Fundacao Getulio Vargas Market and Firm Analytical Review Market and Firm Overview This section includes information on how the firm makes money, who are

Fundacao Getulio Vargas Market and Firm Analytical Review Market and Firm Overview

This section includes information on how the firm makes money, who are the firm’s buyers and suppliers, and what are one or two major industry changes that have affected (or in your estimation will affect) the Company, its buyers, or its suppliers in recent years (or the near future).

This section should also include an in-depth analysis of market(s) impacted by the selected challenge. It includes a SWOT analysis, details of your Company’s current market share and its marketing strategy consisting of market segmentation, target market customer profiles, positioning of the product(s), and marketing mix, as captured by the 4Ps.

References:Cite all the sources used in your report in the references section and use APA citation style format throughout the report. Example of APA citation style format: http://www.apastyle.org/index.aspx Appendices: Tables, Graphs, Graphics and other Supplemental Materials.

You can use my document for some parta but mostly will have original work you due. My paper is only for give you an idea and you can take small parts for include and only for reference.

The document I attached is the draft we did before, and the final project needs more details and it includes more topics.

My part is market and firm overview in the final report, you can use everything from the file I attached

You can see in the screeshot which is my part

btw I wrote SWOT analysis so you can extend every point from that form, maybe it would me much easier for you. MKBU-3225-EL1 – FINAL PROJECT GUIDELINES
Prof. Claira Zambon Versland
CONTEXT
Your Company just hired a new Chief Executive Officer (CEO). The newly hired CEO has engaged your team as an
outside consulting group to:
(1) Identify a business challenge that the Company is either not addressing, but should address, or alternatively, is
addressing, but could address more effectively with an alternative response;
(2) Recommend an alternative response; and
(3) Develop marketing plan.
What is a Business Challenge?
A business challenge is a threat OR opportunity a firm is either currently facing or likely to face in the foreseeable
future. The solution your team suggests should outline planned responses to business challenges. If a challenge is
not addressed or is not adequately addressed, the health of the company is negatively affected and/or potential
improvements in the health of the company are not realized.
Examples of Business Challenges
• New consumer trends: Consumers are changing, as are their needs and wants.
• Increasing competition: New competitors are entering the market.
• New technology: Your client or a competitor has just invented a new technology that could make
current industry technologies obsolete.
• Market saturation: Opportunities for product category growth are limited. For example, most potential
customers have already made their purchases.
• New markets: There are segments with unmet needs and wants.
• Price competition: A competitor has started to offer rock-bottom prices.
• Product image: Your client’s product image in the marketplace has become stale and/or damaged by
negative publicity.
• Little competitive differentiation: Customers do not perceive differences between the various product
offerings in the marketplace.
• Ethical considerations: Your client or a competitor has engaged in unethical business practices.
• Legislation: The government has introduced new regulations that relate to your client’s product.
• Organization: There have been a series of changes in your client’s management team.
Common Drivers of Business Challenges
•
Business challenges are usually the result of some sort of change in the business environment. The following
questions are helpful in terms of identifying changes that will drive (result in) a challenge for a business.
• Are there any demographic changes (e.g., age, gender, education level, occupation, family size, etc.)?
• Are there any geographic changes (e.g., countries, regions, city sizes, population density, etc.)?
• Are there any changes in social and cultural environments (e.g., cultural values, ethical concerns,
behavioral preferences, perceptions of Company or competitors, political shifts, etc.)?
• Are there any changes in the natural environment (e.g., availability of raw materials, natural disasters,
natural resources, etc.)?
• Are there any changes in the technological environment (e.g., communication technology, mobile
devices, social networks, workflow, cloud computing, production technology, physical infrastructure,
such as roads or airports, etc.)?
• Are there any changes in the legal/political environment (e.g., political unrest, corruption, rule of law,
healthcare legislation, level of taxation, legal actions, anti-trust actions, etc.)?
• Are there any changes in the economic environment (e.g., interest rates, foreign exchange rates,
international markets, recession/prosperity, unemployment, etc.)?
• Are there any changes in company organization (e.g., changes in the management team, organization
structure, labor relations, strategic focus, etc.)?
