Phase I This week, 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 location 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) the company will use during its initial product line launch. In addition to the internal and external analysis, you have been tasked with identifying four (4) 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 the Internet. A zero will result if used as the analysis has to be the result of your research and your own development. 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 Syllabus module; SWOT Strengths Weaknesses Opportunities Threats 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 the Internet. A zero will result if used as the analysis has to be the result of your research and your own development. 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. A zero will result if such an analysis is used as the analysis has to be a result of your research. Step 5: Goals and Objectives Using the results of the PESTEL, SWOT, Five Forces: 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 5 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 Biotech’s five major competitors in the infant formula industry;Using Biotech’s three competitors 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? Step 7: 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 8: 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 Analysis 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 7-9 pages in length excluding the title page and reference page. Write clearly and concisely. Do not exceed 9 pages. Completing the Analysis In order to complete this Business Analysis, 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 and use the grading rubric while completing the exercise 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/first-second-and-third-person. 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. You may not use more than four consecutive words from a source document, as doing so would require direct quotation marks. Changing words from a passage does not exclude the passage from having quotation marks. If more than four consecutive words are used from source documents, this material will not be included in the grade and could lead to allegations of academic dishonesty. You are expected to use the case scenarios and weekly course material to develop the analysis and support the reasoning. There should be a robust use of the course material along with thorough analysis of potential location information. 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. Changing words from a passage does not exclude the passage from having quotation marks. If more than four consecutive words are used from source documents, this material will not be included in the grade and could lead to allegations of academic dishonesty. 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.
bmgt_364_company_profile_2019.pdf
phase_1.docx
week_2.docx
Unformatted Attachment Preview
Biotech Health and Life Products
Company Profile
Welcome to Biotech!
The assessment projects for this class will examine different facets of the leadership of
Biotech Health and Life Products, Inc. You will be exploring leadership within Biotech
with the driving question of “what skills does a Biotech leader need to lead the company
now and in the future?”
History
Wilford Barney was a young apprentice working for Peter Ulan, owner of a small
apothecary shop in Yonkers, New York. During his apprenticeship, Barney created a
general energy elixir that was based on a home remedy of his mother’s back in Ireland.
The elixir was produced specifically for many of Ulan’s special customers. Made of all
natural ingredients the elixir provided B12 and other vitamins to promote a healthy
immune system. The energy boost was noticeable after only a week’s use. The
reputation of the elixir grew.
In 1922, Barney took over Ulan’s apothecary shop renaming the business, Barney’s
Apothecary. At that time, Barney decided to bottle his elixir and sell the formula to
everyone rather than selected customers. Barney also gave bottles of the elixir to local
peddlers who sold the product along with their wares receiving a commission on each
bottle they sold. By 1929, the product was well known in Yonkers. Encouraged by the
success in Yonkers Barney decided to branch out to New York City.
In 1932, Barney built a small manufacturing plant near the store where he mixed and
bottled the elixir for sale. By 1934, Barney expanded sales by putting the elixir in a quarter
of the apothecary shops in New York City. Sales were booming and customers inquired
about other products that Barney’s had.
In 1936, Barney started a new product called Night Relief, another of his mother’s recipes.
This product offered relief from night sweats and anxiety caused by menopausal
symptoms or nerves. When this product proved a “secret success” with the ladies, Barney
decided to bring his mother, Irene, from Ireland, and put her to work making new natural
products. With his mother’s help, Barney grew the business into a small but successful
manufacturer of natural “life products”. Barney coined “life products” because the
products tracked natural life events in the human body and attempted to improve the
customer’s discomfort in dealing with them.
The name of the company was changed to Barney’s Elixir and Life Products. The
business continued to grow and with his mother’s death in 1938 the company had a gross
revenue of $178,000 a year. The depression took a toll on company profits but people
still needed the boosts to their health and were able to afford Barney’s products as
opposed to the medicine offered by doctors and hospitals. During World War II the
company supplied the troops with a natural caffeine (Stay Clear) product that would keep
soldiers awake for long periods of time and heighten their mental alertness. Government
contracts derived from Stay Clear boosted the revenue of the company considerably and
ushered in a new wave of interest of natural products.
