BMGT 495: Project 2: Tool Analysis
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. (You are held accountable for in-text citations and an associated reference list only).
Purpose
This project is the second of four projects. It also represents the second part of the external environmental analysis that is part of a strategic management plan. You will use the tools and apply concepts learned in this and previous business courses to demonstrate an understanding of how organizations develop and manage strategies to establish, safeguard and sustain its competitive position in the 21st century’s (rapidly evolving/shifting/changing), uncertain hyper-competitive business environment.
Monitoring competitors’ performance is a key aspect of performing an external environment analysis. This project provides you with the opportunity to evaluate the competitive position of one of the organizations listed below and integrate that information in a partial SWOT (OT), Porter’s Five Forces, External Factor Evaluation (EFE) matrix and Competitive Profile Matrices (CPM).
In this project, you are presenting a report document. The expectation is that the report provides the level of details to help the audience grasp the main topics and to understand and complete the External Environmental Analysis.
Analysis is the operative word. In analyzing the external environment, you are expected to thoroughly research and take that research and break it into small parts to gain a better understanding of what is happening in the external environment of the business. In researching an industry, it is important to understand that every company within an industry is different so gathering information on one company does not mean that the collected information is relevant to other company within that industry. When researching, parsing the material is critical to an accurate analysis. Avoid presenting just any information as that may lead to using irrelevant information.
You will then write the report in your own words to share the external analysis. You are expected to present information and support the ideas and reasoning using the course material and your research. You will not lift any information from source documents without properly citing and referencing. For the technical analysis aspect of the project, you are required to create the technique on your own and may not use from any source material that you happen to find. No work from a clearinghouse or similar website may be used or cited as a credible source.
Instructions:
Step 1: Specific Company for All Four Projects
The company you will use for this project is Tilray, Inc. (NSM: TLRY).
After reading the course material, you will complete the steps below.
Step 2: Course Material and Research
Although you are required to research information about the focal company and the external environment for this project, you are also accountable for using the course material to support the ideas, reasoning and conclusions made. Course material use goes beyond defining terms but is used to explain the ‘why and how’ of a situation. Using one or two in-text citations from the course material and then relying on Internet source material will earn few points on this assignment. A variety of source material is expected and what is presented must be relevant and applicable to the topic being discussed. Avoid merely making statements but close the loop of the discussion by explaining how something happens or why something happens, which focuses on importance and impact. In closing the loop, you will demonstrate the ability to think clearly and rationally showing an understanding of the logical connections between the ideas presented from the research, the course material and the question(s) being asked.
Note: Your report is based on the results of the research performed and not on any prepared documentation. What this means is that you will research and draw your own conclusions that are supported by the research and the course material rather than the use any source material that puts together any of the tools or techniques whether from the Internet, for-pay websites or any pre-prepared document, video or source material. A zero will be earned for not doing your own analysis.
Success: The analysis is based on research and not opinion. You are not making recommendations and you will not attempt to position the focal company in a better or worse light than other companies within the industry merely because you are completing an analysis on this particular company. The analysis must be based on factual information. Any conclusions drawn have to be based on factual information rather than leaps of faith.
To ensure success, as stated above student are expected to use the course material and research on the focal company’s global industry and the focal company. Opinion does not earn credit nor does using external sources when course material can be used. It is necessary to provide explanations (the why and how) rather than making statements. Avoid stringing one citation after another as doing so does not show detailed explanations.
Library Resources
You may also use Market Line and should be looking at the focal company’s Annual Report or 10K report. You are not depending on any one resource to complete the analysis. It is impossible to complete a Porter’s Five Forces, competitive analysis or OT by using only course material.
You should not be using obscure articles, GlassDoor, or Chron or similar articles.
Research for Financial Analysis: Financial Research
Research for Industry Analysis CSI Market
Step 3: How to Set Up the Report
Use this template to complete the project: Project 2 Template (see below). The document has to be written in Word or rtf. No other format is acceptable. No pdf files will be graded. Use 12-point font for a double-spaced report. The final product cannot be longer than 8 pages in length, which includes all tables and matrices but excludes the title page and reference page. Do no use an Appendix.
Step 4: Industry Analysis
· Perform a Porter’s Five Forces analysis on the organization’s industry and the focal company in particular. The industry is the global industry. Use the course material to identify the five forces and what components make up each force. The analysis of each force must clearly discuss ‘why and how’ and conclude with the effect of the given force on the fortunes of the industry (industry profitability) and/or industry dynamics; that is whether the effect of the force on the industry is weak/modest/average/moderate or strong/severe and also on the focal company. You may not use a Porter’s Five Forces 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 5: Competitive Analysis
· Perform a Competitive Analysis using the focal company’s closest three competitors plus the selected company. 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?
