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 contr.

1. 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

2. 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

3. 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.

4. 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

5. 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 now were part of the Biotech nutraceutical market. 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 $20 billion in sales. The growing interest in the

6. bio-nutraceutical
marketplace was catching the attention of the big
pharmaceutical companies.
Glaxo, Merke and Dupont began a massive shift to the new
biotech business
products.
Currently sales for the company are at $35 billion. Maximillian
Barney is still
President and CEO. The stock is still held by the family and all
senior management
positions are held by family members.
Current Company Vision: To help provide everyone with the
healthiest life possible
in the most natural of ways.
Current Mission: To develop products that are safe, effective,
affordable and
natural with the customer’s health always their primary goal.
Current Fact Sheet
Headquarters Yonkers, New York
Worldwide web address www.biotechlife.com
President Maximillian Barney
2016 Gross Sales US$ 35 billion
Employees 35,000 in 6 countries worldwide

7. Manufacturer Operations
United States Detroit, Michigan, Baltimore, Los Lunas,
New Mexico, Chicago, Illinois and Atlanta,
Georgia
Europe Wittllch, Germany, Ireland
Asia Pending Decision
South and Central America and Caribbean Sao Paulo, Brazil
Canada Product
Lines
Major Competitors
Alberta, Canada
Protein and Fitness; Personal Care,
Nutraceuticals, Vitamins and Food
Supplements, Cosmetics (Pending)
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

8. Nutrition International, Nestle
Cosmetics- Pending
Current Business Philosophy
http://www.biotechlife.com/
Biotech has determined its long-term goal planning pattern
should be no longer than
3 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

9. Biotech is looking to expand to the growing Asian market 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 European division but there is a great
demand for the product in
Asia so it was decided by senior leadership that a strong
manufacturing and sales
presence within the continent would bring in yet another
increase in sales, and would fall
under the control of a new Executive Director for the Asian
Division. The company wants
to bring a greener footprint to their new Asian facility than what
many competitors have
and view this as an opportunity to gain market share; as well as
the introduction of new
products not yet available in North America and Europe. This
would provide a good test
case for new products and many Asian nations are considered
leaders in innovative
technology.
Product Development
Biotech is looking to develop its cosmetic and food lines. The
company currently has lip
balms but seeks to make a line of lipsticks, foundation, powder,
eye makeup and cleaners
made from natural ingredients. Development of products using
natural ingredients is
under consideration.
Current Eco Sustainability Commitments
Currently, Biotech has commitments to build housing for

10. 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 the new
Asian facility. It is believed
that US controlled resources are ignoring these product
preferences and are thus

11. 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

12. 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 North
American
Division
Executive
Director
European
Division
Executive Director
Asia Division
(Pending)
Executive
Director South
America Division

13. Instructions
BMGT 364 Project 1 (Week 4) Asia Division Business Unit
Strategy Management Plan – Phase 1
NOTE:All submitted work is to be your original work. You may
not use any work from another student, the Internet or an online
clearinghouse. You are expected to understand the Academic
Dishonesty and Plagiarism Policy, and know that 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. (Students are
held accountable for in-text citations and an associated
reference list only).
Purpose
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
· employ effective planning processes to develop strategies,
goals, and objectives in order to enhance performance and
sustainability
·
Instructions:

14. The new Executive Director for the new Asia Division, has been
asked by Max Barney to put together, and present 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 to be laid out as
follows and developed in three phases. In the first phase,
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, and Biotech’s future in the industry; as well as
developing the business strategy for Biotech as they move
forward. You will need the Biotech Company Profile to
complete the analysis.
This week the group from GoTo Consulting has been tasked
with conducting internal and external analysis of the cosmetics
industry, and Biotech’s future in the industry; as well as
developing the business strategy for Biotech as they move

15. forward. 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 tools 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

16. 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 to 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

17. 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/firs
t-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, but puts 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 courses readings to develop the analysis and
support the reasoning. The expectation is that you provide a
robust use of the course readings and demonstrate thorough
research of the cosmetic industry. The only external source

