Marketing 310 – Industry and Company Analysis Project

 

Industry Analysis Group Project Description

 

This project is worth a total of 50% of your final MKT310 grade. The project has 2parts:

• Part 1 (Group – Industry Environmental Analysis) worth 20%,
• Part 2 (Individual – Company Analysis) worth 30%, and

 

Deadline GROUP Part 1: October 15^th, 2020

Deadline INDIVIDUAL Part 2: December 6^th, 2020

 

Situation (example)

Imagine that you have just graduated with your degree, and you have been hired as a marketing analyst withthe Emirates Group. You work with brands such asEmirates Airlines and Dnata in the marketing department.

Your manager wants you to better understand theaviation market. She/he wants you to become familiar with the trends in this market and the marketing activities of the various companies.  Your manager wants you to report your findings in the form of a report.Try to limit your report to the MENA region.

Research

You will want to search CREDIBLE sources on the internet as well as the Zayed University Library databases (https://www.zu.ac.ae/main/en/library/index.aspx).

Do not use sources that are not credible such asMBA Skool, SlideShare, PESTLE analysis, freeswotanalysis.com, Study Moose, and Marketing 91 among others. If your SWOT analysis is taken from any such site among others, you will lose all the marks associated with the SWOT analysis. If you are unsure whether a resource is credible, ask your instructor or the librarians.

Instructions

• Form a group of 4-5
• Choose any industry from the list attached in Appendix A (the aviation market situation discussed earlier is just an example).
• Industries will be agreed upon on a first come, first serve basis, and will be confirmed by your instructor.
• Please read the rubrics for both parts of the project (available on Blackboard) to understand what is expected of this multi-part assignment and how to perform well.

 

 

 

PART 1 – GROUP – INDUSTRY ENVIRONMENTAL ANALYSIS (20%)

Analyzing the marketing environment is an essential step in developing marketing strategies.

Research

In order to complete the industry environmental analysis, you will need to conduct a significant amount of secondary research.

• Each group member must submit at least 5 references (a group of 4 would have a minimum of 20 credible references)
• Each category from the marketing environment should have 4 trends identified and explained.
• Include references from the last 4 years only.

Instructions

• Your report should cover the Demographic Environment, Economic Environment, Cultural Environment, Political Environment, Technological Environment, and the Natural Environment.These are forces that are external to any specific company.
• Organize each trend in the marketing environment that you uncover as an opportunity or threat.
• You are required to explain whyeach trend or fact is an Opportunity or Threat. How can this trend impact the industry?

 

Example related to the chocolate bar industry:

Cultural Environment: Consumers state that they would be willing to pay more for healthier food that is GMO free, free of artificial sweeteners and colorants (Gagliardi, 2015). This would pose a THREAT to the chocolate bar industry as research indicates that consumers gravitate towards healthier food consumption regardless of its premium pricing and would thus be hesitant to purchase and consume chocolates which are perceived as unhealthy food options. This cultural trend would have a subsequent negative impact on the industry’s overall sales.

 

Format

Title Page

 

Table of Contents

 

Industry Overview

• Size of the industry
• Growth of the industry over the past 3 years
• Major competitors in the industry

 

Analysis of the Marketing Environment

• 4 trends or facts identified for each environmental factor, in addition to the impact of the trend on industry. Each trend or fact MUST be supported with credible secondary resources.
• Demographic Environment
• Economic Environment
• Cultural Environment
• Political Environment
• Technological Environment
• Natural Environment

 

Conclusion

 

Reference List

 

PART 2 – INDIVIDUAL – COMPANY ANALYSIS (30%)

Each group member will conduct a detailed analysis of one of the companies that operates in the industry you have selected in Part 1 (e.g. in the Aviation industry- Emirates Airlines, Fly Dubai, Etihad Airlines, Saudi Air). Try to select a public company for your individual assignment as there will be more information available to you.2 or more group members may not work on the same company, doing so will result in a 0 for the group members in question.

Instructions

• Reference to a pre-made SWOT is not acceptable. Do not use any SWOT analysis created by another person or organization in your report.

Example related to the chocolate bar industry:

Strategy Development- Mitigate a threat:

A key threat to the overall chocolate industry and thus to Mars Chocolate is the increasing preference consumers of all age groups have of healthy food (Gagliardi, 2015).  To respond to this, the marketing department at Mars could develop healthier chocolates using other sugar sources besides cane sugar and artificial sweeteners, such as coconut or date sugar, that are increasing in popularity among consumers due to their numerous health benefits (Krieger, 2018).

Format

Title Page

 

Table of Contents

 

Company Background

• Brief company history
• Size of the company and its growth rate over the past 3 years

 

Segmentation and Targeting

• Provide an in-depth description of two key segments that the company targets
• Segments must be explained using demographic, geographic, behavioral and psychographic variables
• Which segment may be the primary target for the company? Explain why.

 

4Ps

• Describe the Product, Price, Place and Promotional strategy of the company

 

Positioning

• How does the company uniquely position itself in the market?
• Include a positioning map and explain your selection of the attributes used in the positioning map.

 

SWOT Analysis

• Present the company’s strengths and weaknesses, in addition to the opportunities and threats that are most likely to impact the company (the opportunities and threats can be taken from Part 1 of this assignment)

 

Strategy Development

• Select 4 facts from your SWOT table
• Develop detailed strategies that can help to:
  • Build on a strength
  • Minimize a weakness
  • Exploit an opportunity
  • Mitigate a threat

 

Reference List

 

 

REFERENCES – Applicable to all parts of this project

You are expected to use APA formatting for references.

• Include an in-text citation after each point listed in your report that you have taken from secondary resources. E.g. (Frances, 2019, p. 15)
• Include a complete reference list at the end of each part of this project.
• Do not use sources that are not credible such as MBA Skool, SlideShare, PESTLE analysis, freeswotanalysis.com, Study Moose, and Marketing 91 among others.
• If your SWOT analysis is taken from any such site among others, you will lose all the marks associated with the SWOT analysis. The same applies to using pre-existing PESTLE or STEEP analyses. If you are unsure whether a resource is credible, ask your instructor or the librarians.

 

SUBMISSION AND GENERAL FORMATTING

• This analysis should be submitted through SafeAssign in a Microsoft Word document.
• Use Times New Roman 11-point font.
• Include page numbers.

 

Appendix A – Industries

·         Ice Cream ·         Chocolate Bars ·         Jewelry ·         Snack Foods ·         Beverages ·         Cars ·         Cosmetics ·         Household Appliances

·         Coffee Shops ·         Fast Fashion Brands ·         Athleisure Brands ·         Luxury Fashion Brands ·         Department Stores

·         Hotels ·         Airlines ·         Fast Food ·         Restaurants ·         Salons and Spas

 

References:

Gagliardi, N. (2015, February 20). Consumers want healthy hoods–And will pay more for them. Forbes. Retrieved from

https://www.forbes.com/sites/nancygagliardi/2015/02/18/consumers-want-healthy-foods-and-will-pay-more-for-them/#65b0ba9b75c5

Krieger, E. (2018, August 27). The sweet truth about coconut and date sugar – There are some benefits. The Washington Post. Retrieved from https://www.washingtonpost.com/lifestyle/wellness/the-sweet-truth-about-coconut-and-date-sugar–there-are-some-benefits/2018/08/24/4bea2f92-a4ba-11e8-97ce-cc9042272f07_story.html