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For this second assignment of Business Profile final project, you need to develop a 3-5 page document (12 font, double-space) on the Marketing Strategy and practice of the firm/company you chose for your project. You can again use Yahoo! Finance or Hoovers.com to conduct research. ( I will give you a sample)

This assignment has essentially two components: Market Research and Marketing Strategy/Mix.

For Market Research, you will be doing research on the industry as a whole (rather than just on the firm you are covering), such as market growth and trends. Try “http://biz.yahoo.com/ic/” for research on the particular industry or sector which your firm is part of. You need to address the following two areas:

  • Market Growth and Trends (20 pts): How quickly is the industry overall growing (or shrinking)? What are the trends in the industry (please focus on the industry as a whole rather than the individual firm you are covering)? How will they affect the industry as a whole (analyze both positive or negative effects)?
  • Key Competitors (20 pts): Who are the main competitors of the firm?For Marketing Mix, you need to address the following 4Ps relevant to the firm you are writing about:
  • Product (10 pts)
  • Price (10 pts)
  • Placement (or distribution) (10 pts)
  • Promotion (10 pts)For international market entry strategy, you need to address the following two areas:
  • Host country analysis (10 pts): Which country will you select as the host country for your firm to enter? Why? Please describe the firm-country fit.
  • Mode of entry (10 pts): Which mode of entry (i.e. licensing, franchising, strategic partnership, joint venture, wholly owned subsidiary, etc.) is most appropriate for entering the host country named above? Why?

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