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MgMT13151 – Assessment

Item 3


Business Report




30% or 30 marks


This is an individual report that will be 1200 words +/- 10%


Week 12 Friday (5 October 2018) 11:55 pm AEST


This individual written assessment is designed to:


Enhance your research, analysis, critical thinking and communication



Ability to develop an argument in the context of business report



All submissions must be uploaded through the Assessment

Item 3 link on the unit Moodle page.


The report can be uploaded as a pdf or word document.


Penalties for late submission are applied according to the

policy. This is 5% of the total marks for this assessment item

deducted for every day the assignment is late.


Task 1


Identify important theoretical concepts relevant to the issues

discussed in the case study.


There many different issues discussed in the case study that

correspond to chapters of the textbook. For example,




Recognising opportunities


Marketing and branding


Intellectual property


The challenges of growth




Apply theoretical concepts from different chapters of the textbook to

the issue/s identified.


How did these issue/s contribute to the success of the business?


What was done consistently or differently to the theoretical concepts

in the textbook?


Task 2


Demonstrate your understanding of the knowledge,

qualities and skills necessary to successful



Identify, name and define the knowledge, qualities and skills

necessary to successful entrepreneurship.


Discuss the entrepreneurial knowledge, qualities and skills

displayed throughout the case study.


How did they contribute to business success or failure?


Task 3


Debate the role of entrepreneurship and innovation in

relation to the issues discussed in the case.


How did entrepreneurship and innovation contribute to the

success of the business?


Is entrepreneurship and innovation the only thing necessary in

a business manager to build a successful business? Why, why



Were there other factors at play that contributed to the success

or failure of the business?


What could the business have done differently?


Marking criteria


Demonstrated understanding of entrepreneurship,

innovation and new start-ups through a discussion of

contemporary entrepreneurial and innovation issues (8 marks).


Identification of knowledge, qualities and skills needed to

become a successful entrepreneur (8 marks).


Ability to argue a position in relation to the role of

entrepreneurship and innovation (8 marks).


Demonstrated depth and quality of research by using a

minimum of 8-10 academic sources (2 marks).


Correct use of the APA referencing system in-text and in the

reference list of the assignment (2 marks).


Correct use of the report structure and appropriate

conventions of academic writing (2 marks).


Meaning of words


Demonstrated understanding: this will be shown when you make

a link between the theory and the case study content.


Identification: name and define different terms that you will use

throughout your report.


Argue a position: show that you have considered both sides of the

argument. Show evidence for and against and come to a



Minimum number of references: if you only use 8-10 references

you will receive 1 out of 2 marks.


APA referencing system: you must only use this referencing

system in the body of the report and in the reference list at the end.

Ensure you familiarise yourself with it!


Report structure: there should be a clear and cohesive discussion

of the three tasks using the structure discussed on the next slide.


Appropriate conventions of academic writing: this is quite a

formal style of writing discussed later.




Have appropriate headings and sub-headings for sections

which are numbered


May include material such as tables and figures. If the

tables/figures are not too large (less than ½ of a page)

they can be included in the body of the report.

Alternatively if large, include in the appendices at the end

of the report.


Must make recommendations to enhance the

performance of the specific business organisation.




Body of the report


Introduction (10-15%)


Discussion (60-70%)


Conclusion (10-15%)





Report structure


The title page


Executive summary


Table of contents


List of tables and figures


Body of the report


Reference List






Appropriate writing conventions


Must be within the word limit (first word of introduction to last word

of the conclusion).


Write in paragraph form with full sentences. A paragraph is more

than one sentence.


Introduce a new topic in a new paragraph, don’t write overly long



Make the first or last sentence the topic sentence of the paragraph.


Write using formal academic language and specific innovation,

entrepreneurship, and start-ups words, theories, concepts and



Avoid using casual conversational language. For example, instead

of writing “it’s a good idea to think about . . .” write “an important

consideration is . . ”


Write in the third person not using “I”, “we”, “one”, “he/she”.






Plagiarism is the intentional use of someone else’s ideas,

words or concepts in your assignment without appropriate

acknowledgment. It is considered serious misconduct at

university and should be avoided at all times.


