Project Assignment: Marketing Plan
You must select a product/brand that is being currently sold in the marketplace. You will closely examine the manner in which that product/brand was marketed and write a report on its target market, competition and marketing mix strategies.
Instructions
1. You must submit to your instructor your group's chosen product/brand/company for your term paper. You cannot change your group members or product/brand/company after submission. You are strongly encouraged to meet as a group via Zoom and agree on your product/brand/company as soon as possible after your instructor has provided his instructions in class.
2. Each group will be formed by the professor, each group should discuss among themselves and decide on a product/brand or company for their research and study. No two groups are to work on the same product/brand in the same category. You should seek your instructor's approval before proceeding on your term paper. Some examples of product/brand include: Beer/Heineken, Cola Beverage/Pepsi Cola, Athletic Shoes/Adidas, Airlines/United Airlines, Financial Institution/AIG, Retail Clothes/Hollister, etc.
3. You must divide the responsibility among group members for the research and extensive analysis of each element of the marketing mix (Product, Price, Place and Promotion) for the chosen brand. Focus should also be on the planning and strategies deployed in each marketing mix. Use the topic headings in the relevant chapters as a guide for your analysis of the elements of the marketing mix.
4. Your paper must cover an identification and analysis of the "target market" for the product/brand. Your paper must also cover an analysis of the direct and indirect competitors of the brand that was chosen. You must also perform a SWOT analysis of your chosen organization as part of your assignment as a measurement of problem solving skills in this research project.
5. You are to use as many of the concepts taught in during the course and those in your textbook that are related to your "marketing mix" elements as a basis of application to the product/brand in your project. Sources of information for your project should be from several sources such as the internet, business periodicals (Business, Wall Street Journal, Forbes, etc), information published by the marketers of the brand, and consumer or marketing research studies, etc.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.