Project Summary

Your short paper should contain the following two parts.

Part 1.

Examine the current market micro and macro environmental situation for an industry of your choice (for example, please see the list on page. 5). That is, explore the market, customer, competitive, distribution, demographic, economic, ecological, technological, political/legal, and cultural situations for the industry with particular emphasis on those changing environmental factors that may provide opportunities and threats for companies in the industry (see Chapter 3 for more details; This is primarily sections II and III below).

Part 2.

Demonstrate your understanding of core marketing concepts we learned in this class that you have not incorporated into Part 1. A partial list of the concepts that should be addressed is provided below (Section IV). You are not limited to this list. Examples, both real (preferable) and conjectural (i.e., things that you think are likely), should be provided to demonstrate your understanding. Most of these concepts should be addressed in your industry analysis (i.e., Part 1). You do not need to repeat any of the core concepts that are covered in Part 1.

While all parts of this project are important, the demonstration of your understanding and ability to use core marketing concepts is very important. Regardless of the section (Part 1 or Part 2) in which you discuss the core concepts, please use bold type to highlight the concepts.

Please note that this assignment will be completed individually. Your written report should conform (more or less) to the format listed below. The body of the analysis should not exceed six-seven double-spaced typed (12-point type) pages. However, extensive use of appendices (such as charts, tables, industry-related ads etc.) is acceptable. The page count begins with the “Task (micro) Environment Description” (point II. in the format given below) and not with the summary or table of contents. Each item in the appendix must be individually referenced in the body. References (i.e., sources of information) must be cited in the main text (include author’s name, year) and listed in a reference section (section VI).

As with all written assignments, your analysis will be evaluated on its professional appearance, readability, and apparent effort, as well as on its content.

Cover Page (Your Name, Your Industry)

Table of Contents

I. Summary

This is a summary of the key points found in the marketing environment analysis.

II. Task (micro) Environment Description

This section addresses the competitive conditions of firms doing business for the product category. The questions provided are examples of the items that should be covered; they are not exhaustive.

A. Markets

What is the current market size, the growth potential for the immediate future (next five years), and geographical distribution in this product category?

B. Customers

What buying behavior patterns impact this product category? How is the market segmented and what are the most effective vehicles to reach the segments? How do consumers rate the competitors on reputation, product quality, service, sales force, price, etc.?

C. Competitors

Who are the major competitors? Describe them in terms of their size, market share, product positioning strategies, or any other characteristics that are appropriate to understanding competitive intentions and behavior. What trends will affect future competition and substitutes for this product?

D. Distribution

What are the different ways that products in this category are distributed and promoted? Are there any potential changes in the importance of the varying distribution and promotional approaches?

III. Macroenvironment Description

This section describes broad macroenvironmental trends. It concerns the demographic, economic, ecological, technological, political/legal, and cultural factors which are of relevance to an understanding of the market.

A. Demographic

What major demographic developments and trends pose opportunities or threats to firms doing business in this product category?

B. Economic

What major macroeconomic (national, international) developments in income, prices, savings, and credit may affect firms doing business in this product category?

C. Ecological

What is the outlook for the cost and availability of natural resources and energy needed by firms doing business in this product category? What environmental legislation or negative publicity is of issue?

D. Technological

What major technological changes are occurring that would affect business in this product category?

E. Political/Legal

What laws or regulations are being considered that could affect marketing strategy and tactics?

F. Cultural

What broad cultural or subcultural patterns affect the public’s attitude towards the firms and/or products of the firms doing business in this product category?

IV. Additional Application of Core Marketing Concepts

This section should address (if not addressed above), but not be limited to the following concepts. You are encouraged to explore how any other concept from the text or class discussions applies (or could be applied) to your industry. You are encouraged to document your discussion with real-life examples, as well as such things as product advertisements that demonstrate application of the concepts. You may also provide creative examples.

Core Concepts (examples—i.e., partial list)

Marketing Concept

• Consumer Needs and Wants
• Customer satisfaction

Relationship marketing

Consumer equity

Portfolio Analysis

Marketing Mix

Market Segmentation

Market Targeting

• Differentiated, Undifferentiated, and Concentrated Marketing

Market Positioning

• Competitive advantage and differentiation strategies

Macroenvironmental Impact

Reference Group Influence/Appeals

Consumer Involvement

Total Product Concept

Brand Equity

Brand Strategies

Product Line and Mix decisions

Product Life Cycle

Pricing Approaches

Distribution Channel Functions

Vertical Marketing Systems

Advertising/Sales Promotion/and Public Relations Strategy and Approaches

Global Product/Promotion Strategies

V. Appendix

–e.g., Charts, Graphs, Tables Perceptual Maps, Advertisements that illustrate concepts, etc.

