Description
Students will analyze the marketing activities of a company of their choice. This analysis should cover the major topics as discussed in the course. The paper should focus on the strategic marketing decisions of a particular product or service. Students will take the position of a marketing manager for the product or service being studied and make appropriate recommendations in their concluding remarks. This paper should be 4-5 pages in length (double-spaced).
I. Written analysis of product/service should include the following as appropriate:
A. Market Environment
1. Competition
2. Industry trends
3. Environmental threats and opportunities (political, demographic, technological, cultural, legal.)
B. The Market
1. Segments served
2. Target customer group
C. Current Strategy description and evaluation of the following:
1. Product (depth, breadth of product time, life cycle of product)
2. Price strategy
3. Distribution channels
4. Promotion mix (personal selling sales promotion, advertising)
D. Recommendations
1. Should strategy be changed? Yes or no? Why?
2. What alternative strategies would you recommend?
Last Completed Projects
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