Students will form teams that are self-selected according to interests and preferences. The teams will analyze selected service organization’s marketing environment and activities. The teams will then either introduce or/and recommend new strategies and tactics for addressing any opportunities or obstacles for the business which are identified in the analysis.
Student teams will be professional in planning any meetings with the clients, if you select an existing company, especially in recognizing their use of the client’s time and other resources. BE PREPARED FOR THE MEETINGS! DRESS PROFESSIONALLY! BE ON TIME!
Each Marketing Project Team will prepare a Power Point presentation which provides a summary of the results of the Team Marketing Project and present it in class. The presentation is 15-18 minutes long including Q&A. Each team should also submit to Bb the PowerPoint presentation one day before your presentation date and one written copy of the Team Marketing Project on the day of your presentation.
Part 1 – Situation Analysis (30 points)
Introduction (Description of the Business: history, location, size, etc.)
External Environment Analysis (Political, Economic, Social, Technological, etc.)
Internal Operations Analysis (Organizational Chart, Budgets, Revenues, Performance, etc.)
Competitive Analysis (Competitors products/services, market share, etc)
Industry Analysis (Trends, Growth potential, Obstacles, etc.)
Part 2 – SWOT (10 points)
Once the team has completed the situation analysis, a comprehensive SWOT analysis on the property must be completed: Strengths; Weaknesses; Opportunities; Threats.
Part 3- Target Market Analysis (10 points)
Each team will identify current target markets as well as high potential new market segments (examples: seniors, weddings, reunions, meetings, retreats, etc.)
Part 4– Marketing Action Plan (50points)
Mission Statement (What are the goals, values, principles, etc. of the organization?)
Positioning Statement (How do they want their target market to perceive them?)
Marketing Objectives:
Objective #1 (ex: increase ADR by $20 on weekends with direct mail to the retired segment.) Strategies- How are we going to achieve this objective?
Tactics – (Who, what, when, why, budget, etc)
Key Result Measures- How will the expected outcomes and performance be measured?)
Objective #2, #3, #4, Etc.
Peer Evaluation
You can complete the Team Member Evaluation Form for each member of your Marketing Project Team. You may also add a short written section to explain any of the scores that you assigned to each team member. Team members who do not contribute will lose points!
The Best Presentation Team Award
At the end of presentations, the class and the instructor are going to vote on the best presentation team. The evaluation criteria could be very subjective, ranging form pure impression to the quality of delivery.
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