Mktg 111 - Market Analysis

MKTG 111 – Portfolio Assignment

Description

This project requires you to complete a number of assignments on the marketing of a consumer product in Canada. This includes (1) a detailed review of a product's marketing practices, (2) a critical assessment of its marketing programs, and (3) recommended changes to the marketing mix. You instructor will assign a topic and you will work in groups of 3 to complete the required project. Assignments will be completed during in-class workshops and as part of various homework assignments. Attendance and participation in these workshops and assignments is mandatory and is part of your grade for this assignment. This assignment is worth at 35% of your final grade, (workshops /home work assignments 20%, portfolio 15%).

All homework assignments and the final portfolio presentation must be word processed, correctly formatted and placed in a project portfolio, for collection by your instructor as scheduled. This project varies by semester and by instructor. Requirements for the assignments and portfolio are outlined below:

Assignments

1. Competitive Analysis

Once your topic has been assigned, you will be asked to complete a competitive review of your product as a home assignment. This includes (1) a detailed product analysis for your product versus 3 direct competitors, (2) a pricing analysis of your product versus these same 3 competitors, (3) a marketing communications analysis of your product versus these same 3 competitors, and (4) a distribution analysis of your product to determine where it is sold. This distribution analysis needs to include 5 distinct channels such as food retailers, drug retailers, convenience stores, category killer (such as Home Depot / Costco), vending machines, shopping channels or on-line etc.

2. SWOT Analysis

A SWOT analysis using a bullet-point matrix-format will be conducted in class based on the information compiled in your competitive analysis. This analysis will assess your product relative to the three direct competitors. It will include an implications for the marketing plan section and a recommended action section.

3. Target Market Analysis

A target market profile for your product will be created during in-class workshops on this topic. This profile will include demographics, psychographics, geographics, and behaviouristics for your target group.

4. Positioning Statements and Positioning Maps

A positioning statement and positioning map will be created for the assigned product during in-class workshops. This positioning map