Case Study Analysis and Presentation

Assessment Details and Submission Guidelines BB103 Management Principles
School	Business
Course Name	Bachelor of Business
Unit Code	BB103
Unit Title	Management Principles
Trimester	Trimester 2, 2019
Assessment Author	A/Prof Monica Jurin
Assessment Type	Group
Assessment Title	Case Study Analysis and Presentation
Unit Learning Outcomes Addressed:	a-e a. Explain key management theories that inform contemporary practices b. Examine contemporary issues faced by managers in different levels of an organisation c. Analyse a management issue and justify recommendations based on new knowledge of management theories d. Work effectively with others in diverse management contexts e. Identify and evaluate social responsibility and ethical issues in business situations
Weight	25% (Case Study Analysis 15% and Presentation 10%)
Total Marks	25
Word limit	2500
Release Date	Week Four
Due Date	Week Eleven before Class
Submission Guidelines	• All work must be submitted on Moodle by the due date along with a completed Assignment Cover Page. • The assignment must be in MS Word format, 1.5 spacing, 11-pt Calibri (Body) font and 2 cm margins on all four sides of your page with appropriate section headings. • Reference sources must be cited in the text of the report, and listed appropriately at the end in a reference list using APA 6th edition for the School of Business.

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Extension

If an extension of time to submit work is required, an Application for Special Consideration and supporting documentation must be submitted directly to the School’s Administration Officer via your MIT AMS login [https://online.mit.edu.au/ams/default.aspx?ReturnUrl=%2fams%2f]. You must submit this application no later than three working days after the due date of the specific piece of assessment or the examination for which you are seeking Special Consideration. Further information is available at: http://www.mit.edu.au/about-mit/institute-publications/policies-procedures andguidelines/specialconsiderationdeferment

