Group project- barstool sports

MARKETING STRATEGY - MKT 460

The Eli Broad Graduate School of Management

Fall 2017

GUIDELINES FOR COMPANY AND SITUATIONAL ANALYSIS REPORT

As detailed in the Group Project Guidelines, there are five components of a good marketing plan: (1) executive summary, (2) company and situational analysis, (3) marketing strategy, (4) financials, and (5) controls. For this project, your team will focus on the second critical component of the Group Project. Specifically, your team is charged with preparing a 20-page report that assesses:

(1) Company analysis (Internal Environment)

(2) Industry analysis (External Environment), and

(3) Understanding your customers/buyers (Customer Environment) for your company.

In the first part of your analyses, your job is to provide a general overview of your company’s history, operations, corporate mission, structure and organization, value delivery process, core competencies, resources and assets and performance in domestic and international markets, as well as the future trends in the company’s internal company environment. In this section, it would be particularly useful to discuss the corporate, business unit, and functional level strategies that your company pursues in its markets (e.g., corporate vision and objectives, market scope for different business units, general marketing approach) (Also see Chapter 2).

The second part of your analysis should also explore the industry environment in your product/service category with a detailed description of the technological, economic, cultural, and political/legal environment of the market and future trends. This section should also provide a detailed assessment of the key major local and global competitors in the industry, potential entrants, buyers, suppliers, and substitutes for your products/services. For this part of your analysis, in addition to identifying major competitors, try to find information about their marketing programs (products, brands, served segments, distribution, pricing tactics etc.), as well as their major strengths and weaknesses. In this section, you should also discuss the opportunities and threats facing your industry in your market (Also see Chapters 3 & 4).

In the final part of your analyses and presentations, your fundamental objective is to describe the customer/buyer behavior for the product/service category that your company offers in the marketplace. Specifically, try to answer the following questions in your analyses and presentations: What do they buy? Who buys? Where do they buy? Why do they buy? How do they buy? When do they buy? How much do they buy? How will buyer behavior and characteristics change in the future? (Also see Chapters 6 & 7)

You do not need to provide Executive Summary or Conclusions & Recommendations sections for this report. But, a Cover Page and References section are necessary. Include any material (e.g. tables, figures) that provides additional information that supplements your report. An appendix gives useful additional information, but even without it the rest of the book is complete. Appendices are typically ordered by letters (e.g., Appendix A, Appendix B, etc.). For this assignment, reports must conform to the general format guidelines detailed in the Master Project Guidelines (of course, except for the page requirements).

Your team will get a 15-minute time slot to present the highlights of your report to the class via a PowerPoint presentation (plus three minutes for Q&As).

SUBMIT YOUR REPORTS AND YOUR PRESENTATIONS ONLINE (D2L) ON THE ASSIGNED DUE DATE (SEE SYLLABUS FOR THE DUE DATE).

NO LATE ASSIGNMENTS -UNDER ANY CIRCUMSTANCE- WILL BE ACCEPTED.

EVALUATION CRITERIA

Your performance for this project will be determined based on the content of your report, your presentation as a team and, your contribution to the team as evaluated by your team members. Specifically, your projects will be graded according to the following criteria:

Presentation		Grade
Summarizes the main points presented in the report?	20
Well organized? (Agenda, clear purpose, general structure, visuals)	20
Good speaker(s)/presenters, full-room eye-contact, voice projection, body posture/gesture, and speech clarity of each presenter?	20
Answered questions adequately and professionally?	20
Finished within the allotted time?	20
Total	100
Content
Company analysis	25
Industry analysis	25
Understanding your customers/buyers	25
Used a diverse set of sources for the project? Format of references	10
Is the report well organized and readable, spelling errors?	5
General Guidelines (Double-spaced, one-side, around 20 pages, margins, headings bolded, page numbers, visual summaries?	10
Total	100