project

Project 2 - Marketing (Week 7)

NOTE: All submitted work is to be your original work. You may not use any work from another student, the Internet or an

online clearinghouse. You are expected to understand the Academic Dishonesty and Plagiarism Policy, and know that it is

your responsibility to learn about instructor and general academic expectations with regard to proper citation of sources as

specified in the APA Publication Manual, 6th Ed. (Students are held accountable for in-text citations and an associated

reference list only).

Purpose: To have students identify the importance of knowing who and how to target a business customer. The exercise is devised to

see how brand name companies use the market-mix principles:

Skill Building:

You are also completing this project to help you develop the skills of research, writing and developing a report. Writing is critical

because in business it is important to convey information clearly and concisely and to develop a personal brand. Developing a

personal brand is important because it is the ongoing process of establishing an image or impression in the minds of others especially

those in positions above you. Having a strong personal brand can lead to opportunities that include promotions.

Skills: Research, Writing, Developing a Personal Brand.

Outcomes Met With This Project:

 identify the critical business functions and how they interact in order to position the organization to be effective in the current

business environment

 describe the ethical and social responsibilities that confront a business

Instructions:

Step 1: Research the three companies

 Students will visit the websites of the three companies listed below and examine the websites.

 Culver's

 Whataburger

 In-N-Out Burger

 Complete the Marketing Mix Worksheet. Do not leave any element empty.

Step 2: Analysis

To complete the analysis, all conclusions drawn in the discussion of every element must be supported by the class material, website

facts, and any additional research conducted.

Introduction

Provide the proper name of the three companies and briefly describe the products you reviewed along with any relevant history about

these products/brands.

Four Ps of Marketing

Describe the key marketing strategies of the selected companies. You should base your evaluation on what you observe on the three

websites about how the four Ps are applied to the products. Be specific in discussing design, promotional activities and other

information provided on each website.

Identify and discuss the target market each company is trying to reach.

Conclusion

In this section you should draw conclusions about the proven or possible success of the products for the three companies based on the

strengths and weaknesses of each website. Using the strengths and weaknesses of each website, explain how each company uses the

four marketing Ps to ensure the success of its product?

Step 3: Review the Analysis

Read the paper to ensure all required elements are present. Use the grading rubric to ensure that you gain the most points possible for

this assignment.

Proofread the paper for spelling and grammatical issues, and third person writing.

 Read the paper aloud as a first measure;

 Use the spell and grammar check in Word as a second measure;

 Have someone who has excellent English skills to proof the paper;

 Consider submitting the paper to the Effective Writing Center (EWC). The EWC will provide 4-6 areas that may need

improvement.

Step 4: Submit the paper in the Assignment Folder (The assignment submitted to the Assignment Folder will be considered

the student's final product and therefore ready for grading by the instructor. It is incumbent upon the student to verify the assignment

is the correct submission. No exceptions will be considered by the instructor).

How to Set Up the Paper

Create a Word or Rich Text Format (RTF) document that is double-spaced. Use 12-point font. The narrative of the paper should be

between 3 and 4 pages long.

Add the Worksheet to the end of the document.

Use a title page with your name, Course number and name, instructor name and date.

Requirements to Follow

 Use the grading rubric while completing the project to ensure all requirements are met that will lead to the highest possible

grade.

 Third person writing is required. Third person means that there are no words such as “I, me, my, we, or us” (first person

writing), nor is there use of “you or your” (second person writing).

 Contractions are not used in business writing, so do not use them.

 For all other source material used in the analysis, you will not use direct quotation marks but will instead paraphrase. What

this means is that you will put the ideas of an author or article into your own words rather than lifting directly from a source

document. You may not use more than four consecutive words from a source document, as doing so would require direct

quotation marks. This requirement include facts from the case scenario. Changing words from a passage does not exclude the

passage from having quotation marks.

 Use in-text citations and provide a reference list that contains the reference associated with each in-text citation.

 You may not use books in completing this project.

 Provide the page or paragraph number in every in-text citation presented. When using an eBook from the classroom, you will

see that there are no page numbers so you will provide the Chapter Name and Section Title.

Project 2 – 17%

Criteria 1 Above Average Sufficient Developing Needs Improvement Failure

Worksheet

1.7 points

Thoroughly and

accurately

completes all

elements of the

worksheet.

(1.53 - 1.7)

1.445 points

Completes the worksheet

but there are areas that

need some development.

