A Marketing Plan

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A Marketing Plan

Due Week 5 and worth 100 points

This assignment consists of two sections: a marketing plan (Word document) and Marketing Budget (Excel document) Note: You must submit both sections as separate files for the completion of this assignment.

For the first 6 months your company is in business—to give you time to perfect your product and to learn from actual customers—you will start marketing and selling in your own community, a radius of 25 miles from where you live.

For most non-alcoholic beverages, marketing (as opposed to the actual product itself) is key to success. Cola drinks, for example, are fairly undifferentiated, as are many energy drinks, juices, bottled water, and the like.Companies producing these types of beverages differentiate themselves and attract market share through marketing and brand awareness—both of which are critical to success.

Section 1: Marketing Plan and Sales Strategy (MS Word or equivalent)

Write the 3–5-page marketing plan and sales strategy section of your business plan in which you do the following:

Define your company’s target market.

Analyze the types of consumers who will be drinking your beverage in demographic terms (i.e., age, education level, income, gender, ethnic group, etc.). Outline the demographic information for your company specified on the worksheet in the course text (p. 107 | Demographic Description).

Support your analysis with actual data on the size of the demographic groups in your local community (nearby zip codes).

Hints: At American FactFinder (http://factfinder.census.gov), you will find demographic information on potential consumers in your area. If you are selling through other businesses (such as grocery stores), indicate the number of those businesses in your local area. You will find information about such businesses in your local area at County Business Patterns (http://www.census.gov/econ/cbp/). Check Chapter 2 of Successful Business Plan for more research sources.

Assess your company’s market competition.

Use the factors listed in the course text graphic (p. 123 | Assess the Competition) to assess your company’s market competition.

Defend your plan to differentiate yourself from the competition using the information detailed on the worksheet in the text (p. 131 | Market Share Distribution).

Hints: Every business faces competition, and the non-alcoholic beverage market is an especially crowded market.

Hints: For example, in the soft drink market, it is intimidating to try to compete against Coke and Pepsi. Newcomers in mature markets typically must pursue niche markets or even create new market categories, as Red Bull did with energy drinks.

Clarify your company’s message using the information provided on the worksheet in the text (p. 160 | The Five F’s). Create a marketing slogan/tagline for your product.

Hints: Before you choose your marketing vehicles, you must determine the message you want to convey through those vehicles.

Identify the marketing vehicles you plan to use to build your company’s brand. Justify the key reasons why they will be effective.

Hints: If you plan to use online marketing tactics, refer to the worksheet in the text (p. 171 | Online Marketing Tactics) to aid your response. Remember that even if you’re selling through grocery stores, you need to build your brand and social media is a major part of that in regard to beverages. Some of the marketing tactics that beverage companies use include sampling in grocery stores, building a following on social media, sponsoring events, and exhibiting at trade shows attended by retailers. You will use a combination of these tactics. For example, if you decide to give out samples in grocery stores, promote your sampling on your social media networks and those of the grocery store.

Hints: If you are planning to distribute through resellers, describe how you plan to reach them, for example, through industry trade shows or by establishing your own sales force. For information on trade shows, visit the Trade Show News Network (http://www.tsnn.com). You can exhibit or network at these shows.

Format your assignment according to these formatting requirements:

Cite the resources you have used to complete the exercise. Note: There is no minimum requirement for the number of resources used in the exercise.

The paper must be typed, double-spaced, using Times New Roman font (size 12), with 1-inch margins on all sides; references must follow APA format. Check with your professor for any additional instructions.

Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required page length.

Section 2: Marketing Budget (MS Excel worksheets template)

Section 2 uses the “Business Plan Financials” MS Excel template (see: Required Course Files in Week 1). Use the Business Plan Financials Guide (see: Required Course Files in Week 1) to support your development of the marketing budget.

Complete the “Marketing Budget” worksheet for your company.

Note: Complete the Setup tab first based on the instructions located in the Business Plan Financials Guide (document you also downloaded from PlanningShop). Only the setup tab and marketing tab should be completed for this assignment.

Hints: The goal of the marketing budget is to help you determine how much it will cost you to reach your market and achieve your sales goals.

Hints: When filling out the “Marketing Budget” worksheet in the Excel spreadsheet, do the following:

Begin in the current year and complete a marketing budget for the first year of your business. The information you enter in the marketing budget spreadsheet will flow through to your “Income Statement” in the “Business Plan Financials.”

Leave the number at zero (0) for any marketing vehicles you do not intend to use.

Remember that all marketing activities involve costs. If social media represents a significant portion of your marketing, assume you will incur costs of advertising and these should be reflected on your budget. Even if a social media site charges nothing to use it, you will need to use company resources to manage the site, pay someone to execute your social media marketing campaigns, and most likely pay for ads on that site.

Do not leave the “Marketing Budget” blank assuming you will not have any marketing costs.

Do not complete all the rows; only fill in the costs for the marketing vehicles you will actually use. These must match the content you describe in Question 4 Word portion of this assignment.

The specific course learning outcome associated with this assignment is:

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Explain factors that complicate a diagnosis of anxiety versus an adjustment disorder.

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Explain factors that complicate a diagnosis of anxiety versus an adjustment disorder.

The Assignment: (1–2 pages)

Compare an anxiety disorder with an adjustment disorder (similarities and differences).

Explain factors that complicate a diagnosis of anxiety versus an adjustment disorder.

Using the cases you selected, explain how ethnicity and background may affect the diagnosis.

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Diagnosis Of An Anxiety Or An Adjustment

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Diagnosis Of An Anxiety Or An Adjustment

The Assignment: (1–2 pages)

Compare an anxiety disorder with an adjustment disorder (similarities and differences).

Explain factors that complicate a diagnosis of anxiety versus an adjustment disorder.

Using the cases you selected, explain how ethnicity and background may affect the diagnosis

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Final Knowledge Check

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Final Knowledge Check

Please complete final knowledge check by 11:59 pm ET

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explain whether the option to delay the project valuable?

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explain whether the option to delay the project valuable?

Menlo Ventures offers three different ways of structuring the financing:

  1. Straight common stock where the VC will not receive any dividend for the first four years and will receive 20% of NOPAT as a dividend for the remaining four years. The expected tax rate for Pharmaset is 21%. In addition, the VC will receive a 20% ownership of the company’s equity at the end of eight years. In the case of bankruptcy 20% ownership of the company’s equity will apply to the book value immediately
  2. Redeemable convertible debt with 10% coupon rate (interest is tax-deductible). The debt will be converted for 15% ownership of the equity of Pharmaset at the end of eight years. In the case of bankruptcy the debt will be immediately redeemed at its face value or at the residual assets’ book value, whichever number is lower.
  3. Redeemable preferred stock with 7.5% dividend plus warrants for 15% of the equity for an exercise price of $150 M. In the case of bankruptcy the debt will be immediately redeemed at its face value or at the residual assets’ book value, whichever number is lower.