18. 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.
Rubric Name: Project #1 Asia Business Unit -Phase 1 20%
Introduction
1 point
Writes an introduction that captures the reader's attention,
explains the purpose of the presentation clearly, correctly, and
concisely.
(0.9 - 1.0)
0.85 points
Writes an introduction that explains the purpose of the
presentation correctly but needs minor clarity or development.
(0.8 - 0.89)
0.75 points
Writes an introduction that provides a general idea of the
purpose of the presentation. Needs more development.
(0.7 - 0.79)
0.65 points
Writes an introduction that provides a general idea of the
purpose of the presentation or needs significant development.
(0.6 - 0.69)
0 points
No attempt at presenting an introduction.

19. (0)
/ 1
Development of SWOT Analysis
3 points
Response demonstrates understanding of all components of a
SWOT analysis and includes insightful and complete analysis of
all four quadrants of the chosen company’s SWOT. Minimum of
four items are listed per quadrant. A discussion of how the
company can turn a weakness into strength and takes advantage
of an opportunity is clearly detailed. All elements correctly
presented and reasoning and conclusions made are well
supported with the course material, case scenario facts and
thorough and correct research. i
(2.7 - 3)
2.55 points
Response demonstrates understanding of all components of a
SWOT analysis and includes analysis of all four quadrants of
the chosen company’s SWOT. Minimum of three items are
listed per quadrant. A discussion of how the company can turn a
weakness into strength and takes advantage of an opportunity is
clearly detailed OR response demonstrates understanding of
most components of a SWOT analysis. A discussion of how the
company can turn a weakness into strength and take advantage
of an opportunity is detailed. Analysis needs minor
development and/or correction. Uses course material, facts
from case scenario and research but analysis needs more support
of reasoning/conclusions made an evidence of research.
(2.4 - 2.69)
2.25 points
Response demonstrates understanding of all components of a
SWOT analysis and includes analysis of the quadrants of the
chosen company’s SWOT. Minimum of two items are listed per

20. quadrant. A discussion of how the company can turn a weakness
into strength and takes advantage of an opportunity is provided
OR response is generic and not insightful. How the company
can turn a weakness into a strength and turned into an
opportunity is mentioned but not detailed. Analysis needs some
development or several errors noted. Limited use of course
material, case scenario facts and research that does not well
support reasoning and conclusions – may rely on facts only.
(2.1 - 2.39)
1.95 points
Response demonstrates some understanding of the components
of a SWOT analysis and attempts an analysis of all four
quadrants of the chosen company’s SWOT. Minimum of two
items are listed per quadrant. A discussion of how the company
can turn a weakness into strength and takes advantage of an
opportunity is provided OR not all the areas of the SWOT are
addressed. List is generic and not insightful. How the company
can turn a weakness into strength and take advantage of an
opportunity barely touched on or incorrectly presented.
Analysis needs significant development or many errors noted.
Little use of course material, case scenario facts and research
or course material/facts from case scenario presented but does
not support reasoning and conclusions.
(1.8 - 2.09)
0 points
Little to no attempt at presenting a SWOT analysis.
(0 - 1.79)
/ 3
Development of PESTLE Analysis
3 points
Includes all 6 elements of the PESTLE, explains each element,
and provides insightful analysis that emphasizes how each
element affects the business and its success, and identifies

21. various stakeholders and how they impact the business or are
impacted by the business. All elements correctly presented and
reasoning and conclusions made are well supported with the
course material, case scenario facts and significant research.
(2.7 - 3)
2.55 points
Includes all 6 elements of the PESTLE, explains each element,
and provides an analysis about how each element affects the
business and its success, and identifies various stakeholders and
how they impact the business or are impacted by the business
but minor development and/or correction is needed. Uses
course material, facts from case scenario and some research but
analysis needs more support of reasoning/conclusions made.
(2.4 - 2.69)
2.25 points
Includes all 6 elements of the PESTLE, explains each element,
and provides an analysis about how each element affects the
business and its success, and identifies various stakeholders and
how they impact the business or are impacted by the business
but analysis needs some development or several errors noted.
Limited use of course material, case scenario facts, and
research that does not well support reasoning and conclusions –
may rely on facts only.
(2.1 - 2.39)
1.95 points
Attempts most elements of the PESTLE but does not
demonstrate a clear understanding of how each element affects
the business and its success. May discuss several of the
elements of the PESTLE in detail but not all of them. Analysis
needs significant development or many errors noted. Little use
of course material, case scenario facts and research or course
material/facts from case scenario and some research presented
but does not support reasoning and conclusions.

