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Business Marketing

You are an intern at the firm that has your selected comeback brand. The company learned its lesson. It must continually analyze the current situation of the brand and determine if adjustments need to be made. You have been asked to provide the senior leadership of the company with an analysis of the brand’s current situation that includes a situation analysis (5’C’s), marketing strategies (STP), tactical plan (4P’s), and significant trends.

Use the brand that you selected and researched for the three case studies and the week 4 discussion post. You will use the information from the sources you researched during the term as a foundation.

Submit a title page with the name of the company, your name, and the title of this course. (APA format)

The paper will have five parts and they will be Level one headings that are centered and boldfaced. The paper should be double spaced, 12 point Times New Roman font. Please upload your paper as a Word Document.

Executive Summary

Situation Analysis (5C’s)

Market Analysis and Strategies (STP)

Tactical Plan (4P’s)

Significant Trends and Future Recommendations

Provide a separate reference page with at least 7 references. References are double spaced in alphabetical order and APA format. The first line of a reference is aligned left and subsequent lines are indented five spaces. All references must be cited within the paper in order to count as a reference.

Address the following in your analysis.

Provide the company’s mission statement and a short introduction to the company. Please include the comeback story of the brand.
Identify the internal strengths and weaknesses of the company you chose. This is the internal part of a SWOT analysis.
Assess the opportunities and threats (legal, technological, social, and economic) facing the company. Does the company cope with these issues well? (This is the external part of a SWOT analysis and the context that the brand lives in, the state of their relationship with collaborators, any threats from competitors). 
Discuss the company’s competitors and their strengths and weaknesses.
Determine your company’s marketing strategy and how it compares to the closest competitor. This includes segmentation, target marketing, and positioning of the brand and its closest competitor, as well as a discussion of the brand’s customers and the brand’s customers)
Explain whether the company’s intention is to be a leader or follower within the industry.
Identify the most significant trend you think will impact the business in the future and discuss how the company intends to minimize or capitalize on this trend.
Support your marketing plan with a minimum of 7 references that are cited in your analysis and sourced from either the text or outside sources.
This paper is to be submitted as a Word document in Week 4.  The suggested length is a minimum of 8 pages not including the title and reference pages. There is no maximum.

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