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Write an Introduction paragraph

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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;
  • 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.

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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 and Competitive Analysis:

  • 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 3 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 the Biotech’s three major competitors;
  • Using Biotech’s three competitors and 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?

Scenarios: WK1


  1. Location

In the 20th Century, many organizations focused on goals, cost, and efficiency in production to keep a business profitable.  In today’s business environment, for businesses to remain sustainable a competitive advantage must be maintained either by price, new product ventures, location, innovation in the marketplace, etc.

You will begin to put together the process of bringing a new product line into Biotech’s business model to stimulate growth in a new product sector, infant formula, while remaining true to the company’s current Mission “To develop products that are safe, effective, affordable and natural with the customer’s health always their primary goal.”

This new Infant Formula Division of Biotech will be located in a U.S. location or overseas and the company intends for it to be a leader in the use of sustainable products using the latest innovations for production and delivery to our global customers.

Consider this information:

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

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

Melanie has contracted a small minority owned consulting firm, Expert Foods Consultants, to conduct research on the best location for the new plant that meets Biotech’s expectations.  The consultancy firm is also able to launch the new products per Melanie’s mandates for green sustainability and innovation.  A group has been assembled within the firm to decide on a location for the plant.  Melanie has narrowed her preferences down to Ohio, United States, Malaysia, and China and wants the firm to present the best option to her.

  1. Candidate

In week 1 the question, “Who is a manager and what is their job in an organization?” was asked.  As Biotech launches a new product division to design, develop and deliver infant formula globally, the company will need to bring in someone to manage this division.  The desire from Melanie Malone, the head of R&D who has been tasked with identifying the person to lead this new division, is that the new Executive Director for the Infant Formula Division will be open to new innovative ways to develop green and sustainable products that will not only be popular among the traditional Biotech customer base, but will also be the face of the organization when marketing the products.  Partnering with the small consulting firm, Expert Foods, Melanie will be vetting three potential candidates who will jump right in and begin the development of management plans that will be used to establish the new division.  A senior representative from the firm was on the panel for the interview, and the transcripts of the interview have been given to the Expert Foods team that is helping Melanie with her tasking. The new Executive Director will be a Manager of the 21st Century who will be able to incorporate the values, culture and traditions of Biotech with the values and traditions of the host nation employees that will be hired as managers and employees.

In addition, the Executive Director will be the face of the marketing brand in the beginning and this new employee will need to be able to motivate not only the employee base on these new products but also motivate a new customer base for Biotech on the ‘difference’ Biotech will bring to the infant formula industry.   Currently, the infant formula industry has a lot of well established companies, and a strong entry will be key to grab market share.  Innovative and well made products, good marketing, and a clear strategy will be critical to the strong entry, so bringing in a strong director will be key.


Sloan Jessie

Sloan has been working as the Deputy Executive Director of the European Division for the last year mainly focused on helping the Protein and Fitness branch become more environmentally and human friendly.  Sloan currently holds a BS in Chemical Engineering from State College and her MBA from UMUC.  Prior to her current position with Biotech Sloan was a production manager for the New Mexico facility for eleven years and was regarded highly within the employee ranks as a fair manager who was inclusive in her decision making.  This allowed her to keep her employees involved in the daily operations of the plant and helped foster a cohesive workforce.  On her resume she discusses her research in organic ingredients becoming a major reason for the ascension of Biotech in Europe’s list of environmental and human friendly companies.  Prior to joining Biotech twelve years ago Sloan spent one year as an intern for a small non-profit company researching the long-term effects of soy based and animal based products imported from Asia. During her initial screening, Sloan admitted she currently does not have any marketing experience to help be the face of the new product, but has a strong desire to work on those skills and believes she has the managerial and leadership qualities to guide the team to success regardless.  Sloan stated in her cover letter that though she only has twelve years of experience she would be a great fit for this executive position not just due to her familiarity of Biotech; their core values; understanding of their mission and vision; but also her desire to see Biotech become a leader in sustainable production with a focus on being environmentally and human friendly.  Her degree in chemical engineering paired with the desire stated previously, would also allow her to focus on finding ways for Biotech to become the leader in quality, clean infant formula products.

