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STRUCTURING THE ANALYSIS AND EVALUATION · Structuring the Analysis and Evaluation @ Page 6 of 16...
Transcript of STRUCTURING THE ANALYSIS AND EVALUATION · Structuring the Analysis and Evaluation @ Page 6 of 16...
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