Purpose of Assignment
This assignment is designed to help students analyze and interpret primary and/or secondary data and research. First, students will be provided with a marketing report that allows for preparing basic executive level data insights. Second, they will be allowed to pick a company and product or service. This assignment will help prepare students for the development of their marketing plan. Students will be creating a marketing plan (refer to Marketing Plan Outline and Timeline document, and carefully review Instructor Announcement titled, “MKT 571 USE OF TOOLS FOR COMPLETING THE MARKETING PLAN”) so they should choose a company and product or service that has sufficient appropriate data readily available to provide insights.
Analyze the Week 1 Business Growth Overview dataset. This is a marketing report generated by an analyst for the Senior Vice President (SVP) of Marketing at a large corporation. The analyst is new and has provided summary data but no insights or commentary for the SVP.
Construct a minimum 600 word memorandum for the SVP providing insights and commentary. The memorandum should include your analysis of the following:
• Major areas of increase and decrease in revenue or type and/or category of business
• Trends that are evident in terms of revenue or type and/or category of business
• Insights that would help formulate marketing strategies to either continue growth or reverse decline
• Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why)
Select a global or multi-regional (does business in more than one country) company and one of its products or services that will serve as the basis for your Marketing Plan. You must gain Instructor approval of this selection prior to beginning this Marketing Plan project. See Instructor Announcement titled, “MKT 571 MARKETING PLAN PROJECT APPROVALS” and ensure compliance. Company and product selection is a critical part of this project. You must ensure your proposed company can implement all the appropriate marketing methods as discussed in the text, Marketing Management. At a minimum, you should obtain two years of annual reports as well as two years of 10K reports (provides a comprehensive overview of the company’s business and financial condition and includes audited financial statements) for your data source. Once you have selected your product or service, you must define the size and type of your selected company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Record this information in a summary document as outlined below.
Prepare a minimum 250 word summary document and submit it here as a further detailed record of your selection. The summary document should include the following:
• Name of Company
• Location of Company Headquarters
• Name of Product or Service selected
• General description of company (number of employees, revenue, type of ownership, web page, etc.)
• General description of product or service