Final Paper & Presentation:
The primary objective of this project is to answer your question, “So what is the relevance of all this to me and my organization?” The focus of this final paper is the application of consumer behavior concepts to a specific marketing strategy problem facing your organization (or one you are familiar with). For Example: Select a company and or product that are experiencing difficulty in the marketing environment currently and answer the following questions below.
The report should begin with a one-page executive summary.
The report will consist of 3 main sections and a PowerPoint Presentation, and is not to exceed 6 pages, plus a list of references.
1. Background
The Background section provides the context and focus for the consumer analysis. Secondary research is expected for this section, drawing on information from company reports, online sources, news articles, etc. The section should include:
The Marketing Strategy Problem – In 1-2 pages, describe the current situation, and identify the specific marketing strategy problem. Use course concepts in your explanation. For example, from the organization’s perspective and the consumer’s perspective, explain whether this problem is one of affect and cognition, behavior, environment, or a combination.
The Consumer & Consumer Issues – In 1-2 pages, describe the customer segment that is most relevant to the marketing problem you identified. Explain the segment’s current or potential value.
2. Consumer Analysis
Use a form of primary research to gain information on and understanding of the consumer. This may involve observation research, a focus group, interviews, etc. Describe your research objectives, method and findings in 3-4 pages. What did you want to know? How did you study it? What did you learn?
3. Recommendations
Conclude the report with 1-2 pages of recommendations, based on the secondary and primary research you conducted. The recommendations should address the marketing problem you identified, and may involve aspects of segmentation, positioning, and marketing mix decisions. Be specific. Suggest how your recommendations could be implemented. Also, identify what additional research you recommend.
Provide a list of references you use for the paper.
4. PowerPoint
The PowerPoint presentation should cover all the sections of the written marketing plan that have been covered in class up to that point. The presentation should be no longer than 15 slides.
When complete the paper and PowerPoint can be uploaded directly into Canvas.