(1.36 - 1.52)

1.275 points

Completes the

worksheet but there

are areas the need

significant

development

(1.19 - 1.35)

1.105 points

Attempts to complete

the worksheet but either

information is

incomplete or

inaccurate.

(1.02 - 1.18)

0 points

No attempt at

completing the

worksheet.

(0)

Introduction

0.85 points

Correctly provides

the proper name of

the three

companies and

0.7225 points

Correctly provides the

proper name of the three

companies and briefly

describes all products

0.6375 points

Attempts to provide

the proper name of

the companies and

describes the

0.5525 points

Attempts to provide the

proper name of the

companies and describes

the products reviewed

0 points

No attempt at

presenting the

proper names of the

three companies or

briefly describes

all products

reviewed along

with any relevant

history about these

product/brand

providing a

thorough use of

website

information to

support reasoning

and conclusions.

(0.765 - 0.85)

reviewed along with any

relevant history about

these

product/brand providing

some use of the website

information to support

reasoning and conclusions

but needs some additional

development.

(0.68 - 0.764)

products reviewed

along with any

relevant history

about these

product/brand but

needs significant

development or

information on one

company is

incorrect or

missing.

(0.595 - 0.67)

along with any relevant

history about these

product/brand but there

is missing or incorrect

information on two of

the companies.

(0.51 - 0.594)

failed to describe

the products

reviewed along

with any relevant

history about these

product/brand.

(0 - .50)

Criteria 2 Above Average Sufficient Developing Needs Improvement Failure

Four Ps of

Marketing

3.4 points

Thoroughly and

correctly describes

the key marketing

strategies of each

company based on

how each

company's website

demonstrates the

four Ps specifically

covering design,

promotional

activities and other

information using

collected website

2.89 points

Describes the key

marketing strategies of

each company based on

how each company's

website demonstrates the

four Ps specifically

covering design,

promotional activities and

other information using

collected website

information AND course

material to support the

reasoning and conclusions

2.55 points

Attempts to

describe the key

marketing strategies

of each company

based on how each

company's website

demonstrates the

four Ps covering

design, promotional

activities and other

information using

collected website

information AND

course material to

2.21 points

Attempts to describe the

key marketing strategies

of each company based

on how each company's

website demonstrates

the four Ps covering

design, promotional

activities and other

information using

collected website

information OR course

material to support the

reasoning and

0 points

Fails to describe the

key marketing

strategies of each

company based on

how each

company's website

demonstrates the

four Ps.

(0)

information AND

course material to

support the

reasoning and

conclusions.

(3.06 - 3.4)

but needs some

development.

(2.72 - 3.05)

support the

reasoning and

conclusions but

needs significant

development.

(2.38 - 2.71)

conclusions but needs

significant development.

(2.04 - 2.37)

Target

Market

3.4 points

Thoroughly and

correctly identifies

and discusses the

target markets of

the three

companies using

collected website

information AND

course material to

support the

reasoning and

conclusions.

(3.06 - 3.4)

2.89 points

Correctly identifies and

discusses the target

markets of the three

companies using collected

website

information AND course

material to support the

reasoning and conclusions

but needs some

development.

(2.72 - 3.05)

2.55 points

Attempts to identify

and discuss the

target markets of

the three companies

using collected

website

information AND

course material to

support the

reasoning and

conclusions but

needs significant

development; only

discusses two

companies.

(2.38 - 2.71)

2.21 points

Attempts to identify and

discuss the target

markets of the three

companies using

collected website

information OR course

material to support the

reasoning and

conclusions but needs

significant development;

only discusses one

company; may only

identify target market

without providing

discussion.

(2.04 - 2.37)

0 points

Fails to identify and

discuss the target

markets of the three

companies.

(0)

Conclusion

3.4 points

Thoroughly and

correctly draws

conclusions from

the identified

strengths and

weaknesses that

explain how each

company uses the

four marketing Ps

to ensure the

success of its

products using

collected website

information AND

course material to

support the

reasoning and

conclusions.

(3.06 - 3.4)

2.89 points

Correctly draws

conclusions from the

identified strengths and

weaknesses that explain

how each company uses

the four marketing Ps to

ensure the success of its

products using collected

website

information AND course

material to support the

reasoning and conclusions

but needs some

development.

(2.72 - 3.05)

2.55 points

Attempts to draws

conclusions from

the identified

strengths and

weaknesses that

explain how each

company uses the

four marketing Ps to

ensure the success

of its products using

collected website

information AND

course material to

support the

reasoning and

conclusions but

needs significant

development; only

discusses two

companies.

