Chapter Description Word Count*
Contents Page Contents of the Management Consulting Report.
Executive Summary Introduction to the project. Summary of
key points from each section of your
report. It should provide an overview of
the report.
1,000 Words
Company Details Includes:
1. General background and industry
analysis
2. Specific problem/opportunity the
company faces
2,000 Words
Research Programme Detail the methods you have used to
investigate the problem/opportunity.
Justify why your chosen method is
suitable to answer the area you are
addressing. Note � this is to be a
practical chapter, research philosophy
need not be addressed.
2,000 Words
Problem/Opportunity
Quantification
Conduct an investigation into the
problem/opportunity the company faces.
This will be based on secondary
published material about the company.
2,500 Words
Problem/Opportunity
Resolution
A review of academic literature, trade
publications and industry analysis that
relate to the focal area. From this
identify potential solutions to problems
or how opportunities can be maximised.
2,500 Words
Feasibility Study Evaluate the feasibility of your proposed
solutions. This should include a
reasoned theoretical evaluation of the
feasibility of the solutions presented
given the limitations of the company and
the marketplace.
2,500 Words
Discussion &
Conclusion
Present an overview of the project and
its practical contribution to the business.
Identify benefits and future implications
as well as limitations to the project.
2,500 Words
References A-Z (by author) list of all secondary materials used.
Appendix Unlikely to be required for a secondary data based research
project.
Project proposal
Amazon, A Decade In Business And Still No Profits
Introduction
The company chosen for this research study is Amazon. This is an independent research project and the writer will reviews published literature from a variety of online sources in order to critically analyse the current challenges faced by the company.
Company Challenge
Amazon has been in business for over a decade and has become a household name in the online shopping market (Satell, 2013). Even though it is the worlds largest online retailer, to date the company has not made any profits, this is despite the fact that its share prices have continued to increase over the years and market share has also increased along with it (Martinez, 2014; Streitfeld, 2013). The last time the company had a profit was in 2010 and since then the share prices have soared to new highs by 150 percent (Ruddick, 2014; Streitfeld, 2013). However, it is important to note that as income slid, investors decided to purchase more stock, which is contrary to mainstream finance theory (Gross, 2013; Streitfeld, 2013). While no theorist has categorically stated that the company is in fact an overblown bubble, through the last few years the debate about the future of the company and its ability to continue to focus on revenues rather than margins and profits continue to be questioned (Streitfeld, 2013; Team, 2013).
While there are theorists and economists who argue that making Amazon profitable today is not a difficult challenge, the most important and difficult challenge is to ensure that the company will remain the biggest and the most powerful retailer 20 years from today and that it is that goal, which is keeping the company from focusing on profits (Streitfeld, 2013). Today Amazon is one of the greatest online retailers because it is able to sell the same product sold by others at a cheaper price, ship it at a cheaper rate and also provide excellent customer service. If the company is to focus on profits, one or more of the variables suggested above would have to be changed and that could result in a drop in revenue as loyal customers leave the company for the competitor (Streitfeld, 2013). This in turn could result in investors demanding profits sooner. Thus, the current conundrum of the company is that current revenue growth will be hampered if margins become the focus of the organisation.
Outline of Research
Goal and Objectives of Research Study
The main goal of this study would be investigate if it would be possible for Amazon to continue to focus on revenues and still achieve a reasonable annual profit. Therefore the objectives of the study would to
� Understand the different variables driving Amazon�s growth
� To understand how those variables will be affected if Amazon decided to focus on margins rather than revenues
� To identify different strategies, which the company could implement to balance the need for growing revenues and turning a profit
Proposed Methodology
Due to the exploratory nature of the research study and the abundance of published literature on the topic the writer will carry out a review of published literature on the creation, growth and current challenges faced by Amazon. The knowledge gained from the review of published literature will then be used to create hypotheses. Next the writer will use secondary data that is available on Amazon, such as its revenue growth, investments through the years, share prices, customer reviews, competitor analyses, unique selling points, resource allocation and much more to gain a better understanding of the company and the strategies that will be available to it in the future to turn a profit. In this phase of the research study, the writer will also consult a variety of management and finance related books to identify different models and frameworks, which could be used by Amazon to balance revenue growth while still managing to return a profit for its investors.
Justification and Limitations of Study
The writer has selected this methodology due to the abundance of secondary data and expert opinions available on Amazon and its future in the online retail market. The main limitation of this research study is that the writer will not be using any primary data and therefore, triangulation may not be possible. In order to mitigate the above, the writer will consult a large number of secondary sources and published literature in order to ensure that a balanced overview could be gained.
Literature Review
The review of literature will consist of a variety of different sources which include text books, peer reviewed and scholarly journal articles as well as online sources from reputable websites like The Economist, Forbes and others. The writer expects to consult 50 or more different published sources with at least 10 of the sources consisting of recent management and finance text books, which could provide important insights into the different methods, which could be adopted by Amazon to balance the need for increased revenue growth along with increased margin growth.
