Professional Paper 2 discusses Baby Boomers, Seniors, and an American, current subculture of your choice (do not include: Generation Y, African-Americans, Hispanic-Americans, or Asian-Americans). You must determine the demographics of each group by birth years and basic information For this paper, you will take on the role of an outside consultant for a company. The company has hired your firm to provide deep background on demographics. These groups are, baby boomers, senior citizens, and a third current American subculture of your choice not already addressed in Professional Paper 1, (white Americans are not a sub-culture and African, Asian, and Hispanic Americans will not be available as choices either. If you have any question if a sub-culture can/would be included ask the instructor).
You will select the company and product line you are researching. It is strongly recommended that your choice are relevant to all three groups. If appropriate to these groups, you may use the same company and product analyzed in Professional Paper 1. You should use the following outline for your paper, but your final paper will be written in cohesive essay format. Make sure that it is presented in the persona of an outside consultant. Even though this is written as a professional paper, you are still required to cite your sources using APA format. You will need to rely on at least three scholarly sources for this assignment. Outline Single paragraph introduction describing the intent of your research. * OUTLINE PAGE:
Provide outline for paper Outline the Demographics of the groups in questions including birth years and basic demographical information. Provide background about the Attitude of each group. Focus on their shared experiences that distinguish them from other groups. Make sure to discuss subgroups and value variations within the larger groups as well as to consider conflicts or differences within the groups that may impact success in marketing your client’s product.
Discuss their disposable income and how this relates to the opportunity of the company for the product or service in question. Make sure to discuss how much they Spend on related categories of products and the flexibility of those spending habits.
Draw parallels between your chosen product and those researched. What products does each group currently value, how does this reflect on the product in questions and what Product Development should be investigated in the future.
What existing Media does each group consume and how should inform what Marketing Methods and messaging should be used to reach each group. Identify an example of a successful and an unsuccessful marketing of a product in your client’s market.
Explain how consumer behavior accounts for the difference in success and apply those lessons to the product/service/and company you are researching. Make sure you quantify why you chose those items as the least and most popular. Conclude the report with a summation of your findings. This should not exceed 2-3 paragraphs and largely restate the contents of the paper in a concise manner. Keep in mind you are not selling the product itself, but rather you are making a case for your findings.
Professional Paper should be three (3-4) pages in length if single-spaced, or six (6-8) pages in length if double-spaced. The lengths of the assignments, however, do not include statements in quotations, graphs, footnotes, charts, and citations Since this is a Professional Paper, presentation should be taken into account. You will investigate and suggest the best approach for marketing a company’s product line to the designated and chosen demographics and subcultures.
