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Strategic Issues in Financial Services

Strategic Issues in Financial Services


Questions regarding Aviva plc.


(a)       Summarise the Group’s profits by geography and business line.


(b)       Rank Aviva’s three main strategic issues in order of importance       fully explaining and justifying why you have chosen these issues and             ranked them in this order.




  • Word limit 2500 words. Adding on the 10% leeway allowed by the university, this means that you can go up to a maximum of 2750 words. Any words in excess of 2750 will not be assessed.


  • The word limit does not include references, your bibliography or any appendices.


  • Please do not include your name in a header or footer.


  • Please see your assessment diary for the hand-in deadline. Your coursework should be handed in by 3.30pm at the Undergraduate Reception / SHIP.


  • A ‘final copy’ electronic version of your assignment should also be submitted prior to the deadline via Turnitin. If this is not done your assignment will be deemed as being late.


  • Please see the following grid for the marking criteria and weighting. This grid will form the basis of the feedback that you receive for your work.


  • Please see Blackboard for the general feedback that we gave to last year’s students on a similar assessment task. Hopefully, this will help you to avoid repeating the same errors and omissions.





Reading List



Essential Reading



Sections of the following book are recommended for each topic if you want to clarify issues and/or go into more depth regarding strategy. You can use any edition of the book and there is no need to buy one – there are copies in the Adsetts Centre and you can access a copy electronically via the Library Gateway.


Fundamentals of Strategy (2015) by Johnson, Scholes and Whittington, and published by FT Prentice Hall.


Fundamentals of Strategy (2012) by Johnson, Scholes and Whittington, and published by FT Prentice Hall.


Fundamentals of Strategy (2009) by Johnson, Scholes and Whittington, and published by FT Prentice Hall.



The Financial Times

Given the nature of this module, it is extremely important that students keep up-to-date with developments in the financial services and in its external environment. For that purpose, it is essential that students read a quality newspaper such as the Financial Times.


As a student of Sheffield Business School, you can register for free access to the Premium Digital version of, which would normally cost approximately £30 per month. To register, use a SHU PC, go to, click ‘Subscribe’ at the top of the page and then follow the instructions.



The module’s online resource list

This contains resources (e.g. links to websites, articles and videos) for each of the topics that we study and it is available on the module’s Blackboard site (in the Support resources section) or through the Library Gateway link to reading lists (search by name of the module or module code)


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