· Identify and discuss at least eight (8) key success factors (critical success factors). Each industry has different key success factors so make sure the success factors fit the industry. Review the Competitive Profile Matrix Example under week 3 Content for clarification. (See attachment)
· Develop a Competitor Profile Matrix (CPM). Explain how you developed the matrix. Make sure to support your reasoning.
Step 6: Partial SWOT Analysis
A SWOT analysis is a tool used to assess the strengths and weaknesses (internal environment) and the opportunities and threats (external environment) of an organization. You will complete a partial SWOT analysis only completing an analysis on the OT (Opportunities and Threats). The information presented is not based on your beliefs but on fact-based, data-driven information. The items used in the OT are factors that are affecting or might affect the focal company or those companies within the identified industry.
You will:
· Develop an OT table using your research to identify at least five (5) opportunities and five (5) threats that influence the industry and the focal company. Make sure to cite the elements within the table.
· Perform an OT analysis (separate from SWOT table).
· 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. NOTE: A matrix is a table. It is not an analysis.
Step 7: External Factor Evaluation (EFE) Analysis
The External Factor Evaluation (EFE) matrix will allow you to use the information from the industry analysis and the competitive analysis to assess whether the focal company is able to effectively take advantage of existing opportunities while minimizing the identified external threats that will help you formulate new strategies and policies. You will use the opportunities and threats from the OT analysis.
· Using the information gathered for the OT analysis, develop an EFE matrix using five (5) opportunities and five (5) threats. Discuss how you developed the EFE matrix and the outcome. Make sure to support your reasoning.
Step 8: Conclusion
Create a concluding paragraph. The Conclusion is intended to emphasize the purpose/significance of the analysis, emphasize the significance/consequence of findings, and indicate the wider applications that are derived from the main points of the project’s requirements. You will draw conclusions about the findings of the external environment analysis.
Report Requirements to Follow
In writing the report,
· Use the grading rubric while completing the project to ensure all requirements are met that will lead to the highest possible grade.
· 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 project.
· Provide the page or paragraph number in every in-text citation presented.
RESOURCES
Mastering Strategic Management Chapter 3: Evaluating the External Environment (SEE ATTACHMENT)
Porter’s Five Forces – https://www.business-to-you.com/porters-five-forces/
Using Porter’s Five Force Model- https://soundcloud.com/businessbankingcoach/using-porters-five-forces-model
Competitive Profile Matrix (CPM)- https://www.strategicmanagementinsight.com/tools/competitive-profile-matrix-cpm.html
The Five Competitive Forces That Shape Strategy (13:11 minutes)- https://www.youtube.com/watch?v=mYF2_FBCvXw
Competitive Profile Matrix Example – Handicraft Industry 042619- (see attachment)
SWOT Analysis: How to perform one for your organization- https://www.youtube.com/watch?v=GNXYI10Po6A
External Factor Evaluation (EFE) Matrix- http://www.maxi-pedia.com/EFE+matrix+external
Project 2 Template
Introduction
(The Introduction paragraph is the first paragraph of the paper and will be used to describe to the reader the intent of the paper explaining the main points covered in 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. Write the introduction last to ensure all of the main points are covered.)
Industry Analysis
(Perform a Porter’s Five Forces analysis on the organization’s industry and the focal company in particular. The industry is the global industry. Use the course material to identify the five forces and what components make up each force. The analysis of each force must clearly discuss ‘why and how’ and conclude with the effect of the given force on the fortunes of the industry (industry profitability) and/or industry dynamics; that is whether the effect of the force on the industry is weak/modest/average/moderate or strong/severe and also on the focal company. You may not use a Porter’s Five Forces 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.)
Competitive Analysis
Competitive Analysis
(Perform a Competitive Analysis using the focal company’s closest three competitors plus the selected company. 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?)
Key Success Factors
(Identify and discuss at least eight (8) key success factors (critical success factors). Each industry has different key success factors so make sure the success factors fit the industry. Review the Competitive Profile Matrix Example under week 3 Content for clarification.)
Competitive Profile Matrix (CPM)
(Develop a Competitor Profile Matrix (CPM). Explain how you developed the matrix. Make sure to support your reasoning.)