By 1950 Barney turned over the reins of the daily operations of the business to his children
but remained on the Board of his family owned company. By this time, the company had
expanded its manufacturing plants and sales nationally to include Detroit, Michigan, Los
Lunas, New Mexico, Chicago, Illinois and Atlanta, Georgia. The revenue of the company
was now close to 2.5 million dollars.
In the 1960’s the social climate in America had changed and pharmaceutical companies
took on greater importance in the treatment of people’s health. The discovery of new
drugs and better health care shifted the confidence in the American perspective away
from natural products to traditional western medicine. Although the counter culture of
America still supported natural supplements, popularity for Barney’s products waned.
In 1965, Wilford’s granddaughter, Geraldine, took over the Research and Development
Department (R&D) after receiving a degree in chemistry from Harvard. She had been
trained as a child by her grandmother, Wilford’s mother, and knew how the recipes should
look. However, she had new ideas and with the approach of the 1970’s, was ready to
join the “Anjolie perfume commercial” lifestyle depiction of a 70’s women that “they could
bring home the bacon and fry it up too.”
Due to the downturn in sales by 1970, the company turned to other countries for its sales
base. Starting in Germany and other European countries where natural products are
highly credible, Barney began to license the sale of the company’s products to local
manufacturers. The name recognition grew and by the 1980’s the company was grossing
over 4 million dollars in gross sales. The company moved to overseas operations and
manufactured in Germany. Wilford Barney died in 1981 shortly after seeing his first
grandchild, Maximillian Barney, take over the President’s positon of the company.
Studying the trends in the 1990’s about the resurgence of natural health products “Max”
as he liked to be called, decided it was time for Barney’s to focus on the new interest in
homeopathic and natural products especially at home in America where sales were static.
In 1996, Max, wanting to get a sleeker and more modern feel to the company’s products
changed the company name and logo. No longer was Barney’s a mom and pop operation
but is an international business. Barney’s Elixir and Life Products was now Biotech Health
and Life Products. While the products would continue to show the old Barney logo, for
name recognition the new logo would take prominence on the packaging.
By 2000 the company was grossing about 1.1 billion in sales with an increase in market
share. By 2012, Biotech had a 20% market share of the supplement business with
Approximately $25 billion in sales. The company is interested in expanding into infant
formula.
.
Currently sales for the company are at $45 billion. Maximillian Barney is still
President and CEO. The stock is still held by the family and all senior management
positions are held by family members.
Current Company Vision: To help provide everyone with the healthiest life possible
in the most natural of ways.
Current Mission: To develop products that are safe, effective, affordable and
natural with the customer’s health always their primary goal.
Current Fact Sheet
Headquarters
Worldwide web address
President
2016 Gross Sales
Employees
Yonkers, New York
www.biotechlife.com
Maximillian Barney
US$ 45 billion
38,000 in 6 countries worldwide
Manufacturer Operations
United States
Battle Creek, Michigan, Albuquerque, New Mexico,
Elkton, Maryland, Peoria, Illinois and Atlanta, Georgia
Europe
Asia
South and Central America and Caribbean
Canada Product
England, France, Netherlands
Sapporo, Japan
Salvador, Brazil
Calgary, Canada
Lines
Protein and Fitness; Personal Care, Vitamins and
Food Supplements, Infant Formula (Pending)
Major Competitors
Protein and Fitness-GNC,
Personal Care- Nestle Skin Care- Galderma, SA;
Glaxo, Merke, General Mills.
Vitamins and Food Supplements- GNC, Natures Plus,
Natrol, Nature’s Way, Nature’s Bounty, Hain Celestial
Group, Inc, Schiff Nutrition International, Nestle
Current Business Philosophy
Biotech has determined its long-term goal planning pattern should be no longer than
three years. Three years seems more flexible than the seven year planning pattern
previously used as change in the business climate is making it imperative to be more
flexible. The need for innovation and competitive advantage ideas are the main focus
for the next two years along with the company’s commitment to becoming a triple bottom
line company. Sustainability both for profit and planet is foremost in the minds of the
leadership. The development of a triple bottom line company is in the best interest
of the company because of the need to keep a strong natural product image link to
the community and the desire for the company to be socially responsible. Protection
of the suppliers and control over product quality is critical to the development of a sound
“life product.”
