Background Research and Analysis

 

Project

Client: Appalachia Mountain Club (AMC, http://www.outdoors.org/ )

Check out their Facebook: https://www.facebook.com/AppalachianMountainClub

Brief Description: Founded in 1876, the Appalachian Mountain Club promotes the protection, enjoyment, and understanding of the mountains, forests, waters, and trails of America’s Northeast and Mid-Atlantic regions. Its headquarter is located in Boston Beacon Hill area. The AMC project aims to help the organization address several important market-related questions and inform its future marketing and strategic directions.

Assignments

Background Research Assignment

You will conduct a detailed Situational Analysis for the AMC project.

·         Demographic, Cultural, Economic, Legal, Technological, Political factors and trends

·         Marketing implications of the factors and trends

·         SWOT Analysis (Strengths, Weakness, Opportunities, Thread)

The following identifies the sources you need to use to gain a thorough understanding of the issues related to the AMC project and complete the situational and SWOT analyses.

Three Library databases that include relevant demographic data

o    Cite the databases in proper APA format

o    How are the databases relevant to the marketing environment factors and the AMC project?

o    How does the data help you understand the issues better?

Three scholarly journal articles

o    Cite the articles in proper APA format.

o    Summarize each article (i.e., write an abstract)

o    What is the purpose of the article?  Why did the author(s) conduct the research and/or write the article?

o    What are the different sections of the article? Summarize each section.

o     What are the propositions or hypotheses?  If there are no hypotheses, then what is the framework or model developed?

o    What are the major concepts (constructs) presented in the article? Define each of them.

o    What were the major findings?

o    How is the information relevant to the AMC project?

o    How is the content of the articles related?

Two news articles

• Cite the articles in proper APA format.
• Summarize each article (i.e., write an abstract).
• How is the information relevant to the AMC project?
• How are the articles related to each other? In other words, how does the content for each article relate to each other?

Two websites

o    Cite the websites in proper APA format.

o    Summarize the content of each website and how the information is relevant to the AMC project.

Two specific social media platforms

o    Cite the social media platforms in proper APA format.

o    Summarize the content of each platform and state how the information is relevant to AMC project.

There are 2 main parts of this paper

First is to do the research of the company

Second is to analysis the SWOT