Assignment title An Evaluation of the Business Strategy at Mc D.docx

Assignment title: An Evaluation of the Business Strategy at Mc
Donald’s.
Word count: 4242
Student name: Shane Sunil Mohan
Student number: A001753898
Subject name: 9050PROJ
AQF Level: 9
Discipline: Strategic Management
Theme: Critical Evaluation of a Business Strategy
EXECUTIVE SUMMARY
This paper was fundamentally about conducting a research and
analyzing the findings on an evaluation of the business strategy
at Mc Donald’s. Mc Donald’s establishment is a centralized,
international organization which competes in the fast food
industry by supplying hamburgers, french fries, and other
consumable items using standardization. Substantial expansion
and branding as the main driving force. As mentioned
previously, operating in an open market in the food chain
sector, one of Mc Donald’s major competition would be
Wendy’s. These two establishments offer the exact same service
which tends to make it difficult for Mc Donald’s to gain market
share. With this being said, this report outlines different
strategic strategies in which Mc Donald’s can gain competitive
advantage against Wendy’s by providing substantial evidence
on Mc Donald’s weaknesses and how it can be improved by
using the case study method to help assist presenting its
findings.

Table of Contents
1.0 Introduction 4
2.0 Literature Review: 5
2.1 Application of the literature to Mc Donald’s 6
2.2 Analysis with respect to Neoclassical microeconomics: 7
2.3 Analysis with respect to Evolutionary economics: 8
3.0 Research Methodology: 9
3.1 Case study method: 9
3.2 Data Collection: 10
3.3 Presentation of findings: 10
3.4 Analyzing the data: 11
4.0 Data Analysis and Reflections 11
4.1 Presentation of data 11
4.2 Reflection on findings and implications: 12
5.0 Conclusion and Recommendations: 14
5.1 Addressing social changes with differentiation strategy: 15
5.2 Recommendation: Improved Promotional Strategy: 16
5.3 Conclusion 16
References 18
1.0 Introduction
With the increase in the trend of globalization and the
increasing competition in global markets, companies work day
and night to come with effective strategies. Some of the
multinational companies are known for the strategies they use
and practice. In this paper, two of the companies operating in
the United States of America will be discussed and compared
along with the suggestion of a competitive strategy for
McDonald’s. One of the companies that was researched in this
paper name is McDonald's. This company operates

internationally while the opposition organization which is
Wendy’s also known as a fast food restaurant operates in the
United States of America. As far as McDonald's is concerned,
McDonald's was established in the year 1940 by Richard and
Maurice McDonald, in San Bernardino, California, United
States. The organization's business structure depends on three
basic axes: representatives, franchisees, and suppliers. This
business structure made by the founder of the organization, Ray
Kroc, is known as "the three-legged stool", an idea that
characterizes the cozy relationship that exists between the three
individuals from the McDonald's System (Bader, Ailshire,
Morenoff, & House, 2010). This fast food chain is viewed as a
standout among the best fast food chains in the world. Its
incredible showcasing procedure has made the evolved way of
life emerge in the tremendous challenge. The brand is working
effectively since they are keeping the execution dimension of
their items continually. Other than the evolved way of life is
utilizing the key idea of institutionalization since no other
natural way of life has had the capacity to pick up this much
notoriety all through the world. McDonald's is associated with
the specialized supply chain which is one of the basic parts of
the organization. With the company focusing on applying social
responsibility strategy and care for the environment, potential
customers of company are increasing worldwide. Contrary to
this, Wendy’s is another well-known food brand operating the
region Ohio since the year 1996. This restaurant is known for
ham burgers and many other meals produced by the restaurant.
In comparison to McDonald’s, Wendy’s operates in the state of
Ohio only. Although the company holds a lot of tendency to
spread in the international region as well, however, the
restaurant prefers its home town more in comparison to others
country’s operating in the world (Yan, 2000). Wendy’s potential
for growth is hidden in the extensive fast food industry along
with the experience of the company in the region. With a strong
brand image like McDonald’s, the company depicts lower
diversification which raises high concerns of the stakeholders.