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ASSIGNMENT DESCRIPTION:
DETAILS OF ASSESSABLE TASKS
Major Assignment (to be done in groups of 3’s) = 15% Written Report & 10% In-class Presentation
Due before Class: Week 11 (Report)
Due in-class: Week 11 (Presentation)
This is a group assignment. The groups should consist of a minimum of three students and a maximum of
four students. You are required to read the case scenario based on the sources given including the reference
list and make sure you identify the general management issues covered by the case scenarios.
Spend time researching (Newspaper articles, Business magazines, plus any other suitable non-peer review
articles and peer-review articles from library search engines like Emerald and Ebscohost) in relation to the
company, industry(ies) and country(ies) in order to develop your analytical arguments and discussions. Also,
research management theories, expert Blogs, write-ups (very important to put in your citations to show
evidence basis proof) on suitable current management principles’ practice to help you critically and
constructively discuss, analyse, evaluate and provide justifications to the case questions and prepare your
answers.
This assignment requires you to write a report to address the case study questions in the context provided in
the case. You will need to use relevant topics learned in the management principles unit, analyse
management practices and evaluate the actions and decisions made in the case study (attached below).
The report should be structured as:
1. Executive Summary
2. Table of Contents
• Introduction
• Case Study Questions
• References
▪ at least 10 academic sources of information such as peer-reviewed journals, and 5 industry
and/or government reports, books chapters, annual reports and other credible sources
• Appendices
Please discuss with your lecturer and tutor for any further clarification.
The report and presentation slides (PPT) must be uploaded (Submitted) before the class in Week 11. Late
submission will be penalised at the rate of 10% of available marks per day or part thereof. You will use your
PPT to present in a professional manner in the lecture of Week 11.
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Case Study: Raising the Bar through Exporting
By Business Victoria
10 January 2019
‘I try to inspire staff to go above and beyond. Being able to share the award with them is invaluable.’
Alan Oppenheim, Ego Pharmaceuticals
Health and Biotechnology award winner, 2015 Governor of Victoria Export Awards
Q&A with Alan Oppenheim of Ego Pharmaceuticals
Ego Pharmaceuticals won the Health and Biotechnology award in the 2015 Governor of Victoria Export
Awards.
What do you export and when did you start?
We manufacture, research and market products for the skin. We manufacture everything for treating and
maintaining healthy skin.
My family started the company in 1953 and started exporting in the 1960’s.
We now have 131 staff outside of Australia in 11 nations around the world. Their job is to educate their
customers on the benefits of the product and ensure that they build on the reputation that our company has
earnt over the years.
What made you decide to start exporting?
My father made the initial decision to export. At that point in time it was largely driven by an interest in
travel and the world. There was also an element of ‘why not?’
We are far more strategic in our decisions regarding where to go these days.
Why and how did you choose your markets?
Early markets were chosen largely through proximity. We started in New Zealand, the Pacific Islands,
Singapore and Hong Kong. These were the focus for quite some time.
I have been running the business for the past 10 years and have looked to grow the business into the Middle
East. I started in 1993 through a relationship with a local consultant. At that point in time people thought
going to the Middle East was like going to another planet. Now we have 79 staff based there and it is a huge
part of what we do.
We now focus on 3 main regions for further expansion. Asia, the Middle East and the UK.
What was your biggest obstacle and how did you work through it?
Probably the most consistent issue is the varying government regulatory requirements in every nation we
deal with.
As a consumer we are very supportive of governments having a team of people controlling the industry.
Although we are not supportive of new rules being introduced where there is little value to the consumer
but add great costs to the supply chain. In every country we deal with, changes are often made without
looking at the value to the customer that really impact our costs. These changes are difficult to navigate and
of course you have to be across all of them all of the time.
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We have 12 full time people working in regulatory affairs within our organisation. Their job is to
communicate with regulatory bodies and work with the different nations around the world.
In addition, having built my own team outside Australia has made an enormous difference to our growth and
reputation outside of Australia.
The difference in language and culture is also very difficult to work around. Every country has its own unique
quirks. Different communication styles and ways of doing business can be very challenging. Before entering a
country for the first time I meet with international government offices to discuss cultural sensitives. I find it
can be enormously helpful and you can really learn a lot through taking the time to do this.
What is it that you like most about exporting?
Whilst it’s a challenge it is also one of the things I enjoy the most, dealing with people from around the world
and their different cultures. Every culture surprises me.
Although the most satisfying thing about my business is helping people. I really believe we can make a
difference in people’s lives. This can be through preventing skin burn or simply looking after the skin to give
people added confidence.
We invest a lot of time in training our staff in selling, marketing and developing relationships. Seeing people
grow through the business is a great feeling.
What’s been the business result with exporting?
I believe that exporting has really helped us to raise the bar in every part of the business.
It has made us more complicated, but it means that we have a team that is working hard to ensure we are
performing well across the world.
We are producing more, which means we invest more into research and development. It has raised the bar
in innovation. Each country you deal with raises new challenges and new customer needs. That has helped us
to develop products that we have been able to take global.
Not having reliance on any one country also makes us more sustainable. There are always ups and downs
with any business. Exporting allows us to ride through those with greater ease.
Australia is still a very big part of our business, but we are on track to have our international division account
for around 50% of Ego Pharm by 2020.
Our export growth for 2016 is sitting at 38% and we are anticipating a further 43% growth the following year.
What advice would you give to businesses thinking about exporting?
Make sure your business is robust. You need good quality attitude and processes throughout the entire
business.
Consider your unique selling points for your customers. The stronger these are the stronger you will be in
international business.
It will be challenging. But this is something you need to encourage staff to take on at all levels of the
business.
It is also important to talk to others. Finding out what others have done before you can help you to be far
more strategic.
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Why did you enter the GOVEA awards?
Initially we entered the GOVEA awards for the PR opportunity.
We have entered a number of times and have 4 awards. The previous awards were commendations and last
year we won the category which we were extremely pleased about.
What has been the change, if any, to your business since receiving the award?
We find it is often difficult to find opportunities to really thank staff and be able to show something that has
come from their hard work. I try to inspire staff to go above and beyond. Being able to share the award with
them is invaluable. We used it immediately for internal marketing across the entire business. It is really nice
to be able to share this with all staff and distributors and give us all something to really be proud of.
References:
Business Victoria. (2019). Raising the bar through exporting. Retrieved from
https://www.business.vic.gov.au/case-studies/raising-the-bar-through-exporting.
CASE STUDY ANALYSIS QUESTIONS:
1 Strategy
a. Considering the industry that Ego Pharmaceuticals is operating in, what business-level strategy, i.e. lowcost, differentiation and focus, do you recommend for the CEO. Support your recommendations with the
relevant management theories, industry and company information and current news where applicable.
b. Which global strategy is Ego Pharmaceuticals currently pursuing? Discuss the advantages and
disadvantages of this strategy.
2 Ethics and Corporate Social Responsibility
a. Summarise Ego’s Values. Discuss any clear intentions you can identify.
b. Critically assess Ego Pharmaceuticals’ Values and corporate responsibility initiatives and outcomes. Do
you think Ego’s CSR activities and outcomes match their intent? Discuss at least three examples.
3 Organisational Culture and Change
a. Which organizational structure is most conducive to Ego Pharmaceuticals in its current business life cycle?
b. Alan Oppenheim said in the interview, ‘ Whilst it’s a challenge it is also one of the things I enjoy the most,
dealing with people from around the world and their different cultures. Every culture surprises me.’ What
do you think determines the culture of the Ego Pharmaceuticals corporate group? Are these determinants
the same between Australia and other countries that the company operates in? Discuss with examples.
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Marking Rubric for Group Case Study Analysis Report: Total Marks= /15.00

