The final assessment on this module is made up as follows:
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
|INCOME STATEMENT FOR THE YEAR ENDED 31 DECEMBER|
|Cost of sales||(21,705)||(18,221)|
|Profit before tax||8,462||7,187|
|STATEMENT OF FINANCIAL POSITION AS AT 31 DECEMBER|
|Cash & cash equivalents||3,609||1,924|
|Equity and Liabilities|
|Share capital (Ordinary £1)||10,000||10,000|
|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:
|Statement of comprehensive income for the year ended 30 September|
|Cost of sales||2,900||1,360|
|Depreciation & Amortisation||180||132|
|Profit before tax||308||468|
|Profit for the period||162||308|
(Continued on the next page)
|Statement of financial position as at 30 September|
|Property, plant & equipment||1,518||1,404|
|Trade and other receivables||312||204|
|Cash and cash equivalents||8||6|
|Equity and Liabilities|
|Share capital (Ordinary £1)||100||100|
|Trade and other payables||302||220|
|Other payables and accruals||32||36|
|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|
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.
In your presentation you should:
The presentation may include visual aids and you may choose whether or not you are seen on the presentation.
The report should include:
Remember the report is a supporting document to your presentation, the two should be consistent.
Your assignment should include:
You may also choose to include:
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:
Font / Size: Calibri/Arial/Times New Roman / 12
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:
60% – 69%
|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.
60% – 69%
|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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