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SWOT analysis

Project 1: Planning

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BMGT 364 Project 1 (Week 3) – Planning and the SWOT Analysis Project 1 is due on the last day class week 3, Tuesday, at 11:59 p.m., eastern time. Purpose   The purpose of this project is to introduce you to the planning process and to complete a SWOT analysis to determine a company’s strengths, weaknesses, opportunities and threats.  Using the information gathered to complete the SWOT, you will begin to build a Strategic Plan identifying and discussing the company’s goals and objectives. Outcome Met by Completing This Assignment Employ effective planning processes to develop strategies, goals, and objectives in order to enhance organizational performance and sustainability.  Instructions and Case Background Note: Before starting work on Project I, you must read the Project 1 rubric very carefully.  You are requested to complete Project 1 in the role of a recent business degree graduate, newly hired by Silver Airways.  Your manager has requested your assistance in conducting a SWOT analysis and developing the goals and objectives for a strategic plan. The strategic plan is necessitated by Silver Airways’ CEO requesting an assessment of the airline’s ability to become a “major U.S. airline” and the subsequent steps it needs to take to make that happen.    You will use the course materials for weeks 1 – 3 and your research findings based on the Silver Airlines’ links below. This information will allow you to perform an analysis on the current state of Silver Airways to determine its strengths, weaknesses, opportunities, and threats toward becoming a major US airline.    You will complete a SWOT table identifying the strengths, weaknesses, opportunities, and threats you identified for Silver Airlines. Based on your SWOT table, you will then develop and explain your goals and their related objectives.    Your manager has informed you of the following facts: Florida-based Silver Airways recently announced its acquisition of Seaborne Airlines, headquartered in Puerto Rico.  Expanding its flight routes within the Caribbean, makes the company the highest volume airline to the Bahamas and the Caribbean.  In addition to its Bahama and Caribbean flights, Silver Airways serves the southeast and a few northeast states. Your manager has provided you with the links found below and indicated that route expansion, a new fleet of aircraft and the acquisition of Seaborne Airlines should be considerations in your analysis. Of course, the focus of your analysis is Silver Airways and not Seaborne Airlines. Your analysis, SWOT table, goals and objectives must be supported by a logical and well-reasoned evaluation of the facts ascertained from the course materials and links provided.   Research Links Silver AirwaysSeaborne AirlinesSilver Airways/SeaborneAirwaysSilver Airways Announces Major Strategic Growth Developments and New Leadership You may do additional research related to Silver Airways to enhance your SWOT analysis, SWOT Table and goals and objectives. Note:  Your report must be based on the results of your own research. This means that you will research and draw your own conclusions, which must be supported by your independent research and the course materials. You are precluded from the use of any existing SWOT analysis, SWOT Table, and goals and objectives ascertained from anyone else’s source material (e.g., internet sites, for-pay websites, existing documents, video resources, and the like).  A zero will be earned for not doing your own analysis. How to Set Up the Paper Create a Word or Rich Text Format (RTF) document that is double spaced.  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.  Create an compliant title page that provides the paper’s title, your name, the course number, the section number and your instructor’s name. Use the following headings in the same order they appear below in completing your project: Introduction 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 explaining the main points covered in 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.  The introduction is often written after the paper is completed. SWOT Table Using the research from the websites provided and any additional research, complete a SWOT Table for Silver Airways using the format below.Provide a minimum of three strengths, three weaknesses, three opportunities and three threats. See the grading rubric for specifics and further guidance.Provide an in-text citation for each item presented in the SWOT Table. Strengths Weaknesses                 Opportunities Threats                 SWOT Analysis:  Silver Airways Write a paragraph for each quadrant (Strengths, Weaknesses, Opportunities, Threats) in the SWOT explaining the rationale for each of the criterion (Strengths, Weaknesses, Opportunities, Threats)  within each SWOT quadrant.  