Marking Rubric Criteria/ Grades	High Distinction (HD) [Excellent] = or >80%	Distinction (D) [Very Good] 70%-79%	Credits (C) [Good] 60%-69%	Pass (P) [Satisfactory] 50%-59%	Fail (N) [Unsatisfactory] <50%
Discussion and Arguments (5 marks)	Concise and specific to the case and unit topics.	Topics were relevant and soundly analysed.	Generally relevant and analysed.	Some relevance and briefly presented.	The discussion and arguments were not relevant to the case and unit topics.
Theories and Applications (5 marks)	Relevant theories were discussed and specifically applied to support each argument in the report.	Some theoretical explanations were provided and applied throughout the report.	Some theoretical explanations were provided but application of theories was inconsistent throughout the report.	Some theories were discussed in general but not specifically applied to the case.	No discussion of any theories or application of theories.
Research and Critical Analysis (2 marks)	Demonstrated excellent ability to think critically and used relevant academic references and credible sources to support all analysis and arguments.	Demonstrated good ability to think critically and used some relevant academic references and credible sources to support analysis and arguments.	Some evidence of critical thinking. Used academic references and credible sources in general to support some analysis and arguments.	Poor evidence of critical thinking. Minimal use of academic references and sources that were not relevant to the case, analysis or arguments.	Did not demonstrate any ability to think critically. Did not use any academic references or credible source reference.
Structure and Language (2 marks)	The report was well structured and written with great clarity, and addressed all questions comprehensively.	The report was well structured and written, and answered all questions adequately.	The report was well structured with some grammar and spelling errors.	The report was not structured well with consistent grammar and spelling errors.	The report lacks structure and was illegible.
Referencing (1 mark)	Used APA style with excellent academic references and credible source of information.	Used APA style with relevant academic references and some credible information.	Good use of APA style with some minor errors. Some academic references are used.	Inconsistent use of APA style with few academic references. Some non credible sources were used.	No proper referencing was used.

Case Study Presentation:
With the same group formation, provide professional presentation through proper power-point referencing
and interactive presentation activity to the class audiences and your tutor and perhaps any stakeholders who
wishes to attend your presentation.
You need to provide clear references to all slides of your power-point.
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Marking criteria:
Marking criteria is shown in following table. Marks are allocated as follows:

Student Name: Student Name: Student Name: Student Name:	MIT Student: MIT Student: MIT Student: MIT Student:
Criteria	Allocated Marks	Comments	Marks Allocated
Content • Introduction: A brief outline of the background and industry/environment issues relevant to the companies. • Identify the key case questions to be answered • Use relevant theories and credible sources of information • Provide a full discussion of the answers to case questions using theories to support your discussions, with supportive arguments and justifications	5%
Presentation • Visual representation takes the form of power point slides and includes one or more of the following: charts, graphs, statistics, pictures, photos or other graphics are used in the power point slides. • Effective organisation of materials and timing. • Work well as a team.	3%
Questions/ Discussion • Clear verbal and non-verbal communication. • Questions from the audience are well answered. • Presenters are engaging and interacting with the audience.	2%
Total	10%
Overall Comments:

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Assessor’s Name: Assessor’s Signature: ______________________________________ Date: ______________________________

_____/10%