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May 30, 2023

BMGT 495 – Project
2: Tool Analysis



This project is the second of four projects. It also
represents the second part of the external environmental analysis part of a
strategic management plan pertaining to United Airlines Holdings, Inc. You will
use the tools and apply concepts learned in this and previous business courses
to demonstrate an understanding of how organizations develop and manage
strategies to establish, safeguard and sustain their competitive position in
the 21st century (rapidly evolving/shifting/changing), uncertain
hyper-competitive business environment.

Monitoring competitors’ performance is a key aspect of
performing an external environment analysis.
This project provides you with the opportunity to evaluate the
competitive position of your assigned company and integrate that information in
a partial SWOT (OT), Porter’s Five Forces, External Factor Evaluation (EFE)
matrix, and Competitive Profile Matrices (CPM).

In this project, you are presenting a report document on United
Airlines Holdings, Inc. The expectation is that the report provides details to
help the audience grasp the main topics and to understand and complete the
External Environmental Analysis.

“Analysis” is the operative word. In analyzing the
external environment, you are expected to thoroughly research the company. As
part of this effort, you will need to take that research and break it into
small parts to understand better what is happening in the external environment
of the business. In researching an industry, it is important to understand that
every company within an industry is different, so gathering information on one
company does not mean that the collected information is relevant to other
companies. When researching, parsing the material is critical to an accurate
analysis. Avoid presenting just any information as that may lead to using
irrelevant information.

You will then write the report in your own words to share
the external analysis. You are expected to present information and support ideas
and reasoning using the course material and your research. You will not lift any information from source
documents without properly citing and referencing. For the technical analysis aspect of the
project, you must create the technique on your own and may not use any source
material that you happen to find. No work from a clearinghouse or similar
website may be used or cited as a credible source.

Outcomes Met With This Project

Utilize a set of useful analytical skills, tools, and for
analyzing a company strategically;
Integrate ideas, concepts, and theories from previously
taken functional courses including accounting, finance, market, business, and
human resource management;
Analyze and synthesize strengths, weaknesses, opportunities,
and threats (SWOT) to generate, prioritize, and implement alternative
strategies to revise a current plan or write a new plan and present a strategic

Step 1 Specific
Company for All Four Projects

The company that you are using is United Airlines Holdings,
Inc for this project. United Airlines
Holdings, Inc must be used for this project and in subsequent projects in the

After reading the course material, you will complete the
steps below.

Step 2 Course
Materials and Research

You must research information about the focal company and
the environment for this project. You are accountable for using the course
materials to support the ideas, reasoning, and conclusions made. Using course
material extends beyond defining terms—the ‘why and how’ of a situation. Using one or two in-text citations from the
course materials and then relying on Internet source material will not earn
many points on the assignment. A variety
of source material is expected, and what is presented must be relevant and
applicable to the topic being discussed. Avoid merely making statements but
close the loop of the discussion by explaining how something happens or why
something happens, which focuses on importance and impact. In closing the loop,
you will demonstrate the ability to think clearly and rationally, showing an
understanding of the logical connections between the ideas presented from the
research, the course material, and the question(s) being asked.
Note: Your report is based on the research results performed
and not on any prepared documentation.
What this means is that you will research and draw your own conclusions
that are supported by the research and the course material rather than the use
of any source material that puts together any of the tools or techniques
whether from the Internet, for-pay websites, or any pre-prepared document,
video or source material.

Success: The analysis is based on research and not opinion.
You are not making recommendations, and you will not attempt to position the
focal company in a better or worse light than other companies within the
industry merely because you are completing an analysis on this particular
company. The analysis must be based on factual information. Any conclusions
drawn have to be based on factual information rather than leaps of faith. To
ensure success, as stated above, you are expected to use the course materials
and research on the focal company’s global industry and the focal company. An
opinion does not earn credit, nor does the use of external sources when course
materials can be used. It is necessary to provide explanations (the why and
how) rather than making statements. Avoid stringing one citation after another,
as doing so does not show detailed explanations.