Which financing method should be selected by Fosbeck? Should it accept Menlo Ventures offer? Explain your answer.

Frequently Asked Questions/Helpful Hints:
Is it enough to submit Excel file?
No! The deliverable outcome is your written report to the CFO. You use Excel to support your recommendations

Is there a minimum or maximum size of the report?
Although there is no formal minimum size of the report, it has to address all issues raised and provide your analysis and supporting evidence. To complete the thorough analysis required for this assignment you will probably need 3-4 pages. It is also a good idea to add a one-page executive summary to your report.

Similarly, there is no maximum limit for the report, but please avoid adding superfluous information to your report.

How do I set up Crystal Ball simulation?
Hint: use “Yes-No” distribution to create a binary (one or zero) variable indicating project continuation each year. Make revenues and costs dependent values of these binary variables.

How do I explain whether the option to delay the project valuable?
Analyze the costs and benefits of making the capital investment in two steps and delaying the project’s positive cash flows by two years and shortening the revenue stream.

Are preferred dividends tax deductible?
No, unlike coupon payments, preferred dividends are not tax deductible.

How do I decide which financing option is better?
One approach would be to see which option is less costly from Fosbeck’s management point of view.

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Estimate the NPV and IRR for each of these scenarios. Estimate the expected NPV.

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Estimate the NPV and IRR for each of these scenarios. Estimate the expected NPV.

Introduction:
You are the senior financial analyst for Fosbeck Generic Drug Co (Fosbeck). The firm manufactures and sells generic over-the-counter drugs in plants located throughout the country. You have been asked to generate some answers to questions emanating from the Board of Directors. These questions can be grouped into two broad categories – what projects to choose for the near future and how to finance these projects.

Deliverable:
Please present your recommendations in a report written for your supervisor, the firm Controller. Clearly show your analysis and communicate your conclusions and recommendations. Support your report by calculations in the Excel spreadsheets. In your report, explain the results of each portion of your analysis (represented by the tabs on the Excel template). Submit all the completed Excel worksheets with the completed responses to the questions posed to support your report and recommendation.

Steps to Completion:
Individual Project Analysis
Your first task is to analyze the company’s three projects and provide your recommendations about their implementation.

Automation project
One of Fosbeck’s plants is trying to decide whether to automate its drug manufacturing by purchasing a fully automated bioreactor machine complex.

The proposed machine costs $500 M and it will have a five year anticipated life and will be depreciated by using the 3-year MACRS depreciation method toward a zero salvage value. (MACRS depreciation rates are: Year 1: 33%, Year 2: 45%, Year 3: 15% and Year 4: 7%) However, the plant will be able to sell the machine in the after-market for 25% of its original costs at the end of year 5. The firm estimates that the installation of the bioreactor will bring annual costs savings of $50 M from reduced labor costs, $10 M per year from reduced waste disposal costs, and $80 M per year from the sales byproduct of bioreactor process net of selling expenses. Fosbeck requires a 12% of return from its investment and has a 21% marginal tax rate.

Decision Criteria – NPV and IRR

· Calculate the NPV and IRR for the project.

· The manager of the plant raised some concerns about the revenues from the byproduct sale. He projects that the price of the byproduct in year 1 and the following years could be 10% to 50% less than what was projected. However, the savings from reduced labor costs and reduced waste disposal costs would remain same. He presented the following probability distribution on the projected reclaimed plastic sales:

Remain same as projected 40%

Decrease by 10% 30%

Decrease by 30% 20%

Decrease by 50% 10%

Estimate the NPV and IRR for each of these scenarios. Estimate the expected NPV.

Break-even Analysis

· At what volume of byproduct sales would Fosbeck have a break-even NPV=0?

Fosbuvir Project
The company considers development of a new drug to treat Hepatitis C, code-named the Fosbuvir Project. Fosbeck has already spent $420 M on preliminary research for drug development and it will need another $600 M on development this year (tax deductible) and $2 B in CapEx next year (these cash outlays are not part of the cash flows that you have estimated earlier, because this project is not approved yet). Capital expenditures will be depreciated over 10 years using straight line depreciation.

The patent for the drug is pending and the company expects to receive an FDA approval and start selling the drug in two years. If approved, revenues in the first year of sales are $10 B with subsequent annual growth of 50% over the next three years (until the fourth year of sales), after which the sales will be stable between the fourth and the tenth years of sales. After that the drug will lose the patent protection and its manufacturing is expected to stop. The CoGS are estimated to be 15% of revenues and SG&A expenses are $2 B a year if the drug is produced and zero otherwise.

Expected revenues and expenses should take into account the uncertainty of getting the patent and FDA approval. The company estimates the probability of getting the approval in two years is 10% (i.e., if the company gets the approval the revenue is $10 B, if it does not, the revenue is zero, which makes the expected revenue in the first year of sales equal to $1 B). Even if Fosbuvir gets approved by FDA, each year there is a 5 % probability of the patent becoming obsolete due to a new drug entering the market, in which case the revenues, as well as CoGS and SG&A expenses will drop to zero.

NPV and IRR

· Estimate expected revenues and costs, taking probability of approval and probability of the patent becoming obsolete into account

· Please estimate the NPV and IRR of the Fosbuvir Project, using the company’s WACC of 12%.

Real Option

One of your colleagues pointed out that instead of starting construction before the FDA approval, the company can invest only $0.8 B next year (depreciated over 10 years) and delay the remaining $1.2 B investment (depreciated over 8 years) for two years until the drug gets approved. Only if the drug gets approved will Fosbeck proceed with the second stage investment, which will take place in three years. The sales will commence in four years at the level of $10 B with subsequent annual growth of 50% over the next three years, after which the sales will be stable, but due to delay the company will lose two years of revenues. The probability of patent obsolescence remains the same as before – 5% each year.

· What is the NPV of this two-stage investment?

Two-stage investment alternative can be evaluated by simply calculating the NPV for two different outcomes (FDA approval or not) and then finding the expected value. Alternatively a Monte Carlo simulation can be used (see below). To check your calculations look at expected NPVs found using these two approaches – they should be nearly identical.

· Is the option to delay the project valuable? Explain.

Monte Carlo Simulation (extra credit 5%) – ATTENTION! This part is completely optional

You want to evaluate the Fosbuvir Project using Monte Carlo simulation (see the template) based on probability of FDA approval in two years and patent obsolescence in each subsequent year. You can either use Crystal Ball or you are welcome to use any other software, including the Random Data generator in Data Analysis Pack.

· What is the probability of a positive NPV?

· Please discuss the riskiness of the project.

