You’ll learn about the small business you’ll be collaborating with throughout the term and will conduct a thorough organizational diagnosis using the PESTELE framewor
Organizational diagnosis (individual assessment)
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You’ll learn about the small business you’ll be collaborating with throughout the term and will conduct a thorough organizational diagnosis using the PESTELE framework and SWOT analysis. The organizational diagnosis will help you to have a deep understanding of the external marketing environment and unique values of your client’s business. Based on the findings of your organizational diagnosis, you’ll develop a project proposal (which will be your next assignment) for your client. After that, you’ll be working on that project report. You’ll submit the project report and present the project at the end of the term. Therefore, your organizational diagnosis will be an important building-block for the rest of the projects for the term.
PESTELE analysis
A PESTEL analysis or more recently named PESTELE is a tool, or a framework used by marketers to understand, analyze, and monitor the external marketing environment (macro-environmental factors) that have an impact on the business. The results from the PESTELE analysis could be used to identify threats and weaknesses for a SWOT analysis.
PESTELE stands for:
P – Political | E – Economic | S – Social | T – Technological | E – Environmental | L – Legal | E – Ethical
Identify the significant elements under each factor stated above that could impact your client’s business, and then, discuss why they are important and what specific impact they might have on your client’s business. Elements under each factor will vary from business to business. Discuss the elements that matter for your client’s business.
SWOT analysis
Conducting a SWOT analysis is a powerful way to evaluate a business irrespective of the size of the business or the number of employees. The SWOT analysis is a technique that we use to determine and define a company’s Strengths, Weaknesses, Opportunities, and Threats. Most commonly, we use SWOT analysis to determine how closely a business is aligned with its growth trajectories and benchmarks for success. We assess and evaluate the internal and external factors through SWOT analysis.
Strengths (s) and weaknesses (W) refer to internal factors. These are usually the resources and experiences that are readily available to you. External factors, on the other hand, influence and affect the business and the individuals connected with the business. These factors are usually connected directly or indirectly to an opportunity (O) or threat (T). External factors are typically the things that your business does not control.
After you conduct both the PESTELE and SWOT analyses, come up with the following:
- The founder/co-founder/manager of the business gave a presentation in class, and then, we had a Q&A and discussion. Based on information from the presentation and the Q&A as well the PESTELE and SWOT that you conducted for this assignment, (i) identify the three main challenges your client is facing and discuss why you think these challenges should be addressed, and (ii) thoroughly discuss the areas where your client’s business needs improvement to stay competitive.
- Propose detailed strategies to overcome the three major challenges you identified.
Writing instructions
- Your assignment will be graded based on the elements mentioned above in the assignment instructions as well as criteria such as the quality of your analyses and strategies; feasibility of your proposed strategies; quality and readability of your paper; grammar and punctuation; following the APA guidelines; etc. Please refer to the rubric posted in the course shell.
- This assignment will be the outcome of thorough research. Cite your sources using the APA guidelines – both in-text citation as well as citation in the references section at the end of the paper. You should also follow the APA guidelines for formatting the paper.
- Your sources should be peer-reviewed journal articles, trade journals, news articles, organizational websites, etc., with an emphasis on peer-reviewed journal articles. Feel free to reach out to our UCW librarians if you’d like to learn how to find peer-reviewed journal articles from our library website.
- Use headings and sub-heads throughout the paper so that it’s easy for me to follow your points.
- Use Times New Roman, 12-font, double-spaced.
- Do not exceed 15 pages excluding the title page, references pages, and the appendix (if there's any). Write your name, ID, course title, and section in the title page.
- The paper is due by 11:59 PM PST on the due date (please refer to the weekly schedule in the syllabus for the due date). Please submit the paper on Turnitin available in the course shell. You'll be able to submit the paper only once.
- This assignment will be graded out of 100 points and its weight in the overall student's performance assessment evaluation is 20%.
Organizational diagnosis assignment rubric
Total marks of the
assignment 100
% score 0-59 60-67 68-71 72-75 76-79 80-84 85-89 90-100
Grades F C B- B B+ A- A A+
Matery level Beginning Developing Competent Exceptional
Standard level Below standard Approaching standard At standard Exceeds standard
Grading criteria Weight
Political factors 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on
political factors.
