The basic format of the essay should be a theory, concept or approach which is critically analysed. Then a case study or practical example should be presented that not only illustrates how the theory can be applied but also reveals further critical insights into the theory itself. TheOriginalityHas the student identified and analysed the unique competitive advantage of the business?Has the student identified and analysed what the customers value and are willing to pay for?Has the student identified and analysed the attempts by the company to minimise its costs?conclusion should demonstrate how the case study can lead to an improvement in the theory.Students should make all efforts to avoid plagiarism by reading and reflecting on the information sources before committing their own thoughts to paper. There is never a reason to copy, although quotations may be occasionally appropriate. It is recommended that students should take note of the Turnitin similarity score when they submit. Harvard style referencing must always be used.