Haagen-Dazs project

 1. The Marketing Environment 

   Though companies cannot control the macroenvironment, they do control how they react to its forces.

a.       Choose one of the “5 Most Significant Demographic Trends.”  Explain how they provide an opportunity or threat to your company.  How is the company reacting to this trend?  Make sure to choose a trend you are able to find evidence of a corporate reaction.  Students are required to submit proof of a corporate reaction (i.e. page from their website, press release, etc.)

b.    Choose 1 of the following societal forces (economic, natural, technological, political or cultural) and explain how they provide an opportunity or threat to your company.  How is the company reacting to this force?  Make sure to choose a force you are able to find evidence of a corporate reaction. (i.e. page from their website, press release, etc.)

   ( Students who use the same trend or proof for both questions, will not receive any credit for the second question.)

2. New Product Development 

Reacquaint yourself with your brand’s product mix.  For this question, you may use a specific size, flavor, etc. 

a.    Identify one of the newest product offering.

b.     Why do you believe it was added?  Your explanation may be found in a variety of places i.e. competitive trends, etc.