Project 1: Goals, Objective and Competitive Analysis Business Analysis - Phase 1
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BMGT364Project1withGradingRubric.pdf
BMGT 364 Project 1 (Week 4) Goals, Objective and Competitive Analysis Business Analysis - 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 for Biotech and the industry in which it operates. You will research the infant formula industry and use the Company Profile as one resource 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 report to him, a business strategy that will be a guide for the next year as the new division moves forward. The Executive Director will be working with a 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
The business 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 Expert Foods Consultants has been tasked with conducting internal and external analysis of the infant food 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 infant formula industry; a PESTLE analysis using the location 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) the company will use during its 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 infant formula industry. These goals should focus on defining 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 and explained 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 four goals established as critical during entry into the infant formula industry.
Instructions for Completing Phase I
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 knows exactly what is being covered in the paper.
Step 2: PESTEL Analysis
You will develop a PESTEL analysis by completing the following tasks:
Discuss Biotech's general environment and develop a PESTEL analysis of the infant formula industry that has an impact on Biotech;
Provide explanations for the results of each element of the PESTEL using research and the course material. The analysis will provided specific details that include explanation of why and how – generalizations are unacceptable.
Note: You may not use a PESTEL analysis that is already completed and available on the Internet. A zero will result if used as the analysis has to be the result of your research and your own development.
Step 3: SWOT Analysis
You will develop a SWOT analysis by completing the following tasks:
Create a SWOT Table setting it up as follows. Make sure to cite each item in the table. Insert the table into the paper. Note that the table template can be found under the Syllabus module;
SWOT Strengths Weaknesses
Opportunities Threats
Analyze Biotech and the infant formula industry. The weaknesses and threats should draw from the PESTEL analysis;
Provide explanations for the results of each of the elements of the SWOT using research and the course material. The analysis will provided specific details that include explanation of why and how – generalizations are unacceptable.
Note: You may not use a SWOT analysis that is already completed and available on the Internet. A zero will result if used as the analysis has to be the result of your research and your own development.
Step 4: Porter’s Five Forces Analysis
You will develop a Porter’s Five Forces Analysis by completing the following tasks:
Develop the Porter’s Five Forces Analysis providing explanations for the results of each of the Five Forces using research and the course material. The analysis will provided specific details that include explanation of why and how – generalizations are unacceptable.
Note: You may not use a Porter's Five Forces analysis that has been completed and available on the Internet. A zero will result if such an analysis is used as the analysis has to be a result of your research.
Step 5: Goals and Objectives
Using the results of the PESTEL, SWOT, Five Forces and Competitive Analysis:
Identify 4 major goals the Business Strategy should look to attain, with explanations as to the importance of each goal and why the goals are relevant to the strategy;
Identify a minimum of 3 objectives (per goal) necessary to accomplish each goal. Explain why the objective fits the goal. Note: Three is the minimum so to earn additional points, more objectives are needed.
Make sure the goals and objectives are not general in nature. They need to be specific to Biotech entering the infant formula industry.
Step 6: Competitive Analysis
You will perform a competitive analysis by completing the following tasks:
Identify the Biotech’s three major competitors; Using Biotech's three competitors and analyze the competition's products and
services explaining features, value, targets, etc. What are the competition's strengths and weaknesses and what is the market outlook for the competition?
Step 7: 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 8: 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 Analysis
Create a Word or Rich Text Format (RTF) document that is single-spaced, with double spaces between paragraphs. Use 12-point font, double spaced. The final product will be 7-9 pages in length excluding the title page and reference page. Write clearly and concisely. Do not exceed 9 pages.
Completing the Analysis
In order to complete this Business Analysis, 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 and use the grading rubric while completing the exercise 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. You may not use more than four consecutive words from a source document, as doing so would require direct quotation marks. Changing words from a passage does not exclude the passage from having quotation marks. If more than four consecutive words are used from source documents, this material will not be included in the grade and could lead to allegations of academic dishonesty.
