NOTE: Remember that this is a business paper. Not a journal, or
a feasibility study, not a narrative style. That means you write in
a business style. Examples are syllabus’, resumes, and standard
business papers (not business text books). Don’t state too broad or
general. All answers should be specific and start with bullet
point. Ex(After initial 2years, Increase net income at least 4%
every year) ( Franchising: Rent from franchisees account estimated
10.1bilion)
ONE-PAGER
Company Name
Date
Objective: (What is your company’s short term objective? What
is their long term (i.e. 5-year) goal(s)?)
• Short term:
• Long term:
Mission: (In one sentence, what is the company’s purpose?
This can be a broad, industry-wide statement.)
Vision: (A short, broad statement of what the company wants
to accomplish long term, and how it will do it.)
Strategy: In a short paragraph (35-words max) try to state
the company’s strategic plan to compete and win in the industry,
and the market place. A strategy is the plan to accomplish its
mission.
Business Summary: (One sentence stating what your business
does, where, and for how long. What are its main products, and/or
services?)
Target Market: (Who are your customers/consumers? Use
demographics, psychographics, behavioral analysis and/or geographic
analysis to describe them. )
Industry Analysis: (This is your summary of the 5-Forces.
Profits come from the forces with the highest power. Describe how
your company fits within the industry based on your analysis of the
5-Forces.)
Business Model: (How does your company make money? (Note:
sometimes the way companies make money isn’t obvious.))
Competitive Analysis: (This is the summary of the SWOT
analysis. This is a snapshot in time of how your company leverages
its Strengths and Opportunities against competition, and also how
they use these to overcome their Weaknesses and the Threats to the
company.)
Competitive Position/Advantage: (This is the list of Linked
Activities which because of the number of activities and how they
fit well together creates a sustainable advantage, and a very
difficult barrier for competitors to overcome. )
Competitors: (Who are the direct and indirect competitors? If
you choose to, you may include a market map on a separate page to
show how your company is positioned against competitors (i.e.
services/products on one axis and convenience or price/quality or
experience on the other axis).)
Trade-Offs: (These are potential ways to make revenue and
profit with your company, but they do not Fit the company’s
strategic plan, and will eventually cause revenue and profit
losses.)
Conclusions/Recommendations: (You have the opportunity to
offer additional reasons that support the objective; and/or you may
offer a different objective(s) based on your case analysis.)
TWO-PAGER
1)A TWO-PAGER includes charts, graphs, tables and financial
analysis.
2)Provide a separate sheet with the 5-Forces written out. And
a separate sheet with the SWOT analysis written out.
3)Discuss how kelleher’s early leadership modeld shouthwest’s
culture and how this enabled the firm to provide high-quality
services at low prices. Identify some ways in which southwest has
departed from his initial vision and discuss one or two actions
that Kelly must take to deal with recent challenges.
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