought. Again, if you are unsure, please contact the Centre for Academic Writing, your Progress Coach or a member of the course team.

Return of Marked Work

You can expect to have marked work returned to you by 10^th January 2026. If for any reason there is a delay you will be kept informed. Marks and feedback will be provided online via Turnitin, in class and face to face individual sessions. As always, marks will have been internally moderated only, and will therefore be provisional; your mark will be formally agreed later in the year once the external examiner has completed his / her review.

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