EE5019&EE5629 Assignment ISSUED For Oct 2021

DEPARTMENT OF ELECTRONIC & COMPUTER ENGINEERING
Pro-forma to accompany assignment / coursework
Module Code: EE5019/EE5629 Module Leader: Dr R De Coster Assessor: Dr R De Coster

Module Title: Innovation, Business and Enterprise for Engineers
Assessment Title: Business Planning and Control Weighting: 100%
Main objectives of the assessment:

To enable students to exhibit their appreciation of the module material concerning enterprise performance and innovation
planning relevant by a high technology company.
Brief Description of the assessment:
Business case study review; investment appraisal and innovation planning covering most aspects of the taught module and
inviting discussion and speculation to show awareness.
Learning outcomes for the assessment: Assessment and marking criteria
1.Independently conduct a customer and competitive Part 1 (worth 40%) and Parts 2 & 3 (each worth 30%) where
situation analysis; Part 1 concerns a Case Study Review:
2.Conduct a critical investment appraisal of engineering - Learning Outcome 1 will be assessed in Part 1a (70%)
projects; - Learning Outcome 4 will be assessed in Part 1b (30%)
3.Prepare project proposals for a new business development
and evaluate critically. Part 2 concerns Investment and Project Planning:
4.Evaluate business approaches creatively for enterprise - Learning Outcome 2 will be assessed in Part 2a (70%)
business growth; - Learning Outcome 5 will be assessed in Part 2b (30%)
5.Evaluate the cost effectiveness and competitiveness of
high technology products; Part 3 concerns Innovation Planning:
6. Take the initiative to make Risk assessment with the use of - Learning Outcome 3 will be assessed in Part 3a (70%)
decision support tools - Learning Outcome 6 will be assessed in Part 3b (30%)
Assessment method by which a student can demonstrate learning outcomes:

Competitive review of a Case Study firm and business development planning in a single report.
Format for the assessment/coursework (Guidelines on the expected format and length of submission):
Format is a business report comprising calculations (with data; formula; workings and assumptions) and discussion/
comments. Note: automatic plagiarism checks are made. Report should comprise Title page and Parts 1 – 3 (described in
the Assignment sheets attached) of 2,500 words maximum (excluding tables). Also References (essential) and Appendices
(as needed). Minimum 12 point font for text and 9+ point for tables.
Note: company data (statistical, graphical or numerical) should be placed in appendices.
Submission Deadline: Monday 10th January 2022

Distribution date to students: end October 2021
Single pdf file (with student id) via WISEFLOW
Indicative Reading List:
The module course materials (available online), cover the essentials with Recommended Reading as wider reading is
expected, for example, eBook “Innovation Project Management Methods, Case Studies and Tools for Managing Innovation
Projects” by Harold Kerzner, 2019, Wiley; “Financial/Management Accounting for Decision Makers” by Attrill and Mc Laney.
References are required – the majority should be academic (text books/ journal articles.)
Further information:
Tutor e-mail: rebecca.decoster@brunel.ac.uk NOTE: clearly state Module Title or Module Code
Company information is to be accessed via the Internet (for example: www.logitech.com).
Prepare an individual assignment (no shared work).
Academic Year 2021/22 1

ASSIGNMENT: Business Planning and Control
The assignment is to develop an appraisal of an engineering firm’s current situation in the first part
through analysing company reports (using their currency) and market information. The second and third
parts concern business planning relating to the development of next-generation ‘Smart Home’ systems
for home automation that may include some AI (Artificial Intelligence for learning user habits).
Assumptions are to be clearly stated.
Prepare a formal written report:
Prepare a Word document and write formally (i.e. avoid use of “I” or casual terms). Greater
representation (e.g. graphically); discussion; interpretation and evaluation is expected for higher grades
(e.g. giving insights into the firm’s situation; the management implications and making sector
comparisons), as well as appropriate use of business/financial terms and evidence of wider reading.
To assist you with your coursework preparation please refer to the Marking Guidelines provided on the
final page.
Part 1. Case Study Review (40% of assignment marks)
Select a Case Study firm which is a major manufacturer of consumer electronics (such as Logitech for
example) or of household electrical products (known as ‘white goods’ such as fridges etc..).
Note: Include their most recent full year financials (Income Statement etc…) in your report.
a) Conduct some research (using the internet) into your chosen Case Study firm and its products -
become familiar with the firm’s main operations (in their home country and overseas facilities) and
their activities in key markets from the perspective of a customer and competitive situation analysis:
i) Review their recent market performance: assess the Case Study firm’s recent results of
operations in key markets (revenue sources for example, by product type/region).
ii) Assess their ability to compete in key markets by examining (and commenting on) profit margins
and other ratios for the last 2 years (preferably tabulated).
iii) Comment on whether the firm has sufficient funds to finance R&D expenditure to develop new
products which includes technologies with which they are not familiar.
b) Evaluate their recent innovation approaches: review recent product developments by your Case
Study firm (using course theory and wider reading). What ‘competences’ did they need to develop or
acquire? How were any technology ‘gaps’ overcome? What innovation strategies did they use?