Support your reasoning. Remember, there must be a minimum of three criteria in each quadrant.  Be certain to label each of the four paragraphs at its start as the paragraph that is discussing Strengths, Weaknesses, Opportunities, or Threats.     Goals and Objectives You will now begin to build the framework for the Strategic Plan to be developed. Identify and explain three (3) major goals that the company should attain based on its acquisition of Seaborne Airlines,  with explanations as to the importance of each goal and why the goals are relevant to the company’s long-term goal of becoming a major US airline. For each goal, you will then define and discuss at least two objectives for each goal.Make sure to use the research and course materials to support your analysis.  STUDENTS: The formatand framework for your goals and objectives must be as follows:    STRATEGIC GOAL 1: Must be written as a goal with a brief explanation of support for that goal.  *Objective 1:   *Objective 2:  *Students will provide at least two objectives to support each Strategic Goal. Objectives must be stated so as to be clearly linked to the strategic goal they support. A brief explanation for each objective’s relevance to the goal it supports must be provided.    STRATEGIC GOAL 2: Must be written as a goal with a brief explanation of support for that goal.  *Objective 1:   *Objective 2:  *Students will provide at least two objectives to support each Strategic Goal. Objectives must be stated so as to be clearly linked to the strategic goal they support. A brief explanation for each objective’s relevance to the goal it supports must be provided.    STRATEGIC GOAL 3: Must be written as a goal with a brief explanation of support for that goal.  *Objective 1:   *Objective 2:  *Students will provide at least two objectives to support each Strategic Goal. Objectives must be stated so as to be clearly linked to the strategic goal they support. A brief explanation for each objective’s relevance to the goal it supports must be provided.    Conclusion Create a concluding paragraph.  The conclusion paragraph highlights the major findings covered in the paper.        List References                                                          Use the checklist below to ensure your paper’s compliance with assignment instructions. .   Checklist Specific Project Requirements   Proofread your paper. Ensure your topic headings and format follow the above sequence.    Read and use the grading rubric while completing the paper 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 quotations.  Paraphrase means you do not use more than four consecutive words from a source document.  Removing quotation marks and citing is inappropriate.  Instead put a passage from a source document into your own words and attribute the passage to the source document.  There should be no passages with quotation marks.  Using more than four consecutive words from a source document would require direct quotation marks.  Changing words from a passage does not exclude the passage from having quotation marks.        You are expected to use the research and weekly course materials to develop the analysis and support the reasoning.   There should be a robust use of the course material.  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.      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 problem set unless part of the course material.  Also, do not use a dictionary, Wikipedia or Investopedia or similar sources.   Provide the page or paragraph number in every in-text citation. Since the eBook does not have page numbers, include the chapter title and topic heading.  If using a video, provide the minutes and second of the cited material. Step 3:  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.  Where Turnitin is available students are encouraged to modify their paper where warranted to bring the paper into compliance with proper citation requirements.) 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 (see syllabus), 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, 7th Ed. (Students are held accountable for in-text citations and an associated reference list only). 

