Business Analysis

Strategy Paper
 Objective: Analyze a business using common strategic development tools
 File Name Format: LastNameFirstName_Strategy Paper
 Font: 12 pt. Times New Roman
 Formatting: APA 7, especially citations, reference list, title page, spacing, and headings.
Abstract not required.
 Length: Long enough to provide all information required in the instructions.
 References: Seven quality sources, with at least three used in the SWOT Analysis section. References from the Environmental Analysis Paper can be used again on this paper. See the References section below for required sources to use for this paper, as well as those that are recommended and those that must be avoided.
 Other: Writing rule penalties found in the syllabus apply.
The paper should follow the format below. Please note that the instructions only use bullet
points for explanatory purposes – do not use bullet points in the submission.

Title page in APA 7 format. Use [Insert business name with brackets removed]: Strategy Paper
as the title. No pictures or graphics on title page.
Introduction (this section not labeled in paper) on a new page
Include this information in paragraph form in the introduction section, but not necessarily in this
order. The introduction section should not be longer than half a page.
 Name of business
 Current number of employees
 Current industry(ies) in which the business operates
 Recent (i.e., last five years) business success (Avoid exaggeration)
 Recent (i.e., last five years) business failure (Do not say they have not had any)
Strategic Groups (Use as an APA 7 Level 1 heading in the paper)
This section should include a total of four distinct examples spread evenly throughout the
two subsections. Examples from the Competition segment of the Environmental Analysis Paper
can be used for this section of the paper.
Please write at least one separate paragraph for each subsection (e.g., one paragraph for
core firms, one paragraph for secondary firms); however, a second paragraph (i.e., one paragraph
per example) for each section is recommended if doing so is warranted and would enhance
readability. Do not define core and secondary firms, instead go straight into the heading and
examples for core firms. Please keep the subsections in the same order as below.
Core Firms (Use as an APA 7 Level 2 heading in the paper)
Two distinct examples and accompanying rationale specific to each individual example
required. The core firms provided should be the two core firms with the most strategic overlap
with the business upon which the paper is based.
 Tip 1: The rationale should be focused on strategy, so for this paper avoid financial
comparisons.
 Tip 2: Core firms are competitors, NOT divisions, departments, products, etc. of the
business upon which the paper is based.
Secondary Firms (Use as an APA 7 Level 2 heading in the paper)
Two distinct examples and accompanying rationale specific to each individual example
required. The secondary firms provided should be the two most threatening secondary firms
based on the strategy being pursued by the business upon which the paper is based
 Tip 1: The rationale should be focused on strategy, so for this paper avoid financial
comparisons.
 Tip 2: Core firms are competitors (i.e., external), NOT divisions, departments, products, etc. of the business (i.e., internal).
SWOT Analysis (Use as an APA 7 Level 1 heading in the paper)
This section should include a total of eight distinct examples with accompanying
rationale distributed throughout the four subsections as detailed below. Make sure that the
examples are truly unique, as opposed to one example explained two different ways. Please keep
the subsections in the same order as below. Please write at least one separate paragraph for each
subsection (e.g., one paragraph for strengths, one paragraph for weaknesses); however, a second
paragraph (i.e., one paragraph per example) for each section is recommended if doing so is
warranted and would enhance readability. Do not explain what a SWOT Analysis is, instead go
straight into the heading and examples for strengths. Do not try to say that an example can fit
into two categories (e.g., “both a strength and weakness” or treating something as both internal
and external). Each example must be distinct.
Important Note on SWOT Analysis Sources: This is to be the student’s own SWOT
Analysis, not the recap SWOT Analysis from a secondary source(s). The first source to be
consulted should be the business’s 10-K, but this source should be combined with at least two
other sources to complete the SWOT Analysis, plus the student’s own critical thinking. Thus, at
least three secondary sources must be used in compiling the SWOT Analysis. Only use
legitimate sources and avoid prohibited sites (see References section below for details). Do not
use “chunks” of direct excerpts from secondary sources, instead use paraphrasing of secondary
sources (with in-text citations) combined with the student’s critical thinking to create a new
SWOT Analysis.
Internal Strengths (Use as an APA 7 Level 2 heading in the paper)
Two distinct examples and accompanying rationale specific to each individual example
required. Examples provided must be important strengths relative to the other strengths of the
business.
