This document is for Coventry University students for their own use in completing their assessed work for this
module and should not be passed to third parties or posted on any website. Any infringements of this rule should be
reported to facultyregistry.eec@coventry.ac.uk.
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Faculty of Engineering, Environment and Computing
7113EXQ Strategic Management in Construction
& Engineering
Assignment Brief – CORE
Module Title
Strategic Management in
Construction & Engineering
Group Presentation:
CORE ASSESSMENT
Cohort:
2021SEPJAN
Module Code
7113EXQ
Coursework Title (e.g. CWK1)
Theoretical and practical aspects of Strategic Management in the context
of the Construction Industry – Case Study – Core Component
Hand out date:
14/09/2020
Lecturer:
Venkat Venkatramani – JL131 – email: ab6937@coventry.ac.uk
Due date and time:
23/11/2020 before 18:00
hours via Turnitin
submission Link
Estimated Time (hrs): 8 hours per student
self-guided
Word Limit*: Group Presentation (online)
Coursework type:
Group Presentation –
Formative
% of Module Mark:
PASS/FAIL
Submission arrangement online via CUMoodle: PLEASE NOTE THAT ALL SUBMISSIONS MUST BE DONE VIA
TURNITIN ONLY. HARDCOPY, E MAIL OR ANY OTHER FORM OF SUBMISSION WILL NOT BE ACCEPTED
File types and method of recording: Group PPT presentation
Mark and Feedback date (DD/MM/YY): 07/12/2020
Mark and Feedback method (e.g. in lecture, written via Gradebook): Written feedback via Turnitin and
marks via Gradebook
Module Learning Outcomes Assessed:
1. Demonstrate understanding and critical awareness of the process of strategy formation in
the context of the construction industry.
2. Understand, apply and critically assess the value of models and techniques used to analyse &
develop strategy.
3. Demonstrate a critical understanding of the difficulties faced when devising and
implementing strategy in the construction industry.
4. Apply and evaluate corporate strategy in an industry and international context
5. Critically evaluate leadership theories and skills required in construction and engineering
industry
6. Demonstrate the awareness of technological strategies such as Building Information
Modelling
Notes:
1. You are expected to use the Coventry University APA Referencing Style. For support and advice
on this students can contact Centre for Academic Writing (CAW).
2. Please notify your registry course support team and module leader for disability support.
3. Any student requiring an extension or deferral should follow the university process as outlined
here.
4. The University cannot take responsibility for any coursework lost or corrupted on disks, laptops
or personal computer. Students should therefore regularly back-up any work and are advised to
save it on the University system.
This document is for Coventry University students for their own use in completing their assessed work for this
module and should not be passed to third parties or posted on any website. Any infringements of this rule should be
reported to facultyregistry.eec@coventry.ac.uk.
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5. If there are technical or performance issues that prevent students submitting coursework
through the online coursework submission system on the day of a coursework deadline, an
appropriate extension to the coursework submission deadline will be agreed. This extension will
normally be 24 hours or the next working day if the deadline falls on a Friday or over the
weekend period. This will be communicated via your Module Leader.
6. The word limit includes quotations, but excludes the bibliography, reference list and tables.
7. You are encouraged to check the originality of your work by using the draft Turnitin links on your
Moodle Web.
8. Collusion between students (where sections of your work are similar to the work submitted by
other students in this or previous module cohorts) is taken extremely seriously and will be
reported to the academic conduct panel. This applies to both courseworks and exam answers.
9. A marked difference between your writing style, knowledge and skill level demonstrated in class
discussion, any test conditions and that demonstrated in a coursework assignment may result in
you having to undertake a Viva Voce in order to prove the coursework assignment is entirely your
own work.
10. If you make use of the services of a proof reader in your work you must keep your original version
and make it available as a demonstration of your written efforts.
11. You must not submit work for assessment that you have already submitted (partially or in full),
either for your current course or for another qualification of this university, unless this is
specifically provided for in your assignment brief or specific course or module information. Where
earlier work by you is citable, ie. it has already been published/submitted, you must reference it
clearly. Identical pieces of work submitted concurrently will also be considered to be selfplagiarism.
Mark allocation guidelines to students (to be edited by staff per assessment)
0-39 40-49 50-59 60-69 70+ 80+
Work mainly
incomplete
and /or
weaknesses in
most areas
Most elements
completed;
weaknesses
outweigh
strengths
Most elements
are strong,
minor
weaknesses
Strengths in all
elements
Most work
exceeds the
standard
expected
All work
substantially
exceeds the
standard
expected
UK Construction Industry
Construction output in the UK is more than £110 billion per annum and contributes 7% of
GDP (ref. Government Construction Strategy). Approximately a quarter of construction
output is public sector and three quarters is private sector.
There are three main sectors (ref. Government Construction Strategy):
 Commercial and social (approximately 45%).
 Residential (approximately 40%).
 Infrastructure (approximately 15%).
Approximately 60% of construction output is new build, whilst 40% is refurbishment and
maintenance.
This document is for Coventry University students for their own use in completing their assessed work for this
module and should not be passed to third parties or posted on any website. Any infringements of this rule should be
reported to facultyregistry.eec@coventry.ac.uk.