The writer will look at records on profits, and revenue growth of the company as well as share price growth over the last 20 years. However, the writer will focus specifically on investments made by the company over the last 10 years and the success and failure records of those investments. Therefore, while there will be a variety of material, which will be cited that are dated over 10 years ago, a majority of the literature will be those that have been published in the last ten years. The writer will be using both qualitative and quantitative data such as expert opinions on the future of Amazon, along with statistical data that is available on the company to draw conclusions and make recommendations on what steps it could take in order to balance revenue growth with profitability.
Project Format
You should present your combined reports as follows:
? Title Page (to include student name, student number, name of academic advisor)
? Signed Declaration Statement (provided page 19 � only submitted with hard copy)
? Completed Advisor Meeting Record Form (provided page 15 �only submitted with
hard copy)
? Completed Research Ethics Declaration (provided page 16-18 � only submitted with
hard copy)
? Acknowledgements
? Management Consulting Report (all sections as outlined above)
Your report should be formatted as follows:
? A4 paper with 2.5cm margins on each border
? All text to be in UK-English
? Print single-sided for hard copies
? All text to be doubled-spaced
? Font size should be 12-pt using a standard font (Times New Roman/Arial/Calibri
etc)
? Page numbering should be used throughout Independent-Study Project
Independent 0-39
Bad fail
40-49
Fail
50-59
Pass
60-69
Meritable Pass
70-79
Distinction
80-100
Distinction
Selection of Company
and Analysis of
Situation
Little reasoning behind
choice, inadequate
description of position.
Poor company choice with
little description of position
Solid selection with
description of position in.
Solid selection with good
analysis of position.
Innovative selection with
in-depth analysis
Innovative selection with
outstanding analysis
Research Methodology Wholly inadequate amount
of research conducted.
Inadequate amount of
research conducted.
Acceptable amount of
research conducted.
Solid research methods
chosen with extensive use
of databases, reports and
published work.
In-depth research
conducted with extensive
use of databases, reports
and published work.
Exceptional amount of
research conducted with
extensive use of
databases, reports and
published work.
Problem/OpportunityQuantification
Vague description of area. No quantification of
problem.
Analysis with some
quantification.
Detailed analysis, some
quantification.
Detailed analysis with hard
quantification and
validation of data to drive
analysis.
Very detailed analysis with
hard quantification and
validation of data to drive
analysis.
Problem/Opportunity
Resolution
Few past studies
consulted. Unclear audit
trail of student ideas.
Few past studies
consulted. Unclear audit
trail of student ideas.
Review of past work.
Solutions not really linked
to study.
Review of past studies in
this area used to generate
solutions.
In-depth review of past
studies in this area used to
generate good solutions.
Exceptional review of past
studies in this area used to
generate good solutions.
Feasibility Study Feasibility unrealistic or
ungrounded.
Feasibility unrealistic or
ungrounded.
Some consideration of
feasibility.
Reasoned assessment of
feasibility.
In-depth assessment of
feasibility.
Exceptional assessment of
feasibility.
Discussion,
Conclusion,
Limitations.
Wholly inadequate. Weak summary. Acceptable summary. Good summary of
research study with critical
awareness of limitations.
Excellent summary of
research study with critical
awareness of limitations..
Outstanding summary of
research study with critical
awareness of limitations..
Quality of Writing Several areas incoherent
and unclear.
Ideas and content poorly
presented.
Acceptable writing and
presentation.
Good writing and
presentation.
Very well written and
presented.
Exceptionally well written
and presented.
Quality of Reasoning Very little evidence of
reasoning or critical ability.
Little evidence of
reasoning or critical ability.
Poor explanation for areas
discussed.
Satisfactory evidence of
reasoning and
critical/evaluative ability.
Logical expression of
ideas.
Good evidence of solid
reasoning and critical
evaluation ability. Clear
rationale for every area of
project. Logical expression
of ideas.
Very good demonstration
of higher order reasoning
and critical evaluation.
Clear rationale for every
area of project. Logical
expression of ideas.
Excellent demonstration of
higher order reasoning
and critical evaluation.
Clear rationale for every
area of project. Logical
expression of ideas.
Completeness of
Application
Many gaps in project. Many gaps in project. Some gaps in project
application.
Addresses most potential
areas of the project with a
few significant gaps
Addresses almost all
potential areas of the
project
Addresses all potential
areas of the projectManagement Consulting Independent-study Project
Identify from secondary sources (eg. Financial Times, The Economist, CNN.com etc) a
company that interests you that is facing a particular business challenge or opportunity
(pathway students should note that this challenge must be within their specialist field).
From secondary data sources, build a case study of the company and evaluate the
challenge or opportunity they face. From your own experience, previous taught modules,
and with a review of past academic and practitioner studies in this area, identify potential
solutions and evaluate the feasibility of these solutions.
The project should be in the format of a strategic management report, however, students
should make full use of academic references.