Committing plagiarism can carry very serious penalties for

students, including expulsion from the university.


Past penalties include zero marks or a reduction of marks for

an assignment. This reduction of marks on one assessment

item has even lead to failure of the entire unit!


TurnItIn is the first place that we look for when assessing

plagiarism. This score may increase even after you submit

your assignment as more comparisons are made between

your work and other students’ work, journal articles or

information on the www.






CQUniversity has a policy on plagiarism and you are

strongly encouraged to familiarise yourself with it.


Not having read the policy is no excuse when you are

reported for plagiarism.


The following URL will lead you to CQUniversity’s policy

repository where you can search for plagiarism

procedures and policy. https://www.cqu.edu.au/policy


There is also information on the unit Moodle site about

plagiarism and academic misconduct. You should read

this information and watch the student video.




Uploading your assignment


Please ensure you upload the correct assignment to



You will not have the opportunity to have your assignment

removed and replaced because you:


Received a high TurnItIn score or


Accidently uploaded an assignment from another unit or

student or


Submitted the assignment without the reference list or


Submitted the wrong copy of your assignment.






Only the unit coordinator can approve extensions on

assignments; but, do not email the unit coordinator directly.


All extensions must be applied for via the Assessment

Extension Request system on Moodle.


Criteria for deciding assessment extension requests incudes:


The extension request is in writing and includes sufficient details,

such as relevant grounds and supporting documents, to enable an

informed decision;


When the extension request was received


Any other relevant circumstances.


The act of applying for an extension is no guarantee that it will

be granted. Late penalties apply when an extension is not

granted. (5% of the possible marks = 1.5/day)






The markers will use the ‘Feedback Studio’ in Moodle

when marking your assignment.


You will need to click on the ‘blue pencil’ to the right of

your TurnItIn score to access feedback.


You will notice blue ‘callouts’ and short phrases

that contain feedback. Click on these to

see the feedback that the marker has written.


There is also an ability to access the marking rubric here

by clicking on the blue symbol made up of eight little

squares on the right of the screen.






If you have any questions about any of the assessment

items you are encouraged to ask them on the Q & forum

on Moodle.


The Q & A forum is on the left side of the MGMT13151

Moodle home page.


Do not email the unit coordinator with your questions as

your question might be relevant to other students too.


By using the Q & A forum every student can see the

question and receive the same answer.





Subject Report Writing Pages 22 Style APA


Assessment of Eagle Boys Pizza

­   Executive Summary

            Discussed in the paper are the theoretical concepts related to the issues demonstrated in Eagle Boys Pizza case study. This includes issues of franchising, marketing, and branding as well as intellectual property. The paper will also describe the components of a successful entrepreneur which encompass resiliency, focus, proper adaptability and dedication as well as exceptional marketing and selling traits. The role of entrepreneurship and innovation concerning the issues discussed in the case study have been covered in the paper as a response to whether entrepreneurship and innovation are the only things necessary in a business manager to build a successful business and to provide the examples of the entrepreneurial skills that led to the success of Eagle Boys Pizza.


Table of Contents

Assessment of Eagle Boys Pizza. 2

Executive Summary. 2

Introduction. 2

The Theoretical Concepts Relevant to the Issues Discussed in the Case Study. 2

Components of a Successful Entrepreneur. 4

The role of Entrepreneurship and Innovation concerning the Issues Discussed in the Case Study  5

Conclusion. 5

References. 6





­   Introduction

            This essay delves into the some of the factors that contributed towards the success of Eagle Boys Pizza within Australia. The company was founded in 1987 by Tom Potter at the age of 23 in Albury, New South Wales. Through radical, innovative and unique marketing and business approaches, Tom Managed to turn a lone pizza store (Eagle Boys) into one of the massive and renowned pizza restaurant chains not only within Australia and New Zealand (Alnguyen Intellectual Property Limited, 2017). The essay begins by examining some of the theoretical models pertinent to the matters explored in the case study. The second section explores the components of a successful entrepreneur as the last part examines the role of entrepreneurship and innovation concerning the issues discussed in the case study.

o   The Theoretical Concepts Relevant to the Issues Discussed in the Case Study

Among the essential theoretical concepts relevant to the issues discussed in the case study that is presented below are franchising, marketing and branding, and intellectual property.

