international marketing group assignment

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A GROUP ASSIGNMENT IN A MARKETING COURSE

Professor amber epp.

Project Overview

Students will work in groups of 3-4 for this assignment. To begin the project, choose a company and select a “new” product or service being introduced by this company. A good place to find product introductions is on a company’s website, either under a “products” heading or in the company’s press releases. You may also find some interesting new products/services in reviews of new innovations from various magazine and blogger sources:

Time magazine’s list of the “Best Inventions of the Year”; http://time.com/4572079/best-inventions-2016/

Marketplace that focuses on start ups and indie projects (best with Google Chrome browser); http://outgrow.me

Good Housekeeping Home Innovations; http://www.goodhousekeeping.com/home/a40109/home-innovations-2017/

Annual Edison Awards; http://www.edisonawards.com/winners2017.php

CES Innovation Awards; http://www.ces.tech/Events-Experiences/Innovation-Awards-Program/Honorees.aspx

The product or service you select may be entirely novel or simply a line extension of an existing product. Please provide  me with the name of the product or service your team has selected (either via email or in class) by Thursday, September  21 st . Next, imagine you are the marketing team in charge of the product/service you selected, and choose a relevant  market segment to target. Your task is to convince company decision makers that this market segment makes sense,  provide them with a detailed analysis of the segment, and offer recommendations for how to reach them.

Status Report

Please submit a progress report (about 3-4 single-spaced pages) by Thursday, October 12 th . This report should include the  following components: (a) define your target market segment, (b) generate initial analysis of the target market segment [This  could be a bulleted list summarizing what you know about your consumers’ behaviors.], (c) list any questions you have about  the project, especially related to any information are you having trouble finding, and (d) provide a reference list of your  secondary data sources. One purpose of this report is to keep you on track in completing the project on time. Another  purpose is to determine whether you are on the right track in analyzing your market. We will meet in person to go over your  progress.

Market Segment Analysis Paper (100 points)

Your Market Segment Analysis paper (about 20-25 double-spaced pages, including figures and references) should include  the following sections and provide complete information regarding the features of your target market.

Please include the name of the product/service, type of project (market segment analysis), date submitted, and the  names of your group members.

Table of Contents

List section titles in order, with corresponding page numbers.

Executive Summary

This is a brief (less than one page) overview of the project that should convince readers of the importance of this document. You should outline the key elements of your paper.

Customer Profile

At the beginning of this section, briefly identify your target market segment (e.g., men, ages 18-24) and offer a rationale or justification for selecting it. Once you have selected a target market segment, your customer profile should include a complete explanation of the following characteristics.

 Size (How large is the market and what is its growth potential?)

Relevant demographic variables (age, income, etc.—focus on variables you did NOT use to segment the market initially)

Lifestyle Characteristics (What are their values, motivations, and/or attitudes? How do they spend their time—activities, hobbies, interests?)

Communication/media behavior (What do they listen to, watch, and read? How do they communicate with one another and with the company? What are their preferred technologies— e.g., email, twitter, facebook, texting? What types of behaviors do they engage in online?)

Purchasing behavior (Are consumers in your market brand loyal? Where do they shop for this type of product—specific retail outlets? online? How much are they willing to spend on this product category? Are they responsive to price incentives?)

Product/Service usage (How often do they buy this product? What benefits are they seeking? How do they use this product/service?)

Relevant cultural influences and industry trends (This section requires you to consider how cultural contexts shape consumer behavior. What cultural trends are relevant to your market? You may also wish to include industry trends related to the product/service you’ve selected that may impact the behavior of your market.)

Information outlined in the profile must be based on research obtained from relevant secondary data sources. Please remember to cite your sources in the body of the paper (parenthetically or using footnotes)! The purpose of this section is to build an argument for the attractiveness of this market segment and offer information that will be useful in reaching this market and developing a relevant positioning statement.

Positioning Statement

After developing your customer profile, generate a positioning statement for your product/service. What image will you attach to your product/service, based on what you know about your target market segment from the research in your customer profile? Provide a brief rationale for your positioning statement.

