C19BV Business Venturing

Assessment 1:  Individual Case Study (60%)

Value Proposition Case Study Report

This assignment is about Value Proposition, and how different value propositions can be used to drive the sales of similar products.

1. ASSESSMENT 1 TYPE: Individual Case Study report

2. SUBMISSION DATE & TIME: Week 5, October 2025, by 5pm (local time).

3. SUBMISSION FORMAT: Word or PDF format. The individual case study should be submitted via the designated submission link in Canvas. The case study should be presented in a formal and professional layout.

4. BUSINESS PLAN REPORT LENGTH:  The case study should be 3000 words +/- 10% (excluding any appropriate appendices and references).

5. MARKS AND FEEDBACK: Marks and feedback will be released within 3 weeks of submission through Canvas as pre the University’s policy. General class feedback will be given during lecture/tutorial also. You should use this feedback to help improve your understanding and contribute towards developing your Assessment 2 Group business pitch.

Your task is to write a case study centred on the value proposition of an innovative enterprise. To do this, you will need to analysis both the company, and the sector within which it operates.

There are two parts to this assignment. For the first part, you will analysis the value proposition of the company, and how this drives its success in the market.

In the second part, you will act as an advisor to the business providing guidance on how to adapt for the future. You will help the company develop a new value proposition for a changing market, which means discussing how you imagine the sector will change in the future.

You are free to select the company you wish to study for this analysis – please speak to teaching staff if you would like help to pick a suitable company.

In detail:

Part One

In order to do this, you should consider four key elements:

1. value proposition,

2. customers,

3. market segmentation and Total Addressable Market (TAM),

4. and the competitive position of your venture.

First, you should establish the value proposition of the company you are researching. What is the product, and who gets value from it? Can you quantify the value?

You should then consider who the customers are – is it B2B or B2C? Is it the customer who pays for the product/service?

How does the company understand its market? How big is the market, and what segmentation is possible?

Finally, who are the competitors, and what is the basis for competition (on what elements is differentiation built)?

Part Two

For Part Two you should consider how the market might change in the future. You should undertake a SWOT and a PESTEL analysis and identify how the market is likely to evolve in the future, and how these changes will disrupt your current value proposition. Does this mean you will need a new or altered product? What will drive the changes: technology, the legal framework, customer preferences – all of these or something else? Then you should construct a new value proposition for that future market.

You should use your analysis from Part One to advise the company on how it should seek a competitive advantage in the future. You should focus on a new value proposition and connect that to the other elements (1-4) discussed above. To assist you should complete a Business Model Canvas – this should appear, along with your SWOT and/or PESTEL as appendices in your submission (this will not count towards the wordcount).

You should examine the different kinds of value proposition that can drive similar products. You should identify under-served customers/market segments that could be exploited and explain how your value proposition will help you reach that market. You may also discuss what ideas you have rejected and why they would not work.

The key to this part is your analysis. In your analysis you should refer to the SWOT, PESTEL and Business Model Canvas, to explain your decision making (these tools are just information – you will still have to analysis that information and construct your arguments).

This assignment should be structured as a report, with appropriate headings and subheadings.

Referencing in your case study:

You will be required to gather publicly available evidence on the company you are researching, and all evidence you rely on should be properly referenced. You should support your analysis and discussions with using credible and diverse references from academic and industry literature. Demonstrating reading that goes beyond what you are introduced to in lectures and on Canvas will help you achieve higher marks. You should refer to different sources of relevant literatures and include citations within the text using the Harvard system of referencing, as well as a full reference list at the end. Please ensure your reference list at the end is listed alphabetically – do not number or bullet point your reference list.

Make sure you in-text citations are consistent and done correctly. If you are unsure how to reference in the Harvard style. please familiarise yourself, the skills hub provides support. More information on the Skills Hub can be found here.

Beware of using referencing generation websites or AI as they are often incorrect and with the time you take to use these resources you could learn to do it correctly. The University has provided guides for students about referencing and AI and clearly warned that your run the risk of academic misconduct. For more information I relation the Universities’ position on AI please follow this link.

Use of AI permitted in this coursework

Learning Outcomes: what should you learn from the task?

1. Understand Key Concepts: a comprehensive and critical understanding of the concepts of value proposition and market segmentation from the perspective of business venturing.

2. Research and Analysis: the ability to critically analyse an organisation’s value proposition and competitive strategy using appropriate empirical evidence.

3. Apply Key Concepts: the ability to derive a clear and coherent argument that logically links theory and your empirical findings.

4. Effective Communication: the ability to communicate your findings in an effective, convincing and professional manner.