BMGT 364 Project 1 (Week 4) Asia Division Business Unit Strategy Management Plan –Phase 1
BMGT 364 Project 1 (Week 4) Asia Division Business Unit Strategy Management Plan – Phase 1
NOTE: All submitted work is to be your original work. You may not use any work from another student, the Internet or an
online clearinghouse. You are expected to understand the Academic Dishonesty and Plagiarism Policy, and know that it is
your responsibility to learn about instructor and general academic expectations with regard to proper citation of sources as
specified in the APA Publication Manual, 6th Ed. (Students are held accountable for in-text citations and an associated
reference list only).
Purpose
In this project, you will complete an external and internal analysis of Biotech. You will research the cosmetic industry and use the
Company Profile to complete the project.
Skill Building:
You are also completing this project to help develop critical thinking and assessing the external and internal business environment.
Skills: Research, Critical Thinking, Writing
Outcome Met by Completing This Assignment
employ effective planning processes to develop strategies, goals, and objectives in order to enhance performance and
sustainability
Instructions:
The Executive Director for the new Asia Division, has been asked by Max Barney to put together, and present in a memo to him, a
business unit strategy that will be a guide for the next year as the new division moves forward. The Executive Director will be
working with the consulting group over the next 5 weeks and they will assist with putting together this plan. The final plan will be laid
out as outlined below and developed in three phases. In the first phase (this project), Section II and Section III will be completed.
Section I – Executive Summary
Section II – Goals and Objectives
Section III – Competitive Analysis
Section IV – Description of Organizational Structure and Culture
Section V – Breakdown of Product and Services
Section VI – Communications Plan
Section VII – Human Resources Plan
A Business Unit Strategy will provide the organization an opportunity to explain the goals and objectives of the new division and help
with the development of the strategy to achieve them. The plan will allow the company to gain insight into the current status of the
industry it is venturing into using internal and external analysis tools, and then use this analysis to design its division’s business
environment. In addition, the plan will be used to form the team that will bring the vision for this division to reality.
Phase I
This week, the group from GoTo Consulting has been tasked with conducting internal and external analysis of the cosmetics industry,
assessing Biotech’s future in the industry and developing the business strategy for Biotech as they move forward. You will need the
Biotech Company Profile to complete the analysis.
You have been tasked with conducting a SWOT Analysis of Biotech and the cosmetic industry; a PESTLE analysis using the location
the group identified during Week 2 (you must use the location identified in week 2) for the new offices; and a Porter Five Forces
analysis for the industry. The group lead has requested that the analysis tools be accompanied with explanations that will breakdown
the results of each analytical tool’s discoveries. With the results of this analysis, Biotech leadership should be able to make critical
decisions on the types of products (and their corresponding ingredients) they will use during their initial product line launch.
In addition to the internal and external analysis, you have been tasked with identifying five (5) major business goals that Biotech
should initially be focused on as they venture into the cosmetics industry. These goals should begin to define the entry strategy that
the organization should follow as it tackles moving into an industry new to the organization. These goals should be robust but also
attainable. Having clear attainable goals is great, but the goals also need to have clearly defined objectives that will measure the
progress to achieve these goals. Meeting these objectives should result in the future success of their corresponding goals. When
writing these objectives, ensure they can clearly be related to the 5 goals established as critical during entry into the cosmetics
industry.
Instructions for Completing Phase I of the Business Unit Strategy
Step 1: Write an Introduction Paragraph
The Introduction paragraph is the first paragraph of the paper and will be used to describe to the reader the intent of the paper. This
intent should be understood prior to reading the remainder of the paper so the reader will understand the intent of the information.
Step 2: Answer the Following
To conduct the analysis, use grading rubric to ensure specific information is included.
Conduct a SWOT Analysis of Biotech and the cosmetic industry;
Conduct a PESTLE Analysis of the cosmetic industry;
Conduct a Porter’s Five Forces Analysis
You will provide explanations for the results of each of the three analyses using research and the course material. The analysis
will provided specific details – generalizations are unacceptable.
