Week 2 Assignment


Situation Analysis

During the following weeks you will begin writing the sections of a marketing plan which will be combined at the end of the course into your final paper.  This week you will write the section on Situation Analysis.

To begin this process, please choose one of the following case studies to use throughout the course as you complete your Marketing Plan. They can be found in the Appendix of your textbook.

You may choose one of the following case studies:

Case 18: Sushilicious: Standing Out In A Crowded Field

Case 19: Trouble Brews at Starbucks

Case 20: Groupon

Once you have selected your case study you will need to start writing the second section of your Marketing Plan.  The second section of your Marketing Plan is the Situation Analysis.

Note:  While the case studies provided for the Marketing Plan requirement of the course provide a wealth of information -  it will be necessary to find additional information from other sources when completing the individual components of the Marketing Plan.

Write an analysis paper on your chosen case study (see above).  Within your paper be sure to address the following:

The requirements below must be met for your paper to be accepted and graded:

  • Write between 500 – 750 words (approximately 2 – 3 pages) using Microsoft Word in APA style, see example below.
  • Use font size 12 and 1” margins.
  • Include cover page and reference page.
  • At least 80% of your paper must be original content/writing.
  • No more than 20% of your content/information may come from references.
  • Use at least three references from outside the course material, one reference must be from EBSCOhost. Text book, lectures, and other materials in the course may be used, but are not counted toward the three reference requirement.
  • Cite all reference material (data, dates, graphs, quotes, paraphrased words, values, etc.) in the paper and list on a reference page in APA style.

References must come from sources such as, scholarly journals found in EBSCOhost, CNN, online newspapers such as, The Wall Street Journal, government websites, etc. Sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. are not acceptable for academic writing.  

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