SP Question: What are the Goals, Objective and Competitive Analysis Business Analysis?
BMGT 364 Project 1 (Week 4) Goals, Objective and Competitive Analysis Business Analysis Phase 1
In this project, complete an external and internal analysis for Biotech and the industry in which it
operates. Research the infant formula industry and use the Company Profile as one resource to
complete the project.
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 this 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.
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 China location 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
In addition to the internal and external analysis, identify 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
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
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
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.
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?
How to Set Up the Analysis
Create a Word document that is single-spaced, with double spaces between paragraphs. Use 12point font. 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
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
Contractions are not used in business writing, so do not use them.
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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