Summary:

The purpose of the assignment is to review and assess the marketing environment for a company and identify its target market. Market review is a critical component for marketing specialists before they build a marketing plan. Leveraging the topics covered in the course and using critical thinking, you are being asked to choose ONE of the following companies for your assignment.

Tim Hortons

Dollarama

BlackBerry

Part $1$: Paper $(1800$ to $2400$ maximum word paper with the following inclusions$)$

$*$

$*$ Introduction $-$ Brief history of the company, products offered, market expansion, past sales$/$profits$,$ any recent changes in the company or its products$/$brands

$*$ SWOT Analysis of the Brand $-$ use $4$ square templates with self$-$explanatory short sentences, provide your inference from the SWOT analysis in a concluding paragraph

$*$ Competitive Review $-$ compare your chosen company to $2$ to $3$ competitors based on criteria such as core competencies, Value propositions, Marketing Mix elements, SWOT elements etc

$*$ Identify the Consumer Persona $-$ Who is their target market?

$*$ Demographics

$*$ Psychographics

$*$ Review of Social Marketing Efforts

$*$ Identify and describe the company$$s social media presence

$*$ List their digital properties $($e$.$g$.,$ YouTube channel, Facebook page, e$-$commerce, etc.$)$ and assess their performance $($followership$,$ reviews, response rate, etc.$).$

$*$ Conclusion$/$Recommendations $-$ Do you think your chosen company is doing well in terms of leveraging their opportunities and managing their threats? Is the company headed for sustained success in the future? What changes would you recommend to its offerings$/$positioning$/$target market$/$social media presence?