STRUCTURING THE ANALYSIS AND EVALUATION

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1 Oxford Brookes University BSc (Hons) in Applied Accounting Research and Analysis Project STRUCTURING THE ANALYSIS AND EVALUATION Updated: Aug 2018 Contact: Website: Please note that the content of this document needs to be interpreted with care and consult your Mentor for guidance

2 Table of Contents PART 3 - Results, analysis, conclusions and recommendations... 3 Topic Topic Topic 18:... Page 2 of 16

3 PART 3 - Results, analysis, conclusions and recommendations A description of the results obtained and any limitations Presentation of the results in an appropriate form e.g. tables, graphs, charts A critical analysis / evaluation of the results which includes an explanation of your significant findings Conclusions on the research findings and how well the project objectives and research questions have been met If appropriate, recommendations on specific courses of action Key pointers: Analysis and evaluation to be based on a model / frame work The model / framework to be applied in the analysis of the organisation s performance or practice Discussion on current issues Evidence of broader research by citing to various sources in accordance with the Harvard referencing guide Analysis to be objective and neutral by discussing points for and against the organisation s performance / practices Explanation of trends / practices based on the findings from the analysis and referencing to various sources Conclusion to be arrived based on the analysis in a systematic way Analysis, evaluation and conclusions to be in relation to the objectives and research Page 3 of 16

4 Topic 8: An analysis and evaluation of the business and financial performance of an organisation over a three year period This analysis must be a business analysis not just a financial analysis At least 2 business models and not exceeding Research Questions Q1&2 Recommended to start with business models Q3-5 Relevant financial aspects to the organisation Profitability / Capital Structure / Liquidity / Shareholders Interest / Asset management / Cash management / Working Capital management Examples: 1. How has the recent developments in the trade wars and political sanctions against nations and the related macroeconomic factors had impacted ABC Ltd s business performance over the past 3 years? 2. Given the technological disruptions are impacting business models in various industries, does ABC Ltd have a competitive edge over other market players and what were the opportunities and threats it had faced over the past three years? 3. In view of the down trend on the global economy and rising cost of healthcare, how has ABC Hospital Ltd, managed its profitability over the past three years, being an organisation predominantly focused on private healthcare sector? 2.5 Models and Techniques Techniques Ratio Analysis, Benchmarking Models- SWOT and PEST / Porter s 5 Forces Structure of Part 3: 3.1 Q1 3.2 Q2 3.3 Q3 3.4 Q4 3.5 Q5 3.6 Conclusion & Page 4 of 16

5 3.1 & 3.2 Business Analysis Subsections (e.g. SWOT, PEST, Michael Porter s 5 forces) in relation to the models has to be applied independently Highly recommended to discuss about current issues impacting the country / region / global environment and how they did have an impact on the organisation s performance o Technological disruptions Artificial Intelligence, 3D printing o Changing business models M&A, Collaboration, Remote solutions o Big Data Analytics Targeted advertisement, Behavioural analytics o Risk management Cyber security, Social Media o Political Brexit, US election, Trade agreements Evaluate management strategies to steer the organisation through the challenges and the positive and negative impacts that they had in the financial and business performance Evidence of the use of various sources and broader research to support the analysis on the attributes of the model being applied Include graphs / tables where relevant to present your finding more clearly to the reader The last few lines of the section should be phrased in a manner to answer the respective research questions 3.3 Profitability Revenue Expenses Profit 3.3 Profitability Brief introduction on the approach to be taken Revenue: Graph 1: Total revenue / revenue growth compared with competitor Describe the trends over the 3 years Events & Macroeconomic factors that had an impact on the total revenue trends o Discuss each factor in separate paragraphs o Link and leverage from the findings from previous business analysis o Inclusions of relevant tables / graphs o Use relevant ratios and if possible industry specific ratios e.g. Admission Page 5 of 16

6 Graph 2: Break down of the total revenue in to geographic / product segments Present the main segments that makes up >50% and club the remaining under others Describe the composition & trends over 3 years Segment: Events & Macroeconomic factors that had an impact on the trends o Discuss each factor in separate paragraphs o Link and leverage from the findings from previous business analysis o Inclusions of relevant tables / graphs Suggest discussing all 3 years together instead of separating in different paragraphs Specific events / drivers pertaining a particular year to be special mentioned Competitor Analysis: o Your analysis is on the target organisation and not the competitor o Explain why the target organisation performed better / worse than the competitor Industry Analysis o Compare the trends / averages / practices Summary of findings: o Discussion on the facts gathered, results from the competitor and industry analysis o Provide different aspects / views of the results that would help to opine on the performance of the segment being analysed o Summarise your findings and explain the main factors contributed to the revenue trend, based on the analysis performed Expenses: Follow the same approach as Revenue Page 6 of 16