Pharmaset, Inc. Acquisition
The reason of the low probability of FDA approval for Fosbuvir is that another company, Pharmaset, Inc., is working on a similar drug, called FosbuvirP, and is very close to getting FDA approval and a patent. If Pharmaset gets a patent, Fosbeck’s own application will be denied. Therefore, instead of developing Fosbuvir internally, Fosbeck can acquire Pharmaset. Pharmaset already has manufacturing facilities in place and FosbuvirP is its only product. The book value of the company’s fixed assets is $3 B, which will be depreciated using the straight-line depreciation over the next 10 years. Pharmaset expects to receive the FDA approval and patent by the end of this year with sales starting next year. Its next year revenues are expected to be $4 B ($10 B revenue in case of success times the 40% probability of success) with subsequent annual growth of 50% over the next three years (until the fourth year of sales), after which the sales will be stable until the tenth year of sales. After that the drug will lose the patent protection and its manufacturing is expected to stop. The CoGS are expected to be 15% of revenues and SG&A expenses are $3.5 B a year if the drug is produced and zero otherwise. In other words, in case of FDA approval Pharmaset’s revenues and costs will be similar to Fosbeck’s, but SG&A expenses will be higher. If Fosbeck were to acquire Pharmaset, it would be able to bring SG&A costs down to Fosbeck’s level. The probability of FDA approval is 40% and the probability of patent obsolescence remains the same as before – 5% each year.

Mergers and Acquisitions. Target (Pharmaset) Valuation

Pharmaset’s management would be open to the sale in the valuation range of $ 22 to 26 Billion.

· Please estimate Pharmaset’s value to Fosbeck, if it gets acquired.

Recommendations
Upon reviewing Fosbeck’s choices, what project(s) would you recommend?

Venture Capital Financing
Finally, to further reduce its risk Fosbeck considers keeping acquired Pharmaset as a separate company. In this case Fosbeck will eventually shift its R&D to Pharmaset, which will continue as a viable business even after the initial patent expires. Therefore, we can ignore the probability of a patent becoming obsolete. However, if FDA approval is not received this year, Pharmaset will go bankrupt, in which case its fixed assets will be sold at residual book value.

A venture capital (VC) firm Menlo Ventures is willing to provide financing of up to $5 B in acquisition of Pharmaset.

If the VC agrees to invest in Pharmaset, it plans to exit after eight years at which time it expects that the company’s value would be eight times its year 8 EBIT.

Menlo Ventures offers three different ways of structuring the financing:

  1. Straight common stock where the VC will not receive any dividend for the first four years and will receive 20% of NOPAT as a dividend for the remaining four years. The expected tax rate for Pharmaset is 21%. In addition, the VC will receive a 20% ownership of the company’s equity at the end of eight years. In the case of bankruptcy 20% ownership of the company’s equity will apply to the book value immediately
  2. Redeemable convertible debt with 10% coupon rate (interest is tax-deductible). The debt will be converted for 15% ownership of the equity of Pharmaset at the end of eight years. In the case of bankruptcy the debt will be immediately redeemed at its face value or at the residual assets’ book value, whichever number is lower.
  3. Redeemable preferred stock with 7.5% dividend plus warrants for 15% of the equity for an exercise price of $150 M. In the case of bankruptcy the debt will be immediately redeemed at its face value or at the residual assets’ book value, whichever number is lower.

Which financing method should be selected by Fosbeck? Should it accept Menlo Ventures offer? Explain your answer.

Frequently Asked Questions/Helpful Hints:
Is it enough to submit Excel file?
No! The deliverable outcome is your written report to the CFO. You use Excel to support your recommendations

Is there a minimum or maximum size of the report?
Although there is no formal minimum size of the report, it has to address all issues raised and provide your analysis and supporting evidence. To complete the thorough analysis required for this assignment you will probably need 3-4 pages. It is also a good idea to add a one-page executive summary to your report.

Similarly, there is no maximum limit for the report, but please avoid adding superfluous information to your report.

How do I set up Crystal Ball simulation?
Hint: use “Yes-No” distribution to create a binary (one or zero) variable indicating project continuation each year. Make revenues and costs dependent values of these binary variables.

How do I explain whether the option to delay the project valuable?
Analyze the costs and benefits of making the capital investment in two steps and delaying the project’s positive cash flows by two years and shortening the revenue stream.

Are preferred dividends tax deductible?
No, unlike coupon payments, preferred dividends are not tax deductible.

How do I decide which financing option is better?
One approach would be to see which option is less costly from Fosbeck’s management point of view.

