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Project proposal项目建议书
1.0 The scope, aims and objectives of the Project项目的范围、目标和目标
1.1 The scope of the project项目范围
In order to research and analyze its accounting and finance functions, the listing company has selected for the analysis. In addition, BP Amoco (herein after called “BP”) is a leading and famous petrol company around the world.Besides that, the annual report of BP among the 2014, 2015 and 2016 are comparative to analyze the results. 为了研究和分析上市公司的会计和财务职能，选择了上市公司进行分析。此外，英国石油公司AMOCO（以下简称“BP”）是世界领先、知名的石油公司，其2014年、2015年和2016年的年度报告也进行了对比分析。
1.2 The aims of the project 项目目标
The project is dedicated to analyze the financial statement of the BP including financial position and comprehensive income statement and etc. The strategy of the BP should be analyzed in the project. Also, the financial ratio is potential to help to analyze the financial statement to know the management decisions. 本项目致力于对英国石油公司的财务报表进行分析，包括财务状况、综合损益表等，项目中应分析英国石油公司的战略。此外，财务比率有助于分析财务报表以了解管理决策。
1.3 The objectives of the projects项目目标
Some analysis tools could be applied in the process of the project research such as SWOT and Porter’s five forces, these strategy analysis tools could be explained in the following structure. 一些分析工具可以应用于项目研究过程中，如SWOT和波特五力，这些策略分析工具可以解释为以下结构。
2.0 Literature review 文献综述
The two main analysis theory can be applied in the project, they are 这两个主要的分析理论可以应用于该项目，它们是
2.1 SWOT analysisWOT分析
SWOT analysis is often used for business strategy development, competitoranalysis and other occasions. SWOT analysis from McKinsey & Company, including Strengths, Weaknesses, Opportunities, and Threats. Therefore, the implementation of SWOT analysis includes two steps. The first one is collect internal and external conditions of various aspects of the enterprise comprehensive and general. It then analyzes the strengths and weaknesses of the organization, the opportunities and threats it faces. SWOT analysis can help enterprises to gather resources and actions in their own strengths and have the most opportunities. It makes the enterprise's strategy becomes clear. Analysis of strengths and weaknesses is mainly focused on their own strength and its competitors compared. Opportunity and threat analysis focuses on changes in the external environment and on the potential impact on the business. In the analysis, all internal factors (strengths and weaknesses) should be grouped together, and then external forces can be used to evaluate these factors(VERBONCU, & CONDURACHE, 2016).SWOT分析常用于企业战略开发、竞争分析等场合。麦肯锡公司的SWOT分析，包括优势、劣势、机会和威胁。因此，SWOT分析的实现包括两个步骤。一是综合收集企业各方面的内外部情况。然后分析组织的优缺点、面临的机遇和威胁。SWOT分析可以帮助企业以自身优势聚集资源和行动，并获得最大的机会。它使企业的战略变得清晰。分析其优缺点主要集中在自身实力和竞争对手的比较上。机会和威胁分析侧重于外部环境的变化以及对业务的潜在影响。在分析中，应将所有内部因素（优势和劣势）组合在一起，然后利用外力来评估这些因素（Verboncu和Condurache，2016）。
SWOT consists of two parts. The first part is environmental opportunities and environmental analysis. Environmental trends are divided into two categories. One category represents environmental threats and the other represents environmental opportunities. Environmental threats refer to the challenges posed by an unfavorable trend in the environment, which can lead to a weakening of the firm's competitive position if strategic action is not taken decisively. Environmental opportunities are attractive areas for corporate behavior, in which the company has a competitive advantage. The analysis of the environment can also have different angles. For example, a simple and concise method is the PEST analysis. The other is a more common method of Porter's five-force analysis. The second part is Strengths and Weaknesses analysis. Identifying attractive opportunities in the environment is one thing, and having the necessary competencies to succeed in the opportunity is another. Each enterprise should regularly check their strengths and weaknesses. This can be done through the business management checklist. This format can be used by an organization or a consulting organization outside the enterprise to examine the marketing, financial, manufacturing and organizational capabilities of an organization. Each element should be in accordance with the special strong, slightly stronger, medium, weak or weak classification.
