Consist of two parts

3. The requirements for the assessment

This is an individual 3000-word assignment and it is worth 100% of the total module grade.

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There are TWO (2) parts to this assessment:

Part A: A 2000-word sector contemporary external analysis researching ONE (1) of the following UK sectors. (Worth 60% of total grade)

Hospitality (food, drink & entertainment) – CHOOSE 1 area only i.e. either Food & Drink (Restaurants), OR Drink (Bars, Clubs) OR Entertainment (Casinos, Theatre, Concerts etc).
Food Retail (bricks-and-mortar and online, incl. convenience stores)
Pharmaceutical industry
Note: You must chose ONE (1) of these sectors



Part B: A 1000-word critical assessment, i.e. a summary of the findings of your external analysis. (Worth 40% of the total grade)

This must include:

An outline of the impact of COVID-19, to date, on the sector chosen and identifying how organisations can and are competing in the sector in the wake of COVID-19.
Recommendations based on your research, to drive growth in the sector.

Specific Assignment Guidance:

Your report MUST:

1. Be specific in your sector choice and state this clearly in the introduction;

2. Include and apply the following theories and models (in Part A):


b. Market Structure theory

c. Porter’s Five Forces

d. Industry Lifecycle Analysis

e. Greenley’s Opportunities & Threats Matrix

3. Demonstrate both a theoretical and a practical understanding of the subject;

4. Cite at least 3 specific company examples within your sector to illustrate the application of the model(s) and contextualise your arguments;

5. Reference at least 25 sources drawn from textbooks, industry reports, i.e. Mintel, and business publications i.e. broadsheets and trade magazines to help to contextualise your points. Note: references should be no older than 3 years i.e. dated between 2017-2020/2021



Additional Models you should consider are:

Ansoff Matrix
Porter’s Generic Strategies

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