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Finance Assignment

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Finance Assignment

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Data blocks
CB_Block_0
㜸〱敤㕣㕢㙣ㅣ㔷ㄹ摥㌳摥㕤敦慣敤搸㡤搳㑢㑡㘹つ愵戴挴挱㡤搳㠶㔲㈰〴㕦㥡㑢㜱㘲㌷㜶㔲㔰㐱㥢昱敥㤹㜸㥡㥤ㄹ㜷㘶搶㠹㑢愵㔶搰㜲㠷㑡摣㐴愱㐰㔵㐱㈵㕥戸〸〹捡攵〵〹〹㠴㡡挴〳㐸㈰昱㔰㄰㠲〷㄰ち攲㠵〷㈴昸扥㌳㌳扢㌳扢摥戱扢㙤挱㐵㍥改晥㍥㜳㙥㜳捥昹慦攷晦捦㌴㈷㜲戹摣扦㤱昸㤷㈹捦捣㜵㡢敢㝥㈰敤㠹ㄹ户㕥㤷搵挰㜲ㅤ㝦㘲捡昳㡣昵㌹换て晡搰愰㔸戱㔰敦ㄷ㉡扥昵愰㉣㔵搶愴攷愳㔱㈱㤷㉢㤵㜴つ昵ㅣ㠴扦㤱昸㐱㘷慦挱㍣挰搲捣昴晣昲晤ㄸ㜵㌱㜰㍤戹㝦散㙣搸昷昰攴攴挴攴挴敤㠷㈶て㑥ㅣ搸㍦㌶搳愸〷つ㑦ㅥ㜶㘴㈳昰㡣晡晥戱㠵挶㜲摤慡扥㔳慥㉦戹ㄷ愴㜳㔸㉥ㅦ戸㙤搹戸晤捤㤳户ㅦ㍡㘴摥㜹攷㥢〷昱敡摣愹㤹改〵㑦㥡晥㑢㌴㘶㠱㔳扥㝤㔶㔶㉤慥㑤㑡捦㜲捥㑦捣㑣攳扦挴晣昱㜴挷挴攲㡡㤴〱㕦㉤㍤改㔴愵慦愳攳㠰㍤攵晢つ㝢㤵㥢愷摢㐷戱搴慡攱〷〵㝢㐶搶敢扡ㅤ㡦㕡戲攷戱㜷㜵㘳㝤搰㕥㤴㡥㙦〵搶㥡ㄵ慣ㄷ敤㈵っ㔴ㅢ戲捦昸昲戴攱㥣㤷愷っ㕢ㄶ散㘳つ慢㤶て㔳慥敦收㜸㠸攴挴搴昲㈷愶㝣㝢㘶挵昰搴㡣㝣㙥㑣㐶摢愳㕥㌵摤昶挶敥攳㜲敡敡つㅣ昳愶敥敤㔰㜳搶昰㥡㉤挷扢户㡣ㄶ㥦㥥挱慤摤摢㈷昶㈸摤攷つ摤晢愸慤㑣户ㄶ〳ㄱ㝤慢ㅤ挵㘲昴㈲㐱㍦㐱㠹㠰〸搴换〴〳〴㠳〰㈲晦て㜰㐹戲㈳慢戴㡡愱㔵㤶戵㑡㔵慢搴戴㡡搴㉡愶㔶㌹慦㔵㔶戴㡡愵㔵敥搷㉡ㄷ搰㈶㑥愵晥㝥㉤㑡〷㍥㝡敥㍢㍦㜸晣㌷搳㍦扣敦敦愵㝤晤晤㕦ㅢ摣㠵㐶昷㐴㤳㥡昵㡣㡢㈰戵ㄶㄵ㠳㈳昸㙦㜳慥〰㔳㤸㠷捣㍢捣挹挹摡愱〳挶㙤㐶㠱换捡㐰㝥㡡㔰㐶搰㜶搰扣搷㜲㙡敥㐵㠵扢敢愶つ㕦戶㌶㙥㍣慡㥢㜶ㅢ㑥捤㝦搵挶㤵㡢㠱ㄱ挸㙢摢敢㕡㠳㜴㜴㕢〴㕢㐹㕦扤敦晡昶㙥㘷㡤㝡㐳㑥㕤戲挲敡㔷户㔵摢ぢ㥥扢摣扤昶愸㈷ㅦ㘸搶㜶捣㘸ち㐲㙤㑤㡤摤戱捡戰㉡㥣搷搸捣㡡敢㑢㐷㑤㙦摣㕥戰慡ㄷ愴户㈸㈹ㄲ㘵㑤㉤昵㑡㔶㐵㕣㍦㍥敦㘰愱攰搶摡㙢㤳愵收㕤㤷〲㌰戳慣㘱扥慢搲ぢ搶㤷㡣攵扡扣㉡搵㈴㝣㈷㉡昶愶㡡㡦扡搵㠶㍦攳㍡㠱攷搶搳㌵㔳戵㌵〳㤲愶㜶搲慤挹㝣㍥愷㠴〲〴㙥㕦㥦㄰戹㝤摤㜹㐱㈱㈲㠱㘲㌲昲㌵㘹戲㥢㌸㡤搵㘱ㄵ㜵㐹㥡搴㕥户挹㘰㥣慦㤲㌱ㄹㅣ㤸㔸ㄳ昵〷㕦㝡换㈶挳㌶㌱昷昲㌶搶戴搱㘸昵㜷慤㐹㈷㌸㙥㌸戵扡昴㌲戵㥦攰㡣昴㘱㠰挲㘵〸㠴慥扢㐷㔵㈷㉥㠹昵挲㐵慢ㄶ慣ㄴ㔷愴㜵㝥㈵㐰ㄹ㌴㘴愹挴慤敤㐸晡ㄵ㈸搲㜷ㄳ㡣〲㤴换戹攲ㅥ㌶㉡㤶㤱㜲〵㑡愷っ㕥㑥〹㜲昶㑢昱昲愰㜹搴慡〷㌲ㄴ捡挳㈶㌰ㄲ㙡㌵㠵扥㈱㤲愸㘷㔴㐳㠵戱挷㥣〱㤵ㅡ㤶ㄳ慣户昸戶㠳㑢㐲㈲摡㤱〵摢㑥ㄶ㔰ㄴ愴攵㐱〶慦㠱㘸摡愴㐱㜶攳〴ㄱ㤱つ㌲㌴㍢㐶㑥ㄳㄹ摢㘷挸〸戴㑦ㄲ㈱㕢ㅦ攸㉥㈳㐸散㥤㐴捡㑥㕤昹㜱㐷㥡㙤㘴换㠷搲散㑡㙣㥣㝥ㄵ挱搵〴搷㄰散〵㄰㝦㠲㠴愳㤴㐳㍥㥤昴㔷攱㔹扦㡥攰搵〰㤰㑦㍡㘵㑥㈴慡㘸㐳㙤挵㡥㘴扢㈱搸挹捡㈸づ㐵ㄱ㉤攳愶㥤㌹㘴㉢㐴㐷㔶攷昶搰戵㜹愵㘳㕦摦㥤㌶㤳换㈱㐵㘶㌴㑤慥㜵㤳愶挹㡤㘰搳ㅥ昵搶つ攸慡㡦ㄱ扣〶愰慣扦㤶㄰捡㠵〶敦搶㉣㝡㥡㤴慦〸戳㈸㌴㠶㝡㔴昰ㄱ㈱昳〸㤰㈱攴㍡㡥㉦㍢㌶㌴捤挱㜱昳ㄵ㙦㐳敦敦捥摦ㄱ搲摢昴收㡥摥愱扦攸〵㕡搱㌷㠲扤挴敦扡敡㤸㥢㔰慤扦㥥攰㘶㠰㌶ㅤ挳搳昷ぢ昵ㄴ㈸戳搸㑥㘰㙥㌷扤㉥捡捡㕤㕡㕦㤵㑡〳つ㥡㑢㠶㜷㕥〶昰㘰㥣㤸㠵㉤散㝡㥥慣攳㔰㕢㔳〵㍣扦㕣㥤㉥昴㡦㝡慥捤昲ㅤㅢ搹㝦㐵㈸㠶㝣㕥敢换戵搹挸ㄹ戶㘶挲攷㤴愰ㅣ敡攰摢扡ぢ㠹㐴愷㌴㜹戱㕦昶昹㜲㐷㤲昴㈰㐹摥㠰㙤搵昷〱㐰㑡㠸㕦㜷㤵㈸晢搹散㡤慡㔹摡㘲愵㠷㉦攳㜴搲收㐳散㤰㈳〳愱挳㜶ㅡ晥〳㝦挸㕥戴散愶戰ㄸ戰ㄷ愴㔷㠵㙦挱慡换㜲攸㤶愵愸搹㤱ㄵ慦㄰㔹搱搷搷㜱㥥捥昰慦㈹㍡㘹㤳ㄲ㤹摣㥥㔹㤹㜱ㄶ㙦ㄱㄵ摤㤰ㄴ㉡ㄹ慥愱愶〴㈲攵戱敤㡥㠸改㐱挴摣㡡㡤搳て㄰㑣ㄲㅣ〴㈸晣〲㤲㘶慢ㅢ捦㜰㔸晦ㅡ㕤摡㤵㑡慥㐴㌴㈸ㄷ攱㜳㕤㠵搵㈱扥收㑤〴㜷〰戴㤹㍦㜴㐰㘶㄰愲㐲㜹㠲㄰㔵ㄸ挳㍣㙢挹㡢愴㠱㕤㈶〲㑢㌳つ㍦㜰㙤㐶㤶㠶捣㔹昷㤴ㅢ捣㕡晥㉡㈲㔱愳㘶㤴戹㜷㐵㍡愰㉥て戶㑦㕢㤹扢扡㉡㙢扡戹攸㌶㈰摡㑥捣㙥㠷㠳㌹戶〳戶愴㍡㥢㙢〲愹户昳㌱㠶㄰搸㘹攵㙦愵㌷㜶㑢摥㙦ㅥ晡㠶㕢㍢扡㘴〵㜵㌹㘰㠶㑣挷㝣挹挴㉥㈲㜲㔰敢㌷㤷㔶㍣㈹㘷㠷捣㘳㥥㔵慢㕢㡥㈴㌲㘰㘳㌲㔸㌷㈷捦㈳㑡戰攰㌲〶攸㍡㐳收㤲㘷㌸晥慡挱㠰攲晡敥搴㤳ち㡢ㄴ捣㘹换昱昱ㅡ㠵㐵收㠷捤挵ㄵ昷㈲㈲戶つ摢㌹㘶慣晡摢〲㉢㈴晡