Identify the 5 major goals the Business Unit Strategy should look to attain, with explanations as to the importance of each goal
and why the goals are relevant to the Business Unit;
Identify a minimum of three objectives (per goal) necessary to accomplish each goal. Explain why the objective fits the goal.
Step 3: Review the Paper
Read the paper to ensure all required elements are present. Use the grading rubric to ensure that you gain the most points possible for
this assignment.
Proofread the paper for spelling and grammatical issues, and third person writing.
Read the paper aloud as a first measure;
Use the spell and grammar check in Word as a second measure;
Have someone who has excellent English skills proof the paper;
Consider submitting the memo to the Effective Writing Center (EWC). The EWC will provide 4-6 areas that may need
improvement.
Step 4: Submit the paper in the Assignment Folder (The assignment submitted to the Assignment Folder will be considered
the student's final product and therefore ready for grading by the instructor. It is incumbent upon the student to verify the assignment
is the correct submission. No exceptions will be considered by the instructor).
How to Set Up the Paper
Create a Word or Rich Text Format (RTF) document that is single-spaced, with double spaces between paragraphs. Use 12-point
font. The final product will be 4-5 pages in length excluding the title page and reference page. Write clearly and concisely.
Completing the Project
In order to complete this project, you will want to first read the module, Learn How to Support What You Write, as this assignment
requires you to use the course readings and research to support what you write. Also,
Read the grading rubric for the project. Use the grading rubric while completing the project to ensure all requirements are met
that will lead to the highest possible grade.
Third person writing is required. Third person means that there are no words such as “I, me, my, we, or us” (first person
writing), nor is there use of “you or your” (second person writing). If uncertain how to write in the third person, view this
link: http://www.quickanddirtytips.com/education/grammar/first-second-and-third-person.
Contractions are not used in business writing, so do not use them.
Paraphrase and do not use direct quotation marks. Paraphrase means you do not use more than four consecutive words from a
source document. Instead put a passage from a source document into your own words and attribute the passage to the source
document. Not using direct quotation marks means that there should be no passages with quotation marks and instead the
source material is paraphrased as stated above. Note that a reference within a reference list cannot exist without an associated
in-text citation and vice versa.
Provide the page or paragraph number (required) when using in-text citations. If using the eBook, use the Section title.
You are expected to use the case scenario, Biotech Company Profile, and weekly course material to develop the analysis and
support the reasoning. The expectation is that you provide a robust use of the course material and demonstrate thorough
research of the cosmetic industry. The only external source material used is in relation to the research on the cosmetic
industry. Material used from a source document must be cited and referenced. A reference within a reference list cannot exist
without an associated in-text citation and vice versa.
Use a wide array of the course reading as well as sources from your research. The research should focus on information
related to the cosmetic industry.
Project 1 (Phase 1) - 20%
Criteria Above Average Sufficient Developing Needs Improvement Failure
Introduction
1 point
Writes an
introduction that
captures the reader's
attention, explains
the purpose of the
presentation clearly,
correctly, and
concisely.
(0.9 - 1.0)
0.85 points
Writes an introduction
that explains the
purpose of the
presentation correctly
but needs minor
clarity or
development.
(0.8 - 0.89)
0.75 points
Writes an introduction
that provides a general
idea of the purpose of the
presentation. Needs more
development.
(0.7 - 0.79)
0.65 points
Writes an
introduction that
provides a general
idea of the purpose of
the presentation
or needs significant
development.
(0.6 - 0.69)
0 points
No attempt at
presenting an
introduction.
