SWOT and set up of a new division of a company

SWOT and set up of a new division of a company


In this project, you will complete an external and internal analysis of Biotech. You will research the cosmetic industry and use the Company Profile 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: Research, Critical Thinking, Writing

Outcome Met by Completing This Assignment


The Executive Director for the new Asia Division, has been asked by Max Barney to put together, and present in a memo to him, a business unit strategy that will be a guide for the next year as the new division moves forward. The Executive Director will be working with the 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 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

A Business Unit 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.

Phase I

This week, the group from GoTo Consulting has been tasked with conducting internal and external analysis of the cosmetics 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 cosmetic industry; a PESTLE analysis using the location the group 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 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) they will use during their 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 cosmetics industry. These goals should begin to define 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 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 5 goals established as critical during entry into the cosmetics industry.

Instructions for Completing Phase I of the Business Unit Strategy

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 will understand the intent of the information.

Step 2: Answer the Following

To conduct the analysis, use grading rubric to ensure specific information is included.

  • Conduct a SWOT Analysis of Biotech and the cosmetic industry;
  • Conduct a PESTLE Analysis of the cosmetic industry;
  • Conduct a Porter’s Five Forces Analysis
  • You will provide explanations for the results of each of the three analyses using research and the course material. The analysis will provided specific details – generalizations are unacceptable.
  • Identify the 5 major goals the Business Unit Strategy should look to attain, with explanations as to the importance of each goal and why the goals are relevant to the Business Unit;
  • Identify a minimum of three objectives (per goal) necessary to accomplish each goal. Explain why the objective fits the goal.

Step 3: 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 4: 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 Paper

Create a Word or Rich Text Format (RTF) document that is single-spaced, with double spaces between paragraphs. Use 12-point font. The final product will be 4-5 pages in length excluding the title page and reference page. Write clearly and concisely.

Completing the Project

In order to complete this project, 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 the grading rubric for the project. Use the grading rubric while completing the project 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….
  • Contractions are not used in business writing, so do not use them.
  • Paraphrase and do not use direct 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 marks 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.
  • Provide the page or paragraph number (required) when using in-text citations. If using the eBook, use the Section title.
  • You are expected to use the case scenario, Biotech Company Profile, and weekly course material to develop the analysis and support the reasoning. The expectation is that you provide a robust use of the course material and demonstrate thorough research of the cosmetic industry. The only external source material used is in relation to the research on the cosmetic industry. 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.
  • Use a wide array of the course reading as well as sources from your research. The research should focus on information related to the cosmetic industry.

Learning Activity 1: Location


Group 1 with a 3 to 1 vote has selected to nominate Japan as the location for the new division. We have outlined our major points for this decision below.

  • Easy access to distribute and receive goods to and from the entire world.
  • High potential for growth for Biotech companies.
  • Highly qualified workers in local area

We did also have a strong argument for Vietnam with the main points being:

  • Centrally located in Asia
  • A predicted raise in GDP from $2,546 in 2018 to $18,000 in 2035


Learning Activity 2: Candidate

Group 1 with a 3 to 1 vote has selected to nominate Michelle Constance as the manager for the new division. We have outlined our major points for this decision below.

  • Has experience working in the Asian market
  • Has experience with marketing
  • Has experience as a manager
  • Has experience in cosmetics production

We did also have a strong argument for Jessica Solan as the manager of the new division with the main points being:

  • Does not micro-manage
  • Education
  • Overseas experience
  • Personal drive

This paper must use the area and Department Manager agreed on by group 1

About Biotech:

Recently, Geraldine Barney Garrett, the granddaughter of Wilford Barney who held the reins of the R&D department for Biotech Health and Life Products in 1965, retired and Geraldine’s own granddaughter, Melanie Malone, took over the department. Melanie is qualified for the job. She was a Phi Beta Kappa graduate of the University of Maryland College Park with a double major in Botany and Food Science. She minored in Business Management. She had worked in the plant in Chicago every summer since High School and had reproduced and revised all her grandmother’s and great-great grandmother’s recipes. Starting full-time at 22 years of age Melanie got along with everyone in the department but at 27 Geraldine thought she may be too young to assume the position, but Melanie has shown strong managerial and leadership qualities since stepping into the role. Melanie wants the company to be a leader in innovative ways to be a sustainable company using green technologies as well as friendly to the environment, animals, and human health.

Maximillian Barney, the President, CEO and Wilford Barney’s grandchild, decided the challenge of deciding on a location for the new Cosmetic Division as well as the search for a Division Director would fall on Melanie. Since Melanie is passionate about keeping business focused on all-natural products and developing ecofriendly packaging, Max felt Melanie would ensure the company would bring in someone who would seek innovative, green, and sustainable ways to effectively bring Biotech into this new venture, while also ensuring the products are designed, developed, tested and delivered with the organization’s mission and vision in mind.

Melanie has contracted a small minority owned consulting firm, GoTo Consulting, to conduct research on the best location for this new plant that meets all the expectations of Biotech and also has the ability to launch these new products per Melanie’s mandates for green sustainability and innovation. A group has been assembled within the firm to decide on a location for the plant. Melanie has narrowed her preferences down to India, Japan, and Vietnam and wants the firm to present the best option to her.

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