㌰㈹搴〸㑤㘸㥡㈸㘹愵㕥昱挳〳㜹㉥㐷摥换ㄳ㈸㕣攵ち昴㤹㘷㘸㙦摡昵㔱㡣㠶㜶㍡攷㌴㠸攸㔱戳戰㉦㔳ち㤳㔳昵㍢搹攷㉤〰㜷ㅦ㍢㜳愲ㄵ㤹㝢㔱㌱敢〲扤晣ㄹ㌲㕥㤱㐵㌳㄰㐲ㅦ摤慥㤰㔴㔸㐶捡〱〷〲攳㝣㙡㈷扦戲愹摡㤰晡㜶戵戲㐷ㄱ㐹ㅡ㌴攷㡣㘵㔹㐷㍣摡㌶㠲㕤攱〳捤㔸摢愸晢㔱摤㡣㙢摢〶㐹㡢㘴戹㔸㌵㐸挱㔳㡤挰㍤㘹㌹扡〹愰攸㉦㉡㌲㉥愱挸戸愴㡡〶捤搳っつ慡㍣挷㜲捦ㅢ㥥ㄵ慣搸㔶戵挴〷㠶敦戶〵㑤㠲挹㈹㜹攳ㄴ换㡣戱㌶㙢晥っ㑣㌶㝦〲攸㥥㠰ㅣ攵搶ㄱ晤愰㕣㑤ㄴ昱㑦昴攸㔸㠲㠰㔱㥥㔲晤㙤ㄸ慤愰㙥㐷㐰攴愸㜴㌹扥㠳㜱昹㘱㤴㠴㐲㠸㔸捦㈰ㄱ㜸〵ㄳ㐲㥥㉥敥愲㜹挶戱〲㘰㡦ㄸ㍢㙡〵戳㍥㔰づ㠰慣㍡摥㕥慢戰㥡攸㌴摥搴ち㌷㜴㔶愵搴挴昵㥤昵㐹扤昱扡つ慡㐳㡤㤲㔰㈴㥢㌵㔲㥡㘵㠳㌹㙥㈷㔵㈳㤴攲㡥戵㡤挸㜲㥢戶昶㥤㔲攴㐵㈸㈶㐵㌳㌹晤敤㡡㔰㄰攸㡤㜴ㄴ㝤昶搹攴㤱㠸搸搰〶㈸㔳㑦㠵㘵㐳㔱㐸昰〴慥㥤搴㘴㌹㝡〲㝦敦㡡戲昳㡤㈰㔵㘳㕣ㅡ㡤㙡愶敡昵㜹〷㔶㐲搵昰㙡摢㠴愵戱戶㔰挳㈸敥散㔵晢㠷摢㥢㘰挴㠸つㄹㄶ挹昰〳㠳つ挱㕣㠹㠸㉡慤戳㈱㙥㜵戳戸挴愷㤳搲㜰ㄴ〶ㄶ㠳摡慣㕣㔳㘶㔸换㤲ㅦ㔵ㅤ㥡愷㐵㈵㐷㜵㜳㙡搹㠷㑡て㈸挷愳㥣㘲㜰摤㍣㑤户ㄴ㉥㌱㐰散㐶戹㠵㙡㠰搰㙥㜳〰㥥っ戶て㜶戰㈳㘱攸㠴搶ㄹ㈵㘸㌱㠳㜰搳㡢㈰敦昴㠸㔱〸㔲㔳愵扦ㅤㄱ㕦㜸㠲改敢㐷㜲㜱㈶㘲㈲㠶扢㌲慣〷㈰㌷ㄹ㤹㈴ㄷ㡤挶〱昳㔰戲㈹愱㌵ㄸ㤷搱挴ㄸ愲挹攷〵戸挵挳㔸搶㌰搹愶㡥㝢㙥㠱〵㙤㕡㕦摦㘵㥥㜰慡昵㐶㑤㉡㔵ㅣ换㙡愵㤱户〵扥搴ㄵ挰㤰㥢㌲昶㈵摡㤴ㄳ㌸㑡㜱挹㐴㔲敦㜶户㝥〴摤㤵㤰挳ㄸ愱敡㘳〰㌲挳㉤愷〲㘲ㅤ昷ㄴ㘸ㅦ敥㙥㕤㘰㔰㤷攷㈰搲㍡㡡㈸换收㜰ㅦ慦ㄹ㐵㔶摣㤶㘸㌶攷捥戹戴搹ㄳ㐵挷慤戰㘸㕢攰〸敢っ〵㕥戱〸㘳愴㐷敥攰㈰戹换㔱㜴昷昲挳敡㌱㜷ㄹ愸㔰ㄸ㄰㡣昱昲ㄴ㤴挳慥㠲㤱㘸㜰㙢㉤慢㕢㌰晡㑢换㕢㥦〲㄰っ〳搳愰㐵换搰挰㤹㐱㝥㜳〳攷〶戴捡㠸㤰㈶㠳愹㡣㔱㡥挲㘱て愴㠱㥢㜸㤰㕥㜲愱㠴㠲㍤敡㘲㔸㝣㌷㜱摣挶ㄱ挸昵慥㙡㉢㕣㌰〲㕣㝦㜱昶戶ㄵ㑦搵㙡㌴㜷攱㥦摢ㄶ㔸挵搵㡤搰ㅣ摤搳㜶㈹㑢慤㠹昶摤㡤㙤ㄵ搱㘵挱㠳戳ㄳ挷㡤愰扡戲ㄸ慣㠷ㄷ户㝡㈵㠹挲㡦攰㡦搸昰敤戴㤹昳づ㉦愲慥㜱敦换ㄷㅣ昷愲愳收㔵昰㜹敢てㄴ㠲㉢㤴晤㥣㘴㌹昷㙦晣㔳㐹换ㄵ㝥㠸ㄱ户㌲㙤づ搰㜲㤰㜰ㅣ㤵㐲㘹㌰㠶㝣〶㥤挰㜶㙦摥ㅡ㈰㥤散㘹愳ㄳ㈵〸㜶〸挵㌹晦㤲ㄱ㡡昸〱搰㑡㘲〹㡦攴搸昳㘷挰晡攲晢㈸㈱挲昱ㅣ㠹㤱挲㙢㤰换㐰㥤ㄲ攴搱ㄵて㕥〸昹晦挱㔲捣捤ㅢ戲搳㝦㠱㤹挵戳敤㈸扡㥥㈸晡㕥〷㡡〴慦㠱㈸晥扤ㅢ㤹㌸ㄵㄸ㥥㝤㐱㠱㜰慥㘹攷〰晡戲㕦昸晤ㅦㅥ㐰攷㈲攲㔰㌶ㅡ㐲㙤㌷攱戹㘹㈲昴㜵㤸〸っ摥㉢ㄳ攱㈴㌲㠲㔱晣搰㐴㠸㝣㈰昳㈸搸摣㐴㘰㙣㉦挳㄰㑣㠴㕡ㄳ㙥つ㥥挰慥戲改ㅦ㍢㡥㡢户搲㐷㍣ㅦ㑡换㥦㠱㐷敡敡捥攲〵挳㌳散扤慡晣㤸㈷愱捣扣㈵摣攴㔶㕤搸攳摡つ㙢㔴愷つ㝣ㄵ戱㤷㝤挷㥦戲戵晢敢挰㔴㤸㐲昷扤㈸㠹攲㡢昰㤴〸㥥ㅢ㜲敦摢昳㡤㘳扦㝦昰搱㈳扣慤ㄶ搱㙡㘱ㅦ昲扤㠴散㘹㑦㈰愸㥢戸㈸㜲㈵㍦捣㌹㠹㑦㤴慣搵扡㥣㌶㍣㘵〵昹扡ㅤ㘷㐳挲㑢㄰㘶㐸㝣摢挱挴挴扤㠷搰挴㥣㘸㜳㜷慡て㥢㤴㡢㜰㈲㌱㜱攵搳㡢挳㠶愲慢㈲敢搱摡㉣㝣ぢ慡攸〵㑥㈴㙤㈵昲搴挹㈴挴㌷摢㜵摤㈱敡扡昰㈰挳戰㝦㉣愵㄰㝦㈰㠵㈴て㌲扣㄰愰愴搴㘹㘴ち户〲㘴㐴搶摡㐳扣昴〷散〸〱搹扣昴搷攳㐷㉣搸㐵㘰㌱昶挵昷㝡愲愵㉤ㅡ慢㈶㠶㙡㤵㑤戳㠸㡣㍡扣戰㘰㌲㉥㑤㔹㍡〷㔱扡㘵㜷ㄴ㕦㌲㘴㠷㠱户㤰戱ぢ㌶㝤㙤㘵晢㉥愷㠱㥢ㅦ搰㌳㐵愵㌰㥣摤㉣挶㠱㔴挵攸挲愶攵戰㠸㜰㌸捣㌶㍢つ㐴㔵搰㔹捥㕥㥣㑡ㄱ晣攳㤷㐲慣ㅦ㙦つ㝤㘵㝢つ㜵㥣搳㡦〵昲〷晢敢晡っ挶挶㕢挹㌱㤰戰㕢㙡㔵ち慦㠷㥦㐱ㄷ㉥㍡㈷昴㔶㔶㍤㡢㐳昸ㄳ㜳㔶㥦搶愱晦ㄹ扤㔶㥣㜵㤶扤ㄹ挶㑥改晦㜷愱㘰㔳晤㉦ㄸ㝢㔳㠸㝣㜷㤴攱㐳㠱昱㤳㑤㐳㌶摣ㄱ㜸戶ㄱ扣㔱〷㘳㕤㘵ㄹ昲づ㜳㡢昸㜸㌵慣㔶ㄲㅣ㝥慦㝣晢搵㠸㘶㕦摡戶〳㕤〵㈰㘳㐳㠵㘷㈰㠲扡昶㑦换慤昸㜴㕢扣てㅤ昷㥣戴慡㥥敢扢㘶㌰戶㠸愰敦ㄸ扦㍤㌳㘱昳㑣㠹慦戶ぢ戵ㅢ戱ㄳ㠳敦㐵㥦㔳昳㄰搸愷㘴昰㔲挵㈲ㄹ㔹搸㕡㈴㠳摦㈱㡤㈴挲㑢搴づ晥ㄵ收㍤つ愳㡥㑦㔷攷攱敢っ㔸戴㉤㤴㕤攸㜱㙥扦愱挱慤挳ㅤ慤㜷挲ㅦ㈴敢ㄳ〸㡥愹㈵摣昷㕥敥㙢晢ㅥ愴摢㐶㙢昳搹戲㌷㥦㕢戹昰㌴㜰扡戵户愴㐹㠶敦攴ㄷ挹㘵扤㐲㠸㑢晢㐷昰㜷敢づ㕡㡥㌶ち㍡㡦㍥攸愶㈳㙣扣づ昷搹ㄶ愲摦攷搰㔵㑣ㄱ攰愷ㅢ㔱㠶て㠲㕥㍥戲愲昸㌲㤶㐵〶㐰㍥㔷慣〲㜴愷敡㈷㌷愲敡㤱㔸㈰ぢ㥥㌱㐸㡥㘵昱㐵㌴攴㜶㠵换〶㑢㜰搹㐲㥤㈵㤰搷攳ㅥ挸攷〴捦ㄲ㙡㈲㥦㐷㠷收㐴㉣㤴㜶㥦挸攷㌶㥡㠸愰ㄵ愰ㄶ㥡ㅣ㝦㈴搶㈲㝡ㅤ搵扡㑤攰㄰戸〰挳ㄴ㡢㤴㌵挵㌰戴昰㝤㘲〶改㤷搱摦攷㡦晣攲㌹愶扦ㅥㄱ㑡㄰愲㉡㍤㜹ち㐲㌵昹挷㤳㤳昷㔰摡㝤昲㥦搸㘸昲㈳㤴㤱㥣㠹ㅥ〰っ昵㠹ち晥愸挵㌴㤰攱㍥昲㈷捥ㄱ攰㤷㥡挵㠸㠱ㄲ搵昷㈲㌲攸换つ㔷慤㉥㈱ㄳ昷㉤㜰晤ㄹㅦ昷㈸晢㠸