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Instructions:
Understanding Step One in PBL
When faced with a problem, people usually jump quickly to trying to find solutions to the problem. This is a natural reaction, but it is just that; a reaction. It is not a responsive, systematic approach to solving the problem. In problem-based learning, we purposely take one step at a time to solve the problem. Step One in PBL requires identification and investigation of the problem. Identifying the problem means clearly stating it in its simplest form. Investigating it means systematically examining it to better understand it. The goal of the team for Step One is to establish what is known about the problem.
The Context of the Problem
In PBL Step 1 of this course, your focus is on an industry analysis. Your instructor will assign an industry to each PBL team to research for the balance of the course. The following are industries representative for the type of industries used in this course. Your instructor will assign an industry to your PBL team to focus on for the balance of this course.
Churches (2017 NAICS code 813110 Religious Organizations)
Higher Education (2017 NAICS code 611310 Colleges, Universities, and Professional Schools)
Healthcare provider (2017 NAICS category 62 Health Care and Social Assistance)
Primary education (2017 NAICS Definition 611110 Elementary and Secondary Schools
Government agency: state, county or city. ( 2017 NAICS category 92 Public Administration)
Nonprofit Industry
Investigating the Problem
In this course, the problem/opportunity you will investigate from a marketing perspective is how an industry/organization best creates value for its stakeholders. A Porters Five Forces analysis can provide helpful information about an industry to identify its stakeholders, as well as its strengths and vulnerabilities. Examples of an industry weakness is the possibility of close substitutes outside the industry and/or the relativity high power of buyers within the industry. Also important to know is what are the stakeholders cultural distinctives and how do they influence marketing? An industry analysis can help determine some preliminary steps for an industry/organization to better create value. For PBL Step 1, the PBL teams deliverable is a Porters Five Forces analysis of their assigned industry.
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Resources
Course textbook: Marketing Strategy: A Decision-Focused Approach, 8th edition.
o Chapter 4: Understanding Market Opportunities
o Chapter 5: Measuring Market Opportunities: Forecasting and Market Knowledge
Seminal readings on Marketing
o Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 118. https://doi.org/10.1177/002224299005400201
o Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37. https://doi.org/10.1177/002224299405800404
o Varadarajan, R. (2010). Strategic marketing and marketing strategy: Domain, definition, fundamental issues and foundational premises. Journal of the Academy of Marketing Science, 38, 119-140. DOI 10.1007/s11747-009-0176-7
Value Creation
o Gummerus, J. (2013). Value creation processes and value outcomes in marketing theory: Strangers or siblings? Marketing Theory, 13(1), 1946. https://doi.org/10.1177/1470593112467267
o Barringer, B. R., & Harrison, J. S. (2000). Walking a Tightrope: Creating Value Through Interorganizational Relationships. Journal of Management, 26(3), 367403. https://doi.org/10.1177/014920630002600302
Porters Five Forces Example:
o Porter, M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review, 86(1), 7893.
o Yetkin, U. (2013). Revealing the Change in the Maritime Security Environment through Porters Five Forces Analysis. Defence Studies, 13(4), 458484. https://doi.org/10.1080/14702436.2013.864504
Hofstede model
o Blodgett, J. G., Bakir, A., & Rose, G. M. (2008). A test of the validity of Hofstedes cultural framework. Journal of Consumer Marketing, 25(6), 339349. https://doi.org/10.1108/07363760810902477
o Rodriguez, M., & Boyer, S. (2018). Developing Tomorrows Global Sales Leader: Adapting to Cultural Differences Utilizing Role Play. Journal for Advancement of Marketing Education, 26, 3138. Retrieved from http://0-search.ebscohost.com.oak.indwes.edu/login.aspx?direct=true&db=bth&AN=132104307&site=ehost-live
File: Marketing Consultant Report Annotated Outline
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Instructions for Deliverable
1. Review the rubric to make sure you understand the criteria for earning your grade.
2. Prior to working on your Porters Five Forces analysis be sure to read and review all articles and readings listed in the Resources section.
3. This assignment has three sections.
a. Written analysis of the Porters Five Forces.
b. Visual representation of your analysis.
c. Identify the organization within the industry your team will examine later in the course
4. Porters Five Forces. This written analysis (up to 9 pages) will include the following:
a. A detailed analysis of each force within Porter Five Forces model: bargaining power of consumers, bargaining power of suppliers, potential development of substitute products, potential entry of new competitors and rivalry among competing firms.
b. In your analysis be sure to include the stakeholders cultural distinctives, as applicable, and respond to how this stakeholders cultural distinctive can influence marketing. The Hofstede model is helpful to examine cultural distinctives.
c. Clearly indicate team members contributions.
5. Visual Representation. This visual representation is a one (1) page illustrative model of your teams five forces analysis.
6. Identify the organization within the industry
a. Identify the organization within the industry your team will examine in PBL Steps 2, 3, 4 and 5 later in the course
b. Include one or two paragraphs to fully explain why your team selected this organization
7. Requirements:
a. The body of the document is not to exceed 11 pages with up to 9 pages of written content for your Porters Five Forces analysis, one (1) page with a visual representation of the teams five forces analysis, and paragraph(s) to identify the organization within the industry, plus title page and references page.
b. Clearly indicate team members contributions
c. Research requirement: a minimum of 10 credible and applicable sources. The course textbook can be used as a source in this paper, the balance of your sources need to be sources which are not provided in this course.
8. Edit your paper. Verify that the content per the instructions is included and that all direct quotes and/or paraphrases have been properly cited and referenced. Review the entire paper for APA formatting and English grammar standards.
9. Retain a copy of the completed Porters Five Forces analysis for your records and one person from the team must submit the deliverable to the assignment submission page.
RUBRIC |
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Excellent Quality 95-100%
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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. |
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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. |
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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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systematic approach to solving the problem |
systematic approach to solving the problem