You are expected to use the case scenarios and weekly course material to develop the analysis and support the reasoning. There should be a robust use of the course material along with thorough analysis of potential location information. 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. Changing words from a passage does not exclude the passage from having quotation marks. If more than four consecutive words are used from source documents, this material will not be included in the grade and could lead to allegations of academic dishonesty.
Use in-text citations and provide a reference list that contains the reference associated with each in-text citation.
You may not use books in completing this exercise unless part of the course material. Also, do not use a dictionary or Wikipedia.
Provide the page or paragraph number in every in-text citation presented. If the eBook does not have pages, provide the chapter title and topic heading. If using a video, provide the minutes and second of the cited material.
Self-Plagiarism: Self-plagiarism is the act of reusing significant, identical or nearly identical portions of one's own work. You cannot re-use any portion of a paper or other graded work that was submitted to another class even if you are retaking this course. You also will not reuse any portion of previously submitted work in this class. A zero will be assigned to the assignment if self-plagiarized. Faculty do not have the discretion to accept self-plagiarized work.
Grading Rubric
Above Average Sufficient Developing Needs Improvement
Failure
Introduct
ion
0.6
points
0.51 points
0.45 points
0.39
points
0 points
Writes an
introducti
on that
captures
the
reader's
attention,
explains
the
purpose
of the
presentati
on
clearly,
correctly,
and
concisely
.
(0.54 -
0.6)
Writes an introduction that
explains the purpose of the
presentation correctly but
needs minor clarity or
development.
(0.48 - 0.53)
0.6 0.54 0.48 0.42 0.36
Writes an
introduction that
provides a general
idea of the purpose
of the
presentation. Needs
more development.
(0.42 - 0.47)
Writes an
introducti
on that
provides a
general
idea of the
purpose of
the
presentati
on
or needs
significant
developm
ent.
(0.36 -
0.41)
No
attempt at
presentin
g an
introducti
on.
(0)
PESTLE
Analysis
2.8 points
Includes all 6
elements of the
PESTLE,
explains each
element, and
provides
insightful and
correct 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
2.38 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
2.1 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
1.82 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
0 points
Does not
discuss
the
PESTLE
or does
not
discuss
several of
the
elements.
(0 - 1.67)
the
business. All
elements
correctly
presented and
reasoning and
conclusions
made are well
supported with
the course
material, case
scenario facts
and significant
research.
(2.52 - 2.8)
needs more support of
reasoning/conclusions
made.
(2.24 - 2.51)
noted. Limited
use of course
material, case
scenario facts,
and research that
does not well
support
reasoning and
conclusions –
may rely on facts
only.
(1.96 - 2.23)
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.
(1.68 - 1.95)
Creation
of
SWOT
Table
0.8 points
Correctly creates
a SWOT table
demonstrating
thorough
research, correct
identification
and placement of
elements with
appropriate in-
text citations.
(0.72 - 0.8)
0.68 points
Creates a SWOT
table
demonstrating
research but
needs some
development of
research, correct
identification,
placement of
elements or
appropriate in-
text citations.
(0.64 - 0.71)
0.6 points
Creates a SWOT
table
demonstrating
research but needs
significant
development of
research, correct
identification,
placement of
elements or
appropriate in-text
citations or
evidence of
incorrect
elements.
(0.56 - 0.63)
0.52 points
Attempts to
create a SWOT
table
demonstrating
minimal research
but needs major
development in
placement of
elements,
incorrect
elements, missing
elements or lack
of citations.
(0.48 - 0.55)
0 points
Little to no
attempt at
presenting
a SWOT
table.
