MKT571 – Researching Marketing Questions –

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**Cannot accept more than 2% plagiarism, it will be submitted to TurnItIn. If you are referencing please do in-text citations.

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***Please use grading guide attached to help you and make sure that all requirements are met.

Written Paper Assignments:

It should not have to be restated, but remember that ALL written paper assignments are required to have references AND citations in the body of the paper. A paper with no references or citations is considered a form of plagiarism and will result in zero points.

***It is VERY IMPORTANT that you follow the grading guide as well as the APA format.

**** NOTE: This professor has a zero-tolerance policy on plagiarism. The professor submits ALL papers to Turnitin! The scores they receive can be significantly different from the scores you receive for student submittals.

BOOK: Kotler, P., & Keller, K. L. (2016). Marketing Management. Boston: Pearson.

***Minimum of two references

Let me know if you have any questions.

Researching Marketing Questions

Purpose of Assignment

This assignment is designed to help you acquire, analyze, and interpret primary and/or secondary data and research. First, you will be asked to select a company and product/service line you will use as the basis for your marketing plan course project. You will then be asked to collect specific company and market data about both the selected company and top competitors. This data will then analyzed and interpreted to evaluate the effectiveness of the selected companies marketing strategies.

Assignment Steps

Part 1: Selecting Target Company and Collecting Data

Select a publicly traded global or multi-regional (does business in more than one country) company and one of its product or service lines that will serve as the basis for your marketing plan. Company and product selection is a critical part of this project. You must ensure your proposed company can implement the marketing methods discussed in Marketing Management and that you can find the needed data. For this reason, you should avoid selecting extremely large global multi-national conglomerates.

Obtain the most recent annual report as well as the most recent 10K reports for your selected company, as well as their top three competitors to use as your data source. (10K reports provide a comprehensive overview of the company’s business and financial condition and includes audited financial statements)

Complete the first tab of the Company/Product worksheet where you provide details on your selected company and product or service line including:

•Name of Company

•Location of Company Headquarters

-Number of Employees

-Web Site

-Stock Symbol

•General description of product or service

-Type of customers served (Business or Consumer)

-Channels of distribution

-Revenue for last 8 quarters

-Gross Profit for last 8 quarters

-Net Profit for the last 8 quarters

-Stock price range for last 8 quarters

-Calculate the CAGR (compound annual growth rate) for the reported 8 quarters

Part 2: Analysis and Interpretation

Analyze the reported data from part 1 and addresses the specific questions in the Analysis tab of the Company Worksheet which address:

– What changes have occurred in the selected company’s revenue and profit levels? What trends are apparent?

– What can you summarize about the general market from reviewing the aggregate performance of all companies?

– How do the trends of the target company compare to the competitors?

– How would you rate the selected company performance in comparison to competitors?

– Based on information in the 10K, to what would you attribute the differences?

Supporting Material: Company Worksheet; Company Worksheet Grading Guide Week 1 Business Growth Overview Marketing Plan and Outline attached.

The company chosen is:The Walt Disney Company

IF YOU ARE HAVING A HARD TIME IN ANSWERING THE QUESTIONS ABOUT THE COMPANY WE CAN DISCUSS IN USING ANOTHER COMPANY….

LET ME KNOW OF ANY QUESTIONS…NOTE; THAT THIS COMPANY WILL BE USED FOR FUTURE WORK.

THANK YOU!

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