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Strategic Business Analysis Report Guidelines

Guidelines for Assignment 1 in CMNS 230, focusing on conducting a strategic business analysis report on a chosen company or organization using specific criteria and structures. Includes requirements, structure details, finding material tips, grading checklist, and example sources. Ensure adherence to APA or CJC style.

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Strategic Business Analysis Report Guidelines

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  1. CMNS 230 September 25 Review of Assignment 1

  2. Overview • Outline sent out to mailing list • Outline available on class websitehttp://www.sfu.ca/cmns/courses/230/Assignments.htm • Due in tutorial, October 2 (next week) • Worth 20% of grade

  3. The Requirements • Minimum of 6 pages (but no more than 10 including references) • Double spacing • Follow APA or CJC style • At least 6 sources - at least one academic source - corporate sources - trade publications/sources

  4. Detail of the structure • Introduction • Case selection • Rationale for selection of company / artist / organisation • Succinct outline of what the report is about and a major conclusion (prepare the reader for what they are about to read) • May be from any country (as long as you have sufficient sources)

  5. Detail of the structure • Profile of the company • Outline history, structure and size • Where do the fit into the overall industry • Specific market segments and revenues from each; market share in each • Principal competitors and some detail about their positioning and market share • Keep to last 10 years

  6. Detail of the structure • Profile of the company • Services and Content Produced • Outline the principal product “lines” • Brand identity or positioning of entity • Identify measures of success used • Specific numbers that demonstrate success

  7. Detail of the structure • Competitive Business Assessment • Use SWOT analysis • Strengths • Weaknesses • Opportunities • Threats

  8. Detail of the structure • Competitive Business Assessment • SWOT matrix Strengths Weaknesses OpportunitiesThreats

  9. Detail of the structure • Competitive Business Assessment • SWOT matrix Strengths Weaknesses Opportunities S-O strategies W-O strategies Threats S-T strategies W-T strategies

  10. Detail of the structure • Conclusion • Summary of key points • What have you learned from this? • Should link back to introduction

  11. Detail of the structure • Writing style • Descriptive analysis • Use shorter sentences • Clear transitions with subheads • Occasional bullets if appropriate • Include figures/charts/diagrams • Follow APA/CJC style (see library website)

  12. Examples • Look at Viacom Case Study inMedia Student’s Book, pp. 247-253 • More academic example, Bertelsmann in International Journal of Media Management (see CMNS230 website for full reference)

  13. Finding the material • Google for the company • Look at company website (caveat regarding bias) • Use electronic indexes thru library website

  14. Finding the material • Trade publications • Print: - Quill & Quill - • Film (look online): - Variety - Hollywood Reporter - Playback - Screen Daily (get 2-week free trial)

  15. Finding the material • Academic publications • Use electronic indexes and abstracts • Search by company name • Ascertain whether refereed or trade publication • Some examples:- Media International Australia- Canadian Journal of Communication- Journal of Media Economics

  16. Grading checklist • Relevant and Strategic selection • Clear rationale • Succinct and clear highlights of history, structure and size • Accurate identification of product lines in stage of product cycle

  17. Grading checklist cont. • Three clear measures of corporate ‘viability’ • Well thought-out SWOT analysis • Strong conclusion • Evidence of original thinking (interesting title/conclusion)

  18. Grading checklist cont. • Proofread carefully • Reference carefully and appropriately • Marking rubric will be available online later in the week

  19. How to get a ‘C’ • Look at the following example of what NOT to do

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