FA2015 MKT291 Team Project: Industry Analysis and Marketing Plan Presentation
Introduction
The purpose of this assignment is to bring the semester’s study on the Marketing aspects of a corporation to a conclusion by providing a Marketing Plan for a new product. This assignment is divided up into two sections that will be graded independently.
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PART 1: Industry Analysis (Due October 15th, at the beginning of class)

The first segment will include the industry analysis and historical perspective of the company you are assigned. This will include the external environmental (uncontrollable factors) of consumer & social factors, economic factors, technological factors, competitive factors, legal and regulatory factors. The outline below is based upon the rubric for grading your industry analysis paper. You should NOT have to have a new product yet - - you can use the information you find from this analysis to help you identify needs in the marketplace that you can then use in creating a new product!

Outline: 1. Title Page 2. Table of Contents (include page numbers) 3. Company and brand history 4. SWOT Analysis (Strengths, Weaknesses, Opportunities, & Threats) 5. Environmental Scanning
a. Market Summary (Demographics, needs, trends, and growth)
b. Consumer and Social Factors (Consumer Behavior – how do they purchase and use this type of product)
c. Economic Factors (what impact does the current economy have on the purchase patterns of your type of product)
d. Technological Factors (how does technology impact your product line)
e. Competition (who are your key competitors and who are your competitors of substitutable products)
f. Segmentation, Targeting, and Positioning strategy currently used.
g. Other factors (e.g., Legal issues or