* A 20-30 page paper double spaced with 1” margins top/bottom/left and right and no larger than
12 point typeset will be due on the second exam, identifying the SWOT (strengths, weaknesses,
opportunities and threats) of AN EXISTING PRE-APPROVED organization and a
recommended marketing strategy. There will be one letter grade deducted for every DAY the
paper is late. The paper should be typed and presented in a PROFESSIONAL FORMAT (this
means use spell check, etc.) with a Table of Contents that will show the minimum topics of:
Introduction: What is the problem?
Situation Analysis (this is the SWOT...you must identify them by name!!!ie:
STRENGTHS:
WEAKNESSES: ETC.!!
4 P's of Marketing (ie: Target Market/and any additional “p”’’s that are applicable
Segmentation, etc.
Marketing Objectives and Recommendations
Conclusion
References (remember THIS IS A RESEARCH PAPER!!!!!!!!) do not use only the
reference of the people’s business. This is only the information they have. Your purpose is to do
additional research for them!!!!!
If you would rather do a paper on a new business (this is a business that you would like to
START...NOT one that is already up and running), this is also possible (as long as I approve it
ahead of time). Naturally, the SWOT analysis will not be appropriate. Table of Contents should
address:
Introduction
Evidence of Need
Environmental Analysis (ie: Competition,
Political, Social, Economic, Technological)
Feasibility Analysis
4 P's of Marketing (ie: Target Market/
Segmentation,
etc.)and additional “P” s as they apply
Marketing Objectives
Conclusion/References
This paper should be put together in an orderly fashion and put in a binder: do not use one of
those plastic holders. Also, Do not put each sheet into individual plastic paper holders.
STATEMENT OF PROBLEM (EXISTING BUSINESS) –OR- EVIDENCE OF NEED (NEW
BUSINESS)
FOR EXAMPLE START UP OF NEW RESTAURANT:
Cover Page:
Canelands Restaurant
Name of student etc
Table of Contents with page numbers
Introduction: Is there a need for thus and so type of restaurant in the city of Natchitoches?
Population social trends? Economy trends? Existing competition? Etc
PRODUCT Type of restaurant (target), where is it located? Décor?
(MUST include MENU (NOTE: this is NOT just a typewritten sheet of menu offerings but the
ACTUAL menu!) Menu must show:
PRICEs
PLACE (how/where can people purchase the food?) at the site? Tour groups? Delivery?
PROMOTION what methods of promotion will be used and the COST?
Other “P”s if they apply (packaging, people, partnership, programming …ie: superbowl night
START UP COSTS: Inventory food/beverage, furniture, fixtures and equipment (used vs. new).
Building? Property? Projected food and beverage cost percentage? Labor? (How many
employees? Cost?)
Projected profit/loss for first month’s operation
COMPETITION: How large a population is needed to support the business (refer to the SIC
code Standard Industrial Classification code from the government which will give you the
formula)is you market saturated?
LEGAL costs of filing? What forms?
TECHNOLOGY (type of computer system, etc)
FINANCING? (how much and where from?)
SOCIAL/CULTURAL/DEMOGRAPHICS OF THE AREA
HOW’S THE ECONOMY? WILL IT SUPPORT IT?
ENVIRONMENTAL CONCERNS
CONCLUSIONS
REFERENCES
APPENDIX (LEGAL FORMS, INVENTORY LISTS OF FOOD ITEMS AND COSTS, ETC)
Photos of property site, etc. Be sure to PROOFREAD
FOR EXAMPLE WHETHER OR NOT TO EXPAND a SPORTING GOODS STORE
(EXISTING BUSINESS)
Cover Page:
STYX SPORTING GOODS
Name of student etc.
Table of contents with page numbers:
Introduction: Would expansion of Styx Sporting Goods store in Alexandria be a sound
investment weighing the cost vs. potential revenue? Population social trends? Economy trends?
Existing and anticipated competition?
PRODUCT List of existing store inventory and
PRICES
PLACE (here, since more than likely there is not going to be any alternatives to purchasing the
product except at the location, you should address the existing location. Sales over last 5 years?
Sales per square footage of existing space? How large will the expansion be? WHERE will it be
(Extend the south wall by 20 feet?). Projected new inventory that can be housed due to
expansion. Projected sales from this new inventory (Sales per square footage). COST of
building, the expansion
PROMOTION costs of promoting the new expansion
Other “P”s if they apply …..
COST OF BUILDING EXTENSION Cost per square foot existing sales vs. square footage.
Projected sales per square foot building extension. Property Purchase? Additional equipment
purchase? Additional inventory? Labor?
LEGAL (building permit, contractors etc.
COMPETITION: How large a population is needed to support the business (refer to the SIC
code Standard Industrial Classification code from the government which will give you the
formula)is you market saturated?
LEGAL costs of filing? What forms?
TECHNOLOGY (type of computer system, etc)
FINANCING? (how much and where from?)
SOCIAL/CULTURAL/DEMOGRAPHICS OF THE AREA
HOW’S THE ECONOMY? WILL IT SUPPORT IT?
ENVIRONMENTAL CONCERNS
TECHNOLOGY (INVENTORY)
FINANCING (HOW MUCH AND WHERE FROM?
CONCLUSIONS AND RECOMMENDATIONS?
APPENDICES (PLANS/DRAWINGS, ETC. PHOTOS, LEGAL FORMS, ETC)