Currently, the recipes followed by the restaurant are the ones
that can be easily duplicated as they believe in conventional
methods. Most of the revenue generated by Wendy’s is from the
area of North America. In comparison to the region of North
America, other regions are producing less revenue which shows
the non-feasible atmosphere of the company for internalization.
Keeping in view this perspective, this company is unable to
maximize its performance in the global market. Hence, Wendy’s
is less famous in the international market in comparison to that
of McDonald’s. 2.0 Literature Review:
This research paper will contain information from the Strategic
Management module of the MBA program. Johnson et al. (2008
p. 11) states “The term strategic management underlines the
importance of managers with regard to strategy…. Strategy
involves people especially the managers who decide and
implement strategy”. However, Michael Porter suggests that a
competitive strategy is about being different. It’s deliberately
choosing a different set of activities to deliver a unique mix of
value. With the number of restaurants and fast food chains
increasing in the international world, the researchers came up
with various ways for the fast food chain to develop and
promote growth in the fast food industry. While Wendy’s is still
a well-established brand with known brand image, researchers
have mentioned that McDonald’s has an edge on Wendy’s with
respect to its position in global marketing. With the increase in
the concept of franchising in the fast food industry and its
efficient use by McDonald’s, the fast food chain is progressing
well. In one of the Article, ‘Cross‐cultural competitive bench-
marking of fast‐food restaurant services’, the author Hokey Min
explained that fast food restaurants are successfully penetrating
the foreign market and serving good quality food by
understanding cross-cultural differences (Min 2013). While
explaining the penetration of fast food restaurants in the global
market, Min has mentioned that McDonald’s is one of the
greatest examples in the fast food industry as the fast food
chain is progressing with their different strategies. As per the

analysis of McDonald’s competitive strategy the fast food chain
is focusing on cost leadership strategy while struggling hard to
maintain the standard of food and hygiene in the low price they
offer. 2.1 Application of the literature to Mc Donald’s
While one of the competitive strategy Wendy’s is implementing
is cost leadership however, the strategy giving edge to the fast
food chain is differentiation. Differentiation is one the generic
competitive marketing strategy. Item uniqueness is among the
fundamental emphasis in this conventional system. For instance,
Wendy's advances its square-molded new ground meat patties
that are fundamentally greater than those of McDonald's and
other inexpensive food cheeseburger chains. Wendy's variety of
plate of mixed greens menu things likewise separates the
organization from rivals as far as well-being concerns. Such
undertakings show the separation nonexclusive procedure for
Wendy's upper hand (Thompson 2017).
While explaining the importance of target market strategies
which is known as a particular group of consumers at which a
product or service is aimed, Yang in one of his articles
mentioned (Yang, 2005) that with the increase in the
consumption of hamburgers in the initial time, McDonald’s was
emerging as one of the better options with its defined market.
First, it ought to be noticed that the McDonald's plan of action
is to a great extent set apart by its worldwide employment, just
as by endeavoring to attempt in all nations where a technique is
found of fast development (Yang, 2005), which in the meantime
enables it to ensure the nature of its administrations and items.
In this sense, a standout among the most utilized frameworks, as
a result of McDonald's as well as by and large all through the
inexpensive food division, for the opening of new eateries, is
the establishment. On the off chance that of the North American
organization (McDonald's Corporation), of the all-out eateries it
has, about 80% of them are they are kept running under this
methodology (Min and Min 2011). As it tends to be consistent,
the great execution of the premises isn't enthusiasm for the
establishment, yet additionally for the distinction and notoriety

