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)