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Oxford Brookes University BSc (Hons) in Applied Accounting Research and Analysis Project STRUCTURING THE ANALYSIS AND EVALUATION Updated: Feb 2019 Contact: [email protected] Website: www.obumentorship.com Please note that the content of this document needs to be interpreted with care and consult your Mentor for guidance

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Oxford Brookes University

BSc (Hons) in Applied Accounting

Research and Analysis Project

STRUCTURING THE

ANALYSIS AND EVALUATION

Updated: Feb 2019

Contact: [email protected]

Website: www.obumentorship.com

Please note that the content of this document needs to be interpreted with care and consult your Mentor for guidance

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Table of Contents

PART 3 - Results, analysis, conclusions and recommendations ................................ 3

Topic 8 ....................................................................................................................... 4

Topic 17 ..................................................................................................................... 8

Topic 18: .................................................................................................................. 13

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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

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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 3

1.2 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 & Recommendations

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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 Rate,

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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 above

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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 - 500

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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 & Recommendations

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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 T

Increase in share price Impact to share price & returns

Increase in revenue & market share New regulations

Enhance credibility 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 /

conformance

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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 Meetings

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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 findings

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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 - 500

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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

impact

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PRODUCT PRICE PLACE PROMOTION

Quality Price differentiation Geographical coverage

Advertisements

Range Discounts Online presence Sales promotions

Frequency of product launch

Credit / Payment terms

Target locations Corporate partnerships

Features Seasonal discounts / sales

Sponsorships

Packaging

3.1.1 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” above

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3.2 SWOT

Present the subsections of each “P”s under the SWOT quadrants

S Advertisements

W Geographical coverage

Corporate partnerships Online presence

Credit / Payment terms Quality

Sales promotions Price differentiation

O T

Trade agreements Unfavourable publicity

Range 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” above

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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 - 500