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(ref: https://www.designingbuildings.co.uk/wiki/UK_construction_industry)
IN CLASS CASE STUDY
Case Study: (ILO 1 – 3 – Formative – Strategic Formulation for a Construction Firm)
The Company – ABC Corporation
You are one of the founding members of this medium sized construction company located
in Coventry, founded in 2005. Your company is classified as a medium sized company with a
direct employment of 125 people and a turnover of around £60 million, 2019-2020 and
profit before tax at about 22%. There are 4 founding members including you providing a
combined construction and management experience of about 70+ years.
The driving philosophy of your business is to deliver Value for your customer; operate an
ethically and environmentally responsible business; provide progression and fulfilment for
your employees while contributing to the betterment of the community within which you
operate.
You are a well-established design and construction company offering a wealth of very
modern and innovative experience and expertise. You deliver a wide range of projects and
expertise both in the private and public sector and your projects range from residential new
build housing estates, extensions, refurbishment and landscaping to restoring listed
buildings and charities besides industrial and public works. You are also continuously
involved in education and health sector projects up to a value of £3 million (single project).
A significant part of your work is brought in by the 4 founders in the areas of their expertise:
1. Civil and Structural design
2. Quantity Surveying, Contract Administration, Arbitration and Dispute Resolution
3. Building Surveying for public and private clients includes complete remedial works,
insurance, warranties and guarantees besides dilapidations
4. Construction Management, Cost and Project Management
5. All four founders are also qualified and/or chartered expert witnesses in your area
of specialism
The Scene
The Strategic Planning meeting held in September 2020 amongst the 4 founding members
was specifically targeted to deliver the following:
1. Set a vision for the company (vision statement)
Earlier attempts at this just said: – “we aim to deliver the best value for our
customers” which is not very reassuring.
This document is for Coventry University students for their own use in completing their assessed work for this
module and should not be passed to third parties or posted on any website. Any infringements of this rule should be
reported to facultyregistry.eec@coventry.ac.uk.
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Given the position of the company in the market today and with an eye for the
future, besides providing the much-needed direction for your employees; you have
now decided to formulate a new vision statement that encapsulates your
company’s grand vision for the future.
2. The vision statement will obviously be followed by a mission statement which will
specifically illustrate the following about your business:
a. What it does?
b. Who does it for?
c. How it does what it does?
d. Besides espouses the value the organisation stands for
A mission statement may also define the objectives to achieve the vision
envisaged in the first place
3. The third target is by far the most significant one at the Strategic Planning meeting
held amongst the founders, the brief for which is given below:
West Midlands is currently experiencing £1 billion worth of construction which is
largely commercial especially student accommodation, academic buildings,
residential estates, hospitals, clinics and infrastructure projects.
With so much built assets currently underway, the obvious conclusion is that they
will have to be maintained in the future to keep them in good shape and order.
The board of your company which includes you, is now exploring the feasibility of
entering the independent facilities management business. It is expected of the new
business to deliver at least 20-25% of the total turnover of the company in the next
10 years specifically targeting commercial built assets in a 40-50-mile radius around
Coventry.
Please note that this is a vertical integration strategy for you and as such will require
a diligent study and approach.
(CHANGE OF ROLE FROM THIS POINT ONWARDS)
YOU ARE THE STRATEGIC CONSULTANT
Your consultancy has been retained by ABC Corporation as the Strategic Consultants to help
steer them in their intended direction.
You will help the founders establish a well-meaning vision statement and mission
objectives besides take on the bigger task of advising them on:
i. Should they expand into independent facilities management for commercial assets
in and around Coventry?
This document is for Coventry University students for their own use in completing their assessed work for this
module and should not be passed to third parties or posted on any website. Any infringements of this rule should be
reported to facultyregistry.eec@coventry.ac.uk.
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ii. If yes; how do they go about it in a way to ensure success in their new venture? This
is the implementation and the feedback and monitoring stage.
You will be leading a team of consultants from your office who will analyse, evaluate and
formulate a strategic plan besides the implementation and monitoring methodologies to
help ABC Corporation in achieving its grand vision.
DELIVERABLES (GROUP PRESENTATION – PPT)
Task 1:
Vision statement
Task 2:
Mission Statement
Task 3:
For the given strategic plan; perform the following for the given industry & company:
EXTERNAL ENVIRONMENT SCANNING
1. Balanced Scorecard (set objectives as shown in the slides)
2. PESTEL Analysis
3. Porter’s 5 Forces
4. SWOT Analysis (first trial with external information in hand)
INTERNAL ENVIRONMENT SCANNING
1. VRIO Analysis
2. Value Chain Analysis
3. Core Competency and Capability Analysis
Task 4:
1. Strategy Framework – Choice, rationale and application
Task 5:
1. Implementation Strategy
2. Monitoring and Feedback systems
YOU ARE TO PRESENT (PPT) YOUR FINDINGS AS A GROUP – ONLINE
THIS IS A CORE ASSESSMENT WHICH YOU MUST PASS IN ORDER TO
PASS THE MODULE
GRADING IS PASS OR FAIL ONLY
IF IN DOUBT, PLEASE ASK
This document is for Coventry University students for their own use in completing their assessed work for this
module and should not be passed to third parties or posted on any website. Any infringements of this rule should be
reported to facultyregistry.eec@coventry.ac.uk.
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– END –