This is an example of an Applied Consulting Project QAHE 2023

“Applied Consulting Project QAHE 2023

Assessment, Company and Project Information

BMG 862

CRN’s:

MBA

MSc IB & Marketing

 Table of Contents

Assessment and Feedback. 3

Company Information. 4

Consultancy Projects. 6

Project 1-Business Strategy……………………………………………………………………………………….6

Project 2-Marketing. 8

Project 3-Human resource management (HRM) …………………………………………………………….10.

Project 4-Data Analytics Project…………………………………………………………………………………………………………………   12

 Assessment and Feedback

 Project [85%]

Students will focus on a ‘live’ business issue of importance to an identified UK organisation and will be asked to identify the parameters, key deliverables, timescales and project management details of their work (Please refer to pages below for details on the company of focus and related projects that are available). There are two stages to this:

  1. Students will firstly provide an individual video presentation of a project proposal  (worth 15%) setting out the consultancy project requirements.

This will be via the Panopto video platform on Blackboard.

The video presentation will be between 10 minutes and 12 minutes long

(minimum and maximum timeframes).

The proposal will cover the elements found in the proposal guide on BB.

This will be submitted in week 5,  July 9th by 23:59. Feedback provided within one week to allow the project to develop onto stage 2.

  1. Using the project proposal, students will complete the project work and then produce an individual consultancy report of 6,000 words (worth 70%), based on the deliverables agreed within the project proposal. Deadline for Submission: August 27th by 23.59

Reflective Portfolio [15%]

Students will submit an Individual reflective portfolio of 1,500 words. Students will be required to provide details on their learning experiences, achievements, significant occurrences, and personal/professional development. Deadline for Submission: August 27th by 23.59

The assessments must be submitted through the UK Turnitin link in Blackboard (instructions will be given in Blackboard).

Written feedback will normally be provided within 15 working days of the submission date of the project.

Company Information

https://gowlingwlg.com/en/

Gowling WLG is a leading international sector-focused law firm. The firm has more than 1,500 legal professionals in 19 cities worldwide (including Canada, the UK, continental Europe, the Middle East, and China). The firm provides its clients with in-depth expertise in key global sectors and a suite of legal services in the UK and abroad. Global turnover is close to £500m.

Gowling WLG is based in the following countries:

  • UK
  • Canada
  • Belgium
  • France
  • Germany
  • China
  • United Arab Emirates
  • Dubai

The firm was first established in 1834 in Birmingham, as Wragge & Co. In 2014, it announced a merger with London-based law firm Lawrence Graham and became known as WLG (Wragge Lawrence Graham). Then in 2017, another merger took place, with Canadian law firm Gowling, to form the current entity, Gowling WLG. Gowling WLG International Limited is an English company limited by guarantee, in which the two limited liability partnerships of Gowling WLG (Canada) LLP and Gowling WLG (UK) LLP are members. Legal services are provided by the two LLPs, which are financially separate.

There is no intention, in the short term, to expand beyond these 8 countries even though the aim is to service clients wherever there is need. However, Gowling would consider, in the medium term, options to create a presence in new countries depending on opportunities.

List of Countries of interest:

  • All Asian countries (Except China)
  • All African & Middle Eastern countries

Services offered:

Automotive: Gowling WLG is at the forefront of this exhilarating sector, matching its sector depth with the international reach of its clients. The firm offers leading technical excellence and a dedicated cross-firm team of lawyers who are passionate about all things auto.

Construction and engineering: the firm has a substantial group with an impressive client list. Representing major contractors and leading developers, the team enjoys strong and longstanding relationships with some of the sector’s most significant players, covering employers, funds and end-users. A cradle-to-grave team with substantial experience, the firm’s lawyers have worked on all types of projects for all parties in all sectors.

Corporate, M&A and capital markets: the very highest quality legal advice delivered through a partner-led service makes the Gowling WLG Corporate team a popular choice with clients ranging from the world’s leading financial institutions and public companies to private businesses and entrepreneurs.

