1. FedEx Corporation Must be included:
1. Measurements of FedEx Corporation's Success
2. Reasons underpinning success (discuss the strategic reasons behind that success)
3. Justification of FedEx Corporation's success by using the VRIN Framework and the Value Chain analysis
4. Justification of FedEx Corporation's success by using its Business Strategy
5. Contribution of Leadership (Use relevant theory)
No need to write introduction or conclusion) (Don't put PESTEL/ 5Forces analysis
Don’t just look at what customers see – look inside the company (resources, competencies

2. Suggested Structure
Company data which can be used to evaluate its success concluding with your thoughts about whether or not the company can be described as “successful”. (10 marks)
An outline of 6 to10 business reasons behind the success stated in a simple, straightforward way with a brief (4/5 sentences) explanation of each reason. Avoid strategy “jargon”; no analysis is required – this is a test of your broad business knowledge and understanding. (10 marks)
A detailed analysis of the company’s strategic capabilities based on the Value Chain and VRIN tools. Your interpretation of the analysis must clearly show how the company has been able to build competitive advantage. (30 marks)
A detailed analysis and interpretation based on the company's Business Strategy. Justify the success by using i t s business strategy. ( 20 marks)
An evaluation of the contribution of leadership to the company’s success, based on appropriate theories. A wide range of topics will be acceptable, including leadership, management, organisational culture and decision-making. (15 marks)

3. What are we assessing?
Your ability to evaluate the success (or otherwise) of a given company
Your ability to apply your general business knowledge to explain the success (or otherwise) of a given company
Your ability to use appropriate analytical tools to explain the key strategic reasons for that success (or otherwise) and through this demonstrate that you understand relevant theory, concepts and frameworks and can apply these to your chosen company
Your ability to critically evaluate the strategic capability of the given company as a basis of competitive advantage
Your understanding of the role that leaders have to play in company success (or failure)
Your ability to write clear, concise and well-argued answers

4. Preparation
Research the company and its business environment using a variety of sources
You’ll need to look at how the company has developed over time so don’t look at only the current situation
Answers based on company documentation only will not receive high marks because much of the information will be incomplete and biased
Carry out a full strategic analysis of the information you collect
BUT: we only want the important outputs of the analysis in the assignment

5. Successful? 10 marks
In what way(s) can we evaluate the success (or otherwise) of a company?
Could be measures such as
Size
Profitability
And so on….
Look at different areas – finance, market …
You need to cite all sources of data and explain their relevance
To score well in this section, a sophisticated but clear discussion of what is meant by “successful” and how this applies to the company, supported by a range of data types (at least 2-3 types of data) is required. You may also need to recognise that “success” can be difficult to evaluate.

6. Reasons underpinning success? 10 marks
An outline of 6 to10 business reasons behind the success
State each reason in a simple, straightforward way with a brief (no more than four sentences) explanation of each reason
Avoid strategy “jargon”
No analysis is required – this is a test of your broad business knowledge and understanding.
To score well in this section, an excellent set of key reasons with good, clear explanations is required. Students need to demonstrate very good research effort and good business knowledge.

7. Analysis and Interpretation of capabilities 30 marks
A detailed analysis of the company’s strategic capabilities based around the Value Chain and VRIN tools. Your interpretation of the analysis must clearly show how the company has been able to build competitive advantage
You need to show strong evidence of understanding on how the Value Chain and VRIN tools can be applied on the company’s data and be able to draw conclusions from your analysis
Your answers must clearly show how the company has developed and maintained its strategic capability to support its competitive advantage (with excellent discussion and vigorous and detailed analysis).

8. Jusitification the success by analsying the Business Strategy 20 marks
Justify FeDex Corporation success by the analysis of its Business Strategy
Data analysis is not sufficient – you must use the analysis as the basis of conclusions you draw about what has driven the company’s performance
Your answers must clearly show how the company has been able to compete successfully (with excellent discussion and vigorous and detailed analysis).

9. Be careful…. Some companies take years to be successful
Others achieve success quickly
Your answer must demonstrate appreciation of timescales
But we don’t want a year-by-year history of the company!
PESTEL or 5F analyses will receive NO marks as they cannot explain company success

10. Contribution of Leadership 15 marks
May be more than one key leader at different stages in the company’s development
What about the type of leadership – e.g. visionary, architectural
What about leadership styles?
Could this be linked to organisational culture?
Don’t trust the company literature
You must have some analysis based on appropriate leadership theory
A wide range of topics will be acceptable, including leadership, management, organisational culture and decision-making.
To score well, an excellent evaluation supported by rigorous analysis based on more than one relevant theory is required.

11. Example: Apple Corporation (iPhone)
Measures of success?
Market share (data)
Incredibly profitable (data)
Huge sales revenue (data)
Global scale
So many people have iPhones
Well-known brand name
Yes, it’s (still) a very successful company!

12. Example: Apple Corporation (iPhone)
Why is it so successful?
The company has been able to drive and exploit the growing desire for smartphones
The company has made use of technological opportunities to develop products that are very easy to use (building technology and design capabilities)
A clear competitive strategy based around well-designed products (easy to use, fashionable)
Brand management capability – using marketing competencies to build an amazing global brand
Until recently, Steve Jobs driving relentless, disruptive innovation

13. Analysis and Interpretation?
Appropriate ones for Apple could be:
The value chain – a systematic analysis to bring out the activities that really do make a difference (but notice that most of the key activities are support activities)
VRIN to look at each of the company’s capabilities and see how they contribute to (sustainable) competitive advantage
Competitive strategy (differentiation) and show how this is supported by the capabilities
Innovation strategy – technology disruption and the advantages of being a first mover