You are going to investigate, research, analyze the company’s current marketing activities. As a marketing auditor, you must describe environmental factors, demographic trends, buying behavior, segmentation of the market, target markets, positioning strategies, and marketing mix decisions that are relevant to your particular product. The objective of the project is to give you an opportunity to think about and apply the concepts covered in class to an actual product. You can get necessary information through library/internet research, visits to retail stores, interviews with those involved in marketing the product (for example, store managers and salespeople), and discussions with actual and potential customers, and so forth.
Progress Paper (70 points) should include first 5C, and due 10/31.
Final Paper (130 points), due 11/21, should be double-space, font size 12, at least 20 pages.
Topics to address might include (but are not limited to) the followings:
5C: Customer, Company, Context, Collaborators, Competitors
STP: Segmentation, Targeting, Positioning
4Ps: Product, Pricing, Place, Promotion