7 Profit: Graph with profit & profit margin together with competitor o Describe and explain the trends based on the findings from revenue & expense analysis above Table with necessary detail to apply a ratio that relates P&L to a balance sheet attribute e.g. ROCE / ROE / Asset Turnover / etc o Describe and explain the trends based on the findings from revenue & expense analysis above o Where necessary provide additional detail when the balance sheet number had an impact on the ratio Based on the findings that may be favourable / unfavourable, discuss and analyse them in different point of view and arrive at a conclusion in a logical manner to answer the research question 3.4 & 3.5 Financial Analysis The aspects been discussed to be relevant to the organisation and its operations. Use relevant ratios and if possible industry specific ratios e.g. Airline industry Passenger load factor Follow a structure similar to Revenue / Expenses above The last few lines of the section should be phrased in a manner to answer the respective research questions 3.6 Conclusion & Recommendations State the objectives and research questions briefly Present key findings for each of the research questions Few lines on your recommendations based on the analysis performed Word count: Q1 1,500 Q2 1,000 Q3 600 Q4 600 Q5 600 Conclusion & Recommendations - Page 7 of 16

8 Topic 17: Select an organisation that has been identified as having weak corporate governance structures within the past 5 years. Critically evaluate their corporate governance practices including an assessment of the origins of the corporate governance issue(s) and the organisation s response. 1.2 Research Questions Q1 What was/were CG Issue(s), drivers and implications to the ABC Ltd? Q2 How significant are the CG weakness of ABC Ltd compared to industry trends and practices in compliance with the code of CG? Q3 How did ABC Ltd respond to the issue and the impact to key stakeholders? 2.5 Models and Techniques Techniques GAP Analysis, Benchmarking Models- Code of CG, Mendelow Matrix and SWOT Structure of Part 3: 3.1 Q1 3.2 Q2 3.3 Q3 3.4 Conclusion & Page 8 of 16

9 3.1 Issue, drivers and implications Fair discussion on various facts and different opinions on the specific issue and drivers / motive before establishing researcher s view Issue to be related to the relevant code of CG Discussion on implications in the regulatory, organisation s strategy, reputation, management decisions, product and services, etc relevant to the organisation and the particular incident 3.2 Industry events and practices An opportunity to brining in other CG weakness in the industry in evaluating the significance of the CG weakness the organisation Industry analysis Review the CG practices in relation to the principles of the code of CG Competitor / Industry analysis; Application of the code of CG as a frame work Deep dive in to areas, where the organisation had governance issues Risk management procedures and measures to avoid / manage the risk Cyber security, financial loss and reputational damage, Whistle blowing policy CG awards and ranking SWOT analysis to establish the SWOT of the CG practices to the organisation S W Shareholder Rights Board Performance Board Composition And Guidance Access To Information Risk Management And Internal Controls Level And Mix Of Remuneration Audit Committee O Increase in share price Increase in revenue & market share Enhance credibility T Impact to share price & returns New regulations Fines & reputational risk This provides you an opportunity to take a macro view of the organisation s CG practices as a whole and you would be referring to the key findings that led some of the main principles in the respective quadrant Link previous findings and also bring facts from various sources Based on the above you would be able to conclude Strength and Weakness of the Organisation s CG Practices / conformance to the Code and also Opportunities and Threats if any to the Organisation s CG practices / Page 9 of 16

10 Code of Corporate Governance Framework: 1. Board Matters 2. Remuneration Matters 3. Accountability And Audit 4. Shareholder Rights And Responsibilities Framework & Principles: Board Matters 1. The Board's Conduct Of Affairs 2. Board Composition And Guidance 3. Chairman And Chief Executive Officer 4. Board Membership 5. Board Performance 6. Access To Information Remuneration Matters 7. Procedures For Developing Remuneration Policies 8. Level And Mix Of Remuneration 9. Disclosure On Remuneration Accountability And Audit 10. Accountability 11. Risk Management And Internal Controls 12. Audit Committee 13. Internal Audit Shareholder Rights And Responsibilities 14. Shareholder Rights 15. Communication With Shareholders 16. Conduct Of Shareholder Page 10 of 16