of the brand McDonald's. Along these lines, the profile of
contender to open an establishment has very requesting criteria
appearing quality support strategies of the evolved way of life.
Another objective market methodology the organization is
utilizing the savvy strategy that is giving quality sustenance in
sensible costs (Yang, 2005).
Although McDonald’s is progressing with its defined market
strategy and competitiveness, there are still some aspects of the
fast food chain which need to be improved in comparison to its
biggest competitors like Wendy’s. This has been explained by
Rowley in his article (Rowley, 2004). Other than focusing in a
single region and serving quality food in that region, Wendy’s
is utilizing intensive growth marketing strategies which help the
fast food chain to fan out in the North America easily (Min and
Min 2011). With the use of market penetration Wendy’s is
emphasizing more sales among the consumers in the region the
fast food chain is operating. Additionally, Charles Hill suggests
that when a company concentrates on expanding market share in
its existing product markets, it is engaging in a strategy of
market penetration. As such, this type of strategy is a short-term
objective and focuses on how Wendy’s can sell their existing
products to their existing customer. With this being said, the
target market based on demographics, is confined yet effective
for the proper working of the fast food chain. 2.2 Analysis with
respect to Neoclassical microeconomics:
Neoclassical economics that is used in relating the supply and
demand of the individual rationality and the ability of the
individual to maximize the profit. In this case, both McDonald’s
and Wendy’s will be assessed based on the basis of Neoclassical
economics aspect as in this way the supply and demand of both
the fast food chain can be assessed easily. While assessing the
demand curve of McDonald’s, it was found out that fast food
chain drops its prices 5-6% overall while the sales growth
seems to be reducing on an international level (Ficksheiner
2017). As figure 1 shows, the demand supply graph of the
company, it can be easily depicted that with the increase in the

price of the menu never really works as the demand tends to
fall. Hence in case while the demand seems to fall, the company
focuses on lowering its sales price as well.
Figure 1: Demand and supply graph of McDonald’s (Min, 2013).
In case of Wendy’s the fast food chain has an edge over
McDonald’s since for now the fast food chain is operating in a
single region and have no plans of expanding on an
international level. With their focus on single region and
narrowed target market, Wendy’s supply and demand graph is
well managed as they manage their supplies according to the
demand of the people living in single region of Ohio
(Ficksheiner 2017). 2.3 Analysis with respect to Evolutionary
economics:
Evolutionary economics aspects recommend that monetary
procedures advance, and economics conduct is controlled by the
two people and society all in all. This is not quite the same as
conventional economics hypotheses which see individuals and
legislative establishments and altogether judicious performing
artists. Evolutionary economics aspects try to clarify monetary
conduct and advancement in connection to development and
evolutionary human senses (Mottram, 2011), for example,
predation, copying and interest. evolutionary economics matters
investigate how human conduct, for example, our feeling of
decency and equity, reaches out to economics aspects. With
respect to McDonald’s, the evolution of McDonald’s with
respect to keep their customers satisfied is noteworthy. While
Wendy’s is making the customers of their region happy,
McDonald’s is making the customers from all over the world
happy and contented (Ram, 2004). However, one of the aspects
that might pose to be an issue in the aspect of evolutionary
economics and McDonald’s is the slow services of the fast food
chain which has till some room for improvement. 3.0 Research
Methodology:
A research methodology is a precise arrangement for leading
examination. Sociologists draw on an assortment of both

qualitative and quantitative research techniques, including tests,
overview inquire about, member perception, and optional
information. Quantitative techniques plan to characterize
highlights, check them, and make measurable models to test
theories and clarify perceptions. Qualitative techniques go for a
total, itemized portrayal of perceptions, including the setting of
occasions and conditions. In this paper, two of the research
methodologies will be used which include analysis with the help
of case study and data collection with the help of journal
articles and newspaper articles. In this paper, no primary data
collection is used or examined. Major focus lies on the
secondary data collection and the outcomes gained with the help
of secondary data. 3.1 Case study method:
There are four main types of methodology methods which
basically comprises of quantitative research, qualitative
research, pragmatic approach, and the advocacy/participatory
approach. This paper will use a case study method. A case study
method can be described as an account of activity, event or
problem that contains a real or hypothetical situation and
includes the complexities one may encounter in a workplace
(Swanburn 2010). The main advantage of conducting a singular
case study method is that the case study has often been more of
an interpretivist and idiographic tool, it has also been associated
with a distinctly qualitative approach. (Bryman 2009). The data
given in the case study explains the progress of McDonald’s so
far. Currently McDonald’s is working in a reputable position
yet there are some aspects related to the fast food chain which
need consideration. With the increase in the need and wants of
the customers, there is an increase in the competition as well.
The increase competition depicts that there is a need for
McDonald’s to come with an updated competitive strategy for
their own chain. 3.2 Data Collection:
The main method that was used to collect data for this research
paper would be secondary data. For the purpose of data
collection, online websites, newspaper articles and journal were
considered. With the help of journal articles the previously