• Are there any changes regarding supply chains (e.g., changes in suppliers, channels of distribution,
physical distribution of products, etc.)?
• Are there any changes in competitors (e.g., current or foreseeable potential new entrants, international
competition, mergers, strategic shift by a competitor, trade agreements, tariffs, etc.)?
• Of course, not all changes in a firm’s business environment create a challenge for a business; it is only a business
challenge when they (if not addressed adequately) present a threat or an opportunity to the company’s health.
FINAL PROJECT PROCESS
The project works as follows: Your team works on and submits the first deliverable. Then, your team may meet with
your professor who will provide feedback during a “live” feedback session in class. After incorporating your
professors’ feedback, your team will move on and work on the final report and presentation.
Some re-structuring, re-packaging and formatting may be necessary. The professor feedback you receive during the
feedback meeting must be incorporated.
DESCRIPTION OF DELIVERABLES
As you begin researching your Company, please be aware that you must reference sources to back up all the
statements/claims you make in both the Final Written Report and in the first deliverable.
FIRST DELIVERABLE – DUE DATES: 3/10/2020 (upload to Bb) and 3/12/2020 (feedback
meeting in class)
Part I – Market and Firm Analysis
Your team’s objective for the first deliverable is to research your firm and its market and competitive environment.
In addition to utilizing library databases, industry publications and popular news sources, it is highly recommended
that you follow your Company on social media and experience their products/services at a retail location, when
possible.
What to research? Studying the firm’s operations and its micro and macro environments will help you identify the
strengths, weakness, opportunities and threats (S.W.O.T.) facing your firm.
Firm research and analysis:
? Brief history of the Company.
? Company mission statement.
? Major competitors, including their strengths and weaknesses.
? Other environmental factors that are relevant to your firm.
? Analysis of firm’s overall strengths, weaknesses, opportunities, and threats (S.W.O.T.).
Part II – The Challenge
Your team will identify 2 challenges facing your Company, assess whether each of the identified challenges is viable,
and propose a response for each. The only responses that are not allowed are those involving acquisitions,
mergers, joint ventures, or dissolution of the Company. Your deliverable also will indicate the one challenge that
you are most likely to pursue.
To identify challenges facing your Company, the best approach is to examine your Company’s recent past and
explore the reasons why changes occurred. Once you identify the drivers of your Company’s past performance, you
can scan the business environment for recent changes or impending changes. Much of your Market and Firm
Analysis will help you identify the challenges/opportunities your Company is facing.
Start by reviewing your Market & Firm analysis, then scan the business environment by considering the drivers
below that may affect your Company:
• Any demographic changes that may be relevant to your Company (e.g., age, gender, education
level, occupation, and family size, etc.).
•
•
•
•
•
•
•
•
•
•
Any geographic changes that may be relevant to your Company (e.g., countries, regions, city sizes,
and population density, etc.).
Any changes in social and cultural environments that may be relevant to your Company (e.g.,
cultural values, ethical concerns, behavioral preferences, perceptions of Company or competitors,
political shifts, etc.).
Any changes in the natural environment that may be relevant to your Company (e.g., availability of
raw materials, natural disasters, and natural resources, etc.).
Any changes in the technological environment that may be relevant to your Company (e.g.,
communication technology, mobile devices, social networks, workflow, cloud computing,
production technology, physical infrastructure, such as roads or airports, etc.)
Any changes in the legal/political environment that may be relevant to your Company (e.g., political
unrest, corruption, rule of law, healthcare legislation, level of taxation, legal actions, anti-trust
actions, etc.).
Any changes in the economic environment that may be relevant to your Company (e.g., interest
rates, foreign exchange rates, international markets, recession/prosperity, unemployment, etc.).
Any changes in company organization that may be relevant to your Company (e.g., changes in the
management team, organization structure, labor relations, strategic focus, etc.).
Any changes regarding supply chains that may be relevant to your Company (e.g., changes in
suppliers, channels of distribution, physical distribution of products, etc.).
Any changes in competitors that may be relevant to your Company (e.g., current or foreseeable
potential new entrants, international competition, mergers, strategic shift by a competitor, trade
agreements, tariffs, etc.).
Other changes and trends that may be relevant to your Company.
Where do I find this information? DATAMONITOR SWOT Analysis from EBSCOhost, Market Research
Reports from EBSCOhost, articles from Lexis/Nexis Academic, and ABI/Inform Complete-ProQuest.
Based upon all your research and analysis, complete the following steps for your First Deliverable:
1. Identify two challenges or opportunities that your Company faces either at the corporate level or at
the level of specific SBUs (e.g., brands).
2. Assess the viability of the challenges/opportunities you identified and map out a possible response for
each of the two challenges.
3. Viability: Explain how your Company would be adversely affected or an opportunity be lost if the
challenge is not successfully addressed. Is your team reasonably confident that you can develop an
alternative course of action that will allow your Company to successfully respond to the challenge?
Provide specific reasons why you think it is feasible for your team to develop an effective course of
action in response to this challenge; e.g., Time requirements? Expertise? Availability of money and
other resources?
Where do I find this information? Lexis/Nexis, Analyst Reports from Investext.
Remember, responses involving acquisitions, mergers, joint ventures, or dissolution of your Company
are not allowed.
Lastly, remember to include your Bibliographic Sources.
FINAL WRITTEN REPORT – DUE DATE: 4/30/2020 (upload on Bb)
The final report should be double spaced, with one-inch margins, and should be a written report that does
not simply cut and paste from the prior deliverable. Approximate page lengths for each section are
included below but please note these are merely suggestions. Include as many pages as needed to ensure
a complete and thorough report.
Title Page – (1 page)
The title page includes the name of your CCC, the name of each team member, and a title that is
descriptive of either the challenge or the response your team has decided to address.
Table of Contents Page – (1 page)
Executive Summary – (1 page)
The Executive Summary includes a summary of the strengths and weaknesses of your CCC, your proposed
resolution and the benefits of the proposed resolution to the CCC.
Market and Firm Overview (Based on The Market and Firm Analysis) – (5-6 pages)
This section includes information on how the firm makes money, who are the firm’s buyers and suppliers,
and what are one or two major industry changes that have affected (or in your estimation will affect) the
Company, its buyers, or its suppliers in recent years (or the near future).
This section should also include an in-depth analysis of market(s) impacted by the selected challenge. It
includes a SWOT analysis, details of your Company’s current market share and its marketing strategy
consisting of market segmentation, target market customer profiles, positioning of the product(s), and
marketing mix, as captured by the 4Ps.
Identified Business Challenge – (2-3 pages)
The challenge chosen to be pursued and the reason(s) your team chose to pursue this particular business
challenge.
Recommended Response – (2-3 pages)
This section contains a detailed description of the response for meeting the challenge, describes the pros
and cons of the response and recommends a course of action. A discussion of whether and how
competitors are expected to react to the recommended response is included.
Marketing Strategy – (3-5 pages)
Describe your marketing strategy. Details of the more creative side of the proposed course of action
(product prototypes, ad campaigns, etc.) are provided. What marketing channels and tools are you
planning to use (social media marketing, mobile marketing, traditional marketing, pop-up stores,
billboards, TV commercials, in-store promotions, events, etc.).
Conclusion – (1 page)
Provide a brief summary of your findings and any caveats in your analysis and proposal.
References
Cite all the sources used in your report in the references section and use APA citation style format
throughout the report. Example of APA citation style format: http://www.apastyle.org/index.aspx
Appendices: Tables, Graphs, Graphics and other Supplemental Materials.
FINAL ORAL PRESENTATION – 5/7/2020 (in class presentation)
In addition to the final written report, your team must present your findings in a 10-12 minute live
presentation.
Your presentation must address the following questions:
CHALLENGE
SOLUTION
•
•
What challenge should your assigned
company address? What evidence supports
your arguments?
•
Description: What is your team’s proposed solution? What evidence
supports your arguments? Were other solutions considered?
Implementation: How can the company implement your solution? What
is a realistic timeline?
Marketing Campaign: Present your marketing campaign in details,
including visuals from all marketing channels and marketing tools
involved in the campaign.
Materials:
Bring the following to your presentation: External USB Flash drive (1) with your slides (save to cloud as a
back- up), 1 copy (2 slides per page) of your slides for your professor.
GRADING CRITERIA
FIRST DELIVERABLE – 20 points
FINAL WRITTEN REPORT – 40 points
ORAL PRESENTATION – 40 points
PRESENTATION GRADING RUBRIC
INTRODUCTION
• Had creative opening to reveal objective
• Had persuasive rationale
• Establish speakers’ credibility
• Gave clear preview of main points
BODY
• Was well organized
• Used clear transitions between ideas
• Gave logical and persuasive arguments
• Cited credible sources
CONCLUSION
• Gave clear review of main points
• Made strong link to attention-getter
• Had memorable closing line
DELIVERY