 Tip: Strengths must be internal (i.e., something the business has control over or decided
at some point).
Internal Weaknesses (Use as an APA 7 Level 2 heading in the paper)
Two distinct examples and accompanying rationale specific to each individual example
required. Examples provided must be important weaknesses relative to the other weaknesses of
the business.
 Tip: Weaknesses must be internal (i.e., something the business has control over or
decided at some point).
External Opportunities (Use as an APA 7 Level 2 heading in the paper)
Two distinct examples and accompanying rationale specific to each individual example
required. Examples provided must be important opportunities relative to the other opportunities
available to the business.
 Tip 1: Examples from the Environmental Analysis Paper are permitted so long as the
examples are correct.
 Tip 2: Write about examples happening in the external environment that present
opportunities and explain why each is an opportunity for the business, not about
something the business is doing.
External Threats (Use as an APA 7 Level 2 heading in the paper)
Two distinct examples and accompanying rationale specific to each individual example
required. Examples provided must be important threats relative to the other threats facing the
business.
 Tip 1: Examples from the Environmental Analysis Paper are permitted so long as the
examples are correct.
 Tip 2: Write about examples happening in the external environment that represent threats
and explain why each is a threat for the business, not about something the business is
doing.
BCG Matrix (Use as an APA 7 Level 1 heading in the paper)
The section on the BCG Matrix should include a total of three distinct examples with
accompanying rationale. Please write a separate paragraph for each distinct example and format
as specified below. Do not explain what a BCG Matrix is, instead go straight into the heading
and paragraph for the first example.
Important Note on BCG Matrix: The operating (or reportable) segments to be used for
this section of the paper will come from the business’s 10-K report. Go to the report and look for
the operating (or reportable) segments section. Analyze operating segments according to the
BCG Matrix criteria. It is possible for two or more operating segments to fall into the same BCG
Matrix quadrant, just as it is possible for a quadrant to be empty. Analyze according to the BCG
Matrix criteria and report accordingly. Since only three examples are required, at least one
quadrant (or maybe more) will not have an example in the paper. Proper classification into the
quadrants in the analysis is more important than even distribution across the quadrants.
Name of Operating Segment (Name of BCG Matrix Quadrant in parenthesis) (Use as an
APA 7 Level 2 heading in the paper) For example, Footwear (Cash Cow)
One distinct example and accompanying rationale specific to the example as to why it is
a dog, question mark, star, or cash cow.
 Tip: Be sure to offer rationale for the example by only focusing on the two determinants
that matter when labeling operating segments of a portfolio according to the BCG Matrix:
market share and market growth. For example, if indicating the operating segment has
high or low market share, provide supporting evidence as rationale. If indicating the
operating segment has high or low market growth, provide supporting evidence as
rationale.
Name of Operating Segment (Name of BCG Matrix Quadrant in parenthesis) (Use as an
APA 7 Level 2 heading in the paper) For example, Apparel (Star)
One distinct example and accompanying rationale specific to the example as to why it is
a dog, question mark, star, or cash cow.
 Tip: Be sure to offer rationale for the example by only focusing on the two determinants
that matter when labeling operating segments of a portfolio according to the BCG Matrix:
market share and market growth. For example, if indicating the operating segment has
high or low market share, provide supporting evidence as rationale. If indicating the
operating segment has high or low market growth, provide supporting evidence as
rationale.
Name of Operating Segment (Name of BCG Matrix Quadrant in parenthesis) (Use as an
APA 7 Level 2 heading in the paper) For example, Equipment (Dog)
One distinct example and accompanying rationale specific to the example as to why it is
a dog, question mark, star, or cash cow.
 Tip: Be sure to offer rationale for the example by only focusing on the two determinants
that matter when labeling operating segments of a portfolio according to the BCG Matrix:
market share and market growth. For example, if indicating the operating segment has
high or low market share, provide supporting evidence as rationale. If indicating the
operating segment has high or low market growth, provide supporting evidence as
rationale.
Conclusion (Use as an APA 7 Level 1 heading in the paper)
The conclusion section, which should not be longer than one or two paragraphs, should
highlight the most important findings from the SWOT Analysis and the BCG Matrix and
properly conclude the paper.
