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Marketing Principles

Marketing Principles
The simplified instructions for this order:
Assignment Motivation
One of the important aspects of the business world is that people use graphs and data to illustrate what is going on. The business world is quantitative and it is important to realize how businesses use numbers.
However, one number by itself is not helpful to give insight. It takes at least two numbers to provide insight on something.
There are some basic strategies that people use to put numbers in to context.
• See how a number changes over time
• Compare numbers from two or more companies
• Compute a number in different ways: total sales and total sales/per employee.
This assignment is to have you look at the WSJ and find instances of where this is done in articles.
Page 1 of 2
Assignment
For this assignment, you are to find a total of four graphs and/or tables from the WSJ online that show or illustrate the concept describe in the motivation.
Use a screen capture tool to clip a graph or table and put them in a Word document (or equivalent). You must find four different examples from four different articles.
Provide a description of how two numbers are being used. That is, explain in your own words, how two numbers are used and not just one.
You must also provide the citation for the article. This means you need to have the title of the article, the date, and author. Use WSJ articles only, do not use Blog posts or WSJ videos.
Marketing Principles

MKTG
2120
SUGGESTED FORMAT FOR PAPER
(
Length: 10

12 pages)
I had instructed those who asked me to follow (in general) the project outline for breaking up the sections. Here are
my suggestions
based on the outline I gave you at the beginning of the term.
Basically, I want
you to orga
nize the paper into relevant sections (heading and sub headings) so that it is organized
and it is
e
as
y to find what I am looking for.
I DO NOT want one long essay!!!
I hope this help
s. You can re

organize a few things under d
ifferent sections to avoid repetition of information.
1.
Cover page
:
(not part of the page count)
The cover page m
ust include the following
information:
a.
T
itle
of project
b.
C
ourse
& term
c.
Names of
all
group members
d.
N
ame
of instructor
2.
Table of contents
(not part of page count)
3.
Section #1: Industry Analysis
(page count starts HERE)
Here, include all background information of the i
ndustry as a whole

trends,
market structure, major
competitors, etc.
Identi
fy three major competitors
that will be part of your pr
o
ject.
You may also include (as a sub

heading) Environmental Analysis (identify the top three macro environmental
factors that play a role in this industry. Any examples
of how firms adapt
ed to these
?)
4.
Section #2: Competitor Analysis
Here, indicate which of the brands you have selected to represent. Then, from that brand
’s perspective, perform
an analysis of that brand
’s strengths and weaknesses relative to each of the other two competitors
.
The comparison
s can be in terms of:
a.
Market segmentat
ion

how
have they segmented the market?
b.
Target markets

which
markets are they each appealing to?
c.
Positioning of brands
(
unique
value prop
osition
)

how
are each of the bra
nds positioned? What sources
of competitive advantage?
d.
Market shares, profits, revenues

etc.
(some measure of how successful each of the brand are)
5.
Section #3: Co
nsumer Analysis
Here, you can talk about any consumer related issues surrounding
consumption related ac
t
i
vities:
a.
C
onsumer
decision makin
g

routine,
habitual, extended decision making? (Obviously you will need to
tell us about the level of involvement)
b.
A
ny
particular
occasions
during which they buy
? Any patterns tha
t will be useful for ma
rketers to know?
c.
Who are the primary consumers?
d.
What are they looking for? What is the need they are looking to satisfy?
e.
E
tc
etc.
6.
Section #4
: Marketing Strategies
Here, include an outline of the marketing mix elements (strategy): product, pricing, promotions, placement
(
distribution
)
.
7.
Section #5
: Future Plans
Here, you must comment on
any recent product launches/extensions of the brand? Also,
what
plans the brand
has for
itself
?
8.
Section #6
: Your BIG Idea
Here, you must include YOUR OWN idea for the brand (unrelated to any plans that the brand may have for
itself). This is YOUR OWN idea

be creative. But, you must justify why you think it is a good idea for
the
brand to
do this. It could be a line
extension
or a brand extens
ion that you are proposing.
It could be product
development or market development.
Basically, I want you to use your research (what you leaned) and then
creatively come up with YOUR OWN idea of something
that the brand may think about doing. It has to be more
than simply coming up with a new way to advertise, pro
m
ote, etc.
It MUST BE some way in which the brand can
enhance itself.
P
rovide
basic justification.
9.
Appendix
of Tables etc.
if any.
Note: you may also choose to include exh
ibits etc.
with
i
n the manuscript (
this is
preferred).

not part of the page count.
10.
ALL
Works cited
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