Energy: Gowling WLG’s multi-disciplinary sector-focused energy team has a first-class reputation in the energy sector and offers clients proactive, commercially focused and innovative solutions. Areas of expertise include project development; project and structured finance; construction, equipment supply and O&M; capital markets advice; mergers and acquisitions; joint ventures and IPOs; energy purchasing; supply and trading arrangements; government advisory and market reform; energy regulation; real estate, planning and environmental; dispute resolution; and tax.

Environmental, Social and Governance: the firm’s role is to anticipate new developments in environmental law and deliver sound, practical advice and representation. It provides unparalleled depth and scope with regard to hazardous waste, chemicals, contaminated sites, shipments of hazardous goods, importation of new products, and environmental safety with respect to new products.

Financial institutions and services: the team provides a full service in all types of general corporate and investment grade financing, through the following sub-teams: leveraged finance; asset finance/invoice discounting; general banking and derivatives; real estate finance; capital markets and securitisation; and restructuring and corporate recovery.

Infrastructure: the firm provides full lifecycle assistance to infrastructure teams, with substantial experience in all related service areas, including: procurement and regulatory; project development and PPP (P3) concessions; construction and engineering; operations and management; infrastructure M&A and funds; project funding/debt and equity; and dispute resolution.

Intellectual property: with unmatched expertise in patents, trademarks, brands and designs, copyright, advertising, IP litigation and more, the firm has been winning IP cases for clients around the world for over 125 years and offers exceptional representation in a dynamic and competitive market.

Life sciences: from biotech start-ups and research organisations to large pharmaceutical companies, the firm acts for a wide range of entities in the sector. Services include: clinical trials and drug manufacturing agreements; drug pricing and reimbursement; freedom to operate opinions; labelling, advertising and distribution; licensing, development and commercialisation agreements; joint ventures; patent and brand protection and litigation; and risk management among others.

Litigation and dispute resolution: the team is renowned for securing successful results. Whether it’s the specialist divisions of commercial, chancery, companies and technology and construction in the English courts, domestic arbitration, adjudications, or international arbitration proceedings, clients will be in safe hands.

Natural resources: Gowling WLG has extensive knowledge and understanding of the natural resources industries as a result of working with clients in these sectors. The firm’s natural resources expertise benefits clients in numerous industries, particularly mining, water, and oil and gas.

Real estate: Gowling WLG is home to one of the world’s strongest multi-disciplinary real estate legal teams, committed to providing you with timely, practical advice to help you meet the demands of customers, partners, regulators and investors. The firm work alongside many of the sector’s most successful companies and have helped to deliver numerous high-profile projects, advising throughout their lifecycle.

Technology: the team’s in-depth sector experience is used to help its clients maximise their growth and protect and monetise their assets. Services include: banking and finance; corporate; commercial; competition and EU issues; data protection, privacy and security; dispute resolution; employment; intellectual property; information technology; investment; regulatory; software development and licensing; and systems implementation and integration.

UK Offices:

Birmingham (UK LLP Headquarters): Two Snowhill, Birmingham, B4 6WR, United Kingdom

London: 4 More London Riverside, London, SE1 2AU, United Kingdom

Leeds: 1 Park Row 4th Floor Leeds, Leeds, West Yorkshire, UK, LS1 5HN

Consultancy Projects

Acting as consultants for Gowling WLG UK and to address the requirements of the Advanced Practice Consultancy Project, you are required to address the objectives for the project which have been selected by Mr Jay Lutwyche , HR Partner at Gowling WLG

IMPORTANT NOTE: YOU ARE ONLY REQUIRED TO CHOOSE ONE OF THE PROJECTS BELOW

Project 1- Business Strategy

The specific aim of this project is for yourselves (as ‘The Consultancy Firm’) to develop a business strategy and evaluate the opportunities for sustainable competitive advantage in the long term for Gowling WLG. The project is divided into 4 main objectives:

  • Objective 1: To conduct a market analysis of the UK
  • Objective 2: To evaluate the existing company strategy and approach
  • Objective 3: To analyse potential new market opportunities
  • Objective 4: To develop an Implementation plan with Cost Estimations

 Suggested structure/approach:

The emphasis is on secondary research and not academic sources. Use competitor reports, consultant reports articles and marketing reports.

