Instructions:
In completing the assignment, students will perform research
on the company from Assignment 1 (Fitbit), answer the questions below in
narrative form following the steps provided below:
Step 1: Create a double-spaced, 12-point font Word or Rich
Text Format (RTF) document. The final product cannot be longer than 14 pages in
length, which includes all tables and matrices but excludes the title page and
reference page.
Step 2: Review assignment grading rubric.
Step 3: Follow this format. Be sure to use headings under
each topic. •Title page with title, your name, the course, the instructor’s
name; •Company Background/Information •Internal Environmental Analysis
•Strategic Analysis & Strategy Selection •Reference page
Step 4: In writing the analysis, writing in the third
person. What this means is 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
Step 5: In writing this assignment, students are asked to
support the reasoning using in-text citations and a reference list. If
information is taken from a source document, it has to be cited and referenced.
A reference within a reference list cannot exist without an associated in-text
citation and vice versa. View the sample AP A paper under Week 4 content and
How to Cite and Reference, also under Week 4 content. There are also resources
located under Course Content>>Student Toolbox.
Step 6: In writing this assignment, students are expected to
paraphrase and not use direct quotes unless citing the mission statement of a company.
Learn to paraphrase by reviewing this link: https ://writing.
wisc.edu/Handbook/Q P A_paraphrase2.html
Step 7: Read all course material for weeks 1 through 6 and
perform independent research to provide a comprehensive internal environmental
analysis, strategy analysis and selection.
Step 8: Jot down key facts about the company. Consider
making an outline to capture key points in the paper.
Step 9: In your paper, respond to the following: •Background
analysis including vision and mission statements and objectives •Internal
Environmental Analysis •Corporate Level Strategy •Business Unit Level Strategy
•Functional Level Strategy 0 Assess the company’s interactions with its
stakeholders, the organizational structure, the organizational culture, and communication/decision
making among managers within human resources, marketing production, operations,
finance and accounting, R&D, and computer information systems, which can be
accomplished by viewing the company’s website, interviews, and surveys.
•Financial analysis for the last reported fiscal year: 0 Use
the company’s income statement and balance sheet to calculate key (emphasis
added), but no less than 10 key financial ratios to the business. Using Excel
or a Word table, record key financial ratios in the first column; 0 Research
the industry average financial ratios for the same ratios above and record in a
second column; 0 In the third column, indicate whether the financial ratio is a
strength, a weakness or a neutral factor. Explain the results and compare and
contrast the company financials to the industry; 0 Technique Analysis: develop
and explain an IFE, BCG matrix, Grand Strategy Matrix, QSPM,
•Strategy Analysis: •Identify company strengths and
weaknesses. Discuss success factors and what the company must do to perform
successfully in the industry? Discuss what strategies would allow the company
to capitalize on its major strengths. Discuss strategies that would allow the
company to improve upon its major weaknesses •Generate a minimum of three possible
alternative strategies •Identify and discuss cultural factors that should be
considered in analyzing and choosing among the alternative strategies;
•Prioritize selection of alternative strategies •Recommend the best strategies
among the alternative strategies and explain why these strategies are the best;
Step 10: Create an introductory paragraph. The Introduction
should clearly and concisely convey the main points of the assignment’s
requirements. Review the following website to learn how to write an
introductory paragraph: http://www.writing.ucsb.edu/faculty/donelan/intro.html
Step 11: Write a summary paragraph. A summary paragraph
restates the main idea(s) of the essay. Make sure to leave a reader with a
sense that the essay is complete. The summary paragraph is the last paragraph
of a paper.
Step 12: Using the grading rubric as a comparison, read
through the paper to ensure all required elements are presented.
Step 13: Proofread the paper for spelling and grammatical
issues, and third person writing.
Step 11: Write a summary paragraph. A summary paragraph
restates the main idea(s) of the essay. Make sure to leave a reader with a
sense that the essay is complete. The summary paragraph is the last paragraph
of a paper.
Step 12: Using the grading rubric as a comparison, read
through the paper to ensure all required elements are presented.
Step 13: Proofread the paper for spelling and grammatical
issues, and third person writing.