2.2 The porter’s five forces
The Porter’s five forces analysis was proposed by Michael Porter in the early 1980s, has a profound and far-reaching impact on corporate strategy development. For competitive strategy analysis, can effectively analyze the customer's competitive environment. The five forces are: Bargaining Power of Suppliers, Bargaining Power of Buyers, Threat of New Entrants, Substitutes, Rivalry. The different combinations of the five forces ultimately affect the profitability of the industry changes. When putting forward a feasible strategy, we should first investigate, confirm and evaluate these five forces. The nature and importance of the different forces vary by industry and company.
Porter's five forces model for the analysis of competitive strategy, can effectively analyze the customer's competitive environment. Competitive strategy in a sense is derived from the enterprise to determine the competitive nature of the industry, a deep understanding of the law of competition. The competition law of any industry will be reflected in the five kinds of competition on the force. Therefore, the Porter's five-force model is a strategic analysis tool often used by enterprises to formulate competitive strategies. In a certain sense, it belongs to the microscopic analysis of the external environment analysis method. Porter's five-force analysis is static cross-sectional scan of an industry's profitability and attractiveness. It illustrates the average profitability of the industry in the enterprise. This is a measure of the industrial situation. Relatively speaking, it is not suitable as a measure of enterprise capacity. Typically, this analysis can also be used in entrepreneurial capacity analysis to reveal the enterprise in the industry or industry, what kind of profit space. There has been a lot of debate about the practical application of Porter's five-force analysis model. At present, the more consistent view is that the model is more of a theoretical thinking tool. Relatively speaking, it is not suitable for practical operation as a strategic tool. The significance of Porter's five-force analysis is that there are three kinds of successful strategic thoughts in the struggle of five kinds of competitive forces. These three ideas are: cost leadership strategy, differentiation strategy, and concentration strategy(Dobbs, 2014).
3.0 Key steps in the research in the project
The planning of the project is significant due to the time limitation. The annual report of the BP is divided into two separate parts: the management parts and financial parts. In the process of the analysis, the strategies and financial figures are also crucial to report. The annual reports can be found in the official website of the BP.
To understand the strategy of the BP, some analyzes tools enhance the analysis; the financial figures used to compare with prior years, for example, the figure in 2016 compared with figures in 2015 and 2014. Besides that, the financial ratios are useful.
4.0Timeframe for project
The planned project timeframe can be summarized as follow:
Management analysis 10days from the proposals
Financial and accounting analysis 10 days from the management analysis complete
Other parts can be finished in the 5days.
Final double check within 3days including proof reading and structures
Reference
1.Dobbs, M. E. (2014). Guidelines for applying Porter's five forces framework: a set of industry analysis templates. Competitiveness Review, 24(1), 32-45. doi:10.1108/CR-06-2013-0059
2. VERBONCU, I., & CONDURACHE, A. (2016). Diagnostics vs. SWOT Analysis.Review Of International Comparative Management / Revista De Management Comparat International, 17(2), 114-122.
3. Al-Araki, M. (2013). SWOT analysis revisited through PEAK-framework. Journal Of Intelligent & Fuzzy Systems,25(3), 615-625. doi:10.3233/IFS-120668
4. EbonzoMenga, A. D., Lu, J., & Liu, X. (2015).Ranking alternative strategies by SWOT analysis in the framework of the axiomatic fuzzy set theory and the ER approach. Journal Of Intelligent & Fuzzy Systems, 28(4), 1775-1784. doi:10.3233/IFS-141464
5. HLADCHENKO, M. h. (2014). SWOT ANALYSIS AS THE FIRST STAGE OF THE PROCESS OF THE STRATEGIC MANAGEMENT OF THE EUROPEAN HIGHER EDUCATION INSTITUTIONS. Euromentor, 5(1), 47-65. |