(0 - 0.47)
Developmen
t of SWOT
Analysis
2.8 points
Analysis is
provided that
demonstrates
thorough
understandin
g of all
2.38 points
Analysis is
provided that
demonstrates
understanding of
components of a
SWOT analysis
2.1 points
Analysis is
provided that
demonstrates
understanding of
components of a
SWOT analysis
1.82 points
Analysis is
provided that
demonstrates
understanding of
components of a
SWOT analysis
0 points
Little to
no
attempt
at
presentin
g a
components
of a SWOT
analysis
(explanation
of elements,
why and
how) and
includes
insightful
and
complete
analysis of
all four
quadrants of
the chosen
company’s
SWOT. A
discussion of
how the
company can
turn a
weakness
into strength
and takes
advantage of
an
opportunity
is clearly
detailed and
supported
using the
course
material. Al
l elements
correctly
presented
and
reasoning
and
conclusions
made are
well
supported
with the
course
material,
(explanation of
elements, why
and how) and
includes analysis
of all four
quadrants of the
chosen company’s
SWOT. A
discussion of how
the company can
turn a weakness
into strength and
takes advantage
of an opportunity
is provided and
supported using
the course
material. Most
elements presente
d and most
supported with
the course
material, case
scenario facts and
correct
research. Minor
development
needed.
(2.24 - 2.51)
(explanation of
elements, why
and how) and
includes analysis
of all four
quadrants of the
chosen company’s
SWOT. A
discussion of how
the company can
turn a weakness
into strength and
takes advantage
of an opportunity
is provided and
supported using
the course
material. Most
elements presente
d and most
supported with
the course
material, case
scenario facts and
correct
research. Several
development
needed or several
errors noted of
analysis is not
thoroughly
covered; limited
use of course
material, case
scenario facts or
research; Support
is missing.
(1.96 - 2.23)
(explanation of
elements, why and
how) is weak due
to lack of
thoroughness,
evidence, or
support from
course material,
case scenario facts
and
research; Discussio
n of how the
company can turn a
weakness into a
strength and take
advantage of an
opportunity is not
covered.
(1.68 - 1.95)
SWOT
analysis.
(0 - 1.67)
case scenario
facts and
thorough and
correct
research.
(2.52 - 2.8)
Developme
nt of
Porter's
Five
Forces
2.8 points
Response
demonstrates
understanding of
all components
of a Five
Forces analysis
and includes
insightful
analysis of the
competition of
the
business. Minim
um 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.
(2.52 - 2.8)
2.55 points
Response
demonstrates
understanding of
all components of
a five forces
analysis and
includes insightful
analysis of all
forces of the
company. Minimu
m 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/conclusi
ons made.
(2.4 - 2.69)
2.25 points
Response
demonstrates
understandin
g 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. Limit
ed use of
course
material,
case
scenario
facts and
research that
does not
well support
reasoning
and
conclusions
– may rely
1.95 points
Attempts to
demonstrate an
understanding of
all components of
a five
forces analysis
and attempts anal
ysis 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/fro
m 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 analys
is.
(0 - 1.79)
on facts
only.
(2.1 - 2.39)
Goals
0.8 points
Identifies the 4
major goals the
Business
Strategy should
look to attain
providing
thorough
explanations as
to the
importance of
each goal and
why the goals
are
relevant. All
elements
correctly
presented and
reasoning and
conclusions
made are well
supported with
the course
material and
case scenario
facts.
(0.72 - 0.8)
0.68 points
Identifies 4 major goals
the Business Strategy
should look to attain
providing explanations
as to the importance of
each goal and why the
goals are
relevant. 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 one major
goals incorrectly
presented; may present
less than 4 goals .
(0.64 - 0.71)
0.6 points
Attempts to
identify 4
major goals
the Business
Strategy
should look to
attain
providing
explanations
as to the
importance of
each goal and
why the goals
are relevant
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.
(0.56 - 0.63)
0.52 points
Attempts to
identify major
goals the
Business
Strategy should
look to attain
providing
explanations as
to the
importance of
each goal and
why the goals
are relevant but
Goals are
incorrect, less
than
requirements or
analysis needs
significant
development or
many errors
noted; course
material OR
case scenario
facts but not
both; only one
or two major
goals presented
correctly.
(0.48 - 0.55)
0 points
Little to no
attempt
identify the 4
major goals
the Business
Strategy
should look to
attain
providing
thorough
explanations
as to the
importance of
each goal and
why the goals
are relevant.
