All sources must be cited using the APA method. You are required to provide reliable and credible sources for your research. The findings from your research do not need to be
written up at this stage, however you must summarize your key findings and sources must be cited.
Include at least 3 sources from the Fleming Library database in your research and CLEARLY identify these in the template. PRODUCT IS : SONY Earbuds

Part 1 - Conduct an Analysis of the External Environment- Find one relevant source for each of the following; 1) Social and
demographic factors, 2) economic factors, 3) Technological Factors, & 4) Regulatory Factors.
Part 2 - Complete Marketing Analysis - Research the market for your product. Eg. If you have chosen Red Bull as your consumer
product, your research here should focus on the total energy drink market (not Red Bull). How large is the market in Canada (sales $s)?, is
it growing or declining, are there specific consumer segments - when/why/where do they buy? Are there new product trends in the market?
What role does marketing communications play?
Part 3 - Complete Product/Brand Analysis - This section would focus on all things Red Bull (if this was your chosen brand). How is
Red Bull doing (sales growth, decline, market share in Canada)? Examine their marketing mix.
Part 4 - Competitive Analysis (a minimum of 2 competitors). What is their market share, are they growing/declining? Examine the
marketing strategy of both competitors (eg. Target marketing, positioning and marketing mix).
Part 5 - Begin SWOT Analysis - The focus of this section should include an analysis of what you have learned to-date. It is not intended
to be extensive or complete but provides a starting point. A reminder that a SWOT is NOT new research. It is a simply an appraisal of the
relevant research you have conducted to-date.
Part 6 - Preliminary Recommendations - Provide a minimum of 3 recommendations that you would like to make to in your marketing
strategy section. Consider all aspects that may lead to an improvement in your brand's performance. This may include changes to the
Target Market, Positioning, or any aspect of the marketing mix. These initial recommendations must be supported by your secondary
research.