Project 1: Goals, Objective and Competitive Analysis Business Analysis - Phase 1

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Project 1: Phase 1: Goals, Objectives, and Competitive Analysis

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Instructions

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

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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

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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

   

   

   

   

   

   

   

   

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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:

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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

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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.

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Due Date

Feb 10, 2019 11:59 PM

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Rubric Name: Project #1 Goals, Objectives and Competitive Analysis ‑Phase 1 20%

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.

Criteria Above Average Sufficient

Introduction 0.6 points

Writes an introduction

that captures the reader's

attention, explains the

purpose of the

presentation clearly,

correctly, and concisely.

(0.54 ‑ 0.6)

0.51 points

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

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 the business.   All

elements correctly

presented and reasoning

and conclusions made

are well supported with

the course material, case

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 needs more support of

reasoning/conclusions made.

(2.24 ‑ 2.51)

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scenario facts and

significant research.

(2.52 ‑ 2.8)

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)

Development

of SWOT

Analysis

2.8 points

Analysis is provided that

demonstrates thorough

understanding of all

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.   All elements

correctly presented and

reasoning and

conclusions made are

well supported with the

course material, case

scenario facts and

thorough and correct

research.

(2.52 ‑ 2.8)

2.38 points

Analysis is provided that demonstrates

understanding of components of a SWOT

analysis (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  presented and most

supported with the course material, case

scenario facts and correct research.  Minor

development needed.

(2.24 ‑ 2.51)

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Development

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.  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.

(2.52 ‑ 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.  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)

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)

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Objectives 0.8 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 ANDfacts.

(0.72 ‑ 0.8)

0.68 points

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)

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)

Competitive

Analysis

2.8 points

Correctly and thoroughly

analyzes the

competition's products

and services explaining

features, value, targets,

strengths, weaknesses

and market outlook for

competitors providing a

thorough use of the

course material ANDcase scenario facts to support

reasoning and

conclusions. 

(2.52 ‑ 2.8)

2.55 points

Correctly analyzes the competition's

products and services explaining 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)

Attention to

Instructions

2 points

The paper contains completion of all

1.7 points

The paper contains completion of all major assignment tasks.

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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

assignment format. 

(1.8 – 2)

 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. 

(1.6 – 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, run­on 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)

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 in­text citations and reference list but 3 ­ 4 APA style errors noted, or fails to use APA citations when appropriate 1 ­ 2

times throughout paper.

(0.8 – 0.89)

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Total / 20

Overall Score

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only the first word, the first word after a colon and proper nouns capitalized. 

Uses in­text citations throughout

paper without missing any

material taken from source material.

(0.9 ­ 1.0)

Above Average 18 points minimum

Sufficient 16 points minimum

Developing 14 points minimum

Nee Imp 12 p