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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
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Instructions:
The new Executive Director for the new Asia Division, has been asked by Max Barney to put together, and present 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 to be laid out as follows and developed in three phases. In the first phase, 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, and Biotech’s future in the industry; as well as developing the business strategy for Biotech as they move forward. You will need the Biotech Company Profile to complete the analysis.
This week the group from GoTo Consulting has been tasked with conducting internal and external analysis of the cosmetics industry, and Biotech’s future in the industry; as well as developing the business strategy for Biotech as they move forward. 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 tools 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 to proof the paper;
· Consider submitting the memo to the Effective Writing Center (EWC). The EWC will provide 4-6 areas that may need improvement.
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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, but puts 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 courses readings to develop the analysis and support the reasoning. The expectation is that you provide a robust use of the course readings 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.
Rubric Name: Project #1 Asia Business Unit -Phase 1 20%
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Introduction
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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)
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0.85 points
Writes an introduction that explains the purpose of the presentation correctly but needs minor clarity or development.
(0.8 - 0.89)
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0.75 points
Writes an introduction that provides a general idea of the purpose of the presentation. Needs more development.
(0.7 - 0.79)
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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)
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0 points
No attempt at presenting an introduction.
(0)
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/ 1
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Development of SWOT Analysis
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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 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)
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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 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)
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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 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)
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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 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)
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0 points
Little to no attempt at presenting a SWOT analysis.
(0 - 1.79)
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/ 3
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Development of PESTLE Analysis
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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)
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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)
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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)
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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)
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0 points
Does not discuss the PESTLE or does not discuss several of the elements.
(0 - 1.79)
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/ 3
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Development of Porter's Five Forces
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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)
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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)
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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)
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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)
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0 points
Little to no attempt at presenting a five forces analysis.
(0 - 1.79)
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/3
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Goals
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3 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)
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2.55 points
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)
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2.25 points
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)
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1.95 points
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 OR case scenario facts but not both; only one or two major goals presented correctly.
(1.8 - 2.09)
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0 points
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)
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/3
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Objectives
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2 points
Identifies a minimum of 5 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.
(1.8 - 2)
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1.7 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 5 objectives that are not well supported with the course material AND facts.
(1.6 - 1.79)
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1.5 points
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.
(0.805 - 0.91)
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1.3 points
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.
(1.2 - 1.39)
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0 points
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 - 1.19)
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/ 2
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Attention to Instructions
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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 assignment format.
(1.8 – 2)
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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.
(1.6 – 1.79)
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1.5 points
The paper missed one major assignment task or two minor aspects of the assignment.
(1.61 – 1.83)
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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)
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0 points
The paper missed three or more major assignment tasks.
(0 - 1.19)
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/2
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Writing Mechanics
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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)
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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)
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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)
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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)
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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)
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/2
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RAY3584
Project1Instructions.docx