(2.38 - 2.71)

2.21 points

Attempts to draws

conclusions from the

identified strengths and

weaknesses that explain

how each company uses

the four marketing Ps to

ensure the success of its

products using collected

website

information OR course

material to support the

reasoning and

conclusions but needs

significant development;

only discusses one

company.

(2.04 - 2.37)

0 points

Fails draws

conclusions from

the identified

strengths and

weaknesses that

explain how each

company uses the

four marketing Ps

to ensure the

success of its

products.

(0)

Criteria 3 Above Average Sufficient Developing Needs Improvement Failure

Attention to

Instructions

1.7 points

The paper contains

all major

1.445 points

The paper contains all

major assignment

1.275 points

One major

assignment

1.105 points

Two major assignment

tasks and/or three minor

0 points

Three or more

major assignment

assignment

tasks. The paper

also includes

completion of all

minor aspects of

the assignment

such as table

creation if

required, third

person writing,

required use of

course material,

outside sources if

needed, inclusion

of page and

paragraph number,

no use of books,

assignment format

and avoidance of

using direct quotes.

(1.53 - 1.7)

tasks. The paper missed

one minor aspects of the

assignment such as table

creation if required, third

person writing, required

use of course material,

outside sources if needed,

inclusion of page and

paragraph number, no use

of books, assignment

format and avoidance of

using direct quotes.

(1.36 - 1.52)

tasks or two minor

aspects of the

assignment missed

such as table

creation if required,

third person writing,

required use of

course material,

outside sources if

needed, inclusion of

page and paragraph

number, no use of

books, assignment

format and

avoidance of using

direct quotes.

(1.19 - 1.35)

aspects of the

assignments missed as

table creation if

required, third person

writing, required use of

course material, outside

sources if needed,

inclusion of page and

paragraph number, no

use of books,

assignment format and

avoidance of using

direct quotes.

(1.02 - 1.18)

tasks missed or

more than three

minor aspects of the

assignment missed

such as table

creation if required,

third person

writing, required

use of course

material, outside

sources if needed,

inclusion of page

and paragraph

number, no use of

books, assignment

format and

avoidance of using

direct quotes.

(0 - 1.01)

Writing

Mechanics

1.7 points

Strictly adheres to

standard usage

rules of written

English using

paragraphs and

sentence rather

than bullets,

including but not

1.445 points

Excellently adheres to

standard usage of

mechanics: conventions of

written English, including

capitalization,

punctuation, and

1.275 points

Satisfactorily

adheres to standard

usage rules of

mechanics:

conventions of

English, including

capitalization,

punctuation, and

1.105 points

Minimally adheres to

standard usage rules of

mechanics: conventions

of written English,

including capitalization,

punctuation, and

0 points

Does not adhere to

standard usage

rules of mechanics:

conventions of

written English

largely

incomprehensible,

limited to

capitalization,

punctuation, run-

on sentences,

missing or extra

words, stylistic

errors, spelling and

grammatical errors.

No contractions or

jargon used. Zero

to two errors noted.

(1.53 - 1.7)

spelling. Three to six

errors noted.

(1.36 - 1.52)

spelling. Seven to

10 errors noted.

(1.19 - 1.35)

spelling. More than 10

errors found.

(1.02 - 1.18)

or errors are too

plentiful to count.

(0 - 1.01)

Criteria 4 Above Average Sufficient Developing Needs Improvement Failure

APA Style

(6th ed.)

0.85 points

One to 2 APA style

or usage errors;

Proper citation of

source material is

used throughout

paper; Reference

titles follow APA

with only the first

word, the first

word after a colon

and proper nouns

capitalized.

(0.765 – 0.85)

0.7225 points

Attempts in-text citations

and reference list but 3 -

4 APA style errors noted

or fails to use APA

citations when appropriate

1-2 times.

(0.68 - 0.764)

0.6375 points

Attempts in-text

citations and

reference lists; APA

style errors are

noted throughout

document with 5-6

errors noted; Fails

to use APA

citations when

appropriate 3 - 4

times in document.

(0.595 – 0.67)

0.5525 points

Attempts in-text

citations and reference

lists; Fails to use APA

citation when

appropriate 5-6 times;

Fails to use APA

citations when

appropriate 5-6 times in

document or presents a

total of 1-2 in-text

citations and reference

list in a paper

when requires APA

citations are needed

0 points

No attempt at APA

style; or attempts

either in-text

citations or

reference list but

omits the other.

(0 – 0.50)

throughout the

document.

(0.51 – 0.594)