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Purpose: This assignment is the first of three assignments. Students 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 position in a competitive market.

Monitoring competitors’ performance is a key aspect of performing an external environment analysis. This assignment provides students the opportunity to evaluate the competitive position of one of the organizations listed below and integrate that information in an External Factor Evaluation (EFE) matrix and Competitive Profile Matrices (CPM).

Instructions:

Students will perform an external analysis on an industry where a company from the list below operates and competes.

o Sales Force o Cerus o The ExOne Company o Solar City o Teradata

The PowerPoint should focus on factors related to the company’s industry and the environment that it and its competitors make. The factors to measure are those identified in SWOT, 5 Forces, PESTEL, EFE, and CPM.

In completing the assignment, students will perform research on the selected company, its industry, and its competitors and respond to the required steps below:

Step 1: Create a PowerPoint Presentation. The final product will be no longer than 20 slides including the title page and reference page. Students will use the note section of the PowerPoint to discuss, explain and support the reasoning for information presented in each slide.

Step 2: Review assignment grading rubric.

Step 3: In completing the assignment, students are required 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. Both in-text citations and an associated reference list are required. View the sample APA paper under Week 1 content. Students may also look under Course Resources>>Student Toolbox for APA resources.

Step 4: Complete an External Environmental Analysis:

Use tools, concepts and information from your own research to perform an external analysis of the company’s environment. Include the following:

 Company overview  Industry analysis

2) Competitive analysis. [Use the company’s closest competitors plus the selected company.]

3) Techniques Analysis: PESTEL, Five Forces, OT from SWOT, EFE, and CPM.

 Trends: Discuss trends significant to the industry and company and discuss key areas of uncertainty related to trends or events that potentially could impact the company’s strategy.

 Utilize the Notes section to support each slide

Step 5: Using the grading rubric, ensure all required elements are represented in the presentation.

Step 6: Proofread for organization, spelling, and grammar and completeness.

 Use the spell check in MS PowerPoint as a first measure;  Have someone who has excellent English skills to proof the presentation;

Step 7: Submit the presentation in the Assignment Folder.

Grading Rubric for Assignment 1

Criteria

Outstanding

Superior

Good

Substandard

Failure

Company

Overview

2.25 points

Company overview is accurately and comprehensively discussed.

(2.025 – 2.25)

1.9125 points

Company overview is accurately present and most areas are thoroughly discussed.

(1.8 – 2.024)

1.6875 points

Company analysis is mostl y accurate; some areas are thoroughly presented but others may need clarification or additional information.

(1.575 – 1.79)

1.4625 points

Company overview was attempted but key points were missing or superficially presented.

(1.35 – 1.574)

0 points

Failed to perform a company overview.

(0 – 1.349)

Content:

Industry

Analysis

2.25 points

Industry analysis was presented accurately and comprehensively; includes PESTEL analysis, Five Forces, analysis of strategic groups, ideas that can be borrowed

1.9125 points

Industry analysis is present accurately and most areas are developed including PESTEL analysis, Five Forces; analysis of strategic groups, ideas that can be borrowed from strategic groups,

1.68755 points

Industry analysis is mostly accurate; some areas are thoroughly presented but others may need clarification; PESTEL and Five Forces is

1.4625 points

Attempted to perform an industry analysis but key points were missing or superficially presented.

(1.35 – 1.574)

0 points

Failed to perform an industry analysis.

(0 – 1.349)

from strategic groups, gaps in industry that could lead to opportunities.

(2.025 – 2.25)

gaps in industry that could lead to opportunities.

(1.8 – 2.024)

discussed but could be more thorough, strategic groups mentioned; gaps mentioned but opportunities not fully addressed.

(1.575 – 1.79)

Content:

Competitive

Analysis

2.25 points

Competitive analy sis was performed accurately and comprehensively; identified competitors, competitor product/service; competitor strengths and weaknesses; strategies used by each competitor to achieve their objective; market outlook.

(2.025 – 2.25)

1.9125 points

Competitive analysis i s accurately present and most areas are thoroughly discussed.

(1.8 – 2.024)

1.6875 points

Competitive anal ysis is mostly accurate; some areas are thoroughly presented but others may need clarification.

(1.575 – 1.79)

1.4625 points

Competitive analysis was attempted but key points were missing or superficially presented.

(1.35 – 1.574)

0 points

Failed to perform a competitive analysis.

(0 – 1.349)

Content:

External

Environment –

Techniques and

Tools

2.25 points

Four or more techniques and tools were accurately and comprehensively used with thorough explanations.

(2.025 – 2.25)

1.9125 points

Three techniques and tools were accurately and comprehensively used with thorough explanations; four or more techniques and tools used but may not have been depicted accurately or comprehensively.

(1.8 – 2.024)

1.6875 points

Two techniques and tools were accurately and comprehensively used with thorough explanations; three techniques and tools used but may not have been depicted accurately or comprehensively .

(1.575 – 1.79)

1.4625 points

One technique or tool was accurately and comprehensively used with thorough explanations; two techniques or tools used but may not have been depicted accurately or comprehensively.

(1.35 – 1.574)

0 points

Failed to use tools.

