Research Assignment - Worth 15% of your total grade What We're Doing: This assignment will draw on what we've learned in Chapters 1-4 & 16 in the textbook. For the brand or company you have selected, prepare the first part of a marketing plan by analyzing some key factors. Company Brand: DYSON.

PART 1: External Factors (10 Marks) What external trends do you think will affect your brand's marketing plan? a) Pick three external factors (e.g. technology, economics, demographics) and research their potential impacts on your brand in 2021. b) For each factor, please identify and explain at least two positive and two negative implications. c) Explain how your brand's strategy for the Four P's (product, price, promotion, place) would have to change and why. PART 1 Format Examples a. External Trends b. Implications: + and - 1, Technology Consumers increasingly using on-line shopping for their purchases. Positive Canadian Tire has just put a renewed focus on updating their website to be more user friendly and easier to purchase Negative The chain still does not do next day delivery to home to compete effectively against Amazon. Also prices may not be competitive enough. Factor 2 Factor 3 Example Action Plan The chain needs to significantly ramp up its on-line capabilities in the following areas: Price: review to see if pricing is competitive enough Place; Need to get next day delivery established to home vs going to store Promotion: The chain needs to actively promote the on-line service to attract new customers and keep existing Product: review their product line-up to see what other products they can add for variety PART 2: Competitive Environment (10 Marks) What is the competitive environment like for your brand? a) Identify three direct competitors and compare them to your brand in each of the Four P's b) What is your brand's unique differentiator? How does it create value for customers that is unique or different from each of its competitors? c) Provide at least three points that explain your rationale for the unique value you have identified Part 2 Format Example Canadian Tire Wal-mart Home Depot Lowes Product Price Place Promotion Unique Selling Difference Example: Canadian Tire is a Canadian neighbourhood store that offers everything you need for your household in one convenient place Rationale for unique selling difference Stores coast to coast with long opening hours Locally owned and operated - money stays in your community Friendly, trained staff to help you with your shopping experience PART 3: SWOT Analysis (10 Marks) Prepare a SWOT analysis for your brand. a) Summarize the implications of this analysis for your marketing strategy. b) What three things could your brand do differently in its business or marketing approaches? Part 3 Format Example Strengths National brand with long history in Canada Weaknesses Higher prices than competitors Opportunities Promote in local markets Threats Competitors are adding automotive services in some locations Implications & Actions Canadian Tire has a competitive advantage in Canada because of its long history and presence in most communities. Three actions we can add to our marketing strategy: Promote aggressively in communities, reminding consumers that the businesses are local Offer a price-match guarantee on any competitor's advertised price for the same product Put more signage around stores reminding consumers of auto service and parts experts Part 4: Sustainability and Global Citizenship: (10 Marks) Research your brand's environmental/sustainability and social responsibility efforts and in your own words, explain what they are doing and whether you believe it is effective. Be sure to provide examples. This would be long-form written text or bullet points on a slide with examples and references Part 5: You're the CMO (5 Marks) Pretend you are the new chief marketing officer for your brand. What are three things you would change in your first year on the job. Hint: There are no wrong answers; I'm looking for you to demonstrate that you have a solid understanding of your brand and are able to think critically about its current and future situation. Have some fun with this! Professionalism and integrity (5 Marks) Make sure your submission has: All references, facts, pictures, No spelling or grammar errors Is professionally laid out and easy to follow