Introduction – The aim of which is to provide some context, i.e. the scope of the project. This should not be more than one or two paragraphs and is intended only to provide a platform for the rest of the report.

Objective 1  Market Analysis/Environmental Analysis

Conduct an environmental audit of the company’s UK market sector and assess its overall competitiveness in the market)

  1. Identify and analyse external factors that are relevant to the company’s strategy – linking each factor to either an opportunity or threat . Use the PESTEL framework for this analysis
  1. Industry analysis (Porters 5 Forces) should be applied to assess industry attractiveness (each force should be discussed and assessed as High, Moderate or Low and industry attractiveness should be assessed having those forces in mind).

 Objective 1 rationale:

As a consultant you will require an in-depth understanding of the company’s current position within the UK market through an analysis of the company’s external environment both at  macro and micro level using PESTEL and Porters 5 Forces

 Objective 2 Company strategy and suitability

 Evaluate the existing company’s marketing strategy and approach as well as its’ suitability

  1. Analyse and discuss the internal environment of the organisation using the Mckinsey 7S framework. Identify key strengths and potential areas of weakness
  2. Summarize the key elements in a SWOT Matrix with a brief accompanying justification using the prior analysis from Objective 1 and from Objective 2a
  3. Apply the TOWS Matrix to suggest how the company can

 Reduce threats

Take advantage of opportunities

Exploit strengths

Remove weaknesses

Objective 2 Rationale:

As a consultant you will be expected to assess a clients internal strengths and weaknesses and suggest strategies to maximise the strengths and neutralise the weaknesses

 Objective 3- New market entry analysis

  1. Choose ONE African/Middle Eastern country and ONE Asian country.

Analyse the strategic implications for the company to enter BOTH of the countries  either via

  1. A Strategic Alliance or Joint Venture with a legal firm from the chosen country (only select one of these)
  2. A Merger with a legal firm from the chosen country
  • An acquisition of a legal firm from the chosen country

Analyse All 3 options and provide a final recommendation with justification

 Objective 3 rationale

As a consultant you will be expected to recommend new market sectors for firms to expand into and also to provide advice on potential market entry strategies and their respective pros and cons

 Objective 4- Apply the SAFe Model and provide an Implementation Plan and Cost Estimations for ONE country only

 Selecting ONE of the countries from the preceding analysis apply the SAFe framework and  devise an implementation plan.

  1. Apply the SAFe Framework

S (suitability)

Taking into consideration market attractiveness factors which country would be the most suitable option for Gowling WLG UK  to  enter and why?

A (acceptability)

Evaluate if the strategy is acceptable to at least 5 stakeholder groups and place them in a Power/Interest matrix (Mendelow Window)

Discuss how these stakeholders will  be affected by the strategy you are evaluating and therefore if the strategy is acceptable to them.

Fe (feasibility)

 Do the opportunities (derived from objective 1) currently exist to implement the strategy effectively?

Can any potential threats be effectively mitigated or removed?

Do the resources (skills,processes etc) and competences (derived from Objective 2) ie strengths and potential weaknesses exist within the company to implement or hinder the strategy effectively?

Ie is the Plan Feasible?

