prepare a report for the senior managers of East Street PLC which addresses the proposed production of the “Glory Days”

| February 12, 2014

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Using the information presented in the case and any other relevant research prepare a report for the senior managers of East Street PLC which addresses the proposed production of the “Glory Days”
Your report must include, but need not be limited to:
1. A recommendation on whether or not to enter the market with the “Glory Days”. Your recommendation should be supported with relevant calculations and analysis; these must include an assessment of profitability, break-even analysis and cash flow (undiscounted) over the 5 year product life.
2. A recommendation on the preferred basis of manufacture – either “in-house” or out-sourced to Clapton PLC. Your recommendation should be supported with relevant calculations and analysis; these must include net present value and a sensitivity analysis.
3. An evaluation of the theoretical basis of the financial techniques you have used, including how risk is taken into account.
4. An assessment of any wider business issues, both internal and external to the company which may impact the decision.
Guidance on Approach and Assessment
1. There is no “right” answer to this case study. The data allows for several assumptions and interpretations to be made; this is an attempt to duplicate the reality of management decision making where information is never complete. In marking the calculation elements credit will be given provided the approach adopted is reasonable and is justified. In assessing the report element, a logical flow of argument is expected, based on the supporting calculations and a synthesis of material to arrive at a sustainable recommendation.
2. It is essential that you document all assumptions underlying your analysis. Assumptions made must be realistic.
3. A critical awareness of the financial techniques used is required – their limitations and underlying assumptions.
4. Most data is based on estimates; how sensitive is your recommendation to the accuracy of these estimates – how much would they have to change for your recommendation to change?
5. Remember that investment decisions are not taken purely on the quantitative financial appraisal. Are there other qualitative factors which are important to identify in the report?
6. Ensure your conclusions and recommendations are justified and supported by the facts.
1. There is no “right” answer to this case study. The data allows for several assumptions and interpretations to be made; this is an attempt to duplicate the reality of management decision making where information is never complete. In marking the calculation elements credit will be given provided the approach adopted is reasonable and is justified. In assessing the report element, a logical flow of argument is expected, based on the supporting calculations and a synthesis of material to arrive at a sustainable recommendation.
2. It is essential that you document all assumptions underlying your analysis. Assumptions made must be realistic.
3. A critical awareness of the financial techniques used is required – their limitations and underlying assumptions.
4. Most data is based on estimates; how sensitive is your recommendation to the accuracy of these estimates – how much would they have to change for your recommendation to change?
5. Remember that investment decisions are not taken purely on the quantitative financial appraisal. Are there other qualitative factors which are important to identify in the report?
6. Ensure your conclusions and recommendations are justified and supported by the facts.
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