ACC9703 Assignment  Presentation and Supporting Report Brief


MSc Management ACC9703 Assignment  Presentation and Supporting Report Brief

The final assessment on this module is made up as follows:

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  • A ten minute video presentation – 60%
  • A 1500 word report which supports the recommendations made in the video presentation – 40%



Background information

You are a member of the management executive of Cycle Mania Ltd.

The company was started ten years ago and has been at the cutting edge of electric bike manufacturing. The growth of the company has been good, and the company is frequently noted as ‘One to watch’ in the financial press.

The company sells its bikes to independent bike shops and department stores in the UK and Europe.

The company believes that the Electric Bike sector is set to experience significant growth in the next five years and wants to consolidate its position as a market leader in this time.

In order to achieve this, the company is looking to grow and you have been asked to consider the best ways to achieve this growth.

The financial statements for Cycle Mania Ltd for the year ended 31 December 2019 are below:



Financial Statements for Cycle Mania Ltd


2019   2018
£’000   £’000
Revenue 51,882   43,217
Cost of sales (21,705)   (18,221)
Gross profit 30,177   24,996
Expenses (17,020)   (14,235)
Operating profit 13,157   10,761
Interest costs (4,695)   (3,574)
Profit before tax 8,462   7,187
Taxation (1,671)   (1,714)
6,791   5,473


  2019   2018
  £’000   £’000
Non-current assets 62,247 51,457
Current assets  
Inventories 8,159 7,181
Trade receivables 10,021 8,715
Cash & cash equivalents 3,609 1,924
21,789 17,820
Total assets 84,036   69,277
Equity and Liabilities  
Share capital (Ordinary £1) 10,000 10,000
Share premium 3,000 3,000
Retained earnings 12,455 11,886
25,455 24,886
Non-current liabilities  
Loans 50,105 37,419
Current liabilities  
Trade payables 8,476 6,972
Total liabilities 58,581 44,391
Total equity and liabilities 84,036   69,277


Below are some alternatives that the company is considering to help it achieve growth:

Option 1 – Acquisition of Competitor

eBike Ltd makes electric and non-electric bikes for children. They have been very successful recently, thanks to their cutting edge technology which means that they are able to produce batteries that are 33% smaller and lighter than a comparative battery made by other companies. These new type of batteries were introduced into the range towards the end of 2018.

The company has been trading for twenty five years and is a family run business.  Nick Delphic the founder is nearing retirement and has not identified a successor to run the company.

Nick is still very hands on in the business. And, along with being the Managing Director, he is in charge of the sales of the company and deals with all export contracts personally. He owns 75% of the shares of the company.

The other significant employee at eBike Ltd is Bethany Williams, an engineer who was key to developing the battery technology. She has been with the company for five years and is well known for her belief that the battery technology she has developed could revolutionise the electric car market. She owns the remaining 25% of the shares in the company.

The financial statements for the year ended 30 September 2019 are below:

eBike Ltd

Statement of comprehensive income for the year ended 30 September    
  2019 2018
£’000   £’000
Revenue 4,400 2,360
Cost of sales 2,900 1,360
Gross profit 1,500 1,000
Operating expenses 916 360
Depreciation & Amortisation 180 132
Operating profit 404 508
Interest 96          40
Profit before tax 308 468
Tax 146 160
Profit for the period 162 308


(Continued on the next page)


Statement of financial position as at 30 September          
2019 2018
Assets £’000   £’000
Non-current assets

Intangible Assets

500         –
Property, plant & equipment 1,518 1,404
2,018 1,404
Current assets
Inventories 472 296
Trade and other receivables 312 204
Cash and cash equivalents 8 6
792 506
Total assets 2,810   1,910
Equity and Liabilities
Share capital (Ordinary £1) 100 100
Retained earnings 634 512
734 612
Non-current liabilities
Loans 1,400 750
1,400 750
Current liabilities
Trade and other payables 302 220
Other payables and accruals 32 36
Tax liabilities 48 80
Bank overdraft 294 212
676 548
Total liabilities 2,076 1,298
Total equity and liabilities 2,810   1,910





The Sales Manager is in favour of the acquisition of eBike Ltd:

The Financial Director is less convinced:





Option 2 – Open a ‘Cycle Mania’ Bike Shop

Ellis Xu, the Operations Manager believes that the company should focus on growing sales by moving into the retail market. Ellis believes this could be done by opening a bike shop and has identified a potential location.