  1. Develop a Strategic implementation plan
  1. Identify the relevant implementation issues using a Gantt chart to include a timeline of Strategic activities and
  2. Provide a budget with key financial metrics to implement the plan in a table or spreadsheet . Bear in mind that costs and timeframes suggested are expected to be pragmatic estimations based on your research and bear some resemblance to reality

Objective 4 rationale

You will develop a robust understanding of whether a strategy can realistically be implemented in the “real world”

Recommendations and Conclusion

Overall, recommendations to deliver the strategic plan

Note: A Consultancy report should always be professionally designed and should include visuals to accompany the ideas that have been discussed

Project 2 – Marketing

 The specific aim of this project is for yourselves (as ‘The Consultancy Firm’) to develop a marketing strategy and evaluate the opportunities that can create brand image for Gowling WLG UK

  • Objective 1: To conduct a Market Analysis of two new countries
  • Objective 2: Evaluate the existing company marketing strategy and approach as well as its’ suitability
  • Objective 3: Develop a new marketing strategy for one new country
  • Objective 4: Evaluate Implementation Plan and Cost Estimations

 Suggested structure:

The emphasis is on secondary research and not academic sources. Use competitor reports, consultant reports articles and marketing reports.

Introduction – The aim of which is to provide some context, i.e. the scope of the project. This should not be more than one or two paragraphs and is intended only to provide a platform for the rest of the report.

Objective 1- Market Analysis/Environmental Analysis

  1. Conduct an environmental audit and assess the competitiveness in the markets
  1. From the list of areas of interest, choose 1 African or Middle Eastern and 1 Asian country

Undertake an environmental analysis for the two countries – Identify, analyse and discuss key external factors in each of the countries that could impact the company in either a positive or negative way – the impact of each factor should be linked to either an opportunity or threat. PESTEL should be applied for this task

  1. Undertake a market analysis for each of the countries – Porters Five Forces should be applied to assess industry attractiveness (each force should be discussed and assessed as High, Moderate or Low and industry attractiveness should be assessed having those forces in mind).

 Objective 1 rationale

The students will provide a comparison of two different potential destination markets from the areas of declared high interest to Gowling WLG UK , i.e., Asian and African/ME focusing on the market and environmental suitability

 Objective 2- Company Marketing strategy and suitability

  1. Evaluate the existing company’s marketing strategy and approach as well as its’ suitability)
  2. Analyse and discuss the internal environment of the organisation using the Mckinsey 7S  framework
  3. Evaluate and critically discuss the company’s current marketing mix strategy using the 7P framework
  • Critically discuss the suitability of the company’s strategy and approach for each of the country’s analysed in Objective 1 based on your environmental and market analysis and from the  assessment of the company’s current strategy from Objective 2a
  1. Recommend ONE country out of the two analysed for the company to consider entering, providing a supporting rationale for your choice.

Objective 2 rationale

The student needs to have an understanding of the company’s current position, their objectives with an analysis of the external and industry environments that it operates in

 Objective 3- A New Marketing strategy for ONE country

  1. Develop a new marketing strategy and detailed marketing plan which must consider the earlier environmental and market analysis factors (opportunities and threats) to help the company to grow, increase the brand value, social media performance and how to gain market share
  1. Develop a potential new Segmentation, Targeting and Positioning ( STP) strategy to take into account the key demographics, cultural factors and market conditions in the new country
  2. From this analysis develop a detailed Marketing mix (7Ps) strategy highlighting the key metrics relevant to an expanding international legal firm
  • Using Keller’s CBBE Branding model  suggest ways in which the companies Brand position and strategy can be enhanced to take advantage of the opportunities previously analysed in the new country

Objective 3 rationale

The student will suggest a new marketing plan taking account of their prior analysis

Objective 4- Implementation plan and cost estimations

Provide an implementation plan and robust final costings for the strategic recommendations in line with the company’s resources.