VI. References (APA or MLA styles preferred)

You may use scholarly articles, industry sources, popular press, the Internet, as well as personal interviews as sources of information. In fact, it is expected that you will use most of these sources. Further, examples from industry-related advertising, popular press articles, and personal experience should be used to demonstrate your understanding. Do not rely solely on Internet searches (Google is not a substitute for the library).

BE SURE ALL SOURCES OF INFORMATION ARE APPROPRIATELY REFERENCED IN THE BODY OF YOUR REPORT AND LISTED IN THE REFERENCE SECTION.

Submission: Submit your paper online on Canvas by the deadline indicated in the course syllabus. Please note that late assignment will be subject to point deduction.

List of Industries (you are not limited to one of the industries on this list)

Apparel

Fast-Food Restaurants

Department Stores

Solar-Energy

Fast-Casual Restaurants

Beverage (e.g., beer, soft drinks)

Tobacco

Automobiles

Casino

Airline

Oil

Telecommunications (e.g., AT&T, Verizon)

Consumer Electronics (e.g., computer, smart phones)

Healthcare

Banking

Cosmetics

Education

Transportation

Music

Sports

Assignment Information

To prepare for this Assignment, make a list of three of the most prevalent social problems experienced by people who live in your town or city (e.g., unemployment). Then, make a list of the types of services that someone who has these problems might need. Think about the information that you discussed in the Survey of Social Problems class. Then, using information from your Applied Skills in Human Services course, create a plan that solves the problems described in the following scenario.

Scenario:

You are working as a community resource coordinator at a Workforce One Stop. Your primary duties are to attend community fairs and events to advertise the services provided at the One Stop (usually job training, food stamps, cash assistance, housing, and referrals to substance abuse and mental health treatment). Further, you collect information about your town’s agencies, for profit and not for profit, and provide updated information to the intake specialists and employment counselors who work directly with clients. Your supervisor has given you a task: If you complete it, you will be promoted to intake specialist. You are excited because you want a promotion and raise, but the task seems impossible. In the past, you have done a great job of updating the agency’s database, but case managers and counselors were still not able to get clients connected with services effectively.

The task:

You are to create a coordination of services plan, a plan to update and connect clients in your agency with appropriate services offered by other agencies. The plan must include:

1. Guidelines for confidentiality of client information during the referral process
2. Guidelines for identifying barriers to service (e.g., transportation or cost of services)
3. Guidelines for making, tracking, and assessing the success of referrals to each agency
4. A reasonable timeline that specifies the time from first the meeting with the client to the time that the referral is made to the amount of time for checking with the client or agency to assess the effectiveness of the referral
5. Guidelines for coordinating all of the referrals to help the client to manage appointments and services

Assume that your clients will need access to substance abuse, mental health, domestic violence, and job training services. Be as creative as possible when creating your plan; you may add a chart with your time line or a graphic that shows how someone in your agency might coordinate the clients’ services (e.g., flow chart).

Be specific and brief as you write your plan. Think of it as a guide to be used by case managers and other specialists in your agency.

In your body of the paper, use the following subheadings in any order:

Guidelines for Confidentiality

Guidelines for Making and Evaluating Referrals

Identifying Barriers

Timeline for Referrals

Guidelines for Coordinating Services

This Assignment should be between 800 and 1000 words, not including your title and reference pages (only if you choose to use references, these are not required). You are required to give credit to the sources you use and to use proper APA formatting. Refer to the APA Quick Reference for help with APA, or refer to the Kaplan Writing Center or your instructor. Remember that all work must be your own, and plagiarism is not tolerated. Be sure to review the plagiarism policy in your syllabus.

Submitting your Assignment

Put your Assignment in a Word document. Save it in a location and with a name that you will remember. When you are ready to submit it, click on the Dropbox and complete the steps below:

Critical Thinking Question need to answer for each each answer 2 sentences.

Select two research instruments

Select 3 to 4 digital platforms and explore these platforms in relation to events, meetings, and convention planning. Write a 350-word summary of each platform that you explored describing the advantages and disadvantages that you see with each. Examples include