Using the theories presented in class, students will analyze an existing firm’s marketing strategy. Students are welcome to use a smaller business (perhaps one that you are already working with, or intend to start), but may find it easier to use a company that has an established, online presence. In fact, the assignment will likely be easier to do if the student selects a larger, established company (a quick google search will turn up a wealth of information on the marketing strategies of companies such as McDonalds). Before you pick your company, please read writing assignment #2 (as you will be required to use the same company for that assignment).
Students are expected to include the following information in their reports:
1) An overview of the company and a few examples of past marketing campaigns/strategies that have been employed
2) An analysis of the current environment, to include competitors
3) An analysis of the core competencies of the company, and how well the company is leveraging these competencies
4) Application of theories presented in the class, to the company’s marketing strategy (such as a SWOT analysis, market segmentation, core competencies, etc.)
The four requirements above do not need to be their own sections (indeed, an overview of the company may very well include their core competencies), but the information does need to be present.
Please highlight all theories that were used from class (in parentheses behind the text). For example: McDonald’s make the same hamburger, the same way, in every McDonalds (core competency). There is no ‘set number of theories’ that are required (as this may vary greatly, depending on what you chose to present).
The document should use a well-known citation style. Normally, for undergraduate business classes, APA is used. Because some of you come from other fields, and know other style better, feel free to use one of those. Webpages are acceptable resources. The body of the document (the text, not the citations) should be 2000 to 4000 words in length.
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