MKTG3303: Marketing Principle (Spring 20170 Instructor: Dr. Jun Yang Final Project: Individual Term Paper (Individual a 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 product/service. 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 ide a new product/service for this company. The product/service could be a radical innovation, or an incremental innovation (check Chapter 11 & 12 Product strategies for detailed definition). The newness of the product/service could be defined as follows: it has not been provided by the focal company, or, it entered the market recently (n its introduction st 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 specific industry. You could choose any product service that fits your interest, and analyze the corresponding industry at your own choice After you decide the focal company and the specific product/service, you need to identify the related industries of this product/service. Please analyze the environmental factors, industry characteristics, main players strategies in the corresponding industries and give your suggestions on how to launch this product/service. The final term paper is due by 11:59PM May 8. Please submit your word report through the Blackboard assignment bo Feel free to email me your draft before the deadline so that I could make sure you are on theright track. The approximate time frame for completing the project is as follows 1. Confirm your topic (Company and the new product/service): (By March 20) 2. Environmental Analysis of the corresponding industry (By April 3) 3. Industry Analysis: (By April 17) (By May 1) 4. Strategy Recommendation and Analysis: 5. Written Report (11:59 PM May 8) Coverage. Your report should minimally have the following elements l. Executive Summary: This is a one-page non-technical summary of the whole project, ncluding the industry's current problems/opportunities 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. MKTG3303: Marketing Principle (Spring 20170 Instructor: Dr. Jun Yang Final Project: Individual Term Paper (Individual a 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 product/service. 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 ide a new product/service for this company. The product/service could be a radical innovation, or an incremental innovation (check Chapter 11 & 12 Product strategies for detailed definition). The newness of the product/service could be defined as follows: it has not been provided by the focal company, or, it entered the market recently (n its introduction st 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 specific industry. You could choose any product service that fits your interest, and analyze the corresponding industry at your own choice After you decide the focal company and the specific product/service, you need to identify the related industries of this product/service. Please analyze the environmental factors, industry characteristics, main players strategies in the corresponding industries and give your suggestions on how to launch this product/service. The final term paper is due by 11:59PM May 8. Please submit your word report through the Blackboard assignment bo Feel free to email me your draft before the deadline so that I could make sure you are on theright track. The approximate time frame for completing the project is as follows 1. Confirm your topic (Company and the new product/service): (By March 20) 2. Environmental Analysis of the corresponding industry (By April 3) 3. Industry Analysis: (By April 17) (By May 1) 4. Strategy Recommendation and Analysis: 5. Written Report (11:59 PM May 8) Coverage. Your report should minimally have the following elements l. Executive Summary: This is a one-page non-technical summary of the whole project, ncluding the industry's current problems/opportunities 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
