Purpose of Assignment
This assignment is designed to help students analyze and interpret
primary and/or secondary data and research. First, students will be
provided with a marketing report that allows for preparing basic
executive level data insights. Second, they will be allowed to pick a
company and product or service. This assignment will help prepare
students for the development of their marketing plan. Students will be
creating a marketing plan (refer to Marketing Plan and Outline document)
so they may want to choose a company and product or service that has
data readily available or where they can use demographic/psychographic
data to provide insights.
Assignment Steps (THIS IS ONE PAPER WITH TWO PARTS)
Part 1:
Analyze the Week 1 Business Growth Overview dataset.
This is a marketing report generated by an analyst for the Senior Vice
President (SVP) of Marketing at a large corporation. The analyst is new
and has provided summary data but no insights or commentary for the SVP.
Construct a minimum 300-word memorandum for the SVP
providing insights and commentary. The memorandum should include your
analysis of the following:
- Major areas of increase and decrease in revenue or type and/or category of business
- Trends that are evident in terms of revenue or type and/or category of business
- Insights that would help formulate marketing strategies to either continue growth or reverse decline
- Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why)
Part 2:
Select a global or
multi-regional (does business in more than one country) company and one
of its products or services that will serve as the basis for your
marketing plan. You should obtain two years of annual reports as well as
two years of 10K reports (provides a comprehensive overview of the
company’s business and financial condition and includes audited
financial statements) for your data source. Once you have selected your
product or service, you must define the size and type of your selected
company that provides the product or service (available from annual
reports). This need not be elaborate but must include total number of
employees, production volume, distribution methods, and so forth. Record
this information in a summary document as outlined below.
Company and product selection is a
critical part of this project. You must ensure your proposed company can
implement the marketing methods discussed in Marketing Management.
Prepare a minimum
150-word summary document and send it to your instructor as a record of
your selection. The summary document should include the following:
- Name of Company
- Location of Company Headquarters
- Name of Product or Service selected
- General description of company (number of employees, revenue, type of ownership, web page, etc.)
- General description of product or service
Format your assignment consistent with APA guidelines.
Click the Assignment Files tab to submit your assignment.
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