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Rubric Name: Project #1 Planning (15%)

This table lists criteria and criteria group name in the first column. The first row lists level names and includes scores if the rubric uses a numeric scoring method.Criteria

Equivalent to an A

Equivalent to a B

Equivalent to a C

Equivalent to a D

Equivalent to an F

Criterion Score

Introduction

3 points

Writes an introduction that captures the reader’s attention, gives context to the paper, and builds to the thesis (in the last sentence of the introduction) that defines all of the main points to be discussed in the paper.  

(2.7 – 3)

2.55 points

Writes an introduction that provides a general context to the paper, has a thesis statement and somewhat discusses main topics but is vague or does not cover all main topics. 

(2.4 – 2.6)

     

2.25 points

Writes an introduction that provides context to the paper and presents main topics covered in the paper but this information is not presented in a thesis statement but throughout the first paragraph.

(2.1 – 2.3)

1.95 points

Attempts to write an introduction but has little to no context to the paper; the thesis is missing main points or no thesis statement provided.  

(1.8 – 2.0)

0 points

No attempt to write an introduction.

(0)

/ 3

SWOT Table

15 points

Correctly identifies five or more strengths,  weaknesses, opportunities and threats from the research and course materials that fit the company. Those SWOT items that do not fit the category are not counted.  If one or more category has fewer items, then the count, grade  is in the category to the right.

(13.5 – 15)

12.75 points

Correctly identifies four strengths, four weaknesses, four opportunities and four threats from course materials and  research that fit the company. Those items that do not fit the category are not counted.  If one or more category has fewer items, then the count, grade  is in the category to the right. 

(12 – 13.4)

11.25 points

Correctly identifies three strengths, three weaknesses, three opportunities and three threats from the course materials and research that fit the company. Those items that do not fit the category are not counted.  If one or more category has fewer items, then the count, grade is in the category to the right. 

(10.5 – 11.9)

9.75 points

Correctly identifies two  strengths, weaknesses,  opportunities and threats using research or course materials.  Those items that do not fit the category are not counted.  If one or more category has fewer items, then the count, grade is in the category to the right. 

(9 – 10.4)

0 points

Provide less than two strengths, weaknesses,  opportunities and threats or makes little attempt at creating the SWOT table.  

(0 – 8.9)

/ 15

SWOT Analysis – Paragraph per element.

18 points

Analysis demonstrates thorough understanding of all components of a SWOT analysis with thorough explanation of table elements and includes complete analysis of all four quadrants supported with the course materials and research.

(16.2 – 18)

15.3 points

Analysis demonstrates understanding of components of a SWOT analysis explanation of table elements   and includes analysis of all four quadrant supported using course materials and research; but needs some development.

(14.4 – 16.1)

13.5 points

Analysis is provided that demonstrates some understanding of a SWOT analysis  and includes some analysis of the elements included in the four quadrants  supported using some course materials and  research.  Significant development is needed or several omissions or errors noted.

(12.6 – 14.3)

11.7 points

Attempts to present an analysis demonstrating some understanding; little use of explaining the table elements; seldom uses course materials OR research; Major development needed.

(10.8 – 12.5)

0 points

Little to no attempt at presenting a SWOT analysis.

(0 – 10.7)

/ 18

Goals Identify and explain three (3) major goals that the company should look to attain, with explanations as to the importance of each goal and why the goals are relevant to the company’s strategy.

15 points

Thoroughly and correctly identifies and discusses three (3) major goals that the company should look to attain, with explanations as to the importance of each goal and why the goals are relevant to the company’s strategy supported with the course materials and research.

(13.5 – 15)

12.75 points

Identifies and discusses three (3) major goals that the company should look to attain, with explanations as to the importance of each goal and why the goals are relevant to the company’s strategy supported with the course material and research; some development needed or 1 goal incorrectly presented.

(12 – 13.4)

11.25 points

identifies and discusses three (3) major goals that the company should look to attain, with explanations as to the importance of each goal and why the goals are relevant to the company’s strategy supported with the course materials and research; significant development needed or 2 goals incorrectly presented.

(10.5 – 11.9)

9.75 points

Attempts to identify  and discuss goals the company should look to attain; little to no explanation for each goal and why the goals are relevant to the company’s strategy supported with little or no course material or research; major development needed or 3 goals incorrectly presented. 

(9 – 10.4)

0 points

Little to no attempt to identify the major goals that the company should look to attain.  What is presented are not goals.

(0 – 8.9)

/ 15

Number of Objectives

6 points

Correctly identifies a minimum of 4 specific objectives per goal.

(5.4 – 6)

5.1 points

Correctly identifies a minimum of 3 specific objectives per goal.

(4.8 – 5.3)

4.5 points

Correctly identifies a minimum of 2 specific objectives per goal.