(0)
Development
of SWOT
Analysis
3 points
Response
demonstrates
understanding of all
components of a
SWOT analysis and
includes insightful
and complete
analysis of all four
quadrants of the
chosen company’s
SWOT. Minimum of
four items are listed
per quadrant. A
discussion of how
2.55 points
Response
demonstrates
understanding of all
components of a
SWOT analysis and
includes analysis of
all four quadrants of
the chosen company’s
SWOT. Minimum of
three items are listed
per quadrant. A
discussion of how the
company can turn a
weakness into strength
2.25 points
Response demonstrates
understanding of all
components of a SWOT
analysis and includes
analysis of the quadrants
of the chosen company’s
SWOT. Minimum of two
items are listed per
quadrant. A discussion of
how the company can turn
a weakness into strength
and takes advantage of an
opportunity is provided
OR response is generic
1.95 points
Response
demonstrates some
understanding of the
components of a
SWOT analysis and
attempts an analysis
of all four quadrants
of the chosen
company’s SWOT.
Minimum of two
items are listed per
quadrant. A
discussion of how the
company can turn a
0 points
Little to no
attempt at
presenting a
SWOT analysis.
(0 - 1.79)
the company can
turn a weakness into
strength and takes
advantage of an
opportunity is
clearly
detailed. All
elements correctly
presented and
reasoning and
conclusions made
are well supported
with the course
material, case
scenario facts and
thorough and correct
research. i
(2.7 - 3)
and takes advantage of
an opportunity is
clearly detailed OR
response demonstrates
understanding of most
components of a
SWOT analysis. A
discussion of how the
company can turn a
weakness into strength
and take advantage of
an opportunity is
detailed. Analysis
needs minor
development and/or
correction. Uses
course material, facts
from case scenario
and research but
analysis needs more
support of
reasoning/conclusions
made an evidence of
research.
(2.4 - 2.69)
and not insightful. How
the company can turn a
weakness into a strength
and turned into an
opportunity is mentioned
but not detailed. Analysis
needs some development
or several errors
noted. Limited use of
course material, case
scenario facts and
research that does not well
support reasoning and
conclusions – may rely on
facts only.
(2.1 - 2.39)
weakness into
strength and takes
advantage of an
opportunity is
provided OR not all
the areas of the
SWOT are
addressed. List is
generic and not
insightful. How the
company can turn a
weakness into
strength and take
advantage of an
opportunity barely
touched on or
incorrectly
presented. Analysis
needs significant
development or many
errors noted. Little
use of course
material, case
scenario facts and
research or course
material/facts from
case scenario
presented but does
not support reasoning
and conclusions.
(1.8 - 2.09)
Development
of PESTLE
Analysis
3 points
Includes all 6
elements of the
PESTLE, explains
each element, and
provides insightful
analysis that
emphasizes how
each element affects
the business and its
success, and
identifies various
stakeholders and
how they impact the
business or are
impacted by the
business. All
elements correctly
presented and
reasoning and
conclusions made
are well supported
with the course
material, case
scenario facts and
significant research.
(2.7 - 3)
2.55 points
Includes all 6
elements of the
PESTLE, explains
each element, and
provides an analysis
about how each
element affects the
business and its
success, and identifies
various stakeholders
and how they impact
the business or are
impacted by the
business but minor
development and/or
correction is
needed. Uses course
material, facts from
case scenario and
some research but
analysis needs more
support of
reasoning/conclusions
made.
(2.4 - 2.69)
2.25 points
Includes all 6 elements of
the PESTLE, explains
each element, and
provides an analysis
about how each element
affects the business and its
success, and identifies
various stakeholders and
how they impact the
business or are impacted
by the business
but analysis needs some
development or several
errors noted. Limited use
of course material, case
scenario facts, and
research that does not well
support reasoning and
conclusions – may rely on
facts only.
(2.1 - 2.39)
1.95 points
Attempts most
elements of the
PESTLE but does not
demonstrate a clear
understanding of how
each element affects
the business and its
success. May discuss
several of the
elements of the
PESTLE in detail but
not all of
them. Analysis needs
significant
development or many
errors noted. Little
use of course
material, case
scenario facts and
research or course
material/facts from
case scenario and
some research
presented but does
not support reasoning
and conclusions.
(1.8 - 2.09)
0 points
Does not discuss
the PESTLE or
does not discuss
several of the
elements.