ㄷ㈱改换㈹㠶捥搸㘲愸ㄵ㑢㜶攴㠵摤ㄶ戲〱㑢攲搷戲㕤㐵㝡戱挷〸扦昸㔰㡣㤸攳挷攳㉦愷戴㈸收〴挲〸㉤㔲搲て㌷㔲㝣㌰㙥晣敤敦戶㕣愶愸㐰〲昵㠴㡤㐹㘷慡昱㘳㜱攳㠳昸㉡㑢戵挹昱〶〱搳昳㜱㘳搲愳㙡晣㘸摣昸㉦〷昷㌶ㅢ挷㜴ㄸ㡥㕣㈰㤱㘴搸扡捡晡㑦㝣愱㍤㡣收〵㤳晡㜳挰っ㡢㈹㌹㔵攸戸慥㌴攸㈰㉥㠳㜸昸㐶㝡づ㜷㥢㜰〵〴㐲㌶晣㕦㈵㥣挰㥤愷㔹㈳㌰昰〹昴ㅡ㠲捤㥥慥㥥搸戹㘸捥㝢㈸攸㌷㑦昸㌸㔳搵戶ㄵ㠹挰ㅣ挸㠷晢扢㠹㔳㍥挳㜴㙣敤㐷ㅣ㈴搳㜸㠷愴㌷攵愱〲㉢㜹昱晥ㄸ戳戹㐷㕡㌴愳㍦っ攴㐰㍡〲㌲愳㍦〲ㄸ〶㘲㜸㕢㌹㌷㐲晥㔷捣晤㝥㔶㝣㠰攰㔱㠰戲㈰戳㤳づ㡡㡦〱っ挷晦愳㡡戱㌵攵㉦搱挴㠳昱换㤲㘴愴㝦㠸ㅤ㍥っ搰〷昷慤㠸㠸戰慣㝦〴㈵挹㤷㔲㜰愸㤷㝥㡣ㄵㅦ㈷昸〴㐰戹挰挹㙥㜹搷戸愶ㅥ㌵搷㈷搱㔵㍣㐲㠰㥦晥㜸㤴攱㐳㠱晢昰搶敥戶㌲㡦挲昱㠷晤〸㜵愶扥攰扦ぢ㕦攴慦㜳搱㝤昸ㅦ㤲ㄴ㤴㘱㥦搷摥搲摢㔸㘴〲摡攴敡户㡡捤㝥ㄱ攳㜰㕤慤〸ち㐷愴㔲㈹㘹㐵㐱㝣㜳挱挲挵ㅢ昸㤶挳慡㐲〸搲㠰慡㜰愲㡡㈳㈸搰㍦捤愶挴㌱昱愴㝦㠶㑦㐴慤摡挴捦㐶ㄹ㍥〸攲㔵㜵扦㍦敡ㅥ扦㤰戸㔶ㄵ㔶摢ぢ㠹㝦㔵戱㤲㝣攱ㄳㅣ㑣㈱ぢ㤹戴㔶㈲搲ㄴつ㝤ㄱ㤹愱扥㘱捥敤㕥晣戴㑢愲㝡慥㜶敥摣㍦㠷昳㘳搷收摦昵㡥挱㈷㥥晦昹ㅦ㍥昵慢昷ㅣ晥昳扦㥥㝣昲㔷㝦晣搴㜳晦晡搱昲攱㥦㍥晤昴㑦敥晥捡㜳㝦搸㙤㍥愵㝤昷㥦㜳㑦㍤㌴㜹攱愱〷捣㌳晢㡥㍤昴敥晢敦㤹㕣戸㘲扣慦慦扦晦收搱㥦㕤㜳换挸㈳て㍣㉢㝥晣摢慢ㅤ愱㤶㡢ㄷ愴愷挱㘵慢㘹㝣〹ㄹ㑣㠳㌳㝥㔹愷挱攵慡㡤㕡㡥㌶㙡ㅡ〵㈵昸㌴㌸〱㔵㘱愴㉢〶晥〳㙡㠹戲㑦
Decisioneering:7.0.0.0
Automation Project
Fosbeck’s Automation Project Solution Legend
Value given in problem
Given Formula/Calculation/Analysis required
Investment cost (today) ($500.00) Assumptions, Qualitative analysis or Short answer required
Salvage Value percentage 25% Goal Seek, Scenario or Data Table cell
Project life 5 MACRS Schedule Crystal Ball Input
Annual labor costs savings $50.00 year 1 33% Crystal Ball Output
Annual waste disposal cost savings $10.00 year 2 45%
Annual Byproduct sales $80.00 year 3 15%
Required rate of return 12% year 4 7%
Tax rate 21%
Solution
Basic Analysis (All numbers in $ Mil) Year
Cash flow estimation 0 1 2 3 4 5
Investment ($500.00)
Annual labor costs savings
Annual waste disposal cost savings
Annual Byproduct sales
EBITDA
Less: Depreciation
Additional EBIT (including salvage value)
Less: Taxes
NOPAT
Plus: Depreciation
FCF
NPV
IRR
Analysis
Scenario Analysis
Sales and NPV numbers are in $ Mil
Scenario probability Byproduct Sales NPV IRR
$ – 0 0.00%
Base
Byproduct sales decrease by 10%
Byproduct sales decrease by 30%
Byproduct sales decrease by 50%
Expected NPV
Breakeven
Breakeven byproduct sales
Fosbuvir Project
CoGS ratio 15% Solution Legend
growth 50% Value given in problem
