MARKETING 716 Marketing Portfolio Assignment Part 1 This is the first part of the portfolio project that you will comple

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MARKETING 716
Marketing Portfolio Assignment Part 1
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
firm that markets a
consumer product in the Canadian marketplace. 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
2. A) 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
B) How do you believe your company differentiates itself from
its
competitors? For example, consider such questions as: What do you
think
makes your company special? Why do consumers choose to buy
their
products over competitors’ products? What ‘problems’ are they
solving for
TYPE: Assignment 1, GC&E
DATE DUE: Week 5 June 8 12:00pm via e-dropbox
VALUE: 15%
OUT OF: 45
customers better than how other companies can solve them? How do
they
convince consumers that they are the right choice over the
competitors?
(5 marks)
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
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