MARKETING ESSENTIALS
Group Project I: Situation Analysis
70 marks total; 20% of your final course grade
Choose a goods-producing company that interests you. Be sure that you can readily collect
information on this company. Whatever you choose will be your case subject throughout the
entire semester, so be sure to select a company of interest to all team members.
Scenario: Your team has been assigned, by the company of your group’s choosing, to analyze
their current situation and marketing activities, and to make marketing recommendations. You
will undertake this task by fulfilling the requirements of Projects 1 and 2.
Project 1 is to be structured as a business report and must contain the following sections:
1. Introduction: Introduce your client company, present its mission statement and give a
background of its business and values. State what will be covered in the report. (5 marks)
2. Value Proposition: Identify a product (or product line) being offered by your client and
define the value proposition of the product. Explain how this value proposition appropriately
connects the relationship of the product to the price the customer must pay to obtain it. (10
marks)
3. SWOT Analysis and Summary: Complete a SWOT analysis, presenting your researched
information in a matrix (point-form), followed by a full analysis in paragraph form. (20 marks)
4. Target Market and Positioning: Analyze the target segment for the company’s product,
providing a full analysis of its demographic, psychographic, geographic and the behavioral
characteristics. Define the company/product’s position relative to competitors? (15 marks)
5. Conclusion & Recommendation: Provide an overview of the key findings amongst the
SWOT and Target Market Analysis. Referencing the Strategic Opportunity Matrix,
recommend one strategic alternative for your client’s growth. (10 marks)
Professionalism of the Report (10 marks)
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Include a proper and complete title page, table of contents and reference page.
Eliminate spelling, punctuation, grammatical, structural, and formatting errors.
Academic Integrity:
Complete 2-part APA citation methodology MUST be followed. Missed citations and/or
Work Cited page entries will be penalized with a grade of zero. Your paper must have at
minimum 6 secondary sources including your textbook and your client’s corporate website.
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School of Business
© 2016, Southern Alberta Institute of Technology
MARKETING ESSENTIALS
Due Date: see course Schedule.
Grading: While the report will receive a grade, individual student grading may vary based upon
instructor observation of group interaction, and a completed peer evaluation form. The peer
evaluation form will be developed and delivered by the instructor via email and must be
completed and returned in confidence to the instructor.
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School of Business
© 2016, Southern Alberta Institute of Technology