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 - 0.47)
Objectives 0.8 points
0.68 points
0.6 points
0.52 points
0 points
Identifies at
least 5
objectives (3 is
required as the
minimum) per
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 AND
facts.
(0.72 - 0.8)
Identifies a
minimum of 4
objectives per
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 and facts
OR presents 4 or
more objectives
that are not well
supported with
the course
material AND
facts.
(0.64 - 0.71)
Identifies a
minimum of 3
objectives per
identified goals
to accomplish
the 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.
(0.56 - 0.63)
Identifies a
minimum of 2
objectives per
identified goals
to 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.
(0.48 - 0.55)
Does not
identify
objectives or
only identifies
one objective
per identified
goals to
accomplish
the goal or list
objectives or
list objectives
failing to
explain why
the objectives
fits the goal.
(0 - 0.47)
Competitors
0.8 points
Correctly
identifies 4
competitors of
Biotech in the
infant formula
industry.
(0.72 - 0.8)
0.68 points
Correctly
identifies 3
competitors of
Biotech in the
infant formula
industry.
(0.64 - 0.71)
0.6 points
Correctly
identifies 2
competitors of
Biotech in the
infant formula
industry.
(0.56 - 0.63)
0.52 points
Correctly
identifies 1
competitor of
Biotech in the
infant formula
industry.
(0.48 - 0.55)
0 points
Fails to
identify
competitors.
(0 - 0.47)
Competitive
Analysis
2.8 points
Correctly and
thoroughly
analyzes the
competition's
products and
services
2.55 points
Correctly
analyzes the
competition's
products and
services
explaining
2.25 points
Attempts to analyze the
competition's products
and services explaining
features, value, targets,
strengths, weaknesses
and market outlook for
1.95 points
Attempts to
analyze the
competition's
products and
services
explaining
0 points
Fails
to analyze the
competition's
products and
services
explaining
explaining
features,
value, targets,
strengths,
weaknesses
and market
outlook for
competitors
providing a
thorough use
of the course
material
AND case
scenario facts
to support
reasoning and
conclusions.
(2.52 - 2.8)
features,
value, targets,
strengths,
weaknesses
and market
outlook for
competitors
using both
case scenario
facts AND
course
material to
support
reasoning and
conclusions
but needs
some
additional
development.
(2.4 - 2.69)
competitors providing
some use of the course
material AND case
scenario facts to
support reasoning and
conclusions but needs
significant
development or one of
the explanations is
incorrectly presented.
(2.1 - 2.39)
features,
value, targets,
strengths,
weaknesses
and market
outlook for
competitors
providing
little use of
the course
material AND
case scenario
facts to
support
reasoning and
conclusions
OR uses
either course
material or
case scenario
facts but not
both.
(1.8 - 2.09)
features,
value,
targets,
strengths,
weaknesses
and market
outlook for
competitors
or all
explanations
are
incorrectly
presented.
(0 - 1.79)
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
needed, and
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
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)
assignment format.
(1.8 – 2)
assignment format.
(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
citation of source material is used
throughout; Reference titles follow APA with
0.85 points
Attempts in- text citations
and reference list but 3 -
4 APA style errors noted,
0.75 points
Attempts in- text citations
and reference lists; APA
style errors are noted
0.65 points
Attempts in-text citations and
reference lists; Fails to use APA
citation when appropriate 5 -
0 points
No
attempt at
APA
style; or
attempts
either in-
only the first word, the first word after a colon
and proper nouns capitalized. Uses in-
text citations throughout paper
without missing any material taken from
source material.
(0.9 - 1.0)
or fails to use APA citations
when appropriate 1
- 2 times throughout
paper.
(0.8 – 0.89)
throughout with 5 - 6
errors noted; Fails to use
APA citations when
appropriate 3 - 4 times.
(0.7 - 0.79)
6 times; presents a total of 1 - 2 in- text citations and
reference list when requires
APA citations are needed
throughout the presentation.
(0.6 – 0.69)
text
citations
or
reference
list but
omits the
other.
(0 – 0.59)
