MGT302A/BIZ303_ Assessment 1 Brief_ Reflective Essay Page 1 of 5
ASSESSMENT BRIEF
Subject Code and Title MGT302A/BIZ303: Strategic Management
Assessment Assessment 1 - Reflective Essay
Individual/Group Individual
Length 1,000 words, +/- 10%
Learning Outcomes a) Describe and evaluate the objectives, aims and the primary
aspects of a strategic plan whilst taking into account the vision
and mission of the organisation.
) Discuss and evaluate the processes and forces that
influence the strategic decision-making process in relation to
usiness strategy.
Submission Due by 11:55pm AEST/AEDT Sunday of module 3 (week
5)
Weighting 25%
Total Marks 100 marks
Context:
An organisation typically achieves superior returns when it has a sound strategy that is well
implemented. A key part of determining an organisation’s strategy is a clear understanding of the
environment in which it operates. Evaluating the external environment is a critical part of the strategic
management process, and this assessment requires that you undertake an analysis of the industry
environment that Qantas Airlines is cu
ently facing. To do so, you are required to apply Porter’s Five
Forces model to Qantas Airlines and reflect, using an academic article of your choice, on how analysing
the environment in this way can help to inform managers in creating the organisation’s strategy.
Instructions:
This assessment requires that you consider each of the following:
 A
ief summary of the theory of Porter’s Five Forces model.
 An application of each of the five forces to Qantas Airlines, in which you identify whether the
existence of each force is high, medium or low, providing an overall summary of the industry’s
attractiveness regarding profitability.
 Your opinion on the usefulness and limitations of the five forces model, using an academic
article of your choice, and the analysis that you have undertaken of the industry environment
that Qantas Airlines is cu
ently facing, to inform managers in creating the organisation’s
strategy.
MGT302A/BIZ303_ Assessment 1 Brief_ Reflective Essay Page 2 of 5
This assessment is a ‘reflective essay’ which means:
 It is an academic analysis, using your own opinions as well as those of others. It still follows
typical essay conventions, for instance, it should have a logical series of paragraphs and is
structured with a beginning, middle, and end.
 You need to critically reflect on your own thoughts and rationale, then integrate these
eflections with appropriate theoretical concepts.
 It should be written in both the first and third person as directed in the suggested structure
elow.
To prepare for this assessment, the following steps are advised:
 Step 1 - Read the subject materials:
o Understanding the organisation’s environment (module 2).
o Evaluating an organisation’s external environment (module 2.1).
 Step 2 - Watch the following video on Porter’s Five Forces: https:
vimeo.com/ XXXXXXXXXX
 Step 3 - Familiarise yourself with cu
ent information about Qantas Airlines:
http:
investor.qantas.com/annual-report-2017/
 Step 4 – Undertake additional research on the airline industry and source additional readings,
including at least one additional journal article that may support your answer.
A suggested structure for your essay is as follows:
 Introduction (approx. 100 words). Define the purpose and scope of your essay, including what
you intend to cover. Identify, in a compelling way, why the topic is important. Explain its
context. This section should be written in the first person.
 A
ief summary of Porter’s Five Forces model (approx. 200 words). Clearly and succinctly
outline the theory underpinning the approach (does not have to be detailed). Use a number
of academic references to support the description provided. This section should be written in
the third person.
 Application of the model (approx. 450 words). Here, taking each force in turn, describe and
analyse Qantas Airlines, using each force. Be purposeful and specific in explaining exactly why
you believe each force impacts in the way you do. Integrate relevant academic references,
including at least one specific journal article into your analysis as appropriate. This section
should be written in the third person.
 Usefulness and limitations (approx. 150 words). Explain how both, your and the industry
analysis in general, can help Qantas Airlines to make decisions about its future strategy. Note,
that the model does have critique and that other ways of analysing the environment are also
important. Use references to support and justify your position. This section should be written
in the first person.
 Conclusion (approx. 100 words). Summarise what you have undertaken in the essay along
with the relevant conclusions and your own opinions. This section should be written in the first
person.