(0 - 1.79)
Development
of Porter's
Five Forces
3 points
Response
demonstrates
understanding of all
components of
a Five
Forces analysis and
includes insightful
analysis of the
competition of the
business. Minimum
of four items are
listed per force. All
elements correctly
presented and
reasoning and
conclusions made
are well supported
with the course
material,case
scenario facts and
research.
(2.7 - 3)
2.55 points
Response
demonstrates
understanding of all
components of a five
forces analysis and
includes insightful
analysis of all forces
of the
company. Minimum
of three items are
listed per
force. Analysis needs
minor development
and/or
correction. Uses
course material, facts
from case scenario
and some research,
but analysis needs
more support of
reasoning/conclusions
made.
(2.4 - 2.69)
2.25 points
Response demonstrates
understanding of all
components of a five
forces analysis and
includes analysis of the
forces. Minimum of two
items are listed per
quadrant. Analysis needs
some development or
several errors
noted. Limited use of
course material, case
scenario facts and
research that does not well
support reasoning and
conclusions – may rely on
facts only.
(2.1 - 2.39)
1.95 points
Attempts to
demonstrate an
understanding of all
components of a five
forces analysis
and attempts analysis
of all forces of the
company; or presents
minimum of two
items are listed per
force. Analysis needs
significant
development or many
errors noted. Little
use of course
material, case
scenario facts and
research or course
material/facts/from
case scenario &
research presented
but does not support
reasoning and
conclusions.
(1.8 - 2.09)
0 points
Little to no
attempt at
presenting a five
forces analysis.
(0 - 1.79)
Goals 3 points
2.55 points
2.25 points
1.95 points
0 points
Identifies the 5
major goals the
Business Unit
Strategy should look
to attain providing
thorough
explanations as to
the importance of
each goal and why
the goals are
relevant to the
Business Unit. All
elements correctly
presented and
reasoning and
conclusions made
are well supported
with the course
material and case
scenario facts.
(2.7 - 3)
Identifies the 5 major
goals the Business
Unit Strategy should
look to attain
providing
explanations as to the
importance of each
goal and why the
goals are relevant to
the Business
Unit. Analysis may
need minor
development and or
corrections; uses
course material and
facts from case
scenario but analysis
needs more support of
reasoning/conclusions
made or four major
goals correctly
presented.
(2.4 - 2.69)
Attempts to identify the 5
major goals the Business
Unit Strategy should look
to attain providing
explanations as to the
importance of each goal
and why the goals are
relevant to the Business
Unit but analysis needs
some development or
several errors noted or
limited use of course
material AND case
scenario facts that do not
well support reasoning
and conclusions – may
rely on facts only or only
three major goals
presented correctly.
(2.1 - 2.39)
Attempts to identify
the 5 major goals the
Business Unit
Strategy should look
to attain providing
explanations as to the
importance of each
goal and why the
goals are relevant to
the Business Unit but
Goals are incorrect or
analysis needs
significant
development or many
errors noted; course
material ORcase
scenario facts but not
both; only one or two
major goals presented
correctly.
(1.8 - 2.09)
Little to no
attempt identify
the 5 major goals
the Business Unit
Strategy should
look to attain
providing
thorough
explanations as to
the importance of
each goal and why
the goals are
relevant to the
Business Unit.
What is presented
is incorrect or
based on opinion
rather than
presenting
reasoning that is
supported by
either course
material or case
scenario facts.
(0 - 1.79)
Objectives
2 points
Identifies a
minimum of 5
objectives per
1.7 points
Identifies a minimum
of 4 objectives per
identified goals to
1.5 points
Identifies a minimum of 3
objectives per identified
goals to accomplish the
1.3 points
Identifies a minimum
of 2 objectives per
identified goals to
0 points
Does not identify
objectives or only
identifies one
identified goals to
accomplish the goal
with thorough and
correct explanations
of why the
objectives fit the
goal that are well
supported with the
course
material ANDfacts.