A prime High Street site has become available in the city of Forchester, which is only10km from Cycle Mania Ltd.’s Offices and Warehouse. This would mean the company could easily keep the shop stocked.

The Mayor of Forchester is keen to make the city the greenest city in Europe, and has been keen to ensure that all the roads into and out of the city have safe bike routes. Car parking is limited in Forchester and the local transport is frequently criticised in the local media for being ‘overcrowded and expensive’.





Option C – Launch an Online Website

The IT manager, Ash, believes that the company could open a retail website.


The bikes would be delivered throughout the UK and Europe direct from the company’s warehouse.

The following information has been gathered:

The company could manage the website internally or contract it to an external company. Both would manage the online sales, and the success of the operation will depend on the economic conditions in the future.

The estimated net present value for each outcome is as follows:


Economic Conditions Probability Internally managed website Externally managed website
Boom 35% £500,000 £400,000
Average performance 40% £125,000 £100,000
Recession 25% (£50,000) £0


Management Meeting

A meeting has been arranged for the Management Executive. One of the agenda points is how the company can make the most of the expected growth in the electric bike sector.

The Managing Director, Remi Bali, has asked you to deliver a presentation at the meeting, making your recommendations based on the options outlined.

While keen to grow the company, Remi is concerned that the company should not decide to pursue multiple options simultaneously.




Prepare a ten minute video presentation for the Management Executive meeting, along with a 1,500 word report to be provided to the managers attending the meeting.

Any calculations or other workings which you prepare should be included in the report or an appendix to the report.


Video Presentation

In your presentation you should:

  • summarise the strategy of Cycle Mania Ltd and the alternatives under consideration
  • review the current position of Cycle Mania Ltd
  • present and justify your recommendations for Cycle Mania Ltd


The presentation may include visual aids and you may choose whether or not you are seen on the presentation.



The report should include:

  • An executive summary, clearly detailing your recommendations with a brief justification
  • A short introduction detailing the issues facing the company
  • Details of the work done in analysing and appraising the alternative strategies.
  • Workings may be included in the body of the report, or may be included in an Appendix.
  • Fully justified recommendations and a brief conclusion.


Remember the report is a supporting document to your presentation, the two should be consistent.


Further guidance

Your assignment should include:

  • An analysis of the financial performance of Cycle Mania Ltd and eBike Ltd
  • A review of the opportunities/ risks for Cycle Mania Ltd if it goes ahead with an acquisition of eBike Ltd
  • An evaluation of the retail option including NPV or Payback calculations
  • An analysis of the proposed online sales site

You may also choose to include:

  • A discussion of the benefits of vertical integration by Cycle Mania Ltd
  • Additional information which is needed before the company proceeds with recommendations made
  • Consideration of funding sources open to the company if it follows your recommendation.




You are required to submit your final assessment document before 11:59 am (UK time) on 29th January 2021 using the online submission facility on the Blackboard module site. Pay attention to the instructions provided at the time of submission.





Guidelines for the Assessment:

Formatting guidelines:

Font / Size:   Calibri/Arial/Times New Roman / 12

Spacing:  1.5

Page numbers required?   Yes

Margins:   at least 2.54 to left and right and text ‘justified’

Referencing:   full compliance with Harvard protocols

Do not forget to indicate the total word count in your submission as well as the word count for each part.


