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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
Instructions: You recently graduated with a bachelor’s degree in business. You are a new hire at Silver Airways and your manager has asked you to assist him with building a Strategic Plan to reach the goal of merging with an airline carrier serving the Northeast US. Using the course materials (weeks 1 – 3) and research on Silver Airways, you will create a SWOT table and conduct a SWOT analysis on the current state of Silver Airways to determine its Strengths, Weaknesses, Opportunities, and Threats. You will then identify goals, explain these goals and identify and explain objectives for each goal. Your manager has provided you with the following information about Silver Airways. Silver Airways recently announced its purchase of Seaborne Airlines that is based in Puerto Rico. Expanding its flight routes within the Caribbean, makes the company the highest volume airline to the Bahamas and the Caribbean from Florida. In addition to its Bahama and Caribbean flights, Silver Airways serves the Southeast and a few Northeast states. In answering the requirements, you will support the reasoning and conclusions made, which means you will explain ‘why and how’ rather than relying on making statements. This is a most important requirement so do not overlook it. Research Review the links below to learn more about each airline, the merged map of flights, and the strategic plan that led to the merger. Note that specific information about Seaborne Airlines may not be relevant to answering the questions below.
You may do additional research related to Silver Airways. Make sure to take notes and do not take the research lightly as the more research you do the more you will understand Silver Airways and the better the SWOT analysis will be. Note:Your report is based on the results of the research performed and not on any prepared documentation or website with SWOT information. What this means is that you will research and draw your own conclusions that are supported by the research and the course materials rather than the use any source material that puts together a SWOT, goals or objectives whether from the Internet, for-pay websites or any pre-prepared document, video or source material. 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 a title page that provides a title, your name, the course number and section number and instructor’s name. Use the following headings and instructions to complete the project: Introduction
SWOT Table
SWOT Analysis: Silver Airways
Goals and Objectives
This framework must have the following items. STRATEGIC GOAL 1 Identification and explanation of Strategic Goal 1 – Provided by the student Strategic Objectives: Students will define and discuss at least two objectives to drive the Strategic Goal STRATEGIC GOAL 2 Identification and explanation of Strategic Goal 2 – Provided by the student Strategic Objectives: Students will define and discuss at least two objectives to drive the Strategic Goal STRATEGIC GOAL 3 Identification and explanation of Strategic Goal 3 – Provided by the student Strategic Objectives: Students will define and discuss at least two objectives to drive the Strategic Goal Conclusion
References Review the Paper Read the paper to ensure all required elements are present. The following are specific requirements that you will follow. Use the checklist to mark off that you have followed each specific requirement.
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. No exceptions will be considered by the instructor). Self-Plagiarism: Self-plagiarism is the act of reusing significant, identical or nearly identical portions of one’s own work. You cannot re-use any portion of a paper or other graded work that was submitted to another class even if you are retaking this course. You also will not reuse any portion of previously submitted work in this class. A zero will be assigned to the assignment if self-plagiarized. Faculty do not have the discretion to accept self-plagiarized work. 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). |
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Rubric Name: Project #1 Planning (15%)
Equivalent to a B
Equivalent to a C
Equivalent to a D
Equivalent to an F
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
15 points
Correctly identifies five or more strengths, weaknesses, opportunities and threats from the research that fit the company and are correctly cited. 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.
(13.5 – 15)
12.75 points
Correctly identifies four strengths, four weaknesses, four opportunities and four threats from the research that fit the company and are correctly cited. 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 research that fit the company; May have errors with citations. 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 each: strengths, weaknesses, opportunities and threats. Items are partially cited or not cited; 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 one each: strengths, weaknesses, opportunities and threats or makes little attempt at creating SWOT table.
(0 – 8.9)
/ 15
18 points
Analysis demonstrates thorough understanding of all components of a SWOT analysis with thorough explanation of elements (why and how) 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 why and how) and includes analysis of all four quadrant supported using course materials and research; needs some development.
(14.4 – 16.1)
13.5 points
Analysis is provided that demonstrates some understanding of a SWOT analysis (why and how) and includes some analysis of four quadrants supported using some course materials and research. Significant development needed or several errors noted.
(12.6 – 14.3)
11.7 points
Attempts to present an analysis demonstrating some understanding; little use of explaining why and how; 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
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 to 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
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 are incorrect.
(3.6 – 4.1)
0 points
Fails to present specific objectives. What is presented are not objectives.
(0 – 3.5)
/ 6
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
3 points
In a clear and concise manner, comprehensively concludes the paper by restating/ summarizing the main topics covered in the paper and reflect on the importance of the arguments made.
(2.7 – 3)
2.55 points
In a clear manner concludes the paper by restating/ summarizing the main points; 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 points of the paper but needs significant development.
(2.1 – 2.3)
1.95 points
Presents a conclusion but may be irrelevant to the main topics of the paper OR does not discuss the main topics of the paper.
(1.8 – 2)
0 points
Fails to present restatement/ summarization of argument.
(0 – 1.7)
/ 3
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
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. No 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
5 points
No APA style or 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
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