MARKETING 716 Marketing Portfolio Assignment Part 1 TYPE:Assignment 1, GC&E DATE DUE:Week 5b start of class via e-dropbox VALUE:15% OUT OF:40/20 This is the first part of the portfolio project that you will complete over the course of the semester. By the time you have finished, you will have essentially written a Marketing Plan for a consumer product in Canada. You will need to choose a consumer product from the Canadian marketplace list, discuss your choice with your instructor to get approval (DUE Week 5b start of class via e-dropbox). Specifically: 1. Through research, identify the key internal data sources for your product. Consider sources such as profitability, sales and market share performance/growth, customer loyalty and satisfaction, brand reputation, brand quality etc. Research and analyze at least 4 internal factors. Cite your sources. (5 marks) Internal Factor trend Positive Negative 1 2 3 4 Cite sources Through research, identify the trends and changes that are occurring in the external environment that impact your chosen product’s marketing plan. Specifically, consider trends and changes in the areas of Technology, Regulatory, Economic, Environmental, Demographics, and Socio-Cultural happenings in the Canadian marketplace. Research and analyze at least 3 factors. Explain for each of the factors you have selected the positive or negative implications the external environmental factor could have on your chosen product’s marketing plan. Ensure that you explain why? Cite your sources (10 marks) External trends Positive Negative Explanation 1 2 3 Complete a SWOT (strengths, weaknesses, opportunities, threats) analysis using a bullet point, table format. This analysis should be from the perspective of your product. The SWOT points need to be derived from your internal and external research only. Finally, summarize your findings and provide recommendations (GOALS using the SMART criteria) as to what you plan to do to alter your current marketing plan to address this implication. Minimum 2 goals(10 marks) #Objective/Goals (meet smart criteria) State objective 1 2 2. Review the competitive environment for your chosen product. Specifically, provide a competitor analysis against the 4 p’s from each of the following competitive (10 marks) Competitor type Product Price Place Promotion Form Category Generic Budget Cite sources 3. From a Global Citizenship and Equity(GC&E) perspective: identify (in your own words) 1) how your product’s firm has supported environmentalism/sustainability, and 2) has supported social responsibility at the national or global level. Please provide supporting documentation/sources(20 marks) 4. Overall professionalism and presentation of the assignment including cover page, bibliography including citation (APA), spelling/grammar. (5 marks) Note: A 3-4 page type written report of your assignment should be uploaded in e-centennial plus a title page that includes the assignment title, date, name of this class and section, the instructor’s name, and your name. Do not use reference ‘marketing sites’ for the SWOT such as www.marketing91.com or Bhasin. Copying from such sources will result in a 0 grade **. Late Assignments will not be accepted or be eligible for grade Enter your name and product on the whiteboard from the suggested list for approval. Do not choose a product that a classmate has already selected. Assignment Rubric: Identify the key internal data sources for your product. 0-2 Identifies less than minimums and no sources 3 Identifies less than 4 applicable factors and provides limited sources and analysis 4 Somewhat Identifies and analyzes min 4 applicable internal factors with sources. 5 Identifies and analyzes min 4 applicable internal factors with sources. Through research, identify the trends and changes that are occurring in the external environment that impact your chosen product’s marketing plan. 0-4 Identifies less than 3 factors. NO supporting sources. 5-6 Identifies less than 3 factors. Limited analysis and support with rationale and sources. 7-8 Identifies trends for each of three factors. Somewhat Explains positive or negative implications and why Supports with rationale and sources. 9-10 Identifies trends for each of three factors. Explains positive or negative implications and why. Supports with rationale and sources Complete a SWOT (strengths, weaknesses, opportunities threats) analysis. , summarize your findings and provide recommendations (Goals using Smart criteria) as to what you plan to do to alter your current marketing plan to address this implication 0-4 Missing SWOT and implications/recommendations for a brand plan(Goals), missing research 5-6 Incomplete SWOT. Somewhat provides implications and recommendations for marketing plan(goals), not supported by research 7-8 Complete a SWOT. Somewhat provides implications and recommendations for marketing plan(Goals minimum 2 using Smart criteria), somewhat from your research 9-10 Complete a SWOT. Provides implications and recommendations for marketing plan(Goals minimum 2 using Smart criteria) from your research. Competitive Analysis 0-4 Missing 5-6 Incomplete/invalid choice or description 7-8 Somewhat Provides competitor analysis from each competitor category against 4p’s…some sources cited 9-10 Provides competitor analysis from each competitor category against 4p’s…cite sources GC&E 0-8 Fails to identify Either factor. 10-13 Fails to identify and support 1 factor or provide support documentation. Fails to provide summary in own words 14-17 Somewhat identifies how brand has sup supported sustainability/environmentalism and supported ported social responsibility and includes support documentation…some sources cited 18-20 Completely identifies how brand has supported sustainability/environmentalism and supported social responsibility and includes support documentation Cites sources Overall 0-2
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