Marketing Mix Elements

In this section, provide a specific account of your proposed marketing mix strategy (including product/service, promotion, distribution and price) that is ready to implement. Your choices should be well-supported and refer to the research you presented in the customer profile.

• Product/Service

This section should provide a description of the product/service and specify its features and benefits. That is, how will your product fit into or match your consumers’ lifestyles? This section also might include recommendations for packaging and/or service environment elements that should be incorporated.

• Distribution

This section should outline information about where consumers can purchase the product (e.g. specific retail outlets, online, etc.). You also may incorporate/propose potential partnerships here, if applicable.

This section should include your pricing strategy. Please give pricing information (including any special discounts or rates for your market segment), and justify based on your research.

• Promotion

This section should outline your choices related to promoting your product/service. Your plan should include general media (i.e. television, magazine, billboard, online, non-traditional, etc.) you recommend as well as specific outlets (e.g. It’s Always Sunny in Philadelphia, Men’s Health, Sports Illustrated, and online episodes of Dexter). These choices should make sense based on the research you conducted about your target market’s communication and media behavior.

Reference List

Please cite your sources internally and provide a full list of references at the end, using either APA or MLA formatting.

Presentation (20 points)

A group presentation, limited to oral highlights and summary visuals, will be required during the final weeks of class ( November 30 th – December 12 th ). More presentation details will be given later in the semester. All group members should present and be prepared to answer questions. To facilitate the grading process, please bring hard copies of your presentation materials (for example, slides, handouts, etc.) to me on the day of your presentation.

Summary of Evaluation and Due Dates

In addition to the content of the paper/presentation as outlined above, performance on both the written report and presentation will be evaluated on the basis of the following criteria: logic (are your marketing mix choices supported by your customer profile research?), quality of writing, thoroughness, clarity, creativity, and professional appearance.

MKG 420 Integrated Marketing Communications

I. executive summary, ii. situation analysis, a. internal analysis, ii. situation analysis, b. external analysis, iii. target market analysis.

• Assignment 2
• American Marketing Association Citation Style
• Citing Business Sources in APA

Related Subject Guides

• Advertising & Public Relations
• SWOT Analysis
• Company and Industry Information

Use the resources below to find articles and reports related to your brand's performance.

• Business Source Complete This link opens in a new window Find trade publications and other sources to determine how your brand is doing. Articles and reports may also tell what your brand is and is not doing well with its promotion and IMC plan. You might start by simply doing a search to see what is being written about your brand and then narrowing your search to a specific problem once you have identified one. more... less... Description: Business Source Complete covers all disciplines of business, including marketing, management, accounting, banking, finance, and more. Time Period: 1886 to present Sources: Indexes more than 6,700 journals and magazines plus thousands of reports and other sources. Subject Headings: Art & Architecture, Business, Education, News, Social Sciences (Accounting, Finance, Management, Business Education, Banking, Economics, Marketing, Computer Science) Scholarly or Popular: Scholarly Primary Materials: Abstracts, Case Studies, Citations, Conference Papers, Journal Articles, Magazine Articles, News, Other, Report, Reviews, Trade Publications Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: Yes Print Equivalent: None Publisher: EBSCO Updates: Daily Number of Simultaneous Users: Unlimited
• Mintel Reports This link opens in a new window Search for information about your brand's consumers and for deeper insight into how they might be responding to your brand's IMC. Reports address topics such as what media they consume or the consumers values have. more... less... Description: Mintel Reports provides access to reports on market sizes, market shares and forecasts, and consumer trends. Users will find primary consumer research that helps unraveling key trends, behavior, and attitudes. Reports cover consumer markets in the CPG/FMCG, financial services, media, retail, leisure and industrial space. Reports are primarily on the U.S. and U.K., some European and Asia reports are included. The database also includes analyst insight and news. Time Period: Current Sources: Contains approximately 800 reports. Subject Headings: Business, Social Sciences (Consumer Behavior) Scholarly or Popular: Semi-scholarly Primary Materials: News, Reports, Statistics or Data Information Included: Full Text, Citations FindIt@BALL STATE: No Print Equivalent: None Publisher: Mintel Updates: Daily Number of Simultaneous Users: Unlimited

These resources will help with internal analysis of section II of the assignment.