SGA $2.00 Formula/Calculation/Analysis required
CapEx $2.00 Assumptions, Qualitative analysis or Short answer required
Revenue1 $10.00 Goal Seek, Scenario or Data Table cell
Project Life 10 years Crystal Ball Input
Tax rate 21% Crystal Ball Output
R&D $0.60
probability of approval 10%
probability of obsolescence 5%
WACC 12%
Year 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030
Probability of Success 0.1 0.95 0.95 0.95 0.95 0.95 0.95 0.95 0.95 0.95
Revenue
Cost
SGA
R&D
Depreciation (unconditional)
EBIT
Taxes
Net Income
OCF
CapEx
FCF
NPV
IRR
Real Option Modification Depreciation
CapEx 1 $0.80 10 years
CapEx 2 $1.20 8 years
Two-stage investment alternative can be evaluated by simply calculating the NPV for two different outcomes (FDA approval or not) and then finding the expected value. Alternatively a Monte Carlo simulation can be used. To check your calculations look at expected NPVs found using these two approaches – they should be nearly identical.
Evaluating two outcomes separately
If approved by FDA (project can still get obsolete in later years)
Year 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030
Probability of Success
Revenue
Cost
SGA
R&D
Depreciation
EBIT
Taxes
Net Income
OCF
CapEx
FCF
NPV
IRR
If FDA does not approve (project fails)
Year 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030
Probability of Success
Revenue
Cost
SGA
R&D
Depreciation
Dima Leshchinskii: Dima Leshchinskii: No follow-up investment
EBIT
Taxes
Net Income
OCF
CapEx
FCF
NPV
IRR
Expected NPV
Using Crystal Ball
Year 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030
Probability of Success 0.1 0.95 0.95 0.95 0.95 0.95 0.95 0.95
Revenue
Cost
SGA
R&D
Depreciation
Dima Leshchinskii: Dima Leshchinskii: Second investment takes place (and depreciated) only if the drug receives FDA approval
EBIT
Taxes
Net Income
OCF
CapEx

