Research and produce a marketing analysis of a product, service, or company. This will include a current marketing profile developed from Internet research of business periodicals with specific focus and analysis of the four Ps of marketing and how they a

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Research and produce a marketing analysis of a product, service, or company. This will include a current marketing profile developed from Internet research of business periodicals with specific focus and analysis of the four Ps of marketing and how they apply and are managed in that situation.

The project has interim deliverables that involve analyzing each of the marketing mix components, which are:

• Product:
  • Brand decisions.
  • Product features.
  • Packaging.
  • Product lines.
• Place:
  • Channels of distribution.
  • Physical distribution.
  • Retailing choices.
  • Inventory decisions.
• Price:
  • Cost-based pricing.
  • Value-based pricing.
  • Competition-based pricing.
• Promotion:
  • Communication plans.
  • Public relations.
  • Advertising.
  • Sales and selling activity.

Your final marketing analysis should include the following:

• Title page.
• Company Description section describing the company you chose for this project.
• Product Analysis section.
• Place Analysis section.
• Price Analysis section.
• Promotion Analysis section.
• Overall Marketing Strategy Analysis section with a discussion of the company’s overall marketing strategy, and your analysis of how that will impact their business success.
• Integrated Marketing Program Analysis section with a discussion of how well integrated their marketing program is, and your analysis of how that will impact their economic success.
• Recommendations and Management Implications section, with your key recommendations related to the above areas. This should include the impact your recommendations will have on management, such as when and how your recommendations should be implemented.
• References page.

• To achieve a successful project experience and outcome, you are expected to meet the following requirements.

  The interim project deliverables are worth 25 percent of your total course grade. Specific grading criteria for each of those deliverables can be found in the unit assignments. Your final project, in which you will assemble revised versions of each of your interim deliverables and add on recommendations, is worth 20 percent of your total grade. The evaluation criteria and grade conversion for your final project are defined below.

• Project Grading Criteria

  Marketing Analysis Scoring Guide Grading Rubric Criteria Non-performance Basic Proficient Distinguished Examine basic use of product in the marketing mix.
  14% Does not examine basic use of product in the marketing mix. Generally discusses basic use of product in the marketing mix. Examines basic use of product in the marketing mix. Examines basic use of product in the marketing mix and recommends improvements. Examine basic use of place in the marketing mix.
  14% Does not examine basic use of place in the marketing mix. Generally discusses basic use of place in the marketing mix. Examines basic use of place in the marketing mix. Examines basic use of place in the marketing mix and recommends improvements. Examine basic use of price in the marketing mix.
  14% Does not examine basic use of price in the marketing mix. Generally discusses basic use of price in the marketing mix. Examines basic use of price in the marketing mix. Examines basic use of price in the marketing mix and recommends improvements. Examine basic use of promotion in the marketing mix.
  14% Does not examine basic use of promotion in the marketing mix. Generally discusses basic use of promotion in the marketing mix. Examines basic use of promotion in the marketing mix. Examines basic use of promotion in the marketing mix and recommends improvements. Relate the implications of an integrated marketing program to business economic success.
  14% Does not relate the implications of an integrated marketing program to business economic success. Generally discusses the implications of an integrated marketing program to business economic success. Relates the implications of an integrated marketing program to business economic success. Examines the implications of an integrated marketing program to business economic success, and draws conclusions related to a specific business situation. Examine the relationship of basic marketing strategies to business success.
  15% Does not examine the relationship of basic marketing strategies to business success. Generally discusses the relationship of basic marketing strategies to business success. Examines the relationship of basic marketing strategies to business success. Examines the relationship of basic marketing strategies to business success, and draws conclusions related to a specific business situation. Evaluate the management implications of marketing and sales plans.
  15% Does not evaluate the management implications of marketing and sales plans. Generally discusses the management implications of marketing and sales plans. Evaluates the management implications of marketing and sales plans. Evaluates the management implications of marketing and sales plans, and draws conclusions related to a specific business situation.
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