22. (1.8 - 2.09)
0 points
Does not discuss the PESTLE or does not discuss several of the
elements.
(0 - 1.79)
/ 3
Development of Porter's Five Forces
3 points
Response demonstrates understanding of all components of
a Five Forces analysis and includes insightful analysis of the
competition of the business. Minimum of four items are listed
per force. All elements correctly presented and reasoning and
conclusions made are well supported with the course
material,case scenario facts and research.
(2.7 - 3)
2.55 points
Response demonstrates understanding of all components of
a five forces analysis and includes insightful analysis of all
forces of the company. Minimum of three items are listed per
force. Analysis needs minor development and/or
correction. Uses course material, facts from case scenario and
some research, but analysis needs more support of
reasoning/conclusions made.
(2.4 - 2.69)
2.25 points
Response demonstrates understanding of all components of
a five forces analysis and includes analysis of the forces.
Minimum of two items are listed per quadrant. Analysis needs
some development or several errors noted. Limited use of
course material, case scenario facts and research that does not
well support reasoning and conclusions – may rely on facts
only.

23. (2.1 - 2.39)
1.95 points
Attempts to demonstrate an understanding of all components of
a five forces analysis and attempts analysis of all forces of the
company; or presents minimum of two items are listed per
force. Analysis needs significant development or many errors
noted. Little use of course material, case scenario facts and
research or course material/facts/from case scenario & research
presented but does not support reasoning and conclusions.
(1.8 - 2.09)
0 points
Little to no attempt at presenting a five forces analysis.
(0 - 1.79)
/3
Goals
3 points
Identifies the 5 major goals the Business Unit Strategy should
look to attain providing thorough explanations as to the
importance of each goal and why the goals are relevant to the
Business Unit. All elements correctly presented and reasoning
and conclusions made are well supported with the course
material and case scenario facts.
(2.7 - 3)
2.55 points
Identifies the 5 major goals the Business Unit Strategy should
look to attain providing explanations as to the importance of
each goal and why the goals are relevant to the Business Unit.
Analysis may need minor development and or corrections; uses
course material and facts from case scenario but analysis needs
more support of reasoning/conclusions made or four major goals
correctly presented.
(2.4 - 2.69)

24. 2.25 points
Attempts to identify the 5 major goals the Business Unit
Strategy should look to attain providing explanations as to the
importance of each goal and why the goals are relevant to the
Business Unit but analysis needs some development or several
errors noted or limited use of course material AND case
scenario facts that do not well support reasoning and
conclusions – may rely on facts only or only three major goals
presented correctly.
(2.1 - 2.39)
1.95 points
Attempts to identify the 5 major goals the Business Unit
Strategy should look to attain providing explanations as to the
importance of each goal and why the goals are relevant to the
Business Unit but Goals are incorrect or analysis needs
significant development or many errors noted; course material
OR case scenario facts but not both; only one or two major
goals presented correctly.
(1.8 - 2.09)
0 points
Little to no attempt identify the 5 major goals the Business Unit
Strategy should look to attain providing thorough explanations
as to the importance of each goal and why the goals are relevant
to the Business Unit. What is presented is incorrect or based on
opinion rather than presenting reasoning that is supported by
either course material or case scenario facts.
(0 - 1.79)
/3
Objectives
2 points
Identifies a minimum of 5 objectives per identified goals to
accomplish the goal with thorough and correct explanations of

