Assignment #1: Business Strategy Evaluation

Reference to CLOs & Grade Weighting

1. Justify marketing decisions using factors that are a part of marketing strategy and analytical frameworks.

3. Execute a strategic marketing process to create a basic marketing plan.

Assignment #1 is worth 20% of the overall course grade.

Instructions

Congratulations! As the Senior Business Analyst at M1 Consulting Inc., you have been asked to provide the senior management team with an analysis of a specific small business the firm may be looking to invest in, or purchase.

The format of your analysis can be one of three forms. It is your choice:

Traditional report written in full paragraphs and sentences (no more than 5 pages)

Video with references included (no longer than 10 minutes)

Audio with accompanying notes and references (no longer than 10 minutes)

Select a company from one of the following two lists:

Companies featured on the CBC Dragons Den

Canadas Top Small and Medium Employers of 2022

You are expected to research this company, using at least 3 different resources. You will include a list of these references at the conclusion of the document. These can include:

The companys website

Other websites

Books, journals, magazines, newspapers

Interview with employees or other stakeholders

Other reputable sources as found

Your manager has asked that this report contain the following sections, at minimum:

1. A Title Page to include the name of the company, and your name, your instructors name, and the date (not included in page count)

2. Description of the company and business, approximately 1 page

Written or described in complete paragraph format, a description of your company by answering the questions below:

What type of business are they profit/non, public/private, industry, ownership type, etc.?

How long have they been in business?

What is the companys core business? Product, service, or both?

What other secondary businesses are they involved in?

Who are the main customers? What key utility (usefulness) do the companys products provide to its customers?

Where do they do business and/or where are their customers?

3. Industry Analysis, approximately 1 page

Define the industry or industry segment (a more detailed definition of the industry i.e. fast food burger vs. food) they are in.

Who are their main competitors in this industry/segment?

What is the economic outlook for the industry and why? Statistics to support?

Which of the 5 categories of environmental forces will influence future expansion or contractions of the industry? Include the ones most influential.

4. Marketing Mix, approximately to 1 page

Describe the 4 Ps of the companys marketing mix in summary.

5. Ethics & Corporate Social Responsibility, approximately page

What is one way that this company demonstrates positive ethical behaviour or corporate social responsibility? What effect do these examples have?

6. Conduct a SWOT Analysis (preferably in table format)

Assess the companys strengths, weaknesses, opportunities, and threats in their environment. Ensure your internal and external points are accurately categorized. If the company has control over it, it is internal.

Should be summarized or described in point form in a four-box table, and briefly described in a four to five sentence paragraph.

7. Write two to three paragraphs that summarize your analysis for your manager, approximately 1 page

Remember your audience here. Be clear, concise, and accurate.

Indicate for your manager if you think this is a good business venture. Why? Or Why not? Use your evidence to back up your statements.

*Please Note: Please cite any content that is not your own creation. It is expected that you will use your own words, but even so, the ideas might have come from another source, so use citations. Use a minimal number of direct quotes only where necessary. If material is not cited and is not original, it will be considered plagiarism. Please consult your professor if you have any questions or concerns about this. **There is no required citation format required in this course use your own judgement and be consistent.**

Use 12-point font, preferably Calibri or Arial. Emphasize the headings that label each new section using Styles in the Home tab (when using Word). Include page numbers in your report.

Please see attached marking rubric.

Submit through Blackboard (under Assessments tab in the course menu).

Rubric

CATEGORY Exemplary

5

13-15 Proficient

3-4

9-12 Partially Proficient

2

5-8 Incomplete

1

1-4 Not

Present or Acceptable

0 Score

Quality of Content

Depth and Breadth of Research Clear evidence that multiple and appropriate sources of research information were used in this project. Adequate evidence that sources of research were used in the creation of this project. Little evidence that sources of research were used in the creation of this project. No evidence that sources of research were used in the creation of this project. Total Possible

/5

Application of Content Application of course topics and research used throughout the project. All information is clear, appropriate and correct. Application of course topics and research evident throughout most of the project. Most information is clear, appropriate and correct. Some application of course topics and research are evident. Some information is confusing or incorrect. Application of course topics and research are not evident. Information is confusing or incorrect. Total Possible

/15

Grand Total Comments: Total Possible

/20