BSE2001 Business Development Assessment Brief 2026 | Temasek Polytechnic

BSE2001 Assessment Brief (100 marks / 35%)

Oral-B: Business and Market Environment Analysis

Length: Maximum 8 pages (excluding cover page, references, and appendices)

Format: Typewritten, Arial 12pt, 1.5 line spacing

Submission Mode: Upload via LMS by 5 June 23:59pm

Overview

Oral-B operates in the APAC oral care industry, offering a range of oral care products across different markets, customer segments, and channels. Using the shared case background and relevant sources, this individual assignment focuses on developing students’ understanding of Oral B’s business and market environment.

Students are required to conduct an evidence-based analysis by applying key business concepts and analytical frameworks covered in the subject. The emphasis is on analysing internal and external factors and evaluating the business environment, rather than proposing a business plan, growth strategy, or solution.

This individual assessment provides the analytical foundation for the group project, in which students will address a growth challenge and develop a business plan for  Oral-B.

Learning Outcomes

By completing this assessment, students will:

• Explain the importance of an entrepreneurial mindset in dynamic markets
• Identify key external factors influencing market trends and business growth
• Describe innovation and entrepreneurial approaches in a market-oriented context
• Apply business analysis tools (SWOT, PESTEL, Porter’s Five Forces) to assess business strengths and weaknesses in relation to external opportunities and threats

Important Notes

• This is an individual assessment
• The focus is on analysis and understanding, not recommendations or proposals
• Evidence may include a mix of primary and secondary sources, as outlined below
• Singapore should be used consistently as the reference market. Where relevant, students may compare Singapore with one selected APAC country at a time, and where country comparison adds limited value, focus on Singapore or discuss the factor at a broader APAC level.

Evidence Guidelines

• Singapore must be used as the reference market and must include at least one piece of primary evidence.
• The primary evidence must be clearly linked to at least one part of the analysis (e.g. SWOT, PESTEL, or Porter’s Five Forces).
• Examples of primary evidence include:
  • Supermarket or pharmacy visits o Product packaging
  • Shelf placement or price observations
• Students may include additional primary evidence where relevant, but only one is required.
• For other APAC countries, analysis can be based on secondary sources only, such as:
  • company websites o company published reports
  • online retailers
  • credible news or industry reports
• Primary evidence is not required for markets outside Singapore.

Assignment Structure and Requirements

1. Introduction: Business and Market Context (10 marks)

Provide an overview of:

• • Oral-B and its product range and market focus
  • The APAC oral care industry context
  • Key customer segments and channels highlighted in the case
  • The business context or challenge faced by Oral-B

2. Internal Analysis – Strengths and Weaknesses (15 marks)

Using the SWOT framework:

• • Identify two strengths and two weaknesses of Oral-B
  • Explain how these internal factors affect the firm’s ability to operate and compete in the oral care market

3. External Analysis – PESTEL Framework (20 marks)

Apply the PESTEL framework to analyse external factors affecting Oral-B.

• Analyse one key factor per PESTEL dimension:

o Political / Legal
o Economic
o Social
o Technological
o Environmental

For each factor:

• Indicate whether it represents an opportunity or a threat
• Explain its relevance to the oral care industry in Singapore and compare it to one selected APAC country.

4. Industry and Competitor Analysis – Porter’s Five Forces (15 marks)

Apply Porter’s Five Forces to analyse the competitive environment of the oral care     industry.

For each force:

• Explain its impact on competition
• Rate the force as High, Moderate, or Low
• Use brief and relevant examples to support your analysis. Examples may include the presence of strong competitors in Singapore, as well as references to one selected APAC country or broader APAC industry conditions, where such comparison helps to illustrate differences in competitive pressure

Note: Detailed competitor comparison is not required at this stage.

5. Business Environment Summary Infographic (40 marks)

(Analytical Summary – Not a Pitch)

This infographic summarises key insights from your analysis of Oral B’s business and market environment and shows how these insights can support collaboration in the group project.

Part A: Visual Infographic (1 page)

Prepare a one-page visual infographic (portrait or landscape, PDF or JPEG) that presents a clear and structured summary of your analysis.

The infographic should include the following elements:

i. Business & Market Context

• • Overview of Oral B’s product range
  • The APAC oral care industry context
  • Reference to Singapore and two selected APAC countries

ii. Key Internal Factors

• Summary of key strengths and weaknesses identified in your SWOT analysis

iii. Key External Factors

Summary of important opportunities and threats identified using:

o PESTEL
o Porter’s Five Forces

iv. Key Business Insights or Issues

• 2–3 key business insights or challenges emerging from the analysis These should be analytical observations, not problems to be solved

Part B: Written Explanation (1 page)

A one-page written explanation must accompany the infographic.

Think of the written explanation as a guide that helps the reader understand the information and insights shown in your infographic.

The written explanation should be organised into two short parts:

(i) Explanation of the Infographic Content

• Explain what is presented in the infographic
• Clarify the key insights and issues highlighted
• Help the reader understand how the infographic summarises and integrates the analysis of Oral B’s business environment

(ii) Reflection on Use of Insights for Group Discussion

• Reflect on how the infographic could be used in the group project, for example to support early group discussions, brief peers, compare markets, or inform initial thinking about growth or whitespace opportunities.
• This reflection should focus on collaborative use of insights, not on proposing actions or solutions.

Additional Information: Infographic (Part A and Part B)

Purpose

• To select and highlight key insights from the individual analysis
• To integrate ideas across multiple analytical frameworks
• To communicate understanding clearly through visual presentation
• To show how individual analysis can support later group work

Design and Presentation

• The infographic should be clearly organised and easy to read
• A smaller font size may be used if all text remains legible and the layout is uncluttered
• Use headings, icons, diagrams, or simple charts to structure information
• Focus on clarity and integration rather than decorative design

Written Explanation

• The written explanation should clarify the analysis shown in the infographic
• It should not introduce new analysis, explain design choices, or propose recommendations or strategies

6. Appendix

Students may include supporting materials in the appendices, such as:

• Date(s) of fieldwork or store visit (if primary observation in Singapore is used)
• Photos or screenshots of product packaging, shelf placement, or outlet materials
• Specific report pages, articles, or online sources referenced in the analysis Note: Appendices and the cover page are excluded from the page count. Materials included in the appendices should support the analysis but will not be assessed for additional marks on their own.

7. Recommended Page Allocation (Max: 8 pages)

8. Key Reminders

o At least one primary observation from Singapore is compulsory and must be included in the appendices.

o Cite all sources properly (APA format recommended).

o AI tools may be used for research support only. AI must not be used to generate written content, and infographic visuals for this assessment.

BSE2001 Assessment Marking Criteria