collected information related to the working of both the
organizations was considered. Since both the companies are
operating internationally with their different yet competitive
strategies, hence journal articles and the research done by
various marketers was a good way to get to know about the
current position of the companies in international and national
market. 3.3 Presentation of findings:
In this section, a summarized perspective of all the findings that
can help in coming with a strong competitive strategy
suggestion for McDonald’s. For instance, with all the
informative data hat was properly scrutinized and gathered, it
was entered to Microsoft Excel which was used to develop
proper grids and charts to help form the demand and supply of
the numerous stakeholders throughout the globe. After this was
done, it assisted to accurately visualize the downfalls of Mc
Donald’s managing structure to help contribute in formulating a
good competitive strategy. 3.4 Analyzing the data:
McDonalds has new things in their menu like smoothies,
espressos, and substantially more. With Strong food portfolio,
McDonald has left retreat from its own pay. Company did not
depend on one money or economy since it is spread the world
over. While the company has maintained its position in the
global market, there are some short comings as well which are
analyzed with the help of secondary data collected. It is a lot
harder to locate a decent area to construct an eatery because
U.S.A is soaked as of now, so development is viewed as taken
outside of the states by presenting for the most part potential
changes. The development of profit is moderate since origin, so
it is likewise be taken as moderate in future advancements of
offer market. However, in comparison to minimal diversion of
Wendy’s towards global market, there are some potential
opportunities for McDonald’s that easily help in the long run.
There are numerous open doors for eateries outside the USA.
China is another incredible open-door organization has.
Innovation to their menu isn't just restricted by creative ability.
The idea of introducing nutritious food items in their menu will

prove as a good investment. However, the constant threats are
always there. A likewise a solid opportunity to clash with
contenders to keep the benchmarks coordinated constantly
exists in the operations of the fast food chain. Price changes in
wares additionally influence the breaking points McDonald has
in any nation which can influences the offers of the
organization.
4.0 Data Analysis and Reflections4.1 Presentation of data
The diagram below clearly shows that using secondary data that
was gathered, Mc Donald’s has proven to gain its competitive
advantage against Wendy’s having a high quality of products
with the lowest prices in the market in recent years. Therefore,
enforcing differentiation into the market can make a drastic
change in consumer demand.
4.2 Reflection on findings and implications:
McDonalds has new things in their menu like smoothies,
coffees, and significantly more. With Strong nourishment
portfolio, McDonald has left retreat from its own compensation.
Organization did not rely upon one cash or economy since it is
spread the world over. While the organization has kept up its
situation in the worldwide market, there are some weaknesses
also which are dissected with the assistance of optional
information gathered. It is significantly harder to find a better
than average zone to build a diner in light of the way that U.S.A
is doused starting at now, so advancement is seen as taken
outside of the states by showing generally potential changes.
The improvement of benefit is moderate since source, so it is
similarly be taken as moderate in future headways of offer
market. Nonetheless, in contrast with insignificant
preoccupation of Wendy's towards worldwide market, there are
some potential open doors for McDonald's that effectively help
over the long haul. There are various open entryways for
restaurants outside the USA. China is another unimaginable
open entryway association has. Development to their menu isn't
simply limited by innovative capacity. Introducing nutritious
sustenance things in their menu will demonstrate as a decent

venture. Notwithstanding, the consistent dangers are dependably
there. A moreover a strong chance to conflict with contenders to
keep the benchmarks facilitated continually exists in the
activities of the cheap food chain. Value changes in products
moreover impact the limits McDonald has in any country which
can impacts the ideas of the association.
To the extent McDonald's is concerned, McDonald's was begun
in the year 1940 by Richard and Maurice McDonald, in San
Bernardino, California, United States. The association's
business structure relies upon three fundamental tomahawks:
agents, franchisees, and providers. This business structure made
by the author of the association, Ray Kroc, is known as "the
three-legged stool", a thought that portrays the comfortable
relationship that exists between the three people from the
McDonald's System (Bader, Ailshire, Morenoff, and House,
2010). This cheap food chain is seen as a champion among the
best inexpensive food chains on the planet. Its inconceivable
exhibiting strategy has influenced the advanced lifestyle to rise
in the gigantic test. The brand is working viably since they are
keeping the execution measurement of their things constantly.
Other than the advanced lifestyle is using the key thought of
organization since no other regular lifestyle has had the ability
to get this much reputation all through the world. McDonald's is
related with the specific store network which is one of the
essential pieces of the association. With the organization
concentrating on applying social obligation methodology and
care for the earth, potential clients of organization are
expanding around the world.
Wendy's:
Despite this current, Wendy's is another notable sustenance
brand working the district Ohio since the year 1996. This eatery
is known for ham burgers delivered by the eatery. In contrast
with McDonald's, Wendy's is working in the area of Ohio as it
were. Even though the organization holds a great deal of
propensity to spread in the universal locale also, in any case,