11 3.3 Response and impact to key stakeholders Management decisions to address the issues and the positive and negative impact on the governance as well as the stakeholders Use the Mendelow Matrix to indentify and position (in the respective quadrant of the model) the key stakeholders of the organisation (Serra, 2014) Have subsections to discuss on the impact to each stakeholder as a result of the organisation s CG practices 1. Shareholders 2. Directors 3. Employees 4. Customers 5. Others Shareholders Refer back to relevant sections of your analysis / findings in 3.1 and discuss on how they impact the shareholders Additional evidence to support your view on the impact Analyse the facts presented above in relation to the impact Provide a closing note on whether the organisation s CG practices had a favourable / unfavourable impact to the shareholders based on your Page 11 of 16

12 2-5 Follow a similar structure as above Conclude with an overall summary of the impact to the key stakeholders based on the analysis above You may discuss on the short term and long term impacts 3.4 Conclusion & Recommendations State the objectives and research questions briefly Present key findings for each of the research questions Few lines on your recommendations based on the analysis performed Word count: Q1 2,000 2,500 Q2 800 Q3 1,200 1,500 Conclusion & Recommendations - Page 12 of 16

13 Topic 18: A review of the marketing strategy of an organisation and its effectiveness. 1.2 Research Questions Q1 Understand, review and evaluate the Marketing Strategy Q2 - Effectiveness of the Marketing Strategy Q3 - Effectiveness of the Marketing Strategy 2.5 Models and Techniques Techniques Benchmarking Models- 4P Marketing Mix and SWOT / PEST Structure of Part 3: 3.1 Q1 3.2 Q2 3.3 Q3 3.4 Conclusion & Recommendations 3.1 Review of Marketing Strategy Start with 4P Marketing mix and analyse each P in detail Then apply SWOT to have a macro analysis of the overall strategy 1. Product 2. Price 3. Place 4. Promotion Key pointers: Instead of discussing the broad range of products that the organisation produces, recommended to discuss the product life cycle of key products or BGC Matrix Marketing strategy focused on Upmarket vs. low market Discuss on current marketing trends and the impact on the organisation s marketing strategy Digital marketing, Data analytics Management dictions on the marketing that had a favourable / unfavourable Page 13 of 16

14 PRODUCT PRICE PLACE PROMOTION Quality Price differentiation Geographical Advertisements coverage Range Discounts Online presence Sales promotions Frequency of product launch Credit / Payment terms Target locations Corporate partnerships Features Seasonal discounts / Sponsorships sales Packaging Product Product quality Describe key aspects of the product quality various sources Phrasing of the sentences to lead to the marketing strategy Compare the aspects against competitor(s) Use of tables / graphs Present additional evidence to support your view on the contribution of product quality to the marketing strategy Analyse the facts presented above in relation to the marketing strategy Range / Frequency of product launch / Features / Packaging: Follow the same structure as for Product Quality above Provide a closing note stating that to what extent Product has contributed / had an impact to the marketing strategy 2-4 Price / Place / Promotion: Follow the same structure as for Product Page 14 of 16

15 3.2 SWOT Present the subsections of each P s under the SWOT quadrants S W Advertisements Geographical coverage Corporate partnerships Online presence Credit / Payment terms Quality Sales promotions Price differentiation O Trade agreements Range T Unfavourable publicity Political unrest This provides you an opportunity to take a macro view of the organisation s marketing strategy as a whole and you would be referring to the key findings that led some of the main subsections in the respective quadrant In addition to the matters discussed in 1-4, bring in additional facts to support the overall marketing strategy of the organisation (Opportunities & Threats) Based on the above you would be able to conclude Strength and Weakness of the Organisation s Marketing Strategy and also Opportunities and Threats if any to the Organisation s Marketing Strategy The final few lines to be in a manner to answer your research question 3.2 Effectiveness 1 1. Revenue growth and market share 2. Building the brand value 3. Reaching out to customers 4. Achieving the organisation s Mission, Vision, Goals and Objectives Describe the facts that support the effectiveness Various sources Compare against competitor and where possible against industry practices / trends Analyse and evaluate the findings on how they support the effectiveness Conclude on the effectiveness based on the analysis 3.3 Effectiveness 2 Follow the same structure as Effectiveness 1 Page 15 of 16

16 3.4 Conclusion & Recommendations State the objectives and research questions briefly Present key findings for each of the research questions Few lines on your recommendations based on the analysis performed Word count: Q1 2,500-3,000 Q2 800 Q3 800 Conclusion & Recommendations - Page 16 of 16