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Select a company that is public and enjoys extensive analyst coverage (e.g., Apple, GE, Southwest Airlines, Walgreen, Exxon Mobile) to insure access to sufficient financially oriented material regarding your chosen company. The more information available, the easier it will be to perform the financial analysis.

As you move through the nine steps in conducting your analysis, you will research the market at each step for relevant data on your chosen company, including analyst reports and market information. Disclose all assumptions you are making in the case study (e.g., revenue growth projections, expense controls) and provide supporting reasons and evidence behind those assumptions. As your case study analysis develops over the span of the course, you will synthesize the research data and outcomes of the nine-step assessment process in order to assess the long-term financial health of the chosen company.

Component 1:

For this assignment, apply the following two steps of the nine-step assessment process to develop a 500-word analysis of the company you have selected and which has been approved by your course instructor:

1. Analysis of Fundamentals: Goals, Strategy, Market, Competitive Technology, Regulatory, and Operating Characteristics

2. Analysis of Fundamentals: Revenue Outlook

Prepare this assignment according to the guidelines found in the APA Style Guide.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.

1 Unsatisfactory 0.00%

2 Less Than Satisfactory 74.00%

3 Satisfactory 79.00%

4 Good 87.00%

5 Excellent 100.00%

70.0 % Incoporation of the Required Set of Elements in the Nine-Step Assessment Process for the Case Study Component	The required set of elements is not present.	The required set of elements is incorporated, but the information provided is incomplete, inaccurate, or otherwise deficient.	The required set of elements is incorporated, but minimal detail or support is provided for one or more components.	The required set of elements is present, and is incorporated in full. The submission encompasses essential details and provides appropriate support.	The required set of elements is present and comprehensive. The submission further incorporates analysis of supporting evidence insightfully and provides specific examples with relevance. Level of detail is appropriate.
20.0 %Organization and Effectiveness
7.0 % Thesis Development and Purpose	Paper lacks any discernible overall purpose or organizing claim.	Thesis is insufficiently developed or vague. Purpose is not clear.	Thesis is apparent and appropriate to purpose.	Thesis is clear and forecasts the development of the paper. Thesis is descriptive and reflective of the arguments and appropriate to the purpose.	Thesis is comprehensive and contains the essence of the paper. Thesis statement makes the purpose of the paper clear.
8.0 % Argument Logic and Construction	Statement of purpose is not justified by the conclusion. The conclusion does not support the claim made. Argument is incoherent and uses noncredible sources.	Sufficient justification of claims is lacking. Argument lacks consistent unity. There are obvious flaws in the logic. Some sources have questionable credibility.	Argument is orderly, but may have a few inconsistencies. The argument presents minimal justification of claims. Argument logically, but not thoroughly, supports the purpose. Sources used are credible. Introduction and conclusion bracket the thesis.	Argument shows logical progression. Techniques of argumentation are evident. There is a smooth progression of claims from introduction to conclusion. Most sources are authoritative.	Clear and convincing argument that presents a persuasive claim in a distinctive and compelling manner. All sources are authoritative.
5.0 % Mechanics of Writing (includes spelling, punctuation, grammar, language use)	Surface errors are pervasive enough that they impede communication of meaning. Inappropriate word choice and/or sentence construction are used.	Frequent and repetitive mechanical errors distract the reader. Inconsistencies in language choice (register), sentence structure, and/or word choice are present.	Some mechanical errors or typos are present, but are not overly distracting to the reader. Correct sentence structure and audience-appropriate language are used.	Prose is largely free of mechanical errors, although a few may be present. A variety of sentence structures and effective figures of speech are used.	Writer is clearly in command of standard, written, academic English.
10.0 %Format
5.0 % Paper Format (Use of appropriate style for the major and assignment)	Template is not used appropriately, or documentation format is rarely followed correctly.	Appropriate template is used, but some elements are missing or mistaken. A lack of control with formatting is apparent.	Appropriate template is used. Formatting is correct, although some minor errors may be present.	Appropriate template is fully used. There are virtually no errors in formatting style.	All format elements are correct.
5.0 % Documentation of Sources (citations, footnotes, references, bibliography, etc., as appropriate to assignment and style)	Sources are not documented.	Documentation of sources is inconsistent or incorrect, as appropriate to assignment and style, with numerous formatting errors.	Sources are documented, as appropriate to assignment and style, although some formatting errors may be present.	Sources are documented, as appropriate to assignment and style, and format is mostly correct.	Sources are completely and correctly documented, as appropriate to assignment and style, and format is free of error.
100 % Total Weightage