Planning: Analyzing the Situation [LO-1] South by Southwest (SXSW) is a family of conferences and festivals in Austin, Texas, that showcase some of the world’s most creative talents in music, interactive media, and fi lm. In addition to being a major entertainment venue for a week every March, SXSW is also an increasingly important trade show , an opportunity for companies to present products and services to potential customers and business partners.

You work for a company that makes music training equipment, such as an electronic keyboard with an integrated computer screen that guides learners through every step of learning to play the keyboard. Your manager has asked you to look into whether the company should rent an exhibition booth at SXSW next year. Prepare a work plan for an analytical report that will assess the promotional opportunities at SXSW and make a recommendation on exhibiting. Include the statement of purpose, a problem statement for any research you will conduct, a description of what will result from your investigation, the sources and methods of data collection, and a preliminary outline. Visit the SXSW website, at http://sxsw.com , for more information. 19