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It is also suggested that they have lost market share to international competition from Lidl and Aldi
that offer lower prices.
Details of the task
You are to produce an essay on the following topic.
Critically analyse the logistical changes that Morrisons would have to make if it was to address one of
the three suggested causes of their loss of market share and assess the extent to which the
change would affect the environmental footprint of their activities.
The assignment instructions overleaf provide more details of what your submission should include.
Assignment Instructions
You are to consider the logistical implications of one of the following: establishing convenience
stores, lowering prices or those involved in developing an online market place.
Your response should be more than a theoretical overview.
You should consider
Morrisons current distribution structure and
how necessary changes could be accommodated.
The nature of the product
The nature of the market
Work that is entirely theoretical or just descriptive will not pass.
A core part of the analysis of the logistical change is identification its impact on performance.
The instruction term for the first part of this assessment is “critically analyse”. This means that your
approach should include two qualities:
Analytical: Systematically break the topic down into its component parts1 and examine them in
detail.
1Refer to the learning outcomes and lecture slides to identify the component parts
Criticality: Question everything:
The quality of the source. This will be evident by the quality of materials in your reference list
How complete the material is. It is quite acceptable to state “It has not been possible to
determine…” so long as it reflects a genuine hole in literature.
Where practice aligns with theory.
Where practice does not align with theory. Where it does not align with theory – can you find out
why?
Where there are other perspectives to consider.
Justify your argument: In effect, persuade your reader that you are right.
Explain your thinking.
The instruction term for the second part of this assessment is “assess”. This means that you should
briefly describe anticipated change in environmental performance that would result from the
changes you identify and then indicate whether, the total change would be an improvement or a
greater impact. What is important in this section is the reasons that you give to support your
assessment.
You are not asked to provide any recommendations.
Word Count.
Your word count should not include your title or reference list.
It should be provided at the end of your essay. Provide an accurate word count. If your essay does
not appear to be of the correct length it will be checked.
If you exceed the word count, your work will be penalised, by the same percentage as the
percentage by which the word count is exceeded. If your work is significantly shorter than 2000
words, then you will probably have failed to provide the level of detail required.
Structure
You have been asked to produce an essay. You should pay particular attention to the following.
• The title: It should be at the head of the page.
• The essay should contain no headings.
• The introduction and conclusion should comply with the structure taught in the skills module at
level 1.
• Paragraphs should be structured with care. see the learning module on UEL Plus.
• You should use signpost words to help clarify your argument.
• You are not just presenting information. You should try to persuade your reader that you are
right.
Presentation
Your work should be word processed in accordance with the following:
• Font style, Lucida Sans, font size 12
• 1.5 line spacing.
• The page orientation should be ‘portrait’
• Margins on both sides of the page should be no less than 2.5 cm
• Pages should be numbered
• Your name should not appear on the script.
• Your student number should be included on every page.
• The word count should be included at the end of your essay before the reference list
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