            Franchising serves as one of the most rapid developing fashions of business across the globe. Franchising can be conceptualized as a form of marketing of services, commodities or technology that is centered on a close continuing partnership amid financially and legally separate and autonomous undertakings, that is, the individual franchisees and the franchisor, in which the franchisor grants its  the authority and imposes the mandate to conduct business in conformance with the franchisor’s concept (Bashir & Khan, 2017). The exploitation of a useful yet simple franchising concept was critical to fostering the success of Eagle Boys, Australia (Alnguyen Intellectual Property Limited, 2017). After the launch of a few stores, Eagle Boys recognized that regulating and efficiently governing its entire busy stores across Australia would be a massive challenge (Alnguyen Intellectual Property Limited, 2017). Besides, the company realized that it would be challenging to amass the needed capital to construct new stores, therefore, with the popularity of franchising rapidly rising during the early 1990s, this appeared to be the logical alternative (Alnguyen Intellectual Property Limited, 2017). 

Therefore, Eagle boys established a fruitful and profitable franchise model that centered on some of the following philosophies:

  • Powerful buyer power support, advertising, and marketing
  • Established brand and dynamic commodities.
  • Store site and constructing an assistance platform
  • Franchise training

            With respect to marketing and branding, it is imperative that all organization’s marketing and branding actions be conducted under well-versed principles of effectiveness, efficiency as well as social responsibility, and to attain this, some orientations that serve as the philosophical models to the corporate marketplace act as the guide for the organization’s business activities (Williams, 2017). These philosophical concepts of marketing include:

            Product Concept-This alignment holds that clients are likely to favor the commodities which provide the innovative features, excellent performance and are of premium quality (Tukker & Tischner, 2017). Hence managers concentrating on this model must emphasize the production of a superior quality product and work towards improving them over time (Tukker & Tischner, 2017). Given the facts stated above, product development forms part of another strategic focus of Eagle Boys Pizza as the company possesses a whole scope of menu items which are distinctive in several respects (Alnguyen Intellectual Property Limited, 2017). Some of the firm’s inimitable products consist of the recently launched profiterizza, their desert thingie as well as their chocolate fudge mousse.

            Branding involves the development of the distinctive features of a company’s product over time to exclude the company actual products from those of its contestants (Williams, 2017). According to Williams (2017), brand means a service or product which adds dynamics that somewhat distinguish it from other services or products designed to meet similar consumer needs and this aspect makes branding to be a strategic business concept. For example, Eagle Boys Pizza enjoys an exceptional brand credit and loyalty within Australia, and this is stimulated by the firm’s creative, fresh commodities, successful promotion campaigns as well as the insightful market research (Alnguyen Intellectual Property Limited, 2017). A perfect example of the firm’s most vital element in branding is the pink glow which surrounds every store (Alnguyen Intellectual Property Limited, 2017). All the company’s stores are decorated with pink colored lights (either in the interior or exterior of the edifice), and this builds a distinctive, warm glow which is promptly detectible (Alnguyen Intellectual Property Limited, 2017).

            Intellectual property (IP) provides business corporations with the competitive edge by excluding contestants for their market segment, enhancing the market’s reputation of their brand or product or through creating revenue stream form cross-licensing or licensing (Weston, 2003). Intellectual property acts as a crucial business issue, for instance, for Eagle Boys Pizza, the formal intellectual property offered the firm saleable, tangible resources that it could regulate centrally and package into its franchise. By undertaking this practice, the company reduced the probability that a competitive business would infringe on Eagle Boys Pizza IP (Alnguyen Intellectual Property Limited, 2017). Moreover, because they own their brand and all their intellectual property, Eagle Boys Pizza can be flexible with their menu, and add to it very swiftly (Weston, 2003).

o   Components of a Successful Entrepreneur

            There exist several entrepreneurial, qualities, skills and knowledge that are inherent for every successful business person, and this includes resiliency and focus which are discussed below. 

