MKT 571 Phoenix Week 1 Company Revenues Analysis & Marketing Strategies Memo NOTE THERE ARE TWO DIFFERENT PARTS OF THIS ASSIGNMENT AND TWO DOCUMENTS TO SUBMIT FOR WEEK 1. DOCUMENT 1 – IS YOUR ANALYSIS FOR PART 1 BELOW.
DOCUMENT 2 – YOUR SELECTED COMPANY FOR YOUR COURSE PROJECT AS DESCRIBED FOR PART 2.
PART 1 –
This assignment is designed to help you analyze and interpret primary and/or secondary data and research. You are provided with a marketing data report that you are to review and analyze for basic executive level data insights and action.
Analyze the Week 1 Business Growth Overview dataset. This is a marketing report generated by an analyst for the Senior Vice President (SVP) of Marketing at a large corporation. The analyst is new and has provided summary data but no insights or commentary for the SVP.
Guidance: This data set is typical of real-world market data. You get a spreadsheet of numbers that need to be interpreted. MAKE SURE TO EXPLORE THE ENTIRE SPREADSHEET INCLUDING THE DEFINITIONS TABS, HIDDEN CELLS, ETC. Note the spreadsheet provides performance data for different periods of time (year over year 30 day, 90 day, and 6 month) for different market segments, and customers.
You are looking for any items or trends that stand out as anomalies. What are the general trends? Are there any areas that need attention? What what recommendations would you make based on the data?
Construct a minimum 525-word memorandum for the SVP providing insights and commentary. The memorandum should include your analysis of the following:
Major areas of increase and decrease in revenue or type and/or category of business
Trends that are evident in terms of revenue or type and/or category of business
Insights that would help formulate marketing strategies to either continue growth or reverse decline. (WHAT SPECIFIC ACTIONS DO YOU RECOMMEND)
Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why)
You do not need to address all of the issues suggested by the data but look for a couple of items that stand out to you and describe your chosen items are important. MAKE SURE TO INCLUDE WHAT ACTIONS SHOULD BE TAKEN BASED UPON THE INFORMATION PROVIDED.
MAKE SURE YOUR SUBMISSION IS IN THE FORM OF A MEMORANDUM.
Throughout the weeks of this course you will be developing a marketing plan (refer to Marketing Plan and Outline document), section by section. The weekly work will then be combined into a complete plan submitted in week 6.
For the purposes of this project you are to select an existing company and an existing product or service that company offers. NOTE A COMPANY ALONE IS NOT SUFFICIENT. You must be specific about the product line or service selected. For example, Nike would be too broad. You would need to select a specific Nike product line, like consumer sports apparel, professional uniforms, shoes, etc.
You may want to choose a company and product or service that has data readily available so you can easily access information about customer demographic/psychographic data to provide insights. You should select a global or multi-regional (does business in more than one country) company and obtain two years of annual reports as well as two years of 10K reports (provides a comprehensive overview of the company’s business and financial condition and includes audited financial statements) for your data source.
Company and product selection is a critical part of this project. YOU WILL USE THE SAME COMPANY FOR WEEKS 2 through 6 assignments. You must ensure your proposed company can implement the marketing methods discussed in Marketing Management.
I strongly suggest you get the annual reports and 10K’s for your selected company BEFORE making your product selection. This helps assure you select a product line where the information needed is available. If you select your product THEN get the 10Ks, etc. you may find yourself challenged in getting the information you need.
Once you have selected your product or service, you must define the size and type of the selected company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Record this information in a summary document as outlined below.
Prepare a minimum 175-word summary document and send it to your instructor as a record of your selection. The summary document should include the following:
Name of Company
Location of Company Headquarters
Name of Product or Service selected
General description of company (number of employees, revenue, type of ownership, web page, etc.)
General description of product or service
Format your assignment according to APA guidelines. NO PLAGARISM
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