Order ID:89JHGSJE83839 Style:APA/MLA/Harvard/Chicago Pages:5-10 Instructions:
MARKETING PLAN ASSIGNMENTS ESSAY
MARKETING PLAN ASSIGNMENTS
MKRT 201: Introduction to Marketing
Marketing analysis and planning are significant activities for the majority of firms. The purpose of this series of assignments is for you, to apply the concepts you learn in your coursework to marketing analysis and planning for a real good or service.
Each student chooses one of the consumer goods companies from the list below:
Abercrombie & Fitch
Air Canada
Amazon
Apple Inc.
Aritzia
BCLC
Bell
Best Buy
Caffe Artigiano
Citigroup
Club Penguin
Coastal Contacts
Coca-Cola
Electronic Arts
Fedex
Greater Van. Food Bank
Groupon
Kraft
Lululemon
Mars
Mountain Equip. Co-op
OpenRoad Auto Group
PepsiCo
Research In Motion
Rocky Mountaineer
Rogers
Shell Canada
Southwest Airlines
Starbucks
Sun-Rype
SureFit
Target
Tata Motors
TD Bank
Telus
Thisfish
Tourism Vancouver
Toyota Motor
Unilever
WestJet
Zara
ASSIGNMENT 1: Situation Analysis (Marketing Environment) and SWOT
Effective marketing strategies can only be created after a thorough situation analysis of the current and future internal and external conditions under which a company will compete.
Part A: Research and analyze the immediate and macro environments of your chosen company/product. Maximum 2 pages single-spaced, either point-form or brief paragraphs. Cite all sources using in-text citations or footnotes.
- Customers/Consumers: Who are the current customers? What is the estimated size of the market? How do customers buy and use the product? What factors do they consider when choosing between competitors? How loyal are customers? What products do customers consider to be competitive (direct, indirect, marketplace competitors)? etc.
- Company & Corporate Partners:Summarize the company’s relevant history and background, mission/vision, culture, resources, key success factors, etc. How has the company been successful so far? What types of partners (e.g. suppliers, service providers, consultants, etc.) help it succeed, and what are their strengths/weaknesses? What types of partners is it missing? etc.
- Competitors:How intense is the competitio1n in this category? Is the category growing or shrinking? Are there many small competitors, or is the industry dominated by several large players? Are there substitutes/indirect competitors? How easy/hard is it for new entrants to start up? etc.
- CDSTEP: Describe the characteristics of the macroenvironment in which the company competes, using CDSTEP to cover all main points. What cultural, demographic, social, technological, economic, and political-legal factors influence the industry, the company, and consumers?
Part B: Based on your analysis from Part A, summarize in a SWOT table the company’s key Strengths and Weaknesses (internal) and the key Opportunities and Threats (external) it faces. You should have at least 6 items listed under each SWOT category in your table. Maximum .5 page single-spaced, either point-form or brief paragraphs.
Part C: Highlight the most important point(s) under each of S, W, O, and T and explain if/how they all relate to each other and should shape the company’s marketing strategies. Maximum .5 page single-spaced.
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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