• Use the spell and grammar check in Word as a first
measure; • Have someone who has excellent English skills to proof the paper; •
Consider submitting the paper to the Effective Writing Center (EWC}. The EWC
will provide 4-6 areas that may need improvement.
Step 14: Submit the paper in the Assignment Folder.
Grading Rubric for Assignment 2: Internal Environmental
Analysis/Strategy Analysis and Strategy Selection (20 points)
Criteria
· Content:
Background
including
Vision,
Mission and
Objectives
” Outstanding
2.8 points
Background including vision, mission and objective are
presented and thoroughly discussed; Vision, mission,
‘V
Superior
2.38 points
Background including vision, mission and objective are
presented with good discussion; Good discussion about
‘V
Good
2.1 points
Background including vision, mission and objective are
presented with some discussion; Vision, mission, and objectives are
” V’ Substandard Failure
1.82 points
0 points
Failed to Attempted to discuss discuss the background or
vision, background mission and objectives but and vision, key points were
missing or mission and superficially presented. objectives.
(1.68 – 1.95)
(0 -1.67)
.. content:
Internal
and objectives are thoroughly discussed in terms of the
definition. For example, vision is forward thinking and mission is about goals
and values of organization).
(2.52 – 2.8)
2.8 points
Internal Environmental Analysis including corporate,
business and functional Environmental analysis are presented and Analysis
thoroughly
v1s1on, mission, provided but not and objectives are
discussed in any discussed in terms detail. of the definition but could be more
(1.96 – 2.23) thorough.
(2.24 – 2.51)
2.38 points 2.1 points 1.82 points
Internal Internal Attempted to discuss Environmental Environmental
Internal Environmental 0 points Analysis including Analysis including Analysis
including corporate, corporate, corporate, business and business and business
and functional analysis but key F . 1 d t functional f t’ I I . . t . . a1 e o
unc 1ona ana ys1s pom s were m1ssmg or t th analysis are t d ‘th rf · II presen
e are presen e w1 supe 1c1a y 1 t 1 presented with some discussion; presented.
Stakeholders, ~ e~na t
1
good
. . nv1ronmen a stakeholders, organizational structure, A 1
. discussed. Thorou discussion; Good . t’ I . t’ I It d na ysis. organiza 1ona
organiza 1ona cu ure, an gh discussion of discussion about structure,
communication/decision (0 – 1.67) stakeholders, stakeholders, organizational
making among managers organizational organizational culture, and within human
resources, structure, structure, communication/de marketing production,
organizational organizational cision making operations, finance and culture,
and culture, and among managers accounting, R&D, and
. content:
Financial
Analysis
communication/de communication/de within human cision making
cision making resources, among managers among managers marketing within human
within human production,
computer information systems was not included.
resources, resources, operations, finance (1 .68 – 1.95)
marketing marketing and accounting, production, production, R&D, and
operations, finance operations, finance computer and accounting, and
accounting, information R&D, and R&D, and systems are computer computer
provided but not information information discussed in any systems systems but
could detail. be more thorough. (2.52 -2.8)
2.8 points
(2.24 – 2.51)
2.38 points
Financial Analysis Financial Analysis thoroughly and was
accurately accurately presented presented withcalculated key with calculatedkey
financial ratios, financial ratios, industry averages industry averages
presented, presented, strength/weakness strength/weakness /neutral identified
/neutral identified and company and company financials to the financials to the
industry compared industry compared and contrasted but
(1 .96 – 2.23)
2.1 points
Financial Analysis was presented with calculatedkey
financial ratios, industry averages presented, strength/weakness /neutral
identified and company financials to the industry compared and contrasted but
was not
1.82 points
Attempted to provide complete financial Analysis withcalc
ulated key financial ratios, industry averages presented, strength/weakness/neutral
identified and company financials to the industry compared and contrasted but
was not consistently accurate or there was evidence of missing
0 points
Failed to present Financial Analysis.
(0 – 1.67)
• content:
Technique
Analysis
and contrasted.
(2.52 -2.8)
2.8 points
could have been more thorough.
(2.24 – 2.51)
2.38 points
Technique Technique Analysi Analysis: accurate s: accurate
development of development of each technique each technique with thoroughly
with explanation of IFE, some explanation BCG matrix, Grand of IFE, BCG
Strategy Matrix matrix, Grand and QSPM; Strategy Matrix techniques are and
QSPM; thoroughly techniques are discussed in terms discussed in terms of
overall analysis. of overall analysis.
(2.52 -2.8) (2.24 – 2.51)
consistently accurate or thorough in
information or only partial presentation was seen.
presentation. Rati (1 .68 – 1.95) os were taken from website
rather than showing calculations.
(1.96 – 2.23)
2.1 points
Technique Analysi
1.82 points
s: develop~ent of Attempted to complete a O points each
technique technique analysis: there with were several issues some explanation
related to the development . of IFE, BCG of each technique – IFE, Failed to
matrix, Grand BCG matrix, Grand prese~t Strategy Matrix Strategy Matrix and
Tec~nique An and QSPM; QSPM; techniques were alys1s. techniq~es are . performed
but no briefly discussed in discussion in terms of terms of overall overall
analysis or analysis but there superficially presented. was missing information
or analysis could have been (1 .68 – 1.95) (0 – 1.67)
· Content: Strategy
Analysis
.. content:
2.8 points 2.38 points
better presented.
(1 .96 – 2.23)
2.1 points
Strategy Analysis accurately and 1.82 points Strategy Analysis
Strategy Analysis thoroughly accurately and accurately and presented with
thoroughly thoroughly discussion about presented with presented with strengths
and Attempted to complete a Q points discussion about discussion about
weaknesses, strategy analysis but strengths and strengths and success factors,
discussion about strengths weaknesses, weaknesses, how strategies can and
weaknesses, success success factors, success factors, capitalize on major
factors, how strategies can Failed to how strategies can how strategies can
strengths, improve capitalize on major present capitalize on major capitalize
on major upon weaknesses, strengths, improve upon Strategy Analy strengths,
improve strengths, improve at weaknesses, alternative sis. upon weaknesses,
upon weaknesses, leastthree alternati strategies; cultural factors at at ve
strategies; and prioritized selections (0 – 1.67) least fivealternativ least
fouralternativ cultural factors and is missing information or e strategies; e
strategies; selections are superficially presented. cultural factors and
cultural factors and prioritized. There selections are selections are are weak
areas (1 .68 – 1.95) prioritized. prioritized. presented throughout this (2.52
-2.8) (2.24 – 2.51) section.
2.8 points 2.38 points
(1.96 – 2.23)
2.1 points 1.82 points 0 points
Recommenda ti on Recommendation for the best
Recommendation for the best
Recommendation for the best strategy among strategy among
strategy among alternatives alternatives alternatives strategies is strategies is
briefly strategies is thoroughly discussed. The discussed but the discussed.
The selected selected selected strategy(ies) aligns strategy(ies) may
strategy(ies) aligns with all elements of not align with with all elements of
the SM process. elements of the the SM process. SM process.
(2.52 – 2.8)
2.8 points
(2.24 – 2.51)
2.38 points
Comments reflect Comments reflect a highly an excellent
level
(1.96 – 2.23)
2.1 points
• Critical accompli~hed level of analy~is, of analysis,
synthesis,
Comments reflect a satisfactory level of analysis,
synthesis, evaluation and reasoning of the case material and case study facts
resulting in partially correct conclusions that lack development or detail that
Thinking/Reas synthesis, evaluation and . evaluation and
reasoning of the ornng reasoning of the case material and case material and
case study facts case study facts resulting in resulting in accurately
accurate, reasoned thorough, and conclusions. soundly reasoned
Attempted to make Failed recommendation for the to provide
best strategy among recommendati alternatives strategies but on for the best is
strategy. superficially discussed. Th e selected strategy(ies) (0 – 1.67) does
not align with elements of the SM process.
(1.68 – 1.95)
1.82 points
Comments reflect an unsatisfactory level of analysis,
synthesis, evaluation and reasoning of the case material and case study facts,
resulting in conclusions that are underdeveloped or lack soundly reasoned
conclusions.
(1.68 – 1.95)
0 points
Comments reflect an unsatisfactory level of analysis,
synthesis, evaluation and reasoning of the case material and case study facts,
resulting in failure to
… Application
of Resources
conclusions. (2.24 – 2.51)
(2.52 – 2.8)
2.8 points
2.38 points
Presents exceptionally well- Presents excellent supported
arguments or arguments or positions that positions with are mostly evidence
from the supported by readings/experienc evidence from the e; ideas go beyond
readings and the course material ~ourse content; and recognize ideas presented
implications and demonstrate extensions of the understanding of material and
the material and concepts. concepts.
(2.52 – 2.8)
(2.24 – 2.51)
… Attention to 1.4 points
Instructions
1.19 points
demonstrates insight into reasoning.
(1.96 – 2.23)
2.1 points
Satisfactory arguments or positions are presented but there
is a mix of opinion or unclear view with supported arguments using course
readings. Case study facts are occasionally used but arguments would be much
stronger with use of facts.
(1.96 -2.23)
1.05 points
1.82 points
Arguments are frequently illogical and unsubstantiated;
Limited use of facts in case study and essential information presented in
course readings.
(1 .68 – 1.95)
0.91 points
draw little to no conclusions.
(0 – 1.67)
0 points
Arguments lack meaningful explanation or support of ideas.
Does not provide facts presented in case study.
(0 – 1.67)
0 points
· Writing
Mechanics
Demonstrates Demonstrates exceptional excellent understanding
of understanding of requirements requirements; responding missed one minor
completely to each aspect of aspect of assignment including minor aspects of
the assignment such as using third person writing, required use of course
readings, and assignment format.
(1 .26 – 1.4)
2.8 points
Strictly adheres to standard usage rules of written English,
including but not limited to capitalization, punctuation, run- on sentences,
I
I I
assignment.
(1.12-1.25)
2.38 points
Excellently adheres to standard usage of mechanics:
conventions of written English, including capitalization,
Demonstrates satisfactory understanding of requirements;
missed a key element or two minor aspects of assignment.
(0.98 – 1.11)
2.1 points
Satisfactorily adheres to standard usage rules of mechanics:
conventions of English, including capitalization,
Fails to show a firm Fails to understanding of demonstrate
requirements; missed two understanding key elements or several of assignment
minor aspects of requirements. assignment. (0 – 0.83) (0.84 – 0.97)
1.82 points O points
Minimally adheres to Does not standard usage rules of adhere
to mechanics: conventions of standard written English, including usage rules of
capitalization, punctuation, mechanics: and spelling. More than 10 conventions
of errors found. written English largely
· APA Style
(6th ed.)
.. Overall
missing or extra punctuation, and words, stylistic spelling.
One to errors, spelling and three errors found. grammatical errors. No errors
(2.24 – 2.51) found. No contractions or jargon used.
(2.52 – 2.8)
1.4 points
No APA style or
1.19 points
usage errors· Proper citati~n of Attempts in-text source
material is citations and used throughout reference list but paper; Reference
one or two APA titles follow APA style errors noted with only the first or
fails to use APA word, the first word citations when after a colon and
appropriate 1-2 proper nouns times. capitalized. (1.12 – 1.25)
(1.26-1.4)
… … Outstanding Superior
punctuation, and (1.68 – 1.95) incomprehensi ble; or errors
are too plentiful to count. spelling. Four to 10 errors found. (1.96 – 2.23)
1.05 points
Attempts in-text citations an9 reference lists; APA style
errors are noted throughout document; Fails to use APA citations when
appropriate 3 times in document.
(0.98-1.11)
… Good
(0 – 1.67)
0.91 points 0 points
Attempts in-text citatio~s No attempt at and reference
lists; Fails to APA style; or use APA citation when attempts appropriate 4-5
times; or either in-text presents only 1-2 in-text. citations or citations and
reference hst reference list in a paper that requires but omits the APA
citations throughout other. the document.
(0.84 – 0.97)
(0- 0.83)
… … Substandard Failure
Score 18 or more 16 or more 14 or more 12 or more 0 or more