  1. A detailed timeline of key activities to be implemented using a Gantt Chart
  1. Develop an Integrated Marketing communications plan including both traditional and digital methods of communication applying a recognised model.
  2. Provide a budget with key financial metrics to implement the plan in a table or spreadsheet

Bear in mind that costs and timeframes suggested are expected to be pragmatic estimations based on your research and must bear some resemblance to reality

Objective 4 rationale

Strategic planning and implementation focus

Pulling it all together but with an emphasis on the specific country chosen by the student focusing on marketing implementation plan

 Recommendations & Conclusions

Overall, recommendations to deliver the Marketing plan with emphasis on enhancing the companies Brand identity in the new market

 Note: A Consultancy report should always be professionally designed and should include visuals to accompany the ideas that have been discussed

 Project 3 – Human resource management (HRM)

The specific aim of this project is for yourselves (as ‘The Consultancy Firm’) to develop a Human resource management strategy and evaluate the opportunities that can help the company Gowling WLG UK .

  • Objective 1: To conduct a Market Analysis
  • Objective 2: To evaluate two potential new markets from an HR perspective
  • Objective 3:To develop a new HRM strategy
  • Objective 4: Evaluate Implementation Plan and Cost Estimations

 Suggested structure:

The emphasis is on secondary research and not academic sources. Use competitor reports, consultant reports articles and marketing reports.

Introduction – The aim of which is to provide some context, i.e. the scope of the project. This should not be more than one or two paragraphs and is intended only to provide a platform for the rest of the report.

Objective 1- Market Analysis/Environmental Analysis

  1. Conduct an environmental audit of the company and assess the company’s readiness, from an HRM perspective to continue its international expansion. This should include the following:
  2. A review of Gowling WLG UK’s current position in the UK market.
  3. An audit of the skills and employment requirements that are relevant to the legal sector in the UK
  • A summary of the key strengths and weaknesses of Gowling WLG UK as a potential employer providing an analysis of their overall attractiveness as an employer.

 Objective 1 rationale

The students need to have an understanding of the company’s current position, their objectives and their overall approach to HRM-related themes

Objective 2- A comparison of 2 potential destinations for expansion and the  HRM-related  Challenges in specific markets

  1. Choosing 1 Asian and 1 country from Africa or The Middle East
  2. Compare and contrast the similarities and differences in the cultural identity of the 2 countries with specific relevance to HRM- related issues.
  3. Use a model of your choice to highlight potential problems that might occur with regard to specific HRM issues (recruitment, retention, training and development etc)

Models: Hall, Trompenaars, Hofstede- DO NOT APPLY ALL THREE- Maximum two

Objective 2 rationale

The students will provide a comparison of 2 different potential destination markets from an HRM perspective from the areas of declared high interest to Gowling WLG UK, i.e., Asia and Africa

 Objective 3- A new Human Resource Strategy

  1. Develop a new HRM strategy for ONE COUNTRY ONLY to help the company recruit and effectively manage staff for potential expansion to either an Asian destination or an African or Middle Eastern one. Focus your analysis on the following:
  2. An analysis of the presence/availability and skill sets of potential legal specialists in the chosen country
  3. An analysis of the potential issues regarding the employment of new recruits to the legal sector in the chosen country. These can include:

Training& Development

Coaching & Mentoring

Performance Management & Appraisals

Talent Management

Recruitment & Retention

 Analyse TWO from the above list

  • Summarize the key elements of the new HRM strategy from the analysis you have provided above

Objective 3 rationale

All of the tasks /  issues are based on Gowling WLG UK stated interests in terms of their expansion plans

 Objective 4- Implementation Plan:

  1. Based on the country chosen in Objective 3 develop an implementation plan and final costings for an HRM strategy to be implemented in line with the company’s resources.
  2. A detailed timeline of key activities to be implemented using a Gantt Chart
  3. Outlined budget breakdown to implement the new HRM plan
  1. Devise a Communications strategy and identify any relevant implementation issues for all employees to ensure clarity and consistency.

All the above should be analysed within the context of the country chosen in Objective 3 and from an “HRM implementation” perspective

 Rationale- Objective 4

Pulling it all together but with an emphasis on the specific country chosen by the student focusing on strategic issues such as communication and the key themes outlined by the company.