Current Growth Plans
Business and Sales
Biotech is looking to expand and is exploring the opening of a new manufacturing, sales,
and distribution facility in the next year. Currently, products are sold through t h e U S
a n d i t s European division but there is a great demand for its current product in Malaysia
and China as well as in the United States. It was decided by senior leadership to explore
a potential manufacturing and sales presence in these three areas, which would potentially
increase sales and would fall under the control of a new Executive Director. As in keeping
with the all-natural products, the company wants to bring a greener footprint to its new
facility going beyond what many competitors have in place. This as an opportunity to gain
market share; and introduce a new product line. This effort would provide a good test case
for new products that would position Biotech as a leaders in innovative technology.
Product Development
Biotech is looking to develop an infant food line. The company has recently expanded
and is now interested in pursuing infant formula.
Current Eco Sustainability Commitments
Currently, Biotech has current commitments to build housing for several communities
in Brazil and India where natural pharmaceutical ingredients are produced. The program
reflects the company’s strong commitment to making the company a triple bottom line
company by the year 2021.
Innovation and Adaptability
Development of organizational structure and culture changes are being made to introduce
more collaborative decision making as well as bringing the divisions closer together in the
area of shared resources and communication. The emphasis is to encourage the
exchange of ideas, create an environment that fosters new ideas and makes change
easier in implementation of initiatives. Biotech is concerned that the stateside
organization is driving the other overseas divisions and that new ideas are being
encouraged because of the cultural differences in staff.
Customer innovation
workshops run by the various divisions have highlighted that R&D in Europe and
Australia see differences in consumer preferences from US consumer preferences, and
Biotech would like to incorporate this knowledge in its future facility. It is believed that US
controlled resources are ignoring these product preferences and are thus impeding
overseas sales. Corporate leaders are trying to examine how to answer this cultural gap.
Current Corporate Culture
Being a family owned business, Barney’s new image has made the family a little less
cohesive since it seeks to be a sleeker less clan like organization. Still the family leaders
are committed to keeping the family history as a symbol for the company. It is believed
that the family cultural connection gives support to collaborative decision making
something the Company has been successful in promoting throughout the organization.
It is also seen by the owners that their family and employees makes up the company’s
customers. The family wants to encourage a customer centric culture, one that allows
employees to see everything through the perspective of the customer and to make
decisions with the customer’s view always paramount. Furthermore, there would be a
companywide accountability to the customer in all departments. The owner wants a
workforce that gives an extraordinary customer experience in every product it makes.
Current Organizational Structure
This company has a geographical division structure. However, within each division is a
functional structure with production and sales at the hub. R&D, HR, IT and Finance have
small staff in each division whose primary job is to liaison with headquarters to implement
the decisions made by them.
Above all the Divisions is the President and CEO
Maximillian Barney Housed in headquarters is the R&D,
HR, IT, and Finance Divisions
Executive
Director South
America Division
Executive
Director North
American
Division
Executive
Director
European
Division
Executive Director
New Division
(Infant Formula)
BMGT 364 Project 1 (Week 4) Goals, Objective and Competitive Analysis Business
Analysis – Phase 1
Purpose
In this project, you will complete an external and internal analysis for Biotech and the industry
in which it operates. You will research the infant formula industry and use the Company Profile
as one resource 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:
•
employ effective planning processes to develop strategies, goals, and objectives in order
to enhance performance and sustainability
Instructions:
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 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
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.
Phase I
This week, 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 location 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) the company will use during its initial product line launch.
In addition to the internal and external analysis, you have been tasked with identifying four (4)
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
the Internet. A zero will result if used as the analysis has to be the result of your
research and your own development.
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
Syllabus module;
SWOT
•
•
•
Strengths
Weaknesses
Opportunities
Threats
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 the
Internet. A zero will result if used as the analysis has to be the result of your research
and your own development.
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. A zero will result if such an analysis is used as the analysis
has to be a result of your research.
Step 5: Goals and Objectives
Using the results of the PESTEL, SWOT, Five Forces:
•
•
•
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 5 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 Biotech’s five major competitors in the infant formula industry;
Using Biotech’s three competitors 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?
Step 7: 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. …
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