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MRKT 1001 Principles of Marketing
Spring 2017
Prof. Howarth
Project 1: Due April 6th
Organization Introduction, SWOT Analysis, & Competition Analysis – (150 Points)
This project is to be completed in a team of 2 people. Please choose an organization to study for the
term. This organization needs be part of a publicly traded company so they will have financial
information filed with the Securities & Exchange Commission (SEC).
There are grading rubrics that accompany the projects. Please refer to them for additional details.
Before we make marketing decisions we need to know what is going on in organization we
represent as well as the marketing environment. These analyses will be crucial to term project #2.
I will provide tables for you to create your SWOT and Competition Analysis. Please develop each
section of the introduction in essay format. From the questions please develop headings and
subheadings to organize your paper. Please omit the numbers in your paper. They are only used
here for organizational purposes. One work cited at the end of the project should include research
done for each component of the project.
Organization Introduction (20 Points)
1. Please provide a brief history of this organization.
a. Where is the location of organization’s headquarters and its main address?
b. If the organization has additional offices, stores, chains or franchises, where are they
located?
c. What does this organization do? What is it’s product/product line?
d. What is the organization’s current initiatives (see media or press relations on the
organization’s website).
2. Financials
a. What is the organization’s ticker symbol?
b. What was the organization’s 2016 gross sales revenue?
c. Is the organization for profit, non-profit, or not for profit?
d. How many employees does the organization have? Where are they located?
3. Marketing
a. Is their marketing done locally or by an outside agency? If it is an agency, what agency?
b. Who do they sell their products to (what markets)?
c. Describe their logo (include an example in your paper).
d. What is their website address?
e. Are they on social media? Which ones and what are their addresses?
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MRKT 1001 Principles of Marketing
Spring 2017
Prof. Howarth
SWOT Analysis (100 Points)
For each micro and macro environmental factor there are 4 parts that you need to complete.
1. Research – for each micro factor find what is being said about your company – strength and
weakness. For each macro factor find what is being said about your industry – opportunity
and threat. You are likely to find some strengths on the company website, but you are likely
to find the rest of the information in the JWU Library Databases. Make the information
direct quotes in your table.
2. Citations – put in-text citations after the quotes and put the full citation in your work-cited
at the end of the project.
3. Explain – in your own words explain why this quote is a strength, weakness, opportunity, or
threat.
4. Recommendation – once you have completed each factor section, please offer a
recommendation that your team thinks is wise for the company to do based on the
information.
Competition Analysis (20 Points)
Based on your knowledge of competition, please list and provide information for each level of
competition: product form, product category, general, and budget competition. Please include
citations in your work cited at the end of the project.
Format (10 Points)
Please include a cover page, table of contents, page numbers, in-text citation when citing direct
quotes and when requested, and work cited. The paper should be 12-pt. font double spaced, either
Times New Roman or Arial. The charts should be 10 pt font and single-spaced. Do not break the
chart cell over a page break. Start a new row on the next page, but make sure to copy the heading
row so the reader knows what they are reading. Please make sure to proofread and spell check. If
you need additional help please contact the writing tutor in the Learning Center.
Please post the project as 1 complete file to Turnitin and submit a hard copy to me in class on the
due date.
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