Enterpreneurship

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Session12019Assignment2Instructions.pdf

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MNG91002 – Entrepreneurship

Session 1, 2019

Assignment 2: GoPro

Core Information:

Due: Before 11:00 pm, Monday 20th May 2019

Weighting: 40%

Individual/Group Individual Assignment

Word limit: 2000 words in total (plus or minus 10%)

Aim

The following questions are all based on the GoPro case study published in the Forbes Magazine. Basing your

arguments on the topics that you have studied throughout the unit, write a report addressing all of the

following questions. The report/questions will cover both aspects of the unit.

Assignment structure and marking allocation

Part A

Entrepreneurship (25 marks)

Question 1: Whilst Nick Goodman was confident that his business idea for a cinema-grade mini camera could

ultimately lead to success, he did initially question his ability to bring his product to market ie. ‘He gave himself

four years to make it work before he would drop his idea and enter the workforce’. Therefore, it is clear that

there is a ‘dark side’ of entrepreneurship. Discuss three major traits that are associated with the dark side of

entrepreneurship. Justify your response with reference to academic sources (e.g. academic journal articles,

textbooks, etc.). (10 marks)

Question 2: Peter Drucker, a leading scholar in the fields of entrepreneurship and marketing, is cited in your

unit material numerous times. When speaking of entrepreneurship, Drucker once stated: ‘Most of what you

hear about entrepreneurship is all wrong. It’s not magic; it’s not mysterious; and it has nothing to do with

genes. It’s a discipline and like any discipline it can be learnt’.

What evidence exists in the GoPro case study that supports and/or refutes this statement? Ensure your

argument(s) are developed through direct reference to concepts, tools and techniques evident in the unit

material. (15 marks)

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Part B

Marketing and Strategic Planning (60 marks)

You will note that the case study article is dated late 2014. Much has changed in the action camera industry,

including the development of higher resolution smart phone cameras, now capable of capturing 4K video

footage. Therefore it is expected that you review more recent activities and outcomes for the GoPro company

when attempting to answer the following questions.

Question 1: Since the publication of the case in 2014, how has GoPro gained a competitive advantage from

their marketing processes? Provide a theoretical analysis of the reasons for the achievement of this advantage.

Draw on other recent resources when justifying your analysis (30 marks)

Question 2: The GoPro case study specifically identifies future threats to the company’s strategy in 2014. What

threats do you feel GoPro faces in 2019 and beyond? Provide a theoretical analysis of this threat scenario and

give recommendations on how GoPro should respond to this. (30 marks)

Academic rigour (15 marks)

This is a substantial piece of scholarly work and will require extensive engagement with both unit theory and

the case study.

• Your arguments have to be based on concepts and tools discussed in the unit and must be supported

through direct reference to academic literature (academic journal articles, academic books, etc.). Your

report will be assessed based on your ability to develop and argument supported by academic sources

(please also refer to marking criteria). Therefore, newspapers, magazines, website opinion pages or

websites like Wikipedia etc. are certainly not acceptable as foundation for your arguments. All sources

must be properly referenced.

• However, you are encouraged to undertake further research on GoPro to gain a deeper understanding of

the case (e.g. financials, company vision and mission statements, investor relations, etc.). The GoPro

website and other trustworthy non-academic sources are acceptable in this context and this context only. If

you use further information for the case study, make sure you reference your sources correctly. If you are

unsure whether your sources are appropriate, seek your tutor’s advice.

• Assignments strictly have to be within the word limit (-/+ 10 %)

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MNG91002 – Entrepreneurship (Session 1, 2019)

Assignment 2: Report – GoPro

Ratings and Comments According to Criteria Mark

Executive Summary

and Introduction

Provides a properly constructed and correct length executive summary:

Excellent Very Good Good Satisfactory Needs Development Poor

The executive summary provides a brief overview of the purpose of the report and an effective summary of

its content:

Excellent Very Good Good Satisfactory Needs Development Poor

Provision of a brief, informative Introduction:

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

No mark

allocation, but

the inclusion of

ab Exec

Summary and

Introduction are

required in this

assignment

Case Questions

Entrepreneurship -

Traits and

Characteristics

Identifies and discusses the relevant traits and characteristics discussed in the literature about the dark side

of entrepreneurship:

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/10

Entrepreneurship –

Key Tools and

Concepts

Demonstrate an understanding of the importance of tools and practices of entrepreneurial ventures:

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/15

Marketing and

Strategic Planning

Analysis of competitive advantage and marketing processes (ie. Analyse GoPro’s success in terms of its

marketing strategy):

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/30

Marketing and

Strategic Planning

Identify and explain possible future threats to the existing strategy and make suggestions to mitigate them:

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

/30

Technical and

Professionalism

Aspects of the Report

In-text citations and proper referencing (note: an absence of in-text citations and referencing may lead to

penalties beyond the marks allocated for this criteria point):

Excellent Very Good Good Satisfactory Needs Development Poor

Appropriate sources used and referenced:

/15

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Excellent Very Good Good Satisfactory Needs Development Poor

Presented in well-thought out, consistent, readable form/appropriate length:

Excellent Very Good Good Satisfactory Needs Development Poor

Style, spelling, grammar and syntax

Excellent Very Good Good Satisfactory Needs Development Poor

Further Comments as necessary:

Summary Comments as Necessary:

School extension policy

Students wanting an extension must make a request at least 24 hours before the assessment item is due and

the request must be received in writing by the unit assessor or designated academic.

Extensions within 24 hours of submission or following the submission deadline will not be granted (unless

supported by a doctor’s certificate or where there are exceptional circumstances – this will be at unit

assessor’s discretion and will be considered on a case by case basis). Extensions will be for a maximum of 48

hours (longer extensions supported by a doctor’s certificate or exceptional circumstances to be considered on

a case by case basis).

A penalty of 5% of the total available grade will accrue for each 24 hour period that an assessment item is

submitted late.

Extensions will NOT be approved because of problems with personal computers or storage devices. Back up

your work every day to a secure location.