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 ye

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 i nfant 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: Re search, 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 week s 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 st rategy 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 indus try 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. Ph ase 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 f orward. 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 analy sis 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 correspond ing 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 wri ting 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. Th e 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 analy sis 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 tas ks:  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 St rengths 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 us e 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, SWO T, 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 B iotech 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 explain ing 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 titl e 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 dire ct 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 ma rks 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 sou rce 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 -Plagiaris m: 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 a lso 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 presentati on. 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 developme nt 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 pro vides 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 deve lopment 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 demonstr ating 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 ma terial, (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 cou rse material, case scenario facts and correct research. Minor development needed. (2.24 - 2.51) (explanation of elements, why and how) and includes analysi s 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 supporte d 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 mater ial, 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 al l 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 f acts 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 t o 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 thorou gh 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 AN D 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 pres ents 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 a re 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 obje ctives 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 accom plish 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 i n 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 reaso ning 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 conclusio ns but needs significant development or one of the explanations is incorrectly presented. (2.1 - 2.39) features, value, targets, strengths, weaknesses and market outlook fo r 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, out side 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 gramma tical 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:

convention s 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 missi ng 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 citatio ns or reference list but omits the other. (0 – 0.59)