• Business Source Complete This link opens in a new window Look for articles which will tell you about your brand's products, distribution, and your brand's strengths and weaknesses. You will find a list of your company's brands in the Company Profile report. Hover your pointer over More and select Company Profile. Note: You may have to clear your web browser's cache to see the arrow. more... less... Description: Business Source Complete covers all disciplines of business, including marketing, management, accounting, banking, finance, and more. Time Period: 1886 to present Sources: Indexes more than 6,700 journals and magazines plus thousands of reports and other sources. Subject Headings: Art & Architecture, Business, Education, News, Social Sciences (Accounting, Finance, Management, Business Education, Banking, Economics, Marketing, Computer Science) Scholarly or Popular: Scholarly Primary Materials: Abstracts, Case Studies, Citations, Conference Papers, Journal Articles, Magazine Articles, News, Other, Report, Reviews, Trade Publications Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: Yes Print Equivalent: None Publisher: EBSCO Updates: Daily Number of Simultaneous Users: Unlimited
• Nexis Uni This link opens in a new window See the Company Dossier for, among other things, a list of the company's brands. Do a Company Dossier search by clicking on Menu near the top of the page and select Company Dossier. Enter your company name or ticker symbol and press Search. Select your company from the list and look for Brands under Company Information. more... less... Description: Nexis Uni provides access to newspaper articles, magazine articles, and transcripts. It is also a key database for business and legal research, containing company reports, law journals, and statutes and cases from all 50 states. Also contains legal resources for Canada and the EU. Time Period: 18th century to present Sources: Searches more than 15,000 sources. Subject Headings: Business, General, Law, News, Social Sciences Scholarly or Popular: Semi-scholarly Primary Materials: Abstracts, Citations, Journal Articles, Legal Materials, Magazine Articles, News, Reference Resources, Report, Transcripts Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: No Print Equivalent: None Publisher: Lexis Nexis Updates: Daily Number of Simultaneous Users: Unlimited
• Mintel Reports This link opens in a new window This database contains detailed reports with data and graphics related to products, brands and consumers. To find reports, enter your brand name or product type in the search box. See the Brand/ Company tab on the report to discover things like who the key players are, how consumers react to the brands, and what the preferred brands are. If you click on a report and do not see the Brand/ Company tab look for the Go to Report Summary link below the title within the report. more... less... Description: Mintel Reports provides access to reports on market sizes, market shares and forecasts, and consumer trends. Users will find primary consumer research that helps unraveling key trends, behavior, and attitudes. Reports cover consumer markets in the CPG/FMCG, financial services, media, retail, leisure and industrial space. Reports are primarily on the U.S. and U.K., some European and Asia reports are included. The database also includes analyst insight and news. Time Period: Current Sources: Contains approximately 800 reports. Subject Headings: Business, Social Sciences (Consumer Behavior) Scholarly or Popular: Semi-scholarly Primary Materials: News, Reports, Statistics or Data Information Included: Full Text, Citations FindIt@BALL STATE: No Print Equivalent: None Publisher: Mintel Updates: Daily Number of Simultaneous Users: Unlimited

Section II. a. asks you to provide context to your brand's current promotion efforts by looking at their past promotion efforts.  Articles from Business Source Complete may help with this (see link above).  For digital campaigns you can search the web and for articles about older campaigns the sources below can help.

These resources will help with the external analysis portion of the situation analysis.