References (Use as an APA 7 Level 1 heading, beginning on a new page, in the paper)
Seven quality references required. References from the Environmental Analysis Paper
can be used again on this paper. All references must be cited in the body of the paper and be
listed on the reference page. See Appendix A for brief overview of in-text citation and
reference list expectations.
 Required source: Company’s 10-K report
o Tip: The company’s 10-K report is the best starting point for this assignment.
 Suggested sources:
o Business Source Elite database found within Ebscohost on the WLU Library
webpage. Anything found in this database counts as a quality source.
o The company’s official website (go to the “corporate” or “investors” section of the
webpage).
 Tip: Different documents and pages on the company website count as
different sources.
o Business publications such as Bloomberg, Fortune, Forbes, Wall Street Journal,
as well as major news sources such as major newspapers. Such sources are
available on their respective websites, but also via the Ebscohost database.
o The following sites are NOT permitted and will result in a possible significant
reduction of points: Wikipedia, MBA Skool, Fern Fort University, Coursehero,
Chegg, and other similar sites. If a site seems too easy or questionable, that
means that the source is prohibited. When in doubt, ask the instructor.
See Appendix A for brief overview of in-text citation and reference list expectations.
See Appendix B for a checklist of additional tips for enhancing the quality of the paper.
See Appendix C for the grading rubric.
Appendix A
APA Style Expectations
In-Text Citations
Besides giving proper credit to the source and avoiding plagiarism charges, citations allow the
reader to match up this information with a reference on the reference list in the event they want
to learn more. In-text citations generally follow one of the following formats:
 If all or part of the citation is at the end of the sentence the citation should always come
BEFORE the period.
Example: (Schank, Dean, & Cattanach, 2007). not . (Schank, Dean, & Cattanach, 2007)
or . (Schank, Dean, & Cattanach, 2007).
Example: Ford (2003) commented that “DiCarlo’s Pizza is the best ever” (p. 4). not Ford
(2003) commented that “DiCarlo’s Pizza is the best ever.” (p. 4)
 Different types of citations require different components. For example, direct quotes
require an additional component as compared to paraphrasing.
Paraphrasing
(Author[s], year). Example: (Schank, Dean, & Cattanach, 2007)
Direct Quote/Excerpt
(Author[s], year, page [or paragraph number if not page number is available]). Example:
(Schank, Dean, & Cattanach, 2007, para. 4)
Special Situations
If a year is not available, put n.d. in the year spot to mean “no date” is
available. Example: (Schank, Dean, & Cattanach, n.d.)
If an organization, not a person, is the author, list the organization in the author spot.
This will be the case with the 10-K report. Example: (Enron, 2001)
If a person or organizational author(s) is not listed, insert the first two to three words of
the title of the reference inside quotation marks in the author spot. Make sure to put the
comma inside the quotation marks. Example: (“Building better businesses,” 2007)
Reference List
Key elements of the reference list for this paper include:

1. Every reference cited in the paper should be on the reference list and vice versa.
2. References should be in alphabetical order.
3. Properly format the references based on type of source. Besides the APA Manual,
   another great source is the Purdue OWL website.
4. APA style reference lists use a hanging indent. Hanging indentation can be done by
   doing the following:
5. Drag the mouse over the text to indent so that it is highlighted.
6. Right click
7. Select “Paragraph”
8. Select “Hanging” under the “Special” pull-down menu. Making sure the “By”
   box is set at “.5”
   Correct Example
   Zaharia, N., Kaburakis, A., & Pierce, D. (2016). U.S. Sport Management Programs in Business
   Schools: Trends and Key Issues. Sport Management Education Journal, 10(1), 13-28.
   http://dx.doi.org/10.1123/SMEJ.2015-0007
   Incorrect Examples
   Zaharia, N., Kaburakis, A., & Pierce, D. (2016). U.S. Sport Management Programs in
   Business Schools: Trends and Key Issues. Sport Management Education Journal, 10(1), 13-28.
   http://dx.doi.org/10.1123/SMEJ.2015-0007
   Zaharia, N., Kaburakis, A., & Pierce, D. (2016). U.S. Sport Management Programs in Business
   Schools: Trends and Key Issues. Sport Management Education Journal, 10(1), 13-28.