Maddie Cooper

Maddie has spent the past 25 years working or Little Ones Formula, a mid-sized infant formula company currently operating out of New Jersey, which recently was bought out by a large health food company looking to expand to formula. The past 2 years Maddie was serving as the Vice President of Operations and Marketing where, according to her statements in the interview, she was instrumental in helping Little Ones gain a 12% increase year over year in market share.  Before being named as a VP for Little Ones, Maddie worked for 10 years as a Regional Director for Asia responsible for importing ingredients from Singapore. During her run as a Regional Director she was responsible to make visits to the production plants in Malaysia and China to ensure compliance to company, federal, and local safety and production regulations. She credited her success in that role due to her strict management style of ensuring she was able to be a part of each plants decision making regardless of how small the issue.  She did this thru modern communication channels that allow personnel to work remotely from anywhere in the world. The previous 13 years with the company were spent rising up the ladder starting with the company in the production line at the New Jersey plant where the company got its start.  During her interview Maddie stated that Biotech should consider getting into the infant formula industry with less focus on sustainability and green initiatives as it can be a difficult industry for new entrants and just make quality products with animal and soy based milk.  Once established the company could begin to move to being more environmentally and human friendly as well as introducing products like non-GMO formulas and others.  She stated she is an ‘old school’ manager who was able to have success in Asia due to her ‘hands on’ approach.  Maddie stated in her cover letter that she is an experienced executive with a track record of success.

Bentley Hughes

Bentley is the current owner, along with his wife Pam, of Hughes Infant Supplies, focusing on organic infant products, with over $400M in sales annually.  Biotech recently agreed to purchase the company and Bentley is to receive a position within the organization as part of the purchase agreement; his wife Pam will take over as Director of Operations for the Biotech’s Personal Health operations.  Max has asked Melanie to vet Bentley carefully to see if maybe this position would be a good fit for his executive level management and leadership skills.  Max also believes that since ‘Bentley can run his own company he should be able to run a new division’.  The purchase of the company by Biotech has a stipulation that Bentley must be provided with a ‘high level’ position within the organization.  Seventeen years ago, prior to starting his company, Bentley was an officer in the US Navy working in logistics, and his wife worked for a local pharmaceutical company.  During Melanie’s conversations with Bentley, he admitted that he handled the operations and financial side of the company for many of its initial years and Pam led the marketing campaigns that helped the company grow exponentially for the first few years, and then allowed them to maintain steady growth after that.  However, he believes that since he has been leading Hughes through its growth that he could easily manage Biotech into a new venture.  Bentley spent 10 years in Japan as a Logistics Officer with the Navy, which is where he met his wife who was a Japanese citizen at the time.  Bentley believes he has the cultural awareness to be successful in Asia or the U.S., and since he is guaranteed a position with the company, he feels this would be the perfect fit and the remaining interview process for this position should be merely a formality. 



Scenarios: WK2

With the selection of a new Executive Director for Infant Formula Division within Biotech, it is time for to look at how the new division will function within Biotech.  There will be many factors for the Director to consider while planning the future, to include both short and long term plans.  Biotech will need to begin the process of establishing a strategy for the division specifying goals and objectives to follow to succeed early in the project.  However, Biotech needs to understand that nothing is possible without the proper personnel in place to see this strategy to fruition.

Expert Foods Consultants has been retained to continue its partnership with Biotech working on the Infant Formula Division but instead of working with Melanie, will now assist the new Director.  As the team lead, you will be traveling extensively with the new Director to the other major divisions spending time directly with the directors and getting to know their strategies for maintaining a well-oiled group while meeting the mission and vision.

Getting to know Biotech’s leadership teams will be critical as well as doing so will allow the Expert Foods consultants to help with the vetting of potential leaders. The new Infant Formula Director has asked you to help identify the types of leadership qualities the organization will need to have in place to help the new division align with the mission and vision of the organization as well as Melanie’s desire for a more sustainable future by being an environmentally and human friendly company. 

There are several elements that result from the planning stage, one of which is the development of long-term goals.  Long-term goals are set by the owners, leaders or upper management depending on the structure, size or type of organization.  Long-term goals reflect the big-picture goals and objectives are directly related to the purpose and vision that the leaders and owners develop.  In today’s change-dominated business environment long-term goals are set to be accomplished in 2-3 years’ time as opposed to the previous century’s 5-10 years.

Long-term goals are often created through planning and strategizing. The process begins with the vision and mission of the business.  To understand the concepts of vision and mission and role of each in the planning process, you will take the role of the leader and formulate the vision and mission of an organization.

  • With the addition of a new division and, more importantly, a new product line senior leadership has determined that the current Mission and Vision statements may not be as relevant as they once were.  Max has tasked you as the team lead from Expert Foods Consultants to present a more relevant Mission and Vision statement to reflect Biotech’s growing presence but also its desire to be a leader in sustainability and green products.

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.

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