the eatery inclines toward its main residence more in contrast
with others nation's working on the planet (Yan, 2000). Wendy's
potential for development is covered up in the broad
inexpensive food industry alongside the experience of the
organization in the locale. With a solid brand picture like
McDonald's, the organization delineates lower broadening
which is the worry of the general population as of now. At
present the formulas pursued by the eatery are the ones that can
be replicated effectively as they put stock in ordinary
techniques. Most of the income produced by Wendy's is from
the territory of North America. In contrast with the area of
North America, different locales are delivering less income
which demonstrates the non-attainable air of the organization
for disguise. Keeping in view this point of view, organization is
unfit to amplify its execution in the worldwide market.
Subsequently Wendy's is less popular in the global market in
contrast with that of McDonald's.5.0 Conclusion and
Recommendations:
With the expansion in the pattern of globalization and the
expanding rivalry in worldwide markets, organizations work day
and night to come with powerful techniques. A portion of the
global organizations are known for the procedures they use and
practice. In this paper, an investigation of two association
McDonald's and Wendy's was done to think of a successful
aggressive procedure for McDonald's. To the extent McDonald's
is concerned, this fast food chain is seen as a champion among
the best inexpensive food chains on the planet. Its mind-
blowing displaying methodology has influenced the developed
lifestyle to rise in the huge test. The brand is working
successfully since they are keeping the execution measurement
of their things ceaselessly. Other than the advanced lifestyle is
using the key thought of systematization since no other common
lifestyle has had the ability to get this much reputation all
through the world.
McDonald's is related with the specific production network
which is one of the essential pieces of the association. With the

organization concentrating on applying social duty procedure
and care for nature, potential clients of organization are
expanding around the world. While Wendy's is yet a settled
brand with realized brand picture, specialists have referenced
that McDonald's has an edge on Wendy's regarding its situation
in worldwide advertising. With the expansion in the idea of
diversifying in the fast food industry and its productive use by
McDonald's, the inexpensive food chain is advancing admirably.
In contrast with McDonald's, Wendy's is working in North
America with a characterized market. Wendy's is working in the
locale of Ohio as it were. Although the organization holds a ton
of inclination to spread in the global area too, in any case, the
eatery leans towards its main residence more in contrast with
others nation's working on the planet (Yan, 2000). Wendy's
potential for development is covered up in the broad fast food
industry alongside the experience of the organization in the
area. With a solid brand picture like McDonald's, the
organization portrays lower expansion which is the worry of the
general population right now. At present the formulas pursued
by the eatery are the ones that can be replicated effectively as
they have faith in customary techniques. The greater part of the
income created by Wendy's is from the region of North
America. Wendy's is executing is cost leadership however the
technique offering edge to the fast food chain is differentiation.
Differentiation is one the conventional aggressive showcasing
system. Based on the data analyzed and the comparison with
Wendy’s, some of the recommendations for McDonald’s for
improving their competitive strategy will be mentioned in this
section. The recommendations for McDonald’s to implement
include the following: 5.1 Addressing social changes with
differentiation strategy:
McDonalds should build a structure, a field-tested strategy in
the future, that tends to the social changes led by the legislature
and shopper bunches which fringe empowering a decent eating
regimen and therefore get ready sorts of foods that on the
nourishment of the client just as their solid ways of life. With