Partial SWOT Analysis
A SWOT analysis is a tool used to assess the strengths and weaknesses (internal environment) and the opportunities and threats (external environment) of an organization. You will complete a partial SWOT analysis only completing an analysis on the OT (Opportunities and Threats). The information presented is not based on your beliefs but on fact-based, data-driven information. The items used in the OT are factors that are affecting or might affect the focal company or those companies within the identified industry.
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. NOTE: A matrix is a table. It is not an analysis.
(Develop an OT table using your research to identify at least five (5) opportunities and five (5) threats that influence the industry and the focal company. Make sure to cite the elements within the table.)
(Perform an OT analysis (separate from SWOT table).)
External Factor Evaluation (EFE) Analysis
The External Factor Evaluation (EFE) matrix will allow you to use the information from the industry analysis and the competitive analysis to assess whether the focal company is able to effectively take advantage of existing opportunities while minimizing the identified external threats that will help you formulate new strategies and policies. You will use the opportunities and threats from the OT analysis.
(Using the information gathered for the OT analysis, develop an EFE matrix using five (5) opportunities and five (5) threats.)
(Discuss how you developed the EFE matrix and the outcome. Make sure to support your reasoning.)
Conclusion
(Create a concluding paragraph. The Conclusion is intended to emphasize the purpose/significance of the analysis, emphasize the significance/consequence of findings, and indicate the wider applications that are derived from the main points of the project’s requirements. You will draw conclusions about the findings of the external environment analysis.)
References
(The reference page is on a separate page from the report. The reference page is completed according to APA with each reference left-justified with hanging indentation for subsequent lines. References are completed in alphabetical order. Please see the module, Learn to Use APA to ensure references are in APA format.)
RUBRIC
Criteria
Equivalent to an A
Porter’s Five Forces: Industry
Thoroughly and correctly uses the course material to identify the five forces and the components that make up each force and using all of the components thoroughly and correctly discusses the components of each force on the industry and industry dynamics and identifies whether the effect of the force on the industry is weak/modest/average/ moderate or strong/severe.
(1.21 – 1.35)
Porter’s Five Forces: Focal Company
1.35 points
Thoroughly and correctly discusses the components that make up each force in relation to the focal company using research and course material to explain and identify whether the company’s position is weak/modest/average/moderate or strong/severe.
(1.21 – 1.35)
Competitive Analysis
1.35 points
Correctly identifies closest three competitors. Using competitors and focal company analyzes products and services explaining features, value, targets, strengths, weaknesses and market outlook using research AND course material to support reasoning.
(1.21 – 1.35)
Competitive Analysis: Success Factors
1.35 points
Identifies more than 8 key critical success factors that fit the industry and thoroughly and correctly discusses each using both the research and course material to support reasoning.
(1.21 – 1.35)
Develop a Competitor Profile Matrix (CPM).
1.35 points
Correctly develops a Competitive Profile Matrix and explains how the matrix was developed using both the research and course material to support reasoning.
(1.21 – 1.35)
Develop a Partial SWOT – (OT) Table
1.35 points
Thoroughly and correctly develops an OT (includes all elements cited) using research for the focal company providing more than five correct opportunities and more than five correct threats.
(1.21 – 1.35)
Completes an analysis of the OT.
1.35 points
Completes an analysis of the OT by thoroughly and correctly discussing the elements of the OT explaining why each element is an opportunity or a threat using both the research and course material to support the reasoning.
(1.21 – 1.35)
Develop EFE matrix. Discuss the EFE and how matrix was developed.
1.35 points
Thoroughly and correctly develops an EFE matrix and discusses the EFE and how developed using both the course material AND research to support reasoning and conclusions.
(1.21 – 1.35)
Conclusion
0.45 points
Thoroughly and correctly presents conclusion that emphasizes the purpose/significance of the analysis and the major findings, using both the course material and research to support reasoning.
(0.40 – 0.45)
Attention to Instructions
Writing Mechanics
1.5 points
Demonstrates exceptional understanding of requirements responding completely to each aspect of assignment including minor aspects of the assignment such as using third person writing, use of direct quotes, lack of page/paragraph numbers, required use of course material, and assignment format.
(1.35 – 1.5
1.5 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 errors noted.
(1.35 – 1.5)
APA Style (6th ed.)
0.75 points
No APA style or usage errors; Proper citation of source material is used throughout; Reference titles follow APA with only the first word, the first word after a colon and proper nouns capitalized.
(0.675 – 0.75)