• Mintel Reports This link opens in a new window Find reports to learn about consumers and consumer needs as well as what influences their purchasing decisions. Search for your brand or product type and combine with words to describe your consumer (e.g. Gen Z, low income, lower midscale, middle Americans). Consider using the suggested keywords the database provides as you enter your search terms. Once you locate a report, see the Consumer tab. Another option would be to click on Consumer Data under Analytics above the search box and then selecting a category that relates to your brand. more... less... Description: Mintel Reports provides access to reports on market sizes, market shares and forecasts, and consumer trends. Users will find primary consumer research that helps unraveling key trends, behavior, and attitudes. Reports cover consumer markets in the CPG/FMCG, financial services, media, retail, leisure and industrial space. Reports are primarily on the U.S. and U.K., some European and Asia reports are included. The database also includes analyst insight and news. Time Period: Current Sources: Contains approximately 800 reports. Subject Headings: Business, Social Sciences (Consumer Behavior) Scholarly or Popular: Semi-scholarly Primary Materials: News, Reports, Statistics or Data Information Included: Full Text, Citations FindIt@BALL STATE: No Print Equivalent: None Publisher: Mintel Updates: Daily Number of Simultaneous Users: Unlimited
• Business Source Complete This link opens in a new window Search for articles about your brand, its consumers, and the product type, as well as demographic, economic, political, and social-cultural trends that may effect your brand. Combine your brand or company with words like consumer, customer, or marketing. You might also search using terms to describe types of consumers. Examples of useful search terms could include, millennials, green consumers, and demographic change. This database also contains market research reports. Search for your brand or product type and select Market Research Reports under Source Types in left column of the results list. Also use the Company Profile to find a list of competitors which you can then research. more... less... Description: Business Source Complete covers all disciplines of business, including marketing, management, accounting, banking, finance, and more. Time Period: 1886 to present Sources: Indexes more than 6,700 journals and magazines plus thousands of reports and other sources. Subject Headings: Art & Architecture, Business, Education, News, Social Sciences (Accounting, Finance, Management, Business Education, Banking, Economics, Marketing, Computer Science) Scholarly or Popular: Scholarly Primary Materials: Abstracts, Case Studies, Citations, Conference Papers, Journal Articles, Magazine Articles, News, Other, Report, Reviews, Trade Publications Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: Yes Print Equivalent: None Publisher: EBSCO Updates: Daily Number of Simultaneous Users: Unlimited
• Nexis Uni This link opens in a new window Use the Company Dossier to find a list of the competitors. Do a Company Dossier search by clicking on Menu near the top of the page and select Company Dossier. Enter your company name or ticker symbol and press Search. Select your company from the list and look for Competitors under Company Information. more... less... Description: Nexis Uni provides access to newspaper articles, magazine articles, and transcripts. It is also a key database for business and legal research, containing company reports, law journals, and statutes and cases from all 50 states. Also contains legal resources for Canada and the EU. Time Period: 18th century to present Sources: Searches more than 15,000 sources. Subject Headings: Business, General, Law, News, Social Sciences Scholarly or Popular: Semi-scholarly Primary Materials: Abstracts, Citations, Journal Articles, Legal Materials, Magazine Articles, News, Reference Resources, Report, Transcripts Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: No Print Equivalent: None Publisher: Lexis Nexis Updates: Daily Number of Simultaneous Users: Unlimited
• Market Share Reporter See what share of the market a product has along with its competitors. Click on the link above and then scroll down below the search box and select Market Share Reporter, you can then Search Within Series search box in the upper right corner. Research their competitors too.
• Business Source Complete This link opens in a new window Search for articles about your brand's target market strategy and segments. more... less... Description: Business Source Complete covers all disciplines of business, including marketing, management, accounting, banking, finance, and more. Time Period: 1886 to present Sources: Indexes more than 6,700 journals and magazines plus thousands of reports and other sources. Subject Headings: Art & Architecture, Business, Education, News, Social Sciences (Accounting, Finance, Management, Business Education, Banking, Economics, Marketing, Computer Science) Scholarly or Popular: Scholarly Primary Materials: Abstracts, Case Studies, Citations, Conference Papers, Journal Articles, Magazine Articles, News, Other, Report, Reviews, Trade Publications Information Included: Abstracts, Full Text, Citations FindIt@BALL STATE: Yes Print Equivalent: None Publisher: EBSCO Updates: Daily Number of Simultaneous Users: Unlimited
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