more and more people getting conscious about their nutrition
and balanced diet, McDonald’s can clearly take advantage in
this situation. Basically, it can likewise build up a joint
endeavor with different associations, for example, the grocery
stores in that a portion of its sustenance is sold in the general
stores. This accompanies the promoting database which will
push it to more precisely connect with explicit target gatherings
of customers. The client recognizable proof could be based on
displaying and customers profiles; a factor which will upgrade
the anticipation of band exchanging. Moreover, McDonalds
should concentrate on the corporate social duty and edge nearer
to those associations with an esteem sway on the general public.
With the help of differentiation strategy, the company will be
able to come up with nutritious rich food which will give
McDonald’s an edge over the other fast food chains. Diet and
nutrition conscious people will be able to enjoy their food
easily. 5.2 Recommendation: Improved Promotional Strategy:
McDonalds should understand that promotion of its items isn't
simply a publicizing capacity. It should think of both
publicizing efforts and limited time methodology that is
characterized by the idea of the market, the span of the market
and the preferences just as inclinations of the clients. In this
manner, McDonalds should structure on the promotional mix
that address the component of value, item and market in the way
the client will feel obliged to expend the item. With the help of
improved promotional strategy of their rich nutritious food, the
fast food chain will have more ways to excel in their respective
industry with higher understanding of the working of the
industry. Other than this, the promotion of the new products and
addition in the menu with the help of differentiation strategy
will help the fast food chain to come up with a strong
competitive variable in comparison to Wendy’s and other fast
food chains that hold the tendency to excel in the fast food
industry. For instance, while operating in a place like India
McDonald’s can come up with more diverse menu so that both
the vegetarian and non-vegetarian people in the country can be

treated with their diverse menu. A lot of scope lies for the fast
food chain in countries like China where people will enjoy their
taste. 5.3 Conclusion
In conclusion, constant change is necessary to ensure that Mc
Donald’s would sustain their competitive advantage. As such,
this organization has been successful because of the value the
company provides for their customers. Nevertheless, as the
economy has been drastically increasing in demand it is highly
recommendable to implement these strategies that was
mentioned in this report for this company to stay at the maturity
stage of their products life cycle without having to face a
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2
Title page
The title itself should capture the essence of the research,
perhaps by drawing on parts of the research question(s) or the
intended impact of the project. The title should not be too long;
10 words or less is usually quite sufficient.
Executive summary
· a short theme sentence to orient the reader
· a clear statement of the purpose of the project
· a brief overview of the project (research method, data
collection and data analysis)
· a brief but accurate summary of results or findings
· implications of your work (for example, what are the
recommendations for management practice or for government
policy)? The implications in the executive summary can often
be summarised in one short sentence (for example, that
managers in your country or region can use the findings from
your project report to improve their practices).

Note that the executive summary should not contain any
citations or refer to references. Citations appear only in the
body of the report.
Table of contents
1. Introduction (500 words)
· establish the background to the project and briefly introduce
the organisation/industry
· state the purpose of the present project and describe its
importance for the organisation/industry
· outline of the major sections of the project report.
(Clearly establish the context of your project topic clearly. State
what this project sets out to achieve. Establish the importance
of your topic. The introduction concludes with an outline of the
structure of the project report, providing a brief summary of the
sections).
2. Literature review (1000 words)
· Background
First, discuss some general literature about the project’s topic to
establish the roots of your discussion. Demonstrate that you
understand the main concepts, relevant principles and theories.
This discussion of the literature needs to be succinct. It can
include a definition of the core terms followed by a brief

description of some of the main themes in the literature, usually
starting at a very broad level and then narrowing it down to
your research topic.
· The present context
This section uses literature to provide detail specifically about
your project topic in relation to your chosen organisation
(within its industry). Discuss its origins, how it became
involved with the business issues in the project’s topic, what it
needs to address, and why the present study is required.
3. Research methodology (500 words)
3.1 Research method
Here you describe what research methodology you used to
conduct your study.
· Are you doing an industry case study or are you comparing
across industries?
· On what basis have you selected the organisations or industry
to study?
· How many industries are involved?
· What secondary data will you use?
· Why is your research method appropriate for your Project?
(Give citations (provide references) when discussing your
research methodology)
3.2 Data collection (and unit of analysis)
You must provide precise details of the way in which you
collected your secondary data and what data you actually used
(such as the use of company annual reports, industry magazines
or industry data).
Table 1 – Secondary Data Sources
Secondary Data Source
Purpose in the report