25. why the objectives fit the goal that are well supported with the
course material AND facts.
(1.8 - 2)
1.7 points
Identifies a minimum of 4 objectives per identified goals to
accomplish the goal with thorough and correct explanations of
why the objectives fit the goal that are well supported with the
course material and facts OR presents 5 objectives that are not
well supported with the course material AND facts.
(1.6 - 1.79)
1.5 points
Identifies a minimum of 3 objectives per identified goals to
accomplish the goal with explanations of why the objectives fit
the goal that are supported with the course material and facts
OR presents 4 objectives that shows an attempt to provide
support.
(0.805 - 0.91)
1.3 points
Identifies a minimum of 2 objectives per identified goals to
accomplish the goal with explanations of why the objectives fit
the goal that are supported with the course material and facts
OR presents 3 objectives that shows an attempt to provide
support.
(1.2 - 1.39)
0 points
Does not identify objectives or only identifies one objective per
identified goals to accomplish the goal or list objectives or list
objectives failing to explain why the objectives fits the goal.
(0 - 1.19)
/ 2
Attention to Instructions

26. 2 points
The paper contains completion of all major assignment tasks.
The paper also includes completion of all minor aspects of the
assignment such as use of page/paragraph number, third person
writing, required use of course readings, outside sources if
needed, and assignment format.
(1.8 – 2)
1.7 points
The paper contains completion of all major assignment tasks.
The paper missed one minor aspect of the assignment such as
use of page/paragraph number, third person writing, required
use of course readings, outside sources if needed, and
assignment format.
(1.6 – 1.79)
1.5 points
The paper missed one major assignment task or two minor
aspects of the assignment.
(1.61 – 1.83)
1.3 points
The paper missed two major assignment, one major assignment
task & one minor tasks, or three or more minor aspects of the
assignments.
(1.2 - 1.39)
0 points
The paper missed three or more major assignment tasks.
(0 - 1.19)
/2
Writing Mechanics
2 points
Strictly adheres to standard usage rules of written English using
paragraphs and sentence rather than bullets, including but not

27. limited to capitalization, punctuation, run-on sentences, missing
or extra words, stylistic errors, spelling and grammatical errors.
No contractions or jargon used. Zero to two errors noted.
(1.8 - 2)
1.7 points
Excellently adheres to standard usage of mechanics:
conventions of written English, including capitalization,
punctuation, and spelling. Three to six errors noted.
(1.6 – 1.79)
1.5 points
Satisfactorily adheres to standard usage rules of mechanics:
conventions of English, including capitalization, punctuation,
and spelling. Seven to 10 errors noted.
(0.805 – 0.91)
1.3 points
Minimally adheres to standard usage rules of mechanics:
conventions of written English, including capitalization,
punctuation, and spelling. More than 10 errors found.
(1.2 - 1.39)
0 points
Does not adhere to standard usage rules of mechanics:
conventions of written English largely incomprehensible, or
errors are too plentiful to count.
(0 - 1.19)
/2

28. APA Style (6th ed.)
1 point
1 - 2 APA style or usage errors; Proper citation of source
material is used throughout the slides and note section;
Reference titles follow APA with only the first word, the first
word after a colon and proper nouns capitalized. Uses in-text
citations throughout slides without missing any material taken
from source material.
(0.9 - 1.0)
0.85 points
Attempts in-text citations and reference list but 3 - 4 APA style
errors noted in slides or note section, or fails to use APA
citations when appropriate 1 - 2 times throughout slides and
note section.
(0.8 – 0.89)
0.75 points
Attempts in-text citations and reference lists; APA style errors

29. are noted throughout slides and note section with 5 - 6 errors
noted; Fails to use APA citations when appropriate 3 - 4
times in slides and note section.
(0.7 - 0.79)
0.65 points
Attempts in-text citations and reference lists; Fails to use APA
citation when appropriate 5 - 6 times in slides and note section;
presents a total of 1 - 2 in-text citations and reference list
in slides or note section when requires APA citations are needed
throughout the presentation.
(0.6 – 0.69)
0 points
No attempt at APA style; or attempts either in-text citations or
reference list but omits the other.
(0 – 0.59)
/1
Above Average
18 points minimum
Sufficient
16 points minimum
Developing
14 points minimum
Needs Improvement
12 points minimum
Failure
0 points minimum