(4.2 – 4.7)

3.9 points

Identifies a minimum of 1 specific objectives per goal; attempts more but they are incorrect.

(3.6 – 4.1)

0 points

Fails to present specific objectives. What is presented are not objectives.

(0 – 3.5)

/ 6

Objectives

15 points

Explanations of why the objectives fit the goal  are thorough and correctly supported with research.

(13.5 – 15)

12.75 points

Explanations of why the objectives fit the goal that are supported with research; needs some development.

(12 – 13.4)

11.25 points

Explanations of why the objectives fit the goal that are supported with research; needs significant development.

(10.5 – 11.9)

9.75 points

Explanations of why the objectives fit the goal that are not supported with the research or shows little evidence of reasoning; needs major development.

(9 – 10.4)

0 points

Does not present  explanations for objectives or what is presented is incorrect or mostly incorrect.

(0 – 8.9)

/ 15

Conclusion

3 points

In a clear and concise manner, comprehensively concludes the paper by restating/ summarizing the main findings  covered in the paper and reflects on the importance of the arguments made.  

(2.7 – 3)

2.55 points

In a clear way  concludes the paper by restating/ summarizing the main findings;  some development is needed. 

(2.4 – 2.6)

2.25 points

Concludes the paper by somewhat restating/ summarizing the argument.  Attempts to bring in some explanation or general idea of the main findings of the paper but needs significant development.

(2.1 – 2.3)

1.95 points

Presents a conclusion but may be irrelevant to the main findings of the paper OR does not discuss the main findings of the paper. 

(1.8 – 2)

0 points

Fails to present restatement/ summarization of argument.

(0 – 1.7)

/ 3

Attention to Instructions

10 points

The paper contains all major assignment tasks.  The paper also includes completion of all required elements (Word or rtf file, third person writing, paraphrasing, no more than four consecutive words from source, no contractions, page/paragraph numbers/Chapter Titles). 

(9 – 10)

8.5 points

The paper contains all major assignment tasks.  The paper missed one minor element (Word or rtf file, third person writing, paraphrasing, no more than four consecutive words from source, no contractions, page/paragraph/numbers/Chapter Titles).  

(8 – 8.9)

7.5 points

One major assignment tasks or two minor elements of the assignment missed.

(7 – 7.9)

6.5 points

Two major assignment tasks and/or three  minor elements of the assignments missed.

(6 – 6.9)

0 points

Three or more major assignment tasks missed OR four or more minor elements missed.

(0 – 5.9)

/ 10

Writing Mechanics

10 points

Strictly adheres to standard usage rules of written English using paragraphs and sentence rather than bullets, including but not limited to capitalization, punctuation, run-on sentences, missing or extra words, stylistic errors, spelling and grammatical errors. No jargon used. Few writing errors noted.

(9 – 10)

8.5 points

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

(8 – 8.9)

7.5 points

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

(7 – 7.9)

6.5 points

Minimally adheres to standard usage rules of mechanics: conventions of written English, including capitalization, punctuation, and spelling. More than 7 errors found.

(6 -6 .9)

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 – 5.99)

/ 10

APA Style (7th ed.)

5 points

Excellent use of APA style; few usage errors; Proper citation of source material is used throughout paper; Reference titles follow APA with only the first word, the first word after a colon and proper nouns capitalized.

(4.5 – 5)

4.25 points

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

(4 – 4.4)

3.75 points

Uses in-text citations and reference lists; but 3 – 4 APA style errors  noted or fails to use APA citations when appropriate 3 – 4 times.

(3.5 – 3.9)

3.25 points

Attempts in-text citations and reference lists; but 5 – 6 times style errors noted or fails to use APA citations when appropriate 5-6 times.  Seldom uses APA.

(3 – 3.4)

0 points

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

(0 – 2.9)

/ 5

Rubric Total ScoreTotal

/ 100

  

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