Unit of Analysis
ABC limited Annual Report 2018
This report was analysed to assess the profitability of the
company
Ratio Analysis
Source: Created for this report
3.3 Ethical considerations
Highlight any ethical considerations associated with your
research. For example degree of risk
4. Presentation of findings (1500 words)
Create an introductory paragraph which summarizes the main
aspects of the analysis
4.1 Data analysis
· When reporting what the data showed, start with the overall
picture first and then go into the details.
· Describe the business analytics methods used and the outcome
of your data analysis.
· What does the data suggest that is going on?
· What are the activities, processes and events that are
happening?
· Describe your findings based on the data analysis.
· Use tables and graphs (where appropriate) to summarise
information and present the evidence.
Important note: do not refer to the literature or compare your

findings with wha
See Analytical tools for support.
4.2 Reflection on findings
Once you have analysed the data and described the findings for
your project, sit back and consider what those findings mean for
you, for the chosen organisation and, if relevant, for the
industry. Reflect on the findings in relation to yourself, your
organisation and industry. Note these reflections in this section.
Look at the implications of your findings that may be applicable
to:
· the literature
· managers in the organisation or industry
· other managers, other organisations or other industries.
First, take a step back and explain how your findings relate
back to the literature, that is, to the articles that you have cited
earlier.
· Do your findings confirm existing ideas already written about?
· Did you find something new that could now be explored
further by other researchers?
Secondly,
· What do you recommend that managers in your industry(ies)
do in the future?
· What advice do you have based on the findings of your
research?
Finally,
· What are the implications of all that you have done, for
managers and for policy makers in your country or region?
· What can other managers, other organisations, and other
industries learn from your findings?
(These implications for other managers may often be the same

as for the managers in the case(s) you investigated, but if the
case is in an unusual industry or has an unusual structure or
strategy, you may be able to develop some additional
recommendations.)
5. Conclusions and Recommendations (1000 words)
· This final section, you should summarise your research
process and its findings.
· Identify the contribution made by your project report and tie
up the whole package to show that the purpose of the project
report (as set out in the introduction) has been achieved.
· Then, you should identify challenges or issues that remain
unresolved. Note that apart from the challenges or issues that
remain unresolved, there should not be any new concepts or
ideas suddenly introduced in the conclusion.
(The conclusion merely ties everything that has been mentioned
before into one concise package. Identify clearly in this section
what are the future actions you recommend for managers and
policy makers in your country or region).
5.1 Recommendations
· State the recommendation
· Explain it
· Justify it
· Explain how to implement
· Evaluate the impact
References
· Approximately 20–25 relevant references from different
sources.
· Within this list aim for a minimum of 12 academic references
like journal articles and textbooks.
· The remaining resources in the list could be industry reports,

company documents, and other sources.
Appendix
It is important to note that a reader should not have to look at
an appendix to understand the main thrust of the points you are
making in your project report. Make sure all your main points
are in the body of your project report and then refer the reader
to the appendices for detail.
The Project Report (85% of the total grade)
a) Components of the report:
i. Introduction to the report and literature review (15%)
The student provides an introduction to the report,
including an overview of the literature relating to the
topic, critically evaluating its main relevant themes and its
application to the topic being addressed.
ii. Explanation of research methodology and identification
of the data source (10%)
The student describes and justifies research methods used;
explains data collection methods appropriately.
iii. Presentation of the findings (20%)
The student describes and analyses the findings effectively,
clearly showing how findings address the research topic.
The student demonstrates appropriate reflection on findings.
iv. Implications, recommendations and conclusion (15%)
The student summarises key findings in relation to
literature discussed earlier; makes appropriate
recommendations based on the findings; presents effective
conclusions regarding the research problem.
b) Referencing (10%)
The student acknowledges sources of facts appropriately;
uses appropriate number and quality of references; adheres
to author-date style referencing conventions.
c) Structure and presentation (10%)

The student structures the content logically; demonstrates
clear report from and presentation.
d) Communication style and language (5%)
The student demonstrates good writing style and adheres to
the conventions of written English (grammar, punctuation
and spelling).

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