Market Research

Marketing Research Project 1 The Marketing Research Paper should demonstrate an understanding of the materials (texts, assignments, and discussions) covered in this course. This paper will be submitted in two parts and must be in APA format. Assignment Details: You will assume the role of both a Marketing Manager and Marketing Consultant. In Part 1, your primary role will be that of a Marketing Manager. You are to select an organization listed as one of the Case Studies from the back of your textbook (between pages 244-725). Then, apply your critical thinking skills and the knowledge you have acquired throughout this course and address the following in your paper: Provide some historical information about the organization as well as their Mission & Vision Statements  Given the organization you selected, describe the products and services they offer to customers. Identify the organization’s Target Market. Explain how their products/services are segmented in the marketplace? In terms of the Marketing Mix (Four P’s – Product, Promotion, Place, and Price), please address each area based on the product/service this organization offers. Identify the competitors of this organization as well as what percentage of the market they possess. Create a positioning grid and plot where the organization is positioned as well as their top 4 competitors. In terms of product differentiation, explain how this organization differs from the competitors you listed on the Positioning Grid? (Indicate what they do differently that makes them standout) Conduct a SWOT Analysis on your selected organization and list at least three items for each category. Part 1 of your paper must meet the following criteria: Must be 4-5 pages, double-spaced, and formatted according to APA style as outlined in the Baker College (not including the title and reference pages). Must include an APA Style Title Page and Reference Page Must begin with an introductory paragraph that has a succinct thesis statement. Must address the topic of the paper with critical thought. Must end with a conclusion summarizing the information in Part 1 (3-5 sentences). Must use include 5-7 references that are listed in APA style.

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