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MARKETING 716 – Winter 2022
Marketing Portfolio Assignment Part 1 – 15%
This is the first part of the marketing portfolio project that you will complete over the course of the semester. By the time you have finished, you will have essentially written a Marketing Plan for a consumer product in Canada. You will need to choose a consumer product from the list at the bottom of the assignment.Only one team per brand. GROUP PROJECT: Maximum three (3) students per group
DUE: Week 5 – Wednesday, February 9th by 11:59 pm to the Assignment folder.
Identify the trends and changes that are occurring in the external environment that impact your chosen product’s marketing plan. Specifically, consider trends and changes in the areas of Technology, Regulatory, Economics, Environmental, Demographics, and Socio-Cultural happenings in this marketplace. Research and analyze at least 3 factors and how they relate specifically to your brand/product. Explain for each of the factors you have selected the positive or negative implications (minimum of two for each) the external environmental factor could have on your chosen product’s marketing plan. Ensure that you explain why?
Provide recommendations (action plans) as to what you plan to do to alter your current marketing plan to address this implication, again based on the factors you selected. Ie. How may these trends impact your Product, Price, Promotion or Place strategy? (10 marks)
Review the competitive environment for your chosen product. Specifically, provide details on 3 direct competitors, focusing on comparing the 4 “P”’s for your own product versus the competitor’s product. Evaluate and specify your product’s ‘Unique Selling Difference’ or “Value” what makes it different and what value does it provide the consumer? Provide rationale for your evaluation. (10 marks)
Include a SWOT (strengths, weaknesses, opportunities, threats) analysis using a bullet point, table format. This analysis should be from the perspective of your product and how it compares to its overall market/category.
Finally, summarize your findings and describe and explain possible implications for the marketing of this product – include both positive and negative. (10 marks)
From a Global Citizenship and Equity (GC&E) perspective: Identify (in your own words) how your product’s firm has supported environmentalism and sustainability, and Has supported social responsibility at the national or global level. Please provide supporting documentation and examples(10 marks)
Overall professionalism and presentation of the assignment including cover page, bibliography including citation (APA), spelling/grammar. (5 marks)
Implications: + and –
Consumers increasingly using on-line shopping for their purchases. Positive
Canadian Tire has just put a renewed focus on updating their website to be more user friendly and easier to purchase
The chain still does not do next day delivery to home to compete effectively against Amazon.Also prices may not be competitive enough.
The chain needs to significantly ramp up its on-line capabilities in the following areas; ExamplePrice: review to see if pricing is competitive enough and in line with what is being offered (product, service)
Place; Need to get next day delivery established to home vs going to store
Promotion: Needs to actively promote the on-line service to attract new customers and keep existing
Product: review their product line-up to see what other products they can add for variety
Tell me what makes your brand unique.What is the one thing that differentiates this business/brand vs the competitors?Example: Canadian Tire is a Canadian neighbourhood store that offers everything you need for your household Format Example
Bath and Body The Body shop
b) Unique Selling Difference
Give me three points that rationalize and support your unique selling difference
Put in a Grid below
From your analysis above, what are the three things that the company needs to do differently or focus on in their Business and Marketing Plan
Environmentalism and Sustainability
– write down (in own words) what the company is doing in this area
– provide examples as support
– write down (in own words) what the company is doing in this area.
– provide examples as support
Submission: Format: Use the format and template provided for each question – it should result in a 3-4 page type-written report. Be sure to answer ALL questions. Your assignment should be uploaded in e-centennial with a title page that includes the assignment title/brand, date, name of this class and section, the instructor’s name, and your names and student numbers. The title page and Bibliography are not part of the 4 pages.
Note you will be judged on original thinking and plagiarizing or selecting content that has already been detailed (ie. Taken directly from the company website) is not permitted. Note your assignment will go through Turn-it In which will assess the amount of plagiarizing. So, be aware that this can lead to a “0” grade. Due Date: February 9th by 11:59 pm – Submitted to e-centennial dropbox Assignment #1 folder. Brand/Product Selection Process:
See the chart below and choose a brand you would like to learn more about Access the Padlet page and enter your choice followed by the names of each group member. Do not choose a product that a classmate/group has already selected.
Padlet Page link – https://centennialcollege.padlet.org/llessard/md02762wpngp8g02
The Hudson’s Bay Company
Mark’s Work Warehouse
Kawartha Dairy Ice Cream
Made Good Granola
Dr. Oetker Pizza
Kicking Horse Coffee
Assignment Rubric: Environmental Scan
Identifies less than minimum two trends or less than 3 factors. Missing
Explanation of positive/negative impact. Doesn’t explain implications for brand.
Identifies less than minimum two trends or less than 3 factors. Somewhat weak explanations of implication for brand and limited support with rationale and sources.
Identifies minimum two trends for each of three factors. Somewhat Explains positive/negative impact and why. Somewhat Explains implications for brand plan. Somewhat Supports with rationale and sources. 9-10
Identifies minimum two trends for each of three factors. Explains positive/negative impact and why Explains implications for brand plan. Supports with rationale and sources.
Missing either or both evaluation of competition or USD
Incomplete evaluation of competition or USD
Somewhat Complete evaluation to three competitors against 4p’s. Somewhat evaluates (USD) with rationale
Complete evaluation to three competitors against 4p’s. Evaluates (USD) with rationale with sources
Includes fewer than 12 factors that are not supported. Missing implications for brand plan
Includes fewer than 12 factors that are somewhat supported. Somewhat provides implication for brand plan
Includes a minimum of 12 factors that are somewhat supported. Somewhat provides implication for brand plan
Includes a minimum of 12 factors that are well supported. Provides implication for brand plan
Fails to identify
Fails to identify and support 1 factor or provide support documