[Solution](Marketing) Midterm Project: Industry Analysis

To many marketing professionals the most important action prior to developing the marketing plan is to conduct a situation analysis.  The analysis is an exploration…

To many marketing professionals the most
important action prior to developing the marketing plan is to conduct a
situation analysis.  The analysis is an
exploration of the current situation facing a firm.  It may investigate a singular aspect of the
marketing environment, or multiple dimensions. 
At the conclusion of a successful analysis, the reader should have a
strong understanding of the particular aspect of the market environment under
investigation, thus enabling the marketer to make intelligent business
assumptions regarding gaps in offers, potential opportunities, and possible
risks.

Often this analysis is led by a probe of the
external marketing environment using a five Cs framework.  The five Cs in question are:  Customer, Company, Competitors,
Collaborators, and Context. 

Customer:  What consumers purchase the type of products
the company produces?  Of this mass of
consumers, which target group of individuals or organizations should the firm sell
to in order to achieve some specific revenue or unit sales performance
objective?Company:   What are your firm’s chief Strengths,
Weaknesses, Opportunities, and Strengths?Competitors:  Those firms within an industry that challenge
your firm for the attention of customers in the marketplace.Collaborators:  Those firms and individuals that partner with
us to provide value-based offers to our target consumer audience.Context:  Those trends and shifts in the microeconomic
environment that has influence on how our customers make purchase decisions.

The external marketing environment
includes shifts and trends of the below variables:

EconomicTechnology uses and
advancesSocio-culturalPolitical environmentLegal/regulatoryNatural (raw materials)Global developments and
consumption demands

Other times, it may of use to employ
Porter’s Five Forces theory as a framework. 
Porter’s theory investigates the attractiveness of an industry.  The five forces are:

Ease of entry into the
industrySuppliers power to raise
pricesBuyer power of customers
(ability to negotiate or influence lower prices)Competitive rivalry and
its intensityThreat of substitution
for products produces by industry competitors

Your task with this midterm project is to select two
variables in the external marketing environment and write a
situation analysis of the industry based on the external variables chosen.  The analysis should be written as an
academic paper. 

An industry is defined as that collection
of organizations that produce products or deliver services that are broadly
similar.  Examples are:

Entertainment
industryAutomotive
industryClothing
industryCosmetics
industrySoftware
industry

Of course, each product category can have
sub-categories, or sub-industries, such as, the sport’s car industry is a
sub-industry of the automotive industry, or women’s apparel is arguably a
sub-industry or category of the clothing industry.  

Please save your document as a Word in the
following method. 

Last Name_First Name_Midterm.

Submit paper to the Dropbox as prescribed
in the syllabus.  No paper will be graded
that cannot be readily identified with its author.  The Dropbox will submit the document to
Turnit for an authenticity score.  Any
paper scoring above 10 percent will be subject to scrutiny as a possible
infraction of the honesty code (plagiarism).

Turnitin is not a perfect system for
detecting academic dishonesty.  And,
graduate students should know when they are using the thoughts of another
author without proper attribution.  Nonetheless,
the professor will be the final arbiter of whether the student has plagiarized
or not.

Format:  Provide an analysis of the industry of your
choice.  Analysis should be written as an
academic paper – not just a collection of data bullet points.  Your analysis should be presented in the
following manner.

Cover
page according to APA guidelines No
abstract is requiredDouble-spacedEach
paragraph indented according to APA guidelinesTimes
Roman 12-point type3
– 5 pages in length not including cover, reference, bibliography, and appendix
pagesUse
subtopic headings used to clarify and identify the various sections of the
analysis Use
of attribution (in-text citation) where appropriate according to APA
guidelines.Reference
page in accordance with APA guidelines.  A minimum of 5 qualified references are required.  Wikipedia
is not accepted as a reference.Bibliography
page in accordance with APA guidelines.  A minimum of 10 qualified sources are required.  Wikipedia
is not accepted as a source.

Grading
Criteria: 
The analysis will be assessed for its quality based on:

Adherence
to the requirements noted in this project guideThe
thoroughness of the analysisGrammar
and spellingEase
in which the narrative may be read and understoodLogical
flow and point of viewStrength
and credibility of sourcesAbsence
of plagiarism Adherence
to APA style guidelines

Areas to Consider

Industry
Overview

Name
of industryGeneral
types of products produced or offered by the industry, i.e, product categoriesStates
where firms within the industry are located (regions)Size
of industry in terms of annual revenue and people employedEstimated
difficulty in entering industry and whyWhether
industry is growing or shrinking, and the cause for either trendStrength
of suppliers of goods or services to the industryStrength
of buyersThreats
to the industry

External
Factors

How do trends associated with the external
marketing variables chosen influence consumer buying decisions?  What about their effect on production
capabilities?  Why are these trends
occurring?  What strategy or strategies
might be used to address these trends?

Gaps
in Industry Offers

Based on current general industry offers,
what gaps in product or service offers are present?  What type of product might address these
identified gaps?
The post (Marketing) Midterm Project: Industry Analysis

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