One way to better
understand the application of marketing concepts is to learn them
experientially. Therefore, you will work
in groups (of three to five persons) this term on a comprehensive project to
develop the marketing strategy for a hypothetical start-up firm that wants to
introduce an innovative consumer product concept. In general, group assignments are designed to
provide you with an opportunity to:
• Encounter the dynamics of a team
• Gain experience in group
decision making, and
• Develop the ability to
communicate (in writing and orally) to a simulated senior management team.
The goal of the group
project is to provide you with a simulated experience in addressing a real-life
marketing problem, i.e. you will be creating an "original" product
concept, gaining an understanding of a particular market, deciding which
customers to target, and developing the marketing mix required to introduce
your product concept. You will develop
this project from the perspective of a start-up company that has budgeted
$500,000 for its introductory marketing campaign.
The five interim assignments (as well as the final
report and presentation) provide integrated, comprehensive coverage of the
topics contained in the text. A
description of the overall project as well as each assignment is found
assignment is due on the day identified in the course outline and must be
submitted electronically as an e-mail attachment. You are expected to present your work in a
professional manner and will be graded on content, presentation, grammar,
spelling and appearance. Each write-up should be formatted as an executive, memo-style
report. They must be typed (APA format:
cover sheet, 12 point font, double spaced; inline citations, and reference
page. See http://www.psywww.com/resource/apacrib.htm for details) and should include appropriate use of headings and sub-headings. All pages should be numbered.
Interim Assignments: Your
group will develop five written briefs (three-six pages in
length; plus cover page, bibliography and exhibits) that
describe specific elements of your marketing plan and the rationale for
choosing them. These are assigned
periodically to coincide with our coverage of those topics during the semester,
and to enable you to receive feedback prior to your final report and
Written Final Report and Oral Presentation: Your group will integrate the interim
assignments into a single comprehensive final report (not to
exceed twenty-five pages; plus bibliography and exhibits). This will serve as the basis for your group's
oral presentation (15 to 20 minutes in length) that highlights your marketing
strategy and why you have chosen it.
Assignment #1: Situation Analysis/Utilizing Secondary
Sources of Information
(WORTH: 60 points; DUE: Saturday, February
1. To improve your
understanding of the nature of product markets.
2. To create an
awareness of the competitive climate and general environmental conditions your
company would be facing.
3. To familiarize you
with the types of secondary data used in marketing research to develop
Specify your tentative product concept. This can be a tangible good or
an intangible service. (As you progress
through the interim assignments you may choose to refine, or possibly change
Find the NAICS/SIC code (corresponding to a manufacturing industry, if
a tangible good, or retail industry, if an intangible service) that most
closely describes your product category.
Also list the NAICS/SIC codes related to existing products that are
closely related to your new product. Use
economic census data from the U.S.
Census Bureau and/or other relevant sources to find and report the total sales
for the U.S. and number of competitors in those industries. Provide attributions and full citations of
all sources of information that you use.
Use the on-line Business & Economics databases available through
the Towson University Cook Library (e.g., Business Source Complete, Factiva,
Lexis-Nexis Academic)and any other
relevant databases to search for information related to your product
concept. Print the abstract or provide a
brief synopsis of any articles that relate to your product concept. Provide attributions and full citations of
all sources of information that you use.
Based on your determination of an NAICS/SIC code for your new product,
use electronic and/or print databases (e.g., Million Dollar Database, Encyclopedia of Emerging Industries,
Encyclopedia of Global Industries, Standard & Poors NetAdvantage, Mergent
Online, Wall Street Journal),
and/or Internet-based resources to look up information on present (direct or
indirect) and potential competitors. (If articles are found and cited, list the
title of the article, date and publication in an exhibit titled “References.” Identify the 3-5 firms that you feel
will be your most important competitors.
Then briefly summarize their product(s), their likely target(s), and
overall competitive stance, i.e., discuss their product lines, market share,
competitive strengths and weaknesses and speculate on what moves they might
make in response to the introduction of your product/service into the market.
Provide attributions and full citations of all sources of information that you
Prepare a partial SWOT analysis, i.e., specify the Opportunities and
Threats that your firm faces.
to thoroughly document all sources of information is tantamount to plagiarism. You must clearly distinguish between
information and insights provided by credible sources versus those that are you
own suppositions or conclusions.
the product is a pizza machine that make hot pizza fast..
the company name is Pizza To GO.
the coustomers will be foucsed on university campus.
the machine will have options to provide a 3 sizes of pizza. small, medium, Large. it also can provide single slices of pizza. you can also chose your topping as you like.