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ASSIGNMENT 1 - INITIAL COMPANY RESEARCH

Student Name:

Date:

COMPANY: (Include in-text citations)

Parent Company (or Holding Company) Name:

Brand/Division/Subsidiary Name:

https://www.linkedin.com/pulse/confused-terms-subsidiary-affiliate-division-others-gary-kirshenbaum

Parent company structure: (begin with a brief history, mention its relationship to the brand you selected, and note its current financial position below):

Brand/Division/Subsidiary Detail (begin with a brief history, identify the CEO, and what part in plays in the success of the parent company, i.e. percent of business):

Parent company financial position (Refer to assignment attachment: “Financial Information Source” for these five financial measures. Remember to include currency and year.)

· Year over Year (Stock price going up or down? Give stock price at beginning and end of the most recent 5-year period):

· Compare stock performance to a market index (note the percentage of change in the market index, and compare it to the percentage of change in the stock price for the same period):

· Net Income:

· Net Profit Margin:

· Debt to Assets Ratio:

BUSINESS LINES OF BRAND OR DIVISION (Include in-text citations)

Include a description of the Product or Service Line and the Product or Service example. Do not assume your decision-making client knows what “Mass Effect” is. She may be an Accounting VP, not a gamer. Emphasize benefits to potential and current customers.

Product/Service line A

Example of Product/Service line A:

Product/Service line B

Example of Product/Service line B:

Product/Service line C

Example of Product/Service C:

TARGET MARKET FOR BRAND OR DIVISION (Include in-text citations)

Complete these segmentations for each Example of the Product/Service you identified above. Segment the Market according to what you learned in Introduction to Marketing. Be specific. Avoid broad generalizations like “worldwide”, “everyone” and “all ages.”

Example of Product/Service line A:

· Geographic:

· Demographic:

· Psychographic:

· Benefits Sought by consumer:

· Usage Rate of consumer:

Example of Product/Service line B:

· Geographic:

· Demographic:

· Psychographic:

· Benefits Sought by consumer:

· Usage Rate of consumer:

Example of Product/Service line C:

· Geographic:

· Demographic:

· Psychographic:

· Benefits Sought by consumer:

· Usage Rate of consumer:

DIRECT COMPETITION FOR YOUR BRAND OR DIVISION (Include in-text citations)

Each Competitor’s Product/Service below should align with the Examples of your company’s Product/Service identified above. For example, Competitor Company 1 Product/Service below should be compared to Example of Product/Service line A above.

Name of Competitor Company 1:

Competitor Company 1 Product/Service:

Competes with your Product/Service A:

Name of Competitor Company 2:

Competitor Company 2 Product/Service:

Competes with your Product/Service B:

Name of Competitor Company 3:

Competitor Company 3 Product/Service:

Competes with your Product/Service C:

Rank the 4 companies (each Competitor Company listed above and the Company you selected for this Assignment). List the companies in order of success. Rank the most successful as #1. Include the metric/numerical evidence used as the basis of the ranking. The metric/numerical evidence can be annual revenue, annual profit, ticket sales, concert tour revenue, fan base size, twitter followers, consumer reviews, age of company, size of company, etc. DO NOT USE current stock price as a measure of success, since it does not offer the necessary context.

Ranking:

Company #1:

Company #2:

Company #3:

Company #4:

FINDINGS: (Include in-text citations)

Research leads to findings. Summarize your findings here in two or three well-developed paragraphs (a well-developed paragraph will contain 4-6 sentences). Describe your findings (data), and note whether it was significant or not. Explain what the data you found implies, or says, about your subject. Avoid overstating the importance (“XYZ is sure to dominate the competition for years to come!”). Try to be objective in your description. Use both quantitative and qualitative data from your research:

REFERENCES: (APA Format)

List at least 3 references below using the APA long form guidelines for formatting. Each reference must also have a corresponding in-text citation above to show where it was used. It must be formatted using the APA short form guidelines. Each of the five sections above (Company, Business Lines, Target Market, Competition, Findings) must include at least one in-text citation.