Posted: March 4th, 2023

Company • Provide a brief descriiption of the company your team is researching.

Place your order now for a similar assignment and have exceptional work written by our team of experts, At affordable rates

For This or a Similar Paper Click To Order Now

Company
• Provide a brief descriiption of the company your team is researching.
• A general statement of the “business” the company is in.
• Provide a brief analysis of their financial performance (revenue, profit). Are they growing,
declining or stagnant?
• Is the company a leader or follower in their industry? (provide market share figures)
• Is their industry (category) growing or declining? (provide growth figures)
Value proposition:
Choose a single specific product the company is offering.
In a short paragraph, summarize the following:
• What need does this product serve?
• What problem does your product solve (motivation)?
• Substitutes: what else are customers buying to satisfy the need and/or solve this problem?
• What differentiate your product/service from competitors? What makes the product unique?
Target Market
• Who are the most likely to need this product?
• Assess the target market size: how many potential customers are there?
• Segmentation: are there different (two or more) types of customers? What are their
characteristics? What segmentation variables might be used to define market segments?
• Describe target personas for each market segment
Example: Sarah Thompson (you can use descriiption instead of table)
Variables:
Geographic: Lives in suburban Natick, near metropolitan Boston
Demographics: Married, with 2 kids, 34 year old, condo owner, accountant; graduate
degree, HH income: $100K
Psychographics: Photography hobbyist
Enjoys cooking and entertaining
Behaviors (link to
category or brand use):
Responds to “industry experts” opinions with purchase decisions
Not brand loyal
Shops at Costco on weekends for groceries and wine
NOTE: Please use “two” profiles as a rule of thumb. If your company covers a broad spectrum of
customers, then maybe three or four is more appropriate.
• Optional: map the customer journey
2
Competition and Positioning
• Which products/companies are your product’s major competitors?
• Provide market share data for your company and its competitors (if available).
• How is your company “different” from the competitors identified?
• Outline the product positioning, linking it to their value proposition.
• Map your product and the key competitor’s positions with a Perceptual Map based on
attributes/features (what customers would consider when they making purchases).
• Are there any new business models, new entrants to the market (aka Airbnb in hotel industry)?
Market environment and SWOT analysis
• Your team will conduct a macro environmental analysis of the business, reporting on key
trends/factors that are impacting or will have an impact on the company’s business
• Start from the company’s 10K risk section: there is a section on important risks and factors
• Focus on the factors that are specific and most critical for your company/product’s future growth
and go deeper on them.
• For each factor, identify the trends (what is new? what is changing?) and analyze how they are
influencing your company. Support your analysis with data.
Macro-Environmental factors:
• Demographic – changes in human populations in terms of size, density, location, age, gender,
race, etc. (for example: aging of Americans, growth in Asian population). Over time, will there be
more or less customers described in Target Market section?
• Economic – factors affecting consumer buying power & spending patterns
• Natural – natural resources that are needed as inputs by marketers or that are affected by
marketing activities (e.g. climate, gasoline, certain rare minerals)
• Technological – forces that create new technologies, new product opportunities. NOTE: this
refers to technology in the environment, not the company’s in-house technical capabilities.
• Political and regulatory- laws, government agencies, and pressure groups that influence and limit
various organizations and individuals in a given society.
• Cultural – society’s basic values, perceptions and behaviors (e.g., the rise of shared economy, the
rise of environmental consciousness, etc.
Key Challenges and Opportunities
Based on your findings, conduct SWOT analysis to assess potential future issues.
Briefly discuss the following:
• Where the industry is heading? Growing? Shrinking?
• Any anticipated ‘future’ consumer needs? Could there be new alternatives appearing?
• Which competitor or trends identified pose greatest threat? Identify how the product might be at
risk or needs to be improved to remain competitive.
• How can the company leverage their strengths to gain an advantage over these threats?
The project requires a formal report to be turned in on the date indicated in the schedule.
• This required paper is to be written and submitted and the presentation is to be made by the group
as a whole. Peer evaluations will be used to assess individual contribution.
• You may use company 10k’s, industry databases, popular press as well as personal interviews as
sources of information. All sources must be cited (Author, 2022) and included in the References
section at the end of the report
Carefully follow APA style both in text and in reference list

For This or a Similar Paper Click To Order Now