The discussion
provides exceptional
insights on political
factors.
Economic factors 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on
economic factors.
The discussion
provides exceptional
insights on economic
factors.
Social factors 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on social
factors.
The discussion
provides exceptional
insights on social
factors.
Technological
factors 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on
technological
factors.
The discussion
provides exceptional
insights on
technological factors.
Environmental
factors 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on
environmental
factors.
The discussion
provides exceptional
insights on
environmental
factors.
Legal factors 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on legal
factors.
The discussion
provides exceptional
insights on legal
factors.
Ethical factors 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on ethical
factors.
The discussion
provides exceptional
insights on ethical
factors.
Strengths 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on
strengths.
The discussion
provides exceptional
insights on strengths.
Weaknesses 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on
weaknesses.
The discussion
provides exceptional
insights on
weaknesses.
Opportunities 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on
opportunities.
The discussion
provides exceptional
insights on
opportunities.
Threats 5
The discussion is
absent of lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on threats.
The discussion
provides exceptional
insights on threats.
Identified three
challenges and
discussed why
5
The challenges are
missing or
insufficiently
discussed.
The challenges are
mentioned but lack
explanation or analysis.
The challenges are
clearly identified
and briefly
discussed.
The challenges are
clearly identified and
comprehensively
discussed.
Discussed areas for
improvement to
stay competitive
10
The discussion is
absent or lacks
relevance.
The discussion is
minimal and lacks depth
or specificity.
The discussion
provides relevant
insights on areas
for improvement.
The discussion
provides exceptional
insights on areas for
improvement.
Stratregies to
overcome
challenges
15
The strategies are
missing or
insufficiently
discussed.
The strategies are
mentioned but lack
details or feasibility.
The strategies are
relevant and
feasible for
addressing the
challenges.
The strategies are
comprehensive,
innovative, and
highly feasible.
Quality of research
and analysis 5
Limited or no
reesearch or
analysis is evident.
Some research and
analysis present but
insufficient or lacking
depth.
Adequate research
and analysis
supporting the
assignment.
Comprehensive
research and anlysis
supporting the
assignment.
Writing quality 5
Numerous
grammar, spelling,
punctuation, and
citation errors.
Some grammar,
spelling, punctuation,
and citation errors
present.
Minor grammar,
spelling,
punctuation, and
citation errors.
Excellent grammar,
spelling,
punctuation, and
citation accuracy.
Followed
assignment
instructions and
APA guidelines
5
The student did
not follow
assignment
instructions or APA
guidelines.
The student partially
followed assignment
instructions or APA
guidelines.
The student
followed
assignment
instructions and
APA guidelines.
The student
meticulously
followed assignment
instructions and APA
guidelines.
,
Prof. Bulzacki BUSI 660
Small Business Management
Week 3
https://www.linkedin.com/in/adrian-bulzacki/
WHAT IS VALUE PROPOSITION?
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• A clear statement that explains how a product or service solves customers' problems or improves their situation (relevancy), delivers specific benefits (quantified value), and tells the ideal customer why they should buy from you and not from the competition (unique differentiation).
EXAMPLES OF VALUE PROPOSITION:
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•Amazon: "Everything from A to Z." Amazon's value proposition is about offering a vast selection of products with the convenience of quick delivery. It targets consumers looking for a one-stop shop with reliable service.
•Netflix: "See What's Next." This encapsulates Netflix's commitment to providing a wide array of entertainment options, including exclusive original content, to its subscribers, appealing to viewers seeking convenience and variety in entertainment.
•Tesla: "Accelerate the World’s Transition to Sustainable Energy." Tesla focuses on the innovative aspect of its electric vehicles and clean energy products, appealing to environmentally conscious consumers who also value advanced technology.
•Zoom: "Bringing the World Together, One Meeting at a Time." Zoom's value proposition highlights its role in facilitating easy, reliable, and high- quality video communication, appealing to businesses and individuals who need effective remote communication tools.
•Spotify: "Music for Everyone." This statement underlines Spotify’s extensive music library accessible to a wide range of audiences, appealing to music lovers who want personalized and on-demand music streaming services.
