Assignment 2 Situation Analysis Based on what you’ve learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete the assessment questions below. Submit the completed template in the Week 10 assignment submission link. Name: Professor’s Name: Course Title: Date: Company/Brand Selected (Mini Cooper, Samsung, Dairy Queen, or Axe): NOTE: You will be completing an ORIGINAL Analysis on the business. 1. Customers Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty. For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand. It’s also possible to include demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic information which includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as well as customer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents. Be aware that some products/brands may appeal to a wider customer base than others. [Insert response] What do the customers buy/use of value from the business? [Insert response] What changes can the company/brand expect in the future? How can the company/brand better serve its customers? (For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future. You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes. It’s also possible to consider and talk about whether the product/brand is a less expensive substitute, perhaps, or maybe a product/brand that is easier to use with more features.) © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (8-14-2015) Page 1 of 4 Assignment 2 Situation Analysis [Insert response] Opportunities (Make sure you label why you call each item an opportunity): 1. [Insert response] 2. [Insert response] 3. [Insert response] Threats: (Make sure you label why you call each item a threat): 1. [Insert response] 2. [Insert response] 3. [Insert response] 2. Company This Section Discusses what the brand is currently. Identify strengths and weaknesses of the company/brand as it exists today, providing at least 3 strengths and 3 weaknesses. What does the company/brand do well and not so well at this very moment? List 3 Strengths (Make sure you label why you call each item a Strength): 1. [Insert response] 2. [Insert response] 3. [Insert response] List 3 Weaknesses: (Make sure you label why you call each item a weakness): 1. [Insert response] 2. [Insert response] 3. [Insert response] This Section deals with what the company/brand needs to become. How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well. [Insert response] © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (8-14-2015) Page 2 of 4 Assignment 2 Situation Analysis 3. Context Define the current business environment. Include information about political, legal, economic technological and societal factors that may influence sales. For example: You could perhaps discuss the current trends and conditions for this Industry and for the brand. It’s possible to include information about how the Economy affects this industry. This could include changes in income: are people losing jobs, or getting paid more? Changes in spending habits could be considered as well. Other factors such as use of public transportation and shopping online may also be relevant. Whether or not the product is high-tech, or state-ofthe-art can be also be included in describing the context. For example, are there other companies producing new versions of the product? Is the market changing quickly? How is technology affecting this product or service? Are there any new laws that may affect the brand? Political Environment: [Insert response] Legal: [Insert response] Economic: [Insert response] Technological: [Insert response] Societal/Sociocultural: [Insert response] 4. Collaborators Define the business partnerships. Does the company/brand have any current partnerships? What other company/brand do you think may be a good partner for them? Current Partnerships and the discussion on them: [Insert response] Proposed NEW Partnerships and the discussion them: [Insert response] 5. Competitors Who are the main competitors? Label and discuss the top three competitors and why you consider them a competitor. Competitor 1: [Insert response] Competitor 2: [Insert response] Competitor 3: [Insert response] 6. Recommendations © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (8-14-2015) Page 3 of 4 Assignment 2 Situation Analysis Based upon the analysis you just completed in this worksheet, what are three (3) key recommendations that you could pass along to Management regarding the future direction of the company you selected? Discuss why you have created these strategies and why you think they should be undertaken and work for the business. 1.Recommendation #1 and the Defense/Justification of the Recommendation: [Insert response] 2. Recommendation #2 and the Defense/Justification of the Recommendation: [Insert response] 3. Recommendation #3 and the Defense/Justification of the Recommendation: [Insert response] © 2015 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University. MKT 100 Assignment 2 1156 (8-14-2015) Page 4 of 4 1. A company self-examination. What are we known for? Who do we want to become? In this assignment, you will create an ORIGINAL Situation Analysis for one (1) of the following companies / brands: Mini Cooper, Samsung, Dairy Queen, or Axe. Each of these three (4) companies (Mini Cooper, Samsung, Dairy Queen, or Axe) has been through numerous changes in recent years. For this assignment, select only one (1) company / brand. Use the information listed, as well as your own knowledge and research, to complete the situation analysis template for the company located in the Blackboard online course. Additional research should include the use of the company’s Website, the course textbook, and other online sources. Click here to download the required template. Submit the completed template via the Assignment 2 submission link. *Remember to only select one (1) brand from the options below (click on Option A, Option B, or Option C to view each available brand). • • • • Option A Option B Option C Option D Mini Cooper Clever solutions with iconic design encourage a life full of meaningful experiences. MINI unlocks the city, catering to your individual needs. MINI is straightforward, sincere and authentic. MINI blends creativity with cleverness, offering an open platform for people, design and a vibrant urban life. MINI’s spirited attitude to life inspires people. Samsung "Inspire the World, Create the Future". The Vision 2020 is at the core of our commitment to create a better world full of richer digital experiences, through innovative technology and products. The goal of the vision is to become a beloved brand, an innovative company, and an admired company. For this, we dedicate our efforts to creativity and innovation, shared value with our partners, and our great people. We have delivered world best products and services through passion for innovation and optimal operation. We look forward to exploring new business areas such as healthcare and automotive electronics and continue our journey through history of innovation. Samsung Electronics will welcome new challenges and opportunities with joy. Dairy Queen Mission To create positive memories for all who touch DQ. Vision DQ-the world’s quick service restaurant Axe Mission We’ve all been there. Been told that ‘a real man’ wouldn’t do that or to ‘man up’. YAWN. The fact is that over half of us have been told that ‘real men’ have to behave a certain way. Those outdated masculinity stereotypes might have been the norm decades ago, but times have changed, bro. You do you! We linked up with Ditch The Label, an anti-bullying charity, to help stop bullying and shed those old expectations of masculinity once and for all. So far, we’ve supported 1,582,079 young people through some pretty tough times and we ain’t stopping there. Click here to view the grading rubric. If you need help with submitting the assignment, click here to view a video on submitting a clickable rubric assignment 2. 2. 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