Part 2. Investment & Project Planning (30% of assignment marks)
The Case Study firm (as Part 1) is reviewing potential investment projects:
a) The firm is considering whether to invest £6.4 Million in Year 0 to develop and make ‘Smart home’
systems for which they expect Sales during Years 1 – 5.
i) Calculate and comment on the Net Present Value (NPV) for this project at a 10% rate given the
firm expects annual Sales Revenues (in £) equal to five times 18MN000 (where MN are the last 2
non-zero digits of your student id) and a Profit Margin of 25%.
ii) Examine the sensitivity of the project to sales erosion (of 10%, 20% and 30%) including the
project NPV (using the same 10% discount rate). What do you advise?
b) Discuss how R&D spending on next-generation projects would be more competitive (in key markets)
if they use a structured process to develop next-generation products such as (for example), the
Stage-Gate process where projects must pass ‘checkpoints’ as shown in the figure below. Make
proposals and recommendations for the development of ‘Smart Home’ systems (with AI) using a
project management approach of your choice (to be justified).
Note: Utilise ‘wider reading’ from academic sources (journal papers) to demonstrate your
appreciation/critique of an approach to managing high technology product development.
Stage-gate process:

Part 3. Innovation Planning (30% of assignment marks)
a) Prepare market forecasts for ‘Smart Homes’ for your Case Study firm (as Part 1) using the
‘Innovation Adoption Curve’ shown below with 2 years per category given UK Market size projections
of £5MN Million (where MN are the last 2 non-zero digits of your student id):
i) Forecast Sales based on the likely Market Share for the firm (to be explained) and Projected
Profits based on a Profit Margin for the project (24% to 40% is typical) using the template shown
below.
ii) Given an initial price of £500/unit: examine the effect of a price increase of 10% given that the
Price Elasticity of Demand (PED) is -2.4 in the UK market and -2.0 in international markets
(where sales levels are double the forecast from part 3ai).
2.5% 13.5% 34% 34% 16% Time

Innovative Early Early Late Laggards
Consumers Adopters Majority Majority
b) Examine the effect on the original forecast (as part 3ai) should the project development phase
overrun and the project launch is delayed by 2 years with a reduction in Market Share of 4
percentage points. Comment on this and other ‘Risks’ (commercial/technical etc..) when planning
innovation projects such as New Product Development (NPD).
Innovation Forecast Template

Category 1 Category n Totals
Estimated Timescales: Years: Years:
UK Market size per Adoption: £ nnnn £ nnnn £ nnnn
Firm’s Forecasted Revenues: £ nnnn £ nnnn £ nnnn
Firm’s Projected Profits: £ nnnn £ nnnn £ nnnn
Reminder: List your References (the majority to be academic sources – books/journal articles).

EE5019/EE5629 coursework grade descriptors are intended to be used as a tool for the assignment set for this
module which is at Masters Level in the University.
Grade A+/A++
Work of exceptionally high quality based on research into the industry including advancements in the sector.
Clearly demonstrates a sophisticated, critical and thorough understanding of the firm’s context with well-
developed business proposals appropriate to the firm’s competitive position and value provision. Provides clear
evidence of originality and clearly demonstrates the ability to develop an independent, highly systematic and
logical or insightful argument or evaluation. Demonstrates exceptional ability in the appropriate use of the
relevant course concepts, methodologies, practices and tools to analyse and synthesise at Masters Level. Shows
exceptional clarity, focus and cogency in communication.
Grade A
Clearly demonstrates a sophisticated, critical and thorough understanding of the firm’s context with well justified
business proposals appropriate to the firm’s competitive situation and value creation. Provides evidence of
originality of thought and clearly demonstrates the ability to develop an independent, highly systematic and
logical or insightful argument or evaluation. Demonstrates excellence in the appropriate use of the relevant
course concepts, methodologies, practices and tools to analyse and synthesise at Masters Level. Shows excellent
clarity, focus and cogency in communication.
Grade B
Clearly demonstrates a well-developed, critical and comprehensive understanding of the firm’s context with well
supported business proposals appropriate to the firm’s business situation and relevant issues. Clearly
demonstrates the ability to develop an independent, systematic and logical or insightful argument or evaluation.
Demonstrates a high degree of competence in the appropriate use of the relevant course concepts,
methodologies, practices and tools to analyse and synthesise at Masters Level. Shows a high level of clarity,
focus and cogency in communication.
Grade C
Demonstrates a critical and substantial understanding of the firm’s context with some pertinent proposals
appropriate to the firm’s resources and its environment. Demonstrates the ability to develop an independent,
systematic and logical or insightful argument or evaluation. Demonstrates a significant degree of competence in
the appropriate use of the relevant course concepts, methodologies, practices and tools to analyse and synthesise
at Masters Level. Provides evidence of clarity, focus and cogency in communication.
Grade D
Provides evidence of some critical understanding of the firm’s context with limited proposals appropriate to the
firm’s business activities and product portfolio. Demonstrates some ability to develop a structured argument or
evaluation. Demonstrates an acceptable degree of competence in the appropriate use of the relevant course
concepts, methodologies, practices and tools to analyse and synthesise, but not at Masters Level. Provides
evidence of effective communication.
Grade E
Work that demonstrates significant weaknesses, but which provides strong evidence that Grade D is within the
reach of the student.
Grade F
Work that is unacceptable.

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DEPARTMENT OF ELECTRONIC & COMPUTER ENGINEERING

Pro-forma to accompany assignment / coursework

Module Code: EE5019/EE5629 Module Leader: Dr R De Coster Assessor: Dr R De Coster

Assessment Title: Business Planning and Control Weighting: 100%

Main objectives of the assessment:

Assessment method by which a student can demonstrate learning outcomes:

Submission Deadline: Monday 10th January 2022

Academic Year 2021/22 1

Prepare a formal written report:

Part 1. Case Study Review (40% of assignment marks)

Academic Year 2021/22 2

Academic Year 2021/22 3

2.5% 13.5% 34% 34% 16% Time

Innovation Forecast Template

Academic Year 2021/22 4

Academic Year 2021/22 5

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