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MKT 337 Module Two Short Paper Guidelines and Rubric (Preparing for the SWOT Analysis)

Overview: For your first milestone, due in Module Three, you will develop a SWOT analysis for your new product concept based on data you uncover performing secondary data research. For this assignment, due in Module Two, prepare for that milestone by providing a preliminary market overview of the target audience for your new product concept, a discussion of the competition, and a projection of the data analysis you will use. You will also consider industry trends relevant to the product. Prompt: Review Chapters 5 and 6 in your text as well as the video SWOT and in a 2- to 3-page paper, address the following:

 Overview: A brief market overview that identifies the desired target audience (demographic, psychographic, geographic) and a consideration of consumer behavior.

 Competition: A discussion of the competition: Who are they and why are they considered a competitor? Who is the competitor’s target audience? What product(s) do they sell, and what are the features/benefits/pricing of their product(s)? Limit competition to one primary/direct competitor.

 Industry Trends: Consider industry trends that may impact the success of your new product concept in the near future (12 months) and long-term (1–3 years).

 Projected Data Analysis: How will you ensure that the data you are relying on is reputable/valid/accurate? What process will you use to identify potential sources of information and what criteria will you use to determine if the information is relevant, accurate, and worthy of analysis?

Cite from the text, the video, and/or your own research to support your responses.

Rubric Guidelines for Submission: The short paper should follow these formatting guidelines: 2–3 pages in length, double spaced, 12-point Times New Roman font, one-inch margins, and citations in APA style. Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center. For more information, review these instructions.

Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value

Market Overview Meets “Proficient” criteria, and overview contains original ideas that provide clear insight

Provides a brief market overview that identifies the desired target audience (demographic, psychographic, geographic) and a consideration of consumer behavior

Provides a brief market overview but does not identify the desired target audience (demographic, psychographic, geographic) and/or sufficiently consider consumer behavior

Does not provide a brief market overview

22

Competition Meets “Proficient” criteria, and description is supported by research on the competitor

Analyzes a primary/direct competitor and includes a discussion of the competitor’s products and target audience

Analyzes a primary/direct competitor and includes a discussion of the competitor’s products and target audience, but discussion is cursory or lacking in detail

Does not analyze a primary/direct competitor

22

Industry Trends Meets “Proficient” criteria, and discussion is supported by research on industry trends

Considers industry trends that may impact the success of the new product concept in the near future (12 months) and long-term (1-3 years)

Does not sufficiently consider industry trends that may impact the success of the new product concept in the near future (12 months) and long- term (1-3 years)

Does not consider industry trends that may impact the success of the new product concept in the near future (12 months) and long-term (1-3 years)

22

Projected Data Analysis

Meets “Proficient” criteria, and discussion is supported by research

Discusses how data will be analyzed, including how data will be assessed for validity and accuracy, how potential sources will be identified, and what criteria will be used to determine if data is relevant and accurate

Does not sufficiently discuss how data will be analyzed, including how data will be assessed for validity and accuracy, how potential sources will be identified, or what criteria will be used to determine if data is relevant and accurate

Does not discuss how data will be analyzed

22

Articulation of Response

Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is presented in a professional and easy-to- read format

Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

12

Total 100%