• Was poised, energetic, and passionate
• Spoke clearly, concisely, and confidently
• Used effective stance, gestures, and eye contact
VISUALS
• Were simple and clear
• Used professional layout and design
• Used appealing/interesting images
• Covered all the required points
FINAL WRITTEN REPORT GRADING RUBRIC
There are 100 points possible for this assignment.
Components
Meets Expectations
Minimally Meets
Expectations
Does Not Meet
Expectations
Part 1: Written Report Content
A. Marketing challenge
identification: Properly
identify the marketing
challenge and provide
evidence in support of
your assessment of the
challenge
(15 points possible)
11–15 points
6–10 points
0-5 points
Group fully understands
the marketing challenge
Group identifies part of the
marketing challenge, but
does not capture all the
details
Group does not properly
identify the marketing
challenge
Group provides
significant evidence in
support of their
assessment of the
challenge
Evidence may be somewhat
off-track and not fully
consistent with the reality
Group offers not enough
evidence in support of
their assessment of the
challenge
B. Analysis of current
situation: Use real facts
and external sources to
perform a SWOT analysis
and draw conclusions
regarding the situation
8–10 points
5–7 points
0–4 points
Group offers a thorough
analysis of the situation
and draws appropriate
and insightful conclusions
Group does not analyze, or
weakly analyzes, the
situation
(10 points possible)
Group presents a
complete and detailed
SWOT analysis
Group offers an adequate
analysis, but certain sections
may be off-track or
incomplete; analysis is more
concerned with reporting
facts than with putting those
facts into context
Group may not develop
comprehensive conclusions
based on their analysis, but
the conclusions that are
present are mostly on-track
C. The Response: Clearly
outline the response to
resolve the challenge
(25 points possible)
21–25 points
11–20 points
0–10 points
Group outlines a
response that appear to
have potential for solving
the company’s challenge
Group outlines a response,
but this may not be strategic
or exclusive or pertinent to
the company’s challenge
Group does not outline a
response for solving
company’s challenge
Response may not track to
a solution for the
company’s challenge
D. Marketing Plan: Clearly
outline a comprehensive
marketing plan for the
chosen response
(30 points possible)
25–30 points
11–24 points
0–10 points
Group presents a
comprehensive
Marketing Plan that uses
several marketing tools
and runs across multiple
platforms (online and
offline)
Group presents a Marketing
Plan that doesn’t not include
enough marketing tools and
doesn’t run across multiple
platforms (online and
offline)
Marketing Plan has no
relationship to the chose
response, or
recommendation is not
strategic
Appropriate and detailed
description of the
marketing plan is
included
Marketing Plan details may
not be fully developed, or
may not be appropriate for
the chosen response
Marketing Plan is weak or
nonexistent
Points
Comments
Components
Meets Expectations
Minimally Meets
Expectations
Does Not Meet
Expectations
Part 1: Written Report Content
Part 2: Written Report Communication: Readability, Style, and Mechanics
A. Attention to grammar
and presentation:
Proofread and edit your
report so that it is free of
grammatical and
typographical errors
8–10 points
5–7 points
0–4 points
Paper is free of
grammatical,
composition, and
typographical errors
For the most part, paper is
free of grammatical,
composition, and
typographical errors
Paper has major
grammatical, composition,
and typographical errors
(10 points possible)
Tone and style are
appropriate for the
audience
Tone and style could be
improved
Footnotes and
bibliography are fully
developed and follow the
APA format
Complete table of
contents is provided
Executive summary
captures the essence of
the challenge and the
response
B. Compliance with
submission requirements
Footnotes and bibliography
are incomplete or in the
wrong format
Table of contents could be
improved
Executive summary is brief
or does not include the
challenge and the response
Tone and style are not
appropriate for the
audience
Paper does not include an
executive summary
Paper does not include a
table of contents
Paper does not include
footnotes/endnotes or a
bibliography
8–10 points
5–7 points
0–4 points
(10 points possible)
Paper was submitted on
time
Paper was submitted one
day late
Reference directions for
submitting case study
Paper was submitted in
proper format
Overall, paper was
submitted in proper format,
with some minor
discrepancies
Paper was submitted more
than one day late, or paper
was submitted on time,
but not in the right format
Points
Comments
I. Market and Firm Analysis
A.
Brief history of the Company
At the age of 16, Louis Vuitton (founder) made the life-changing decision to move to
Paris. Upon his arrival, he began to apprentice for Monsieur Maréchal. Under Marechal,
Vuitton learned to create durable containers to pack and protect items during
transportation (what we would now call luggage). Vuitton became incredibly skilled and
well-respected during his 17 years under Maréchal. He then decided to open his own
trunk shop. Vuitton introduced a waterproof trunk and later expanded upon his design
with the world’s first unpicka…
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