Grading of the Portfolio:

This work will be graded and you will receive feedback on it. Along with the usual criteria for written assessments such as the document’s structure, appropriate use of sub-headings, logical and smooth flow of argument, language style and the correct use of grammar and punctuation, other more in-depth performance indicators will be employed. Both parts of the portfolio will be graded using rubrics to ensure more rigorous assessment.




For the Presentation, you can refer to this rubric:

Area (weighting) Fail

< 50%


50%- 59%


60% – 69%


> 70%

Delivery (15%) Inaudible, poor voice projection, presentation does not flow and the pace is too fast/ slow Audible, presentation flows most of the time but with some problems regarding pace and understandability Clearly audible, the presentation flows with some visual aids which go some way to demonstrating the points being made Well defined presentation, well-paced with excellent visual aids which clearly demonstrate the points being made
Content (25%) No evidence of analysis done, purely descriptive Some analysis done, but the presentation lacks meaningful analysis of the issues Good analysis and some consideration of the issues Clear evidence of critical analysis which shows an excellent consideration of the issues
Recommendations (20%) No recommendations made Some recommendations made, but not justified Recommendations made but sometimes lacking in evidence that these have been thoroughly considered Recommendations made with reference to the advantages and disadvantages and a clear justification
Focus (25%) No reference made to subject material. The presentation addresses some of the issues in the assignment brief Clear reference made to the assignment brief which can be seen in the presentation which addresses the issues Clear reference made to assignment brief and evidence of wider reading which is effectively used in the presentation
Organisation (15%) Lacking in structure, no imagination.

Significantly under or over time

Attempts made at implementing a structure, but this is not always appropriate. Some under/overrun on time (greater than +/- 1min) Good clear structure that meets the level of a professional presentation.

Uses the allotted time well

Excellent, professional structure in a well-designed presentation with clear evidence of preparation. Uses the allotted time well




For the report, please refer to this rubric.

Area (weighting) Fail

< 50%


50%- 59%


60% – 69%


> 70%

Executive Summary (10%) None Does not effectively summarise the report Summarises the report but lacking clarity and misses some important information Well defined executive summary, clear and concise
Introduction and analysis of the current position (20%) None/no evidence of analysis done, purely descriptive Introduction with some analysis done, but the report fails to clarify the issues to be addressed Good introduction with  clear analysis done, the report addresses most of the issues Excellent introduction which concisely addresses all the issues
Analysis and Appraisal of the options facing the organisation (30%) No financial analysis done Some financial analysis done but limited effort to interpret these Good financial analysis done with few errors and  clear interpretation  Excellent financial analysis done with clear interpretation
Workings (25%) No calculations performed Some calculations but major issues identified Most calculations performed to a good standard Calculations performed to an excellent standard clearly identifying the key issues
Recommendations and conclusions (15%) Recommendations are missing or do not lead on logically from issues identified

Conclusion missing or not consistent with the report.

Recommendations made but lacking justification.

Conclusion is inconsistent with the report/ presentation

Good recommendations which are generally well justified.

Conclusion is clear.

Excellent, professional recommendations which are clearly justified.

Excellent conclusion which concisely and clearly sums up the report.



You will receive your grade and feedback for the assessment after 15 working days.

Late submission, where an extension has not been granted, will attract penalties at the level stipulated by the University policies (i.e. a reduction of 10 percentage points for each whole or partial working day late). Where students experience unexpected and exceptional difficulties in preparing for or completing coursework and have evidence for this, they may request an extension for coursework submission.

It is usual practice to allow +/-10% for the word count. If you submit a portfolio which exceeds the prescribed word limit, marking will cease at the point at which the limit has been exceeded and the mark will be awarded on the basis of the extent to which the criteria for assessment have been met up to that point.

Ensure that you have retained a back-up copy of the submitted portfolio. Note that the content of your report will be treated as confidential and will only be accessed by the markers and the external examiner.


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