Dima Leshchinskii: Dima Leshchinskii: Second investment takes place only if the drug receives FDA approval FCF
Expected NPV
IRR
Pharmaset

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Fix Format Issues (Turabian Format)

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Fix Format Issues (Turabian Format)This paper was incorrectly done in APA format. Needs to be in Turabian Format

GOVT 425 Essay Rubric

Criteria

Levels of Achievement

Content

(70%)

Advanced

90-100%

Proficient

70-89%

Developing

1-69%

Not present

Total

Understanding

32 to 35 points:

An understanding of the major arguments and the intent of the article is clearly demonstrated.

25 to 31.5 points:

An understanding of some of the major arguments and the intent of the article is demonstrated.

1 to 24.5 points:

An understanding of the arguments in the article is demonstrated.

0 points

Not present

Strengths

And

Weaknesses

23 to 25 points:

The strengths and weaknesses of the article are properly and clearly assessed.

18 to 22.5 points:

The strengths and weaknesses of the article are properly assessed.

1 to 17.5 points:

The strengths and weaknesses of the article are assessed.

0 points

Not present

Article

Effectiveness

13.5 to 15 points:

The critique clearly concludes with a summary statement on the overall effectiveness of the article.

10.5 to 13 points:

The critique concludes with a summary statement on the overall effectiveness of the article.

1 to 10 points:

The critique contains a statement on the overall effectiveness of the article.

0 points

Not present

Personal

Reflection

13.5 to 15 points:

Personal reflection on the topic, which includes addressing the student’s main objections or affirmations of the position of the article, is included.

10.5 to 13 points:

Personal reflection on the topic concerning the student’s objections or affirmations of the position, are included.

1 to 10 points:

Personal reflection concerning the student’s objections or affirmations of the position, are included.

0 points

Not present

Personal

Position

13.5 to 15 points:

A personal position is clearly articulated and appropriate biblical and theological support is integrated in the analysis.

10.5 to 13 points:

A personal position is articulated and a biblical and theological support is integrated.

1 to 10 points:

A personal position is articulated and a biblical or theological support is integrated.

0 points

Not present

Structure (30%)

Advanced

90-100%

Proficient

70-89%

Developing

1-69%

Not present

Total

Format

27 to 30 points:

The essay is written in current Turabian format and is free of grammar and spelling errors. The essay is 3–5 pages and includes 5–7 citations in addition to the course textbook and the Bible.

21 to 26.5 points:

The essay is written in current Turabian format and has minimal grammar and spelling errors. The essay is 3–5 pages and includes 5–7 citations in addition to the course textbook and the Bible.

1 to 19.5 points:

The essay is written in current Turabian format and has grammar and spelling errors. The essay is 2-3 pages and includes 3-4 citations in addition to the course textbook and the Bible.

0 points

Not present

Composition

13.5 to 15 points:

The summary of the article is clearly and correctly composed.

10.5 to 13 points:

The summary of the article correctly composed.

1 to 10 points:

The summary of the article is poorly composed.

0 points

Not present

Professor Comments:

Total:

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Describe and pinpoint images that may be inappropriate for a variety of viewers

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Describe and pinpoint images that may be inappropriate for a variety of viewers

Using the NIKE website, begin to consider the effects the visual elements have on the viewers and create a thesis statement and outline using the response elements 1-5 below.

Part 1.

Thesis Statement:

A thesis statement will give your readers direction. It will discuss the main elements of your analysis findings. Your thesis statement should clearly state the effect of the visual elements on viewers. Review these examples:

Example 1 — The analysis of the five perspectives will demonstrate how the visuals used in _ website work together to create an emotional connection with viewers to persuade them to purchase these products.

Example 2 – The analysis of the five perspectives will demonstrate how the visuals in _ website enhance the viewer’s understanding of the concepts presented by transcending language barriers and clarifying communication.

Part 2

1.Sensory Response – When analyzing the viewer’s sensory response to a particular visual, it is important to consider the visual elements that attract the eyes. Close your eyes when considering a visual. When you open your eyes, what are the first visual elements that you see? When analyzing a viewer’s Sensory Response, you may consider analyzing at least two of the following effects:

· Colors

· Lines

· Shapes

· Balance

· Contrast

2.Perceptual Response – When analyzing a viewer’s perception of visuals, it is important to consider the audience. Consider who is or is not attracted to this type of visual communication. When analyzing a viewer’s Perceptual Response, consider at least two of the following effects:

· Target audience specifics (age, profession, gender, financial status, etc.)

· Cultural familiarity elements (ethnicity, religious preference, social groups, etc)

· Cognitive visuals (viewer’s memories, experiences, values, beliefs, etc.)

3.Technical Response – When analyzing a viewer’s response to certain visuals, we need to consider the technical visual aspects that may affect perception. Describe how visuals affect the interpretation of the intended media communication message. Address specific technological elements that impact perception. When analyzing the Technical Response, consider the Laws of Perceptual Organization (similarity, proximity, continuity, common fate, etc), and at least two of the following types of visuals:

· Drop-down menus

· Hover-over highlighting

· Animations

· Quality of visuals

4.Emotional Response – When analyzing a viewer’s Emotional Response, it is important to consider the targeted audience preferences and emotional intelligence. Discuss what the viewer might want to see and what type of visual presentation will set the tone for that response. When analyzing the Emotional Response, consider the effects of at least two of the following types of visuals:

· Mood setting colors

· Mood setting lighting

· Persuasive images

· Positioning of search or purchase buttons

· Social media icons and share options

5.Ethical Response – When analyzing a viewer’s Ethical Response, it is important to consider the targeted audience values and beliefs. Identify any negative messages about certain ideas, groups, or cultures. Describe and pinpoint images that may be inappropriate for a variety of viewers. Keep in mind that your website can be accessed by all ages and groups. When analyzing the Ethical Response, consider at least two of the following types of visuals:

· Visual stereotypes

· Limitations in diversity

· Inappropriate images for all audiences

· Digital alterations

· False representation or advertising

Additional requirements

· APA title page, reference page, and formatting.

· Use at least four academic/scholarly sources.

· Use properly cited quotes and paraphrases when necessary.

· Complete, polished, and error-free cohesive sentences.

· Contains an introduction, body, and conclusion.

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