Library Resources

On the main navigation bar in the classroom, select
Resources and then select Library. Select Databases by Title (A – Z). Select M
from the alphabet list, and then select Mergent Online. Dun and Bradstreet’s
Hoovers Database, among others, is another excellent source for competitors and
industry information. You are not to depend on one resource to complete the
analysis. Moreover, it is impossible to
complete Porter’s Five Forces, a competitive analysis, or an OT using only the
course material.
You should not be using obscure articles, GlassDoor, or
Chron, or similar types of articles.
Research for Financial Analysis: Financial Research
Research for Industry Analysis CSI Market
UMGC library is available for providing resources and
services. Seek library support for excellence in your academic pursuit.
Library Support

Extensive library resources and services are available online,
24 hours a day, seven days a week at to
support you in your studies. The UMGC Library provides research assistance in
creating search strategies, selecting relevant databases, and evaluating and
citing resources in various formats via its “Ask a Librarian” service
Scholarly Research in OneSearch is allowed.
To search for only scholarly resources, you are expected to
place a checkmark in the space for “Scholarly journals only” before
clicking search.
Step 3 How to Set Up
the Report

The document has to be written in Word or RTF. No other
format is acceptable. No pdf files will
be graded. Use 12-point font for a
double-spaced report. The final product
should be 9 – 10 pages. The final project may not exceed 10 pages, including
all tables and matrices, but excluding the title and reference pages. Do not
use an Appendix.

Create a title page with the title, your name, date, the
course number, the instructor’s name.
Create Topic Headings that correspond to exact sections of
the project requirements.
Step 4 Industry

Perform a Porter Five Forces analysis on the organization’s
industry and the focal company in particular.
The industry is the global industry. First, use the course
materials to identify the five forces and what components make up each force.
Then, perform an analysis of each force that clearly discusses the ‘why and
how’ and concludes with the effect of the given force on the fortunes of the
industry (industry profitability) and/or industry dynamics; that is, whether
the effect of the force on the industry is weak/modest/average/moderate or
strong/severe and also on the focal company. You may not use a Porter Five
Forces analysis that is already completed and available on the Internet. Do not
used an analysis results from your research and your own development.

Step 5 Competitive

Perform a Competitive Analysis using the focal company’s
closest three competitors plus the selected company. Explain why these
companies are competitors. Analyze the competition’s products and services,
explaining features, value, targets, etc. What are the competition’s strengths
and weaknesses, and what is the market outlook for the competition?
Identify and discuss at least eight (8) key success factors
(critical success factors). Each industry has different key success factors, so
make sure the success factors fit the industry. Review the Competitive Profile
Matrix Example under Week 3 Content for clarification.
Develop a Competitor Profile Matrix (CPM). Explain how you
developed the matrix. Make sure to support your reasoning.
Step 6 Partial SWOT

A SWOT analysis is a tool used to assess the strengths and
weaknesses (internal environment) and the opportunities and threats (external
environment) of an organization. You will complete a partial SWOT analysis only
completing an analysis on the OT (Opportunities and Threats). The information
presented is not based on your beliefs but fact-based, data-driven information.
The items used in the OT are factors that are affecting or might affect the
focal company or those companies within the identified industry.

You will:

Develop an OT table using your research to identify at least
five (5) opportunities and five (5) threats that influence the industry and the
focal company. Make sure to cite the elements within the table.
Perform an OT analysis (separate from the SWOT table).
You may not use a SWOT analysis that is already completed
and available on the Internet. The OT is for the focal company and no other
company. Do not use your own analysis results from your research and your own
NOTE: A matrix is a
table. It is not an analysis.

Step 7 External
Factor Evaluation (EFE) Analysis

The External Factor Evaluation (EFE) matrix will allow you
to use the industry analysis and the competitive analysis to assess whether the
focal company can effectively take advantage of existing opportunities while
minimizing the identified external threats that will help you formulate new
strategies and policies. You will use the opportunities and threats from the OT

Using the information gathered for the OT analysis, develop
an EFE matrix using five (5) opportunities and five (5) threats. Discuss how
you developed the EFE matrix and the outcome.
Make sure to support your reasoning.
Step 8 Conclusion

Create a conclusion. The Conclusion is intended to emphasize
the purpose/significance of the analysis, emphasize the significance/consequence
of findings, and indicate the wider applications derived from the main points
of the project’s requirements. You will conclude with the findings of the
external environment analysis.

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Total: GBP120

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