Resiliency-This refers to the capability to withstand the ups and downs of the business, and it enables entrepreneurs to persist even during moments when the corporate position seems bleak (Abdullah, Hadi & Dana, 2018).

            Focus-Consequent to the establishment of long-term organization vision, it is vital to be knowledgeable of the manner in which to concentrate on the subsequent stage to fulfill the ultimate business goal (Abdullah et al., 2018). However, there exist numerous distractions especially during the launch of a new business that renders this skill unattainable by many entrepreneurs (Abdullah et al., 2018).

            Other critical entrepreneurial aspects which are dominant within the case study include adaptability and dedication as well as excellent marketing and selling attributes.

            Proper adaptability and dedication- One of the vital entrepreneurial skills is the devotion towards meeting corporate goals as well as willingness to accept and adapt to the alterations or changes to the manner in which they conduct their businesses (Abdullah et al., 2018). Ordinarily, changer transpires rapidly for business persons mainly through the planning steps as fresh ideas and opportunities arise (Abdullah et al., 2018). Therefore, all entrepreneurs need to be prepared to adjust to the market transformations (Abdullah et al., 2018). A perfect example of this quality is revealed in the case study through the demonstration that Eagle Boys Pizza’s commitment to respond to customer trends led them to develop fresh quality products that climaxed in the leading renovation of the firm’s menu (Alnguyen Intellectual Property Limited, 2017). The company’s new menu comprised of multiple items apart from pizzas including items such as pasta dishes, extra side drinks, and dishes as well as the chocolate fudge mouse dessert (Alnguyen Intellectual Property Limited, 2017). This was in response to the customer trends (satisfaction and demand) as a result of the introduction of these new products (Alnguyen Intellectual Property Limited, 2017). This was a massive success for the company since it made Eagle Boys Pizza to attain the most substantial sales growth since its formation (Alnguyen Intellectual Property Limited, 2017).

            Exceptional marketing and selling traits- Every business persons qualify to be considered as a marketing and sales person since their businesses involve the selling of services, products or ideas to the employees, investors as well as consumers (Williams, 2017). Entrepreneurs always ensure that they possess the items needed by the clients whenever they are ready to make a purchase (Williams, 2017). Successful entrepreneurs know that consumers, if not given enough attention, will typically not adequately purchase their existent corporate products (Williams, 2017). They must, thus, undertake an aggressive promotion or advertisement and selling strategies (Hoskisson & Busenitz, 2002).

            Majority of entrepreneurs via their companies exercise this marketing and selling traits when they experience overcapacity within their businesses with the aim of selling what the market needs (Hoskisson & Busenitz, 2002). Eagle Boys Pizza, for instance, aims to meet to the entire market segments within Australia and therefore do not just innovate in the domain of desserts (Alnguyen Intellectual Property Limited, 2017). The whole pizza encounter concerns being capable of fulfilling either a family or a group of persons in which every family member might have distinctive wants and needs (Alnguyen Intellectual Property Limited, 2017). Therefore, the company developed different menu items with various healthy product options (Alnguyen Intellectual Property Limited, 2017). The introduction of the new menu led to the improvement of the general quality of the company products as well as consumer experience (Alnguyen Intellectual Property Limited, 2017).

o   The Role of Entrepreneurship and Innovation Concerning the Issues Discussed in the Case Study

            Tom Potter exploited strange yet creative business and entrepreneurial techniques to assist him to establish his business and contest with multi-national corporations (Alnguyen Intellectual Property Limited, 2017). One specific exception in respect to Tom’s innovation was Eagle Boy Pizza’s creation of the ingenious two-tiered pizza conveyance box (Alnguyen Intellectual Property Limited, 2017). This idea was rooted from the need to establish the means of fitting two pizzas in a single box, however, without the delivery box turning soft and hence negatively altering the consignment’s flavor (Alnguyen Intellectual Property Limited, 2017). Most consumers thus took advantage of the company’s two-pizza offers and creating a cost-effective and useful means to fit 2 pizzas in a single delivery box became a crucial research and development challenge for the company (Alnguyen Intellectual Property Limited, 2017). However, this was advantageous to the firm in the sense that fewer materials were utilized to manufacture the conveyance boxes which made the firm to enjoy 20% savings on delivery box expenditures (Alnguyen Intellectual Property Limited, 2017).