 Recommendations and Conclusion

Conclusions: Briefly summarise the key points from each section Recommendations:  What specifically needs to happen to deliver the HR strategy: Make detailed recommendations

Note: A Consultancy report should always be professionally designed and should include visuals to accompany the ideas that have been discussed

 Project 4 – Data Analytics

The specific aim of this project is for yourselves (as ‘The Consultancy Firm’) to develop a Business strategy following detailed data analysis and an  evaluation of the opportunities that Gowling WLG has in terms of the best country to expand to and which market sectors it can offer its services to most profitably

NOTE:

For the DA Project the structure mainly follows the format of the previous 3 projects. However, you will be expected to populate your DA Project with the appropriate amount of relevant data and models. As such the inclusion of tables, charts, graphs, infographics,(sourced or your own creation), and data sets from industry- leading market report sources is crucial to your success in this project

  • Objective 1: To conduct market analysis
  • Objective 2: To evaluate which country would be best suited for the company to expand to and what markets to focus on
  • Objective 3: To analyse from a data perspective potential; market entry options
  • Objective 4: Implement a process to continue data analysis on the performance of sales on the recommended country of focus including means of evaluating performance on recommended products as well as processes for adjusting strategies given data analysis.

 Suggested structure/approach:

The emphasis is on secondary research and not academic sources. Use competitor reports, consultant reports articles and marketing reports.

Introduction – The aim of which is to provide some context, i.e. the scope of the project. This should not be more than one or two paragraphs and is intended only to provide a platform for the rest of the report.

Objective 1- Market Analysis/Environmental Analysis

  1. Conduct an environmental audit and assess the competitiveness in the markets
  • From the list of areas of interest, choose 1 Asian country and 1 country from Africa or The Middle East

Undertake an environmental analysis for the two countries – Identify, analyse and discuss key external factors in each of the countries that could impact the company in either a positive or negative way – the impact of each factor should be linked to either an opportunity or threat. PESTEL should be applied for this task

  1. Undertake a market analysis for each of the countries – Porters Five Forces should be applied to assess industry attractiveness (each force should be discussed and assessed as High, Moderate or Low and industry attractiveness should be assessed having those forces in mind).

Objective 1 rationale

The students will provide a comparison of two different potential destination markets from the areas of declared high interest to Gowling WLG UK , i.e., Asian and Africa, focusing on the market and environmental suitability

 Objective 2- Evaluation of countries

  1. Using qualitative and quantitative data obtained, evaluate the TWO You should consider various factors within each countries market, such as profitability, growth rate and market size, prospective client demand etc.
  2. Which would be the best destination for expansion including which existing market sectors (from the list under “Services offered” ) that the company should focus on in the selected country.
  3. Make a recommendation for ONE country to expand to with full data – driven justification

Tools used for data analysis, data collected and insights from data should be clearly rationalised. This section should be heavily data driven.

 Objective 2 rationale

A full data driven justification for the chosen country

Objective  3-Strategy for Market Entry

  1. Given the preceding analysis and evaluation, analyse potential methods of market entry.

Select from from

A Strategic Alliance with a legal firm from the chosen country

A Merger with a legal firm from the chosen country

An acquisition of a legal firm from the chosen country

Provide full data analytical application for this task

Objective  3 rationale

Provide full data-rich analysis of the chosen country

Objective 4- Implementation for data analysis

  1. Develop an implementation plan based on previous data-driven analysis
  2. Consider how data analysis would and can inform strategic considerations and decision-making in the legal sector in the new country

Rationale- Objective 4

Pulling it all together but with an emphasis on the specific country chosen by the student focusing on success for the company both in the near and distant future.

 Recommendations and Conclusion

Overall, recommendations to deliver the objective of the company given analysis and evaluation conducted.

Note: A Consultancy report should always be professionally designed and should include visuals to accompany the ideas that have been discussed.”

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