(1.8 - 2)
accomplish the goal
with thorough and
correct explanations
of why the objectives
fit the goal that are
well supported with
the course material
and facts OR presents
5 objectives that are
not well supported
with the course
material ANDfacts.
(1.6 - 1.79)
goal with explanations of
why the objectives fit the
goal that are supported
with the course material
and facts OR presents 4
objectives that shows an
attempt to provide
support.
(0.805 - 0.91)
accomplish the goal
with explanations of
why the objectives fit
the goal that are
supported with the
course material and
facts OR presents 3
objectives that shows
an attempt to provide
support.
(1.2 - 1.39)
objective per
identified goals to
accomplish the
goal or list
objectives or list
objectives failing
to explain why the
objectives fits the
goal.
(0 - 1.19)
Attention to
Instructions
2 points
The paper contains
completion of all
major assignment
tasks. The paper
also includes
completion of all
minor aspects of the
assignment such as
use of
page/paragraph
number, third person
writing, required use
of course readings,
outside sources if
1.7 points
The paper contains
completion of all
major assignment
tasks. The paper
missed one minor
aspect of the
assignment such as
use of page/paragraph
number, third person
writing, required use
of course readings,
outside sources if
needed, and
assignment format.
1.5 points
The paper missed one
major assignment task
or two minor aspects of
the assignment.
(1.61 – 1.83)
1.3 points
The paper missed two
major assignment,
one major assignment
task & one
minor tasks, or three
or more minor
aspects of the
assignments.
(1.2 - 1.39)
0 points
The paper missed
three or more
major assignment
tasks.
(0 - 1.19)
needed, and
assignment format.
(1.8 – 2)
(1.6 – 1.79)
Writing
Mechanics
2 points
Strictly adheres to
standard usage rules
of written English
using paragraphs
and sentence rather
than bullets,
including but not
limited to
capitalization,
punctuation, run-on
sentences, missing
or extra words,
stylistic errors,
spelling and
grammatical errors.
No contractions or
jargon used. Zero to
two errors noted.
(1.8 - 2)
1.7 points
Excellently adheres to
standard usage of
mechanics:
conventions of written
English, including
capitalization,
punctuation, and
spelling. Three to six
errors noted.
(1.6 – 1.79)
1.5 points
Satisfactorily adheres to
standard usage rules of
mechanics: conventions of
English, including
capitalization,
punctuation, and spelling.
Seven to 10 errors noted.
(0.805 – 0.91)
1.3 points
Minimally adheres to
standard usage rules
of mechanics:
conventions of
written English,
including
capitalization,
punctuation, and
spelling. More than
10 errors found.
(1.2 - 1.39)
0 points
Does not adhere to
standard usage
rules of
mechanics:
conventions of
written English
largely
incomprehensible,
or errors are too
plentiful to count.
(0 - 1.19)
APA Style
(6th ed.)
1 point
1 - 2 APA style or
usage errors; Proper
0.85 points
Attempts in-text
citations and reference
0.75 points
Attempts in-text citations
and reference lists; APA
0.65 points
Attempts in-text
citations and
0 points
No attempt at
APA style; or
citation of source
material is used
throughout the
slides and note
section; Reference
titles follow APA
with only the first
word, the first word
after a colon and
proper nouns
capitalized. Uses
in-text citations
throughout slides
without missing any
material taken from
source material.
(0.9 - 1.0)
list but 3 - 4 APA
style errors noted in
slides or note section,
or fails to use APA
citations when
appropriate 1 - 2 times
throughout slides and
note section.
(0.8 – 0.89)
style errors are noted
throughout slides and note
section with 5 - 6 errors
noted; Fails to use APA
citations when appropriate
3 - 4 times in slides and
note section.
(0.7 - 0.79)
reference lists; Fails
to use APA citation
when appropriate 5 -
6 times in slides and
note section; presents
a total of 1 - 2 in-text
citations and
reference list in slides
or note section
when requires APA
citations are needed
throughout the
presentation.
(0.6 – 0.69)
attempts either in-
text citations or
reference list but
omits the other.
(0 – 0.59)