            Given the facts discussed above, it is apparent that indeed entrepreneurship and innovation are the only things necessary in a business manager to build a successful business. This is because entrepreneurship creates the commercial gains and sustains the business’s economy buoyant that leads to the significance of innovation while conducting business (Kazanjian, Drazin, & Glynn, 2017). Innovation in entrepreneurship enables the development of effective ways of designing services and products or business solutions (Kazanjian et al., 2017). A service company, for instance, can enlarge with other varieties of services to meet the constantly changing consumer needs (Kazanjian et al., 2017).

            As aforementioned, some of the entrepreneurial skills that led to the success of Eagle Boys Pizza were exceptional adaptability and dedication traits as well as proper marketing and selling characteristics (Williams, 2017). Through dedication and adaptability, the firm was able to persevere through the harsh business environments and rapidly adjust to the continuous changing marketing environments (Williams, 2017). Besides, the proper marketing and selling traits exhibited by Eagle Boys Pizza led to its success in the sense that the firm was able to reach all their market segments and achievement of consumer satisfaction concerning their products and services (Williams, 2017).

­   Conclusion

            In light of the above facts, it is clear that the vital theoretical models pertinent to the matters argued in the case study consist of franchising, marketing and branding, and intellectual property. Besides, among the some of the entrepreneurial, qualities, skills and knowledge that are integral for all successful business persons are resiliency and focus, but proper adaptability and dedication, as well as exceptional marketing and selling traits, are the entrepreneurial aspects which are predominant in the case study.

            Moreover, discussed above is the role of entrepreneurship and innovation towards the success of Eagle Boys Pizza. For instance, the creation of the two-tier delivery boxes was advantageous to the company as fewer materials were utilized to manufacture the boxes and this made the firm to realize a 20% savings on delivery box costs. Therefore, it is clear that indeed entrepreneurship and innovation are the only things needed in a business manager to form a successful business and Eagle Boys used outstanding adaptability and dedication qualities as well as proper marketing and selling features to become successful.




Abdullah, N., Hadi, N. U., & Dana, L. P. (2018). The nexus between entrepreneur skills and successful business: a decompositional analysis. International Journal of Entrepreneurship and Small Business, 34(2), 249-265.

Alnguyen Intellectual Property Limited (2017). Eagle Boys Pizza, Australia. Retrieved From: http://alnguyen.com.vn/eagle-boys-pizza-australia/

Bashir, G., & Khan, F. A. (2017). Entrepreneurial Process in Franchised Outlets: Franchisor’s Perspective. PACIFIC BUSINESS REVIEW INTERNATIONAL, 10(4), 59-66.

Hoskisson, R. E., & Busenitz, L. W. (2002). Market uncertainty and learning distance in corporate entrepreneurship entry mode choice. Strategic Entrepreneurship: Creating a new mindset, 151, 172.

Kazanjian, R. K., Drazin, R., & Glynn, M. A. (2017). Implementing strategies for corporate entrepreneurship: A knowledge‐based perspective. Strategic Entrepreneurship: Creating a new mindset, 173-199.

Tukker, A., & Tischner, U. (Eds.). (2017). New business for old Europe: product-service development, competitiveness, and sustainability. Routledge.

Weston, R. (2003). Intellectual Property Protection Strategies and their Relevance for Entrepreneurs. In Allied Academies International Conference. Academy of Entrepreneurship. Proceedings (Vol. 9, No. 1, p. 31). Jordan Whitney Enterprises, Inc.

Williams, R. L. (2017). Origins of Today’s Marketing and Branding Strategies. In Vintage Marketing Differentiation (pp. 1-4). Palgrave Macmillan, New York.





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