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Instructions 
Stand-Alone Project: Industry Analysis (300 points)
Each assignment in this course focuses on a different portion of an
industry analysis. The activities and discussion questions serve as
an introduction to the process of critically evaluating a
corporation, one of its direct competitors, and the industry as a
whole which constitute a thorough and complete industry analysis.
Your MB609 Capstone Project will be a complete industry analysis
including a publicly traded company, its industry, and two of its
competitors. (Be sure that you keep your textbook from this course
as well as all of the projects you write.)
This Industry Analysis project (MB601) is an introductory project
to prepare you for the Capstone Project (MB609). At this time you
will only analyze a publicly traded company and its industry (none
of its competitors will be analyzed). To begin this project, select
a publicly traded corporation to study. In other words, you should
be able to purchase stock in the corporation you select. The
corporation must be large enough for the business and trade press
to have written about it, but not so large that the amount of
available information is overwhelming making your ability to
suggest innovative recommendations for the corporation’s survival
and success. Consequently, make sure that you do not choose one in
which any and all potential strategies and recommendations have
been discussed at length in the press. A table of contents and a
bibliography listing only those works that you cited in your
analysis is required. Your Stand-Alone Project responses should be
both grammatically and mechanically correct, and formatted in the
same fashion as the project itself. If there is a Part A, your
response should identify a Part A, etc. In addition, you must
appropriately cite all resources used in your response and document
in a bibliography using APA style. (300 points) (A 20-page response
is required for the combination of Parts A through H.)
First, collect the following documents and information.
1.      The corporation’s annual report
2.      At least 15 business or trade articles concerning the
current status of your corporation and predictions of its future
success
3.      Information on your corporation’s CEO and Board of
Directors
4.      Information about the industry in general, including major
players, consumers, trends, etc.
Next, thoroughly read the information and documents you collected
on your company and its industry. As you read, make notes on the
topics listed below, synthesize the information, and analyze the
current state of the corporation and its industry. This synthesis
and analysis process is essential to build your conceptual skills
which are to be further developed as you proceed through the MBA
Program. It is the goal of an MBA program to build your conceptual
skills which are required for management positions which oversee a
variety of departments, specialists, and projects.
Following the outline below, write your analysis of your
corporation and its industry.
Part A  CEO Profile and Assessment of Effectiveness  (30 points)
        1.      Profile your CEO’s qualifications (experience,
education, etc.) as well as why  this person was selected and the
circumstances that created the CEO vacancy.
        2.      Students should relate the CEO’s qualifications as
it applies to the type of 
 strategy the company has elected to follow and the type of CEO
that typically is success in achieving that strategy.
        3.      Discuss the impact that the CEO has made on the
organization thus far and why.
                 
Part B  Board of Directors Profile and Analysis:  This section
includes a wealth of information regarding the role that the Board
of Directors plays in your organization. (40 points)
        1.      You should discuss the manner in which the Board of
Directors is nominated and selected, the way in which the Board is
organized and why, and the way in which the Board utilizes or
matches the trends in corporate governance that are listed in the
text.
        2.      You should evaluate and identify the strengths and
weakness of the Board of
Director’s composition with respect to their affiliation (who they
really work for and that company’s relationship to your
corporation), diversity, experience in the industry and the
company, insiders/outsiders, etc.
        3.      Also, evaluate the changes in members to the Board
in the last five years.  If there have been changes, do those
changes (new board members with different attributes and
affiliations) suggest a change in your corporation’s strategy,
target markets, etc.?  Are these changes in any way indicative of a
new strategic move?
                 
Part C  Industry Assessment (30 points) 
        1.      Evaluate your corporation’s competitive position
within its industry using Porter’s model:  threat of new entrants,
suppliers, buyers, rivalry, substitutes, and other stakeholders.
        2.      You should include a discussion of the other
factors considered crucial to the industry’s survival.  Suggestions
include industry dynamics, industry structure, life cycle,
strategic groups, and other elements as necessary.
                 
Part D  Direct and Indirect Competition:  Using the information
provided in your text related to competitive intensity and the
types of competitor information available, identify the competition
with respect to your corporation.  Identify the nature of their
competitive relationship – similarity in products, strategy, etc. 
At least two (2) competitors for each category should be discussed.
 (40 points)
                 
Part E  Internal Strengths and Weakness:  Evaluate your corporation
using the VRIO provided in your textbook.  (40 points)
                 
Part F  External Opportunities and Threats:  Evaluate your
corporation’s competitive environment for opportunities and threats
using the TOWS matrix.  (40 points)
                 
Part G  Overall Competitive Position:  Briefly evaluate the state
of your corporation’s competitive position within its industry. 
(40 points)
                 
Part H  Recommendations (40 points) 
        1.      Make two (2) recommendations for increasing your
corporation’s shareholder wealth in the future.  This includes
ensuring long term survival as well as meeting and exceeding your
shareholders expectations for the generation of their wealth in the
short term and the long term.
        2.      Your two (2) recommendations should be well
supported by information contained in your written analysis and
your supporting information should be specifically identified in
this section to justify your recommendations.
        3.      Your two (2) recommendations should be accompanied
by your expectations for your corporation and its industry if your
recommendations were adopted.  Your expectations should include the
impact to the industry structure, the likely response of
competitors, and both positive and negative consequence should be
identified.

 

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