Project Objectives An underlying assumption of the introduction to marketing

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Project Objectives

An underlying assumption of the introduction to marketing course is that students learn best and
retain more when they actively apply and work with the concepts presented in the course
materials rather than simply read about them. Therefore, the purpose of this assignment is to
apply concepts and knowledge learned in class to real situations to enhance your understanding.

A marketing environment analysis is an examination of the major external forces and trends that
have impacted or may impact a market and thus present opportunities and threats for marketers.
It involves an assessment of the key components of a company’s task (micro) environment and
macroenvironment (please see Chapter 3). This information is necessary input into the
development of a strategic plan for companies who are involved or plan to become involved in
the industry.

Project Summary

Your short paper should contain the following two parts.

Part 1. Examine the current market micro and macro environmental situation for an
industry of your choice (for example, please see the list on page. 5). That is,
explore the market, customer, competitive, distribution, demographic, economic,
ecological, technological, political/legal, and cultural situations for the industry
with particular emphasis on those changing environmental factors that may
provide opportunities and threats for companies in the industry (see Chapter 3 for
more details; This is primarily sections II and III below).

Part 2. Demonstrate your understanding of core marketing concepts we learned in this
class that you have not incorporated into Part 1. A partial list of the concepts
that should be addressed is provided below (Section IV). You are not limited to
this list. Examples, both real (preferable) and conjectural (i.e., things that you
think are likely), should be provided to demonstrate your understanding. Most of
these concepts should be addressed in your industry analysis (i.e., Part 1). You do
not need to repeat any of the core concepts that are covered in Part 1.

While all parts of this project are important, the demonstration of your understanding and ability
to use core marketing concepts is very important. Regardless of the section (Part 1 or Part 2) in
which you discuss the core concepts, please use bold type to highlight the concepts.

Your written report should conform (more or less) to the format listed below. The body of the analysis should not exceed
six-seven double-spaced typed (12-point type) pages. However, extensive use of appendices
(such as charts, tables, industry-related ads etc.) is acceptable. The page count begins with the
“Task (micro) Environment Descriiption” (point II. in the format given below) and not with the
summary or table of contents. Each item in the appendix must be individually referenced in
the body. References (i.e., sources of information) must be cited in the main text (include
author’s name, year) and listed in a reference section (section VI).

As with all written assignments, your analysis will be evaluated on its professional appearance,
readability, and apparent effort, as well as on its content.
Project Format

Cover Page (Your Name, Your Industry)
Table of Contents

I. Summary

This is a summary of the key points found in the marketing environment analysis.

II. Task (micro) Environment Descriiption

This section addresses the competitive conditions of firms doing business for the product
category. The questions provided are examples of the items that should be covered; they
are not exhaustive.

A. Markets

What is the current market size, the growth potential for the immediate future (next five
years), and geographical distribution in this product category?

B. Customers

What buying behavior patterns impact this product category? How is the market
segmented and what are the most effective vehicles to reach the segments? How do
consumers rate the competitors on reputation, product quality, service, sales force, price,

C. Competitors
Who are the major competitors? Describe them in terms of their size, market share,
product positioning strategies, or any other characteristics that are appropriate to
understanding competitive intentions and behavior. What trends will affect future
competition and substitutes for this product?

D. Distribution

What are the different ways that products in this category are distributed and promoted?
Are there any potential changes in the importance of the varying distribution and
promotional approaches?

III. Macroenvironment Descriiption

This section describes broad macroenvironmental trends. It concerns the demographic,
economic, ecological, technological, political/legal, and cultural factors which are of
relevance to an understanding of the market.

A. Demographic

What major demographic developments and trends pose opportunities or threats to firms
doing business in this product category?

B. Economic

What major macroeconomic (national, international) developments in income, prices,
savings, and credit may affect firms doing business in this product category?

C. Ecological

What is the outlook for the cost and availability of natural resources and energy needed
by firms doing business in this product category? What environmental legislation or
negative publicity is of issue?

D. Technological

What major technological changes are occurring that would affect business in this
product category?

E. Political/Legal

What laws or regulations are being considered that could affect marketing strategy and

F. Cultural
What broad cultural or subcultural patterns affect the public’s attitude towards the firms
and/or products of the firms doing business in this product category?

IV. Additional Application of Core Marketing Concepts

This section should address (if not addressed above), but not be limited to the following
concepts. You are encouraged to explore how any other concept from the text or class
discussions applies (or could be applied) to your industry. You are encouraged to
document your discussion with real-life examples, as well as such things as product
advertisements that demonstrate application of the concepts. You may also provide
creative examples.
Core Concepts (examples—i.e., partial list)

Marketing Concept
• Consumer Needs and Wants
• Customer satisfaction
Relationship marketing
Consumer equity
Portfolio Analysis
Marketing Mix
Market Segmentation
Market Targeting
• Differentiated, Undifferentiated, and Concentrated Marketing
Market Positioning
• Competitive advantage and differentiation strategies
Macroenvironmental Impact
Reference Group Influence/Appeals
Consumer Involvement
Total Product Concept
Brand Equity
Brand Strategies
Product Line and Mix decisions
Product Life Cycle
Pricing Approaches
Distribution Channel Functions
Vertical Marketing Systems
Advertising/Sales Promotion/and Public Relations Strategy and Approaches
Global Product/Promotion Strategies

V. Appendix

–e.g., Charts, Graphs, Tables Perceptual Maps, Advertisements that illustrate
concepts, etc.

VI. References (APA or MLA styles preferred)

You may use scholarly articles, industry sources, popular press, the Internet, as well as
personal interviews as sources of information. In fact, it is expected that you will use most of
these sources. Further, examples from industry-related advertising, popular press articles, and
personal experience should be used to demonstrate your understanding. Do not rely solely on
Internet searches (Google is not a substitute for the library).

Submission: Submit your paper online on Canvas by the deadline indicated in the course
syllabus. Please note that late assignment will be subject to point deduction.
List of Industries (you are not limited to one of the industries on this list)

Fast-Food Restaurants
Department Stores
Fast-Casual Restaurants
Beverage (e.g., beer, soft drinks)
Telecommunications (e.g., AT&T, Verizon)
Consumer Electronics (e.g., computer, smart phones)

***Please do NOT plagiarize***
If you have any questions, please do not hesitate to ask.

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