Please note the following additional information:
https:
vimeo.com/ XXXXXXXXXX
http:
investor.qantas.com/annual-report-2017
MGT302A/BIZ303_ Assessment 1 Brief_ Reflective Essay Page 3 of 5
 You should adhere to the co
ect use of academic writing, presentation and grammar. You
should use a combination of the first and third person in a reflective essay as directed.
 It is important to check your similarity in Turnitin. All sentences highlighted must be either
paraphrased in your own words or put in quotes and referenced accordingly. You should be
aiming for a similarity score that is as low as possible. The similarities highlighted in a contents
page, reference list or appendix is nothing to be concerned about.
 It is important to adopt the appropriate use of the APA 6th edition style when citing and
eferencing research. Please comply with all academic standards of legibility, referencing
and bibliographical details (including reference list).
 You are advised to include a minimum of 5 academic references which should be textbooks or
academic journals. Appropriate websites may be used in addition to these.
 The attached learning ru
ic guides the marker when awarding marks for your essay. You
should use this ru
ic to review your paper, ensuring there is nothing you have missed.
Submission Instructions:
Submit your reflective essay via the Assessment link, in the main navigation menu, in
MGT302A/BIZ303 Strategic Management. The learning facilitator will provide feedback via the Grade
Centre in the LMS portal. Feedback can be viewed in My Grades.
MGT302A/BIZ303_Assessment1_ReflectiveEssay XXXXXXXXXXPage 4 of 5
Learning Ru
ic: Assessment 1 – Reflective Essay
Assessment
Attributes
Fail (Unacceptable)
0-49%
Pass
(Functional)
50-64%
Credit
(Proficient)
65-74%
Distinction
(Advanced)
75 -84%
High Distinction
(Exceptional)
85-100%
Introduction and
conclusion
10%
Provides poor context and
does not link to the
assessment in a clear and
coherent way. May be
missing entirely.
Provides satisfactory
context, however, link to
the assessment is only
partially clear and coherent.
Provides reasonable context
and link to the assessment in
a fairly clear and coherent
way.
Provides good context and
link to the assessment in a
clear and coherent way.
Provides excellent context
and link to the assessment
in an extremely clear and
coherent way.
Knowledge,
understanding,
eflections and
application of porters
five forces model
60%
Limited understanding of
the required concepts and
knowledge.
Limited application,
eflection and analysis of
the model, with regards to
Qantas, with minimal
evidence used.
Some knowledge and
understanding of the
equired concepts and
knowledge.
Some application, reflection
and analysis of the model,
with regards to Qantas,
with satisfactory evidence
used.
Thorough knowledge or
understanding of the
equired concepts and
knowledge.
Thorough application,
eflection and analysis of the
model, with regards to
Qantas, with clear evidence
used.
Highly developed
understanding of the
equired concepts and
knowledge.
Highly developed
application, reflection and
analysis of the model, with
egards to Qantas, with well
substantiated evidence
used.
A sophisticated
understanding of the
equired concepts and
knowledge.
Excellent application,
eflection and analysis of
the model, with regards to
Qantas, with a
oad and
significant evidence based
used.
Usefulness and
limitations
20%
Demonstrates little or no
awareness of context
and/or future strategy.
Personal reflections are
largely missing.
Demonstrates limited
awareness of context
and/or future strategy.
Personal reflections are
satisfactory.
Demonstrates consistent
awareness of context and/or
future strategy.
Personal reflections are good.
Demonstrates an advanced
and integrated
understanding of context
and/or future strategy.
Personal reflections are
well-developed.
Consistently demonstrates
a systematic and critical
understanding of context
and/or future strategy.
Personal reflections are
sophisticated.
MGT302A/BIZ303_Assessment1_ReflectiveEssay XXXXXXXXXXPage 5 of 5
Referencing, grammar
and writing
10%
Demonstrates
inconsistent use of good
quality, credible and
elevant resources to
support and develop
ideas. Doesn’t adequately
eflect on the journal
article.
Grammar and writing
style needs improvement.
Demonstrates use of some
elevant resources to
support and develop ideas,
ut these are not always
explicit or well-developed.
Reflects partially on the
journal article.
Grammar and writing style
is satisfactory.
Demonstrates use of credible
and relevant resources to
support and develop ideas,
which are usually explicit
and/or well-developed.
Reflects well on the journal
article.