Company Profile (CP) – Read the ENTIRE document carefully
Section 1. Company Selection (1+ full pages)
Identify the company you have selected. Include an explanation of your selection criteria. In other words,
why did you pick this company. Outline the sources you have explored in your preliminary research.
Provide an overview of your plan to ensure you can find all of the information required in the CP.
Section 2. Industry Analysis (3+ full content pages)
Remember, this is an industry analysis not a company analysis. Therefore, limit the amount of specific
company (organizational) information.
A. Basis description of the industry. Will include, as a minimum:
1. The nature of the product or service
2. Information about customers and channels of distribution
3. Size of the industry (sales)
4. Geographic location of the industry
5. Profit trends
6. Competitive nature of the industry
B. Factors that influence demand. These factors may cause demand to increase or decrease. For each
factor that you discuss, indicate whether it will cause demand to increase or decrease. You should
demonstrate an understanding of why customers buy the product or service (e.g., customer service,
quality, cost to name only a few). Also include:
1. The functions served by the product/Why customers buy the products or services
2. Stage of the product life cycle
3. Economic trends
4. Demographic trends
5. Social/cultural trends
6. Political trends
7. Technological trends
8. Programs developed by companies in the industry (new marketing programs, new distribution
channels, etc.)
9. Pricing actions/trends (how do competitors us price as a competitive weapon, etc.)
C. Factors that influence cost structures and profitability
1. Stage of the product life cycle. (Stage of the product life cycle affects pattern of investment, cash
flows, and profitability.)
2. Competitive environment. Thoroughly analyze and discuss Porter’s Five Forces of Industry
Competition. Explain effects on costs and profitability.
3. Cost drivers. Describe the major cost drivers or identify what contributes to the price a company
must charge for its product or service (e.g., labor, material, manufacturing). Give percentages or
other data if available. Also, discuss the value chain as it relates to cost.
D. Opportunities in the industry. Using your analysis of the industry, prepare a thorough list of
opportunities in the industry. For example, weak competitive rivalry would be an opportunity in the
industry. Be sure to explain why each is an opportunity for the industry. Examples may include:
1. Serving additional customer groups/expanding into new markets
2. Expanding the product line
3. Integrating forward or backward
4. Complacency among rival firms
5. Strong increase in market demand
6. Favorable demographic, social, cultural, technological trends
E. Threats in the industry. Using the industry analysis completed to this point, prepare a thorough list of
threats in the industry. For example, a strong competitive rivalry would be a threat in the industry. Be
sure to explain why each is a treat to the industry. May include:
1. Entry of lower-cost foreign competitors
2. Rising sales of substitute products
3. Slower market growth
MADM 760 – Company Profile
4. Adverse shifts in foreign exchange rates or trade policies
5. Adoption of new governmental regulations affecting the industry
6. Strong bargaining power of customers or suppliers
7. Changing buyer needs or tastes
8. Adverse demographic, social, cultural, technological trends
Section 3. Organizational analysis (3+ full content pages)
A. Basic description of the company. Include in your discussion the following:
1. The company’s mission. How has the mission evolved over time?
2. Characteristics of the company – culture, size in sales, number of employees, total assets,
geographical locations, age
3. The company’s pattern of past objectives and strategies. How successful has the company
been with its chosen strategies?
B. Financial analysis will include:
1. Financial ratios will be calculated in this section. Other financial analysis may also be
appropriate. Include financial trends.
2. Ratios must be compared to industry averages.
3. Don’t just list the ratios, explain what they mean.
4. Financial analysis may help you to identify strengths or weaknesses, which may be discussed
in this section or the next.
C. Strengths. A thorough review of company strengths should be developed. May include (examples):
1. Adequate financial resources
2. A good reputation
3. Being the recognized market leader
4. Economies of scale
5. Proprietary technology
6. Product innovation and development skills
7. Proven management
D. Weaknesses. A thorough list of company weaknesses should be developed. May include (examples):
1. Lack of strategic direction
2. Obsolete facilities
3. Poor profitability because of
4. Lack of managerial talent
5. Too narrow a product line
6. Inadequate product innovation and development
7. Poor financial resources
Section 4. Recommendations (4+ full content pages)
Recommendations must reflect your industry and organizational analysis. Provide a set of
recommendations based on your analysis, especially the SWOT analysis. Your recommendations must
address the opportunities, threats, strengths and weaknesses of your analysis. Prioritize the opportunities,
threats, strengths, and weaknesses that you identified. Address them in descending order in this section,
addressing the most important first and in the greatest detail. Recommendations should capitalize on
opportunities and strengths and minimize threats and weaknesses. Provide a justification for each
recommendation. In some cases, you may choose not to take advantage of an industry opportunity. If this
is the case, defend your decision.
Be certain your recommendations are reasonable (that the company could implement them)
and make fiscal sense. Discuss how your recommendations should be financed. You may
want to give a schedule (time frame) for implementation of your recommendations.
MADM 760 – Company Profile
Additional Requirements
10 references are required for the entire paper, with at least 3 used in Sections 2, 3, & 4
(references are not required in Section 1). References CANNOT be more than 6 years old.
Any credible references may be used including reputable publications such as TIME, The
Wall Street Journal, etc. Also included in this list are reports such as the annual and
quarterly reports for publicly traded companies. A good rule of thumb is that if you can find
it in the University Library (including online), it is probably fine. AVOID promotional and
marketing material.
Turn It In (TII) percentage must not exceed 30%. For each point above 30%, there will be a
2% penalty. For example, a paper with a 33% similarity score will receive a 6% penalty.
Sections 1, 2, 3, & 4 are submitted individually by the dates outlined in the syllabus. Only
submit the required section, do not combine until the end or your TII score will be adversely
impacted.
DO NOT create a “run-on” paragraph paper – a paper that has long paragraphs containing a
variety of related but different topics. Related but different topics belong in separate
paragraphs. Use a topical sentence to clarify the purpose of each paragraph, much as most
paragraphs in textbooks do.
Check your work and correct the spelling and grammar errors. Write clearly with correctly
structured complete sentences. Your ability to present a strong analysis effectively rests both
on your critical thinking skills AND your ability to express your ideas in writing.
Start each of the three sections with a one-paragraph introduction that briefly characterizes
and sets the stage for the section. Also, at the end of each significant subsection, summarize
with a paragraph capturing the key strategic points of your analysis/findings for that section.
APA format is required. This includes a title page, executive summary or abstract, reference
page, and all other APA elements are required for EACH section. These APA elements do
NOT count towards the page requirements. It is OK to exceed the page requirements, but
NOT to fall short.