•Google: "Organize the World's Information and Make it Universally Accessible and Useful." Google's value proposition is about providing fast, relevant, and comprehensive search results, targeting virtually everyone who uses the internet for information.
• LinkedIn: "Connect. Find. Be Found." This proposition reflects LinkedIn’s role in professional networking, job searching, and recruitment, appealing to professionals and businesses looking to expand their professional network.
WHAT CUSTOMER PAINS DOES YOUR BUSINESS SOLVE?
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UCW – BUSI 660 – Small Business Management – Prof. Adrian Bulzacki
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• Long Wait Times: A mobile app for restaurant reservations helps customers avoid the pain of waiting for a table by allowing them to reserve a spot ahead of time.
• Expensive Transactions: A financial tech company offers low-fee or fee-free money transfers, solving the pain of high transaction costs associated with international money transfers.
• Complex Software: A tech company creates user-friendly software that simplifies complex processes, solving the customer pain of dealing with complicated interfaces and workflows.
• Lack of Healthy Food Options: A meal delivery service specializes in organic and healthy meals, addressing the pain of finding quick, healthy, and affordable meal options.
UNDESIRED OUTCOMES
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UCW – BUSI 660 – Small Business Management – Prof. Adrian Bulzacki
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ANCILLARY
FUNCTIONAL
SOCIAL
EMOTIONAL These outcomes are additional inconveniences associated with a product or service. For example, a fitness center located in an area with limited parking might lead to clients feeling inconvenienced and stressed about finding a parking spot.
These refer to situations where a product or service does not work as intended. For example, a mobile app designed for online shopping crashes frequently, leading to customer frustration and loss of sales.
This involves the negative social impact of a product or service. For instance, a new restaurant causing increased traffic and noise in a residential neighborhood, leading to complaints from residents.
These are related to the negative emotional responses from customers or stakeholders. An example could be customer anxiety caused by a complicated user interface in a banking app, making it difficult for them to access their account information.
UNDESIRED OUTCOMES
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OBSTACLES
RISKS
These are barriers that prevent customers from accessing or using a product or service. An example is a high-priced premium service that is unaffordable for a large segment of potential customers.
These are potential hazards associated with a product or service. For instance, a data breach risk in a new fintech app can lead to concerns about the theft of personal and financial information.
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UCW – BUSI 660 – Small Business Management – Prof. Adrian Bulzacki
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UNEXPECTED
REQUIRED EXPECTED
DESIRED
WHAT CUSTOMER GAINS DOES YOUR BUSINESS PROVIDE?
These are the fundamental benefits that customers expect as a minimum from a product or service. For example, in a smartphone, a required gain would be the ability to make calls and send texts.
These gains are not essential but are typically anticipated by customers. For a smartphone, expected gains might include a high- quality camera, long battery life, and access to a variety of apps.
These are the benefits that customers would love to have but do not necessarily expect. In the case of the smartphone, this could be features like advanced AI capabilities for personalization or a highly durable, waterproof design.
These are the benefits that customers did not anticipate but find pleasantly surprising. An example for a smartphone could be an innovative feature like a solar-powered charging capability or a unique health monitoring function that sets it apart from other devices.
SELECTED BASIC LEGAL TERMINOLOGY
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ExamplesTerminology
Unwritten law derived from judicial decisions based on customs and usages accepted by the people.
Common law
Body of laws passed by federal, state, and local governments.Statutory law
Gives Congress the right to “regulate commerce with foreign nations, and among the several states.”
Interstate commerce clause
States’ right to regulate business, including the right to use the force of the state to promote the general welfare of citizens. All laws must be based on the federal or a state constitution.Police power
Implies that everyone is entitled to a day in court, and all processes must be equal and fair.Due process
SELECTED BASIC LEGAL TERMINOLOGY
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ExplanationTerminology
Deals with the rights and powers of the government.Public law
Deals with punishing those who commit illegal acts.Criminal law
Is administered between two or more citizens.Private law
Deals with violations against another person who has been harmed in some way.Civil law
A procedure in which a dispute is submitted, by agreement of the parties, to one or more arbitrators who make a binding decision on the dispute. In choosing arbitration, the parties
opt for a private dispute resolution procedure instead of going to court. Arbitration
BANKRUPTCY
• A formal legal condition of inability to repay debts.
• People or businesses can petition the courts to be relieved of this financial obligation.
Copyright 2018 by McGraw-Hill Education. All rights reserved.
UCW – BUSI 660 – Small Business Management – Prof. Adrian Bulzacki
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SOME PROBLEMS WITH GOVERNMENT REGULATION
• Difficulty of understanding some of the regulations, which can be confusing and restrictive.
• Enormous amount of paperwork involved in preparing and handling the reports needed to comply with government regulations and in maintaining the records needed to satisfy the regulators.
• Difficulty and cost of complying with the regulations.
• Regulations tend to discourage small firms from hiring more workers as their employment approaches the cutoffs set by federal laws and regulations.
Copyright 2018 by McGraw-Hill Education. All rights reserved.
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HOW OWNERS OF SMALL FIRMS CAN COPE WITH GOVERNMENT REGULATIONS • Learn as much as you can about the laws that can help you, such as CRA regulations.
• Challenge detrimental or harmful laws, by joining Small Business Associations.
• Become involved in the legal-political system to elect officials of your choosing who will help change the laws.
• Find a better legal environment by moving to a different location
• Learn to live with the laws and regulations
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UCW – BUSI 660 – Small Business Management – Prof. Adrian Bulzacki
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DO I NEED A LAWYER?
Your lawyer has several roles: • Education • Knowledge of the law. • Ability to see the big picture. • Talent for weighing alternatives.
Copyright 2018 by McGraw-Hill Education. All rights reserved.
UCW – BUSI 660 – Small Business Management – Prof. Adrian Bulzacki
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WHERE CAN I FIND ONE?
• Personal referral from someone whose opinion you value: banker, minister, relative.
• Lawyer Referral and Information Services, provided by bar associations.
• Advertising: Internet, yellow pages, television.
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UCW – BUSI 660 – Small Business Management – Prof. Adrian Bulzacki
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WHAT EXACTLY SHOULD I LOOK FOR?
i. First, look for appropriate experience and knowledge of your type of small business.
ii. Second, observe the lawyer’s demeanor, the style and atmosphere of his or her office, and any clients. Does he represent a competitor?
iii. Third, does the lawyer have time for you and your business? Did you have trouble getting an appointment or have a long telephone wait?
iv. Forth, discuss fees, for performance must be balanced against cost of service provided.
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SAMPLE CONTRACT FOR A LAWYER’S SERVICES
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SOCIAL RESPONSIBILITY
• A business’s obligation to follow desirable courses of action in terms of society’s values and objectives.
• Consumerism, employee relations, environmental protection, community relations.
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SOCIAL RESPONSIBILITY
Consumerism
The organized efforts of independent, government, and
business groups to protect consumers from undesirable
effects of poorly designed and poorly produced products.
Employee relations
Showing interest in and concern for employees’ rights, especially as to meaningful employment:
training, development, promotions, pay, health and
safety.
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SOCIAL RESPONSIBILITY
Pollution control
The effort to prevent the contamination or destruction of
the natural environment.
Environmental protection
Tries to maintain a healthy balance between people and
their environment.
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SOCIAL RESPONSIBILITY
Recycling
Reprocessing used items for future use.
Conservation
Means practicing the most effective use of resources, while considering society’s current and
future needs.
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SOCIAL RESPONSIBILITY: GOING GREEN
• Works best when you initially set up your office with recycled office supplies, as furniture and paper goods.
• Use products that are earth friendly or products that dissolve (corn pens and pencils?)
• Practice due diligence in this area as all others, and reduce your carbon footprint.
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SOCIAL RESPONSIBILITY: COMMUNITY RELATIONS
• Educational and medical assistance.
• Urban development and renewal.
• The arts, culture, and recreation.
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BUSINESS ETHICS
Business Ethics
The standards used to judge the rightness or wrongness of a business’s relations to others.
Deal ethically with employees, customers, competitors, and
others. Ethical and fair behavior will
grow your company.
Personal ethic
One’s own belief system that tells one what to do if or when the laws or any pertinent codes
or ethics are silent
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BUSINESS ETHICS ISSUES EXAMPLES
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