(0 – 1.349)

Content:

Trends

2.25 points

Trend analysis is accurately and comprehensively discussed.

(2.025 – 2.25)

1.9125 points

Trend analysis is accurately present and most areas are thoroughly discussed.

(1.8 – 2.024)

1.6875 points

Trends analysis is mostly accurate; some areas need clarification or more thoroughness.

(1.575 – 1.79)

1.4625 points

Discussion of trends was attempted but key points were missing or superficially presented.

(1.35 – 1.574)

0 points

Failed to discuss trends.

(0 – 1.349)

Critical

Thinking/Reasoni

ng

3.75 points

Comments reflect a highly accomplished level of analysis, synthesis, evaluation and reasoning of the case material and case study facts resulting in accurate, thorough, and soundly reasoned conclusions.

(3.375 – 3.75)

3.1875 points

Comments reflect an excellent level of analysis, synthesis, evaluation and reasoning of the case material and case study facts resulting in accurately reasoned conclusions .

(3 – 3.374)

2.8125 points

Comments reflect a satisfactory lev el 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 demonstrates insight into reasoning.

(2.625 – 2.99)

2.6 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.

(2.25 – 2.624)

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 draw little to no conclusions. (0 – 2.249)

Slides Creation

and Transition

1.25 points

Presentation flows well and logically; transitions are smooth, interesting and enhance

1.0625 points

Presentation flows well; smooth transitions used on most slides

(1 – 1.124)

0.9375 points

Presentation flows well; smooth transitions used on some slides

0.8125 points

Presentation is unorganized; very few transitions and/or they distract from presentation

0 points

Presentation has no flow; no transitions used

(0 – 0.74)

presentation

(1.125 – 1.25)

(0.875 – 0.99) (0.75 – 0.874)

Application of

Resources

3.75 points

Presents exceptionally well- supported arguments or positions with evidence from the readings/experien ce; ideas go beyond the course material and recognize implications and extensions of the material and concepts.

(3.375 – 3.75)

3.1875 points

Presents excellent arguments or positions that are mostly supported by evidence from the readings and course content; ideas presented demonstrate understanding of the material and concepts.

(3 – 3.374)

2.81225 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.

(2.625 – 2.99)

2.4375 points

Arguments are frequently illogical and unsubstantiated; Limited use of facts in case study and essential information presented in course readings.

(2.25 – 2.624)

0 points

Arguments lack meaningful explanation or support of ideas. Does not provide facts presented in case study.

(0 – 2.24)

Attention to

Instructions

1.25 points

Demonstrates exceptional understanding of

1.0625 points

Demonstrates excellent understanding of

0.9375 points

Demonstrates satisfactory understanding of

0.8125 points

Fails to show a firm understanding of requirements; missed

0 points

Fails to demonstrate understanding of assignment

requirements responding completely to each aspect of assignment including minor aspects of the assignment such as using third person writing, required use of course readings, and assignment format. (1.125 – 1.25)

requirements; missed one minor aspect of assignment.

(1.0 – 1.124)

requirements; missed a key element or two minor aspects of assignment.

(0.875 – 0.99)

two key elements or several minor aspects of assignment.

(0.75 – 0.874)

requirements.

(0 – 0.74)

Writing

Mechanics

2.5 points

Strictly adheres to standard usage rules of written English, including but not limited to capitalization, punctuation, run- on sentences, missing or extra words, stylistic errors, spelling and grammatical errors. No errors found. No contractions or

2.125 points

Excellently adheres to standard usage of mechanics: conventions of written English, including capitalization, punctuation, and spelling. One to three errors found.

(2.0 – 2.249)

1.875 points

Satisfactorily adheres to standard usage rules of mechanics: conventions of English, including capitalization, punctuation, and spelling. Four to 10 errors found.

(1.75 – 1.99)

1.625 points

Minimally adheres to standard usage rules of mechanics: conventions of written English, including capitalization, punctuation, and spelling. More than 10 errors found.

(1.5 – 1.749)

0 points

Does not adhere to standard usage rules of mechanics: conventi ons of written English largely incomprehensible; or errors are too plentiful to count.

(0 – 1.49)

jargon used.

(2.25 – 2.5)

APA Style (6th

ed.)

1.25 points

No APA style or usage errors; Proper citation of source material is used throughout presentation; Reference titles follow APA with only the first word, the first word after a colon and proper nouns capitalized.

(1.125 – 1.25)

1.0625 points

Attempts in-text citations and reference list but one or two APA style errors noted or fails to use APA citations when appropriate 1-2 times.

(1.0 – 1.124)

0.9375 points

Attempts in-text citations and reference lists; APA style errors are noted throughout document; Fails to use APA citations when appropriate 3 times in document.

(0.875 – 0.99)

0.8125 points

Attempts in-text citations and reference lists; Fails to use APA citation when appropriate 4-5 times; or presents only 1-2 in-text citations and reference list in a presentation that requires APA citations throughout the document.

(0.75 – 0.874)

0 points

No attempt at APA style; or attempts either in-text citations or reference list but omits the other.

(0. – 0.74)

Overall Score

Outstanding

22.5 or more

Superior

20 or more

Good

17.5 or more

Substandard

15 or more

Failure

0 or more

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