MKTG3303: Marketing Principle (Spring 2017) Instructor: Dr. Jun Yang Final Project: Individual Term Paper (Individual @ 25%) In this project, you are required to conduct a strategic analysis for a company and propose a strategic marketing plan for this focal company to launch a new productfservice. You could choose a publicly traded company (for example, P&G), or a local business that you are familiar with (for example, your own business). The choice is yours. You also need to identify a new product/service for this company. The productfservice could be a radical innovation, or an incremental innovation (check Chapter 11 & 12 Product strategies for detailed denition). The newness of the productx'service could be dened as follows: it has not been provided by the focal company; or, it entered the market recently (in its introduction stage). The objective of the project is to make sure that the students understand the constructs they have learned, and be able to analyze the environmental factors and the characteristics of one specic industry. You could choose any productlservice that fits your interest, and analyze the corresponding industry at your own choice. After you decide the focal company and the specic productlservice, you need to identify the related industries of this productfservice. Please analyze the environmental factors, industry characteristics, main players' strategies in the corresponding industries, and give your suggestions on how to launch this productfservice. The final term paper is due by 11:59PM May 8. Please submit your word report through the Blackboard assignment box. Feel free to email me your draft before the deadline so that I could make sure you are on the right track. The approximate time frame for completing the project is as follows: 1. Conrm your topic (Company and the new pmducservice): (By March 20) 2. Environmental Analysis of the corresponding industry: (By April 3) 3. Industry Analysis: (By April 1 '1) 4. Strategy Recommendation and Analysis: (By May 1) 5. Written Report: (11:59 PM May 8) Coverage. Your report should minimally have the following elements. 1. Executive Summary: This is a one-page non-technical summary of the whole project, including the industry's current problemsfopportlmities and your suggestions. 2. Clearly state the goals of the research study, what information you are trying to collect, and why. Clearly specify the new product/service that you propose the focal company should launch. 3. Environmental Analysis: Discuss and evaluate the environmental factors (technology, economic, political & legal, socioculture (consumer preferences), demographics, etc.) of the corresponding market. Discuss the market characteristics (size and growth; segmented or concentrated; customers' preferences, etc). 4. Industry Analysis: Identify and describe the main players (local competitors as well as global competitors). Estimate the future performance of the productfservice in the corresponding market. The analysis should include the competitors" market sharefsales, competitors" marketing mix (4P), and the characteristics of local manufacturers} distributors! advertising agencies. 5. Company Analysis: Use SWOT analysis to identify the company's Strengths and weaknesses (product; financial position; brand image; customer base; technology; trade support, etc); Discuss the company's current product line and their overall performance. 6. Strategic Plan. Based on your analyses, make your suggestions on how to launch or modify the rm's strategy on the new productfservice. Clearly identify the target segments (organizational buyers BZB andior end consumer buyers B2C), detailed 4Ps and why you think this productlservice is important for the focal company. Note: it is important that you should include some quantitative analysis to support your conclusion in section 3~6. u 'i'. Appendices. Appendices should include tableslfrgures obtained from your analyses. Page Restrictions. The main text of the report should not exceed Ten doable smced mes (12 font, including element 1 to 6). However, you can include any number of tables and gures in your appendices. Academic Intggn'gz Poiigz [ E Student Handbook): The School of Business Administration upholds honor and academic integrity in all of its teaching, research, and service activities. All business faculty, staff, and students are charged with the responsibility to behave with personal and professional integrity and to refrain from dishonorable conduct. If a case of plagiarism has been identified, this will result a zero of the student's project and even a failure of this course. MKGT3303: Grading Rubric for Written Report Excellent (A) Good (B) Fair (C) Poor (D) Unacceptable") 1} Use of constructs Identies and uses Identies and uses many Identies and uses some Identies andt'or utilizes Does not identify oonstruchi used appropriate course or appropriate course or appropriate course or course or course related course or course _ _ course related constructs course related constructs course related constructs constructs inappropriate related constructs or for mm W to generate signicant to provide insights into but their use provides to the project situation uses the constructs and creative insights into the project situation little insight into the identied incorrectly the project project situation. 2} Analyze Identies and analyzes all Identies and analyzes all Identies some of the Identies some of the Fail to identify the Environmental factors the environmental factors the environmental environmental factors. environmental factors; environmental factors; and Industry and discusses them in factors, and the some of the opportunities discusses some of the Does not discuss the competition, and detail with respect to the opportunities and and problems in the opportunities and opportunities or analysis goes beyond the corresponding industry. problems in the two markets. But the analysis problems in each market; problems in each obvious Identies the markets. But the analysis is too gene's], or not the discussion is vague market; the discussion opportunities and lacks details, or is not quite related to the and too general general, is too general, and problems in the two well related to the specic industry. The and does not relate to the does not relate to the markets. and the specic industry. discussion does not look specic industry. specic industry discussion looks beyond Analyses begin to look beyond obvious. the obvious. beyond the obvious. 3} Analyze the Identies and analyzes Identies and analyzes Identies and analyzes Identies the company's Does not company's strategies in the company's strategies the company's strategies the company's strategies strategies (SWOT, target identifyfanalyze the two different marltets (SWOT, target market, (SWOT, target market. though some analyses market, 4P5, positioning, company's strategies appropriately and the positioning, 4P5, etc) positioning, 41's, etc) may not be appropriate etc) but the analyses are or the analysis is so analysis goes beyond the very appropriately and appropriately and andior analyses do not generally not appropriate inappropriate as to be obvious the discussion looks responses begin to look look beyond the obvious. nor do they look beyond unacceptable. beyond the obvious. beyond the obvious the obvious 4} Data Support Uses information om Uses information from Uses the literal facts to Does not use facts 'om Few or no facts from different resources (for di'erent resources to support their responses. different resources in a different resources example: nancial support ndings that are Limited efforts have bear manner that demonstrates used to support statements. newspaper beyond the literal facts; shown to use data a good understanding of answers. Answers are reports. etc) that is Shows the ability to use resumes; little if the issues of the project. more reaction than beyond the literal facts; the data into analysis and anything beyond the Little or no e'orts have analysis. Be able to use those starts to look beyond the obvious been shown to do data information to do sales literal facts. little analyses. forecasting and data anticipation of"So analyses; and in some What?" implications in instances. anticipates "So answers What?" to support answers. 5} Stylefvoice Answers are clear, Answers are clear, Answers are generally Answers are generally Answers are not clear, -I.ntro organized and fluid, organized and generally clear and organized; neither clear nor organized nor fluid. -Body reect currentbusiness reect current business generally reflect current organized. They They do not reect -Con1:lusion writing standards and writing standards; business writing generally do not reect current business engage the reader. portions engage the standards but rarely current business writing writing standards nor reader. engage the reader standards and do not do they engage the engage the reader. reader. 6} Grammar, No technical errors and Occasional technical Some technical errors and More technical errors and Numerous technical format, professional good word choice that errors and improper word improper word choices improper word choices errors and improper appearance, etc supports arguments. Well choices that support that support arguments. that support arguments. word choices that (Hurts only) identies the data arguments. Identies Identies some data Fails to identify the data support arguments. resources and includes a data resources and resumes, andt'or the resources, andt'or does not Fails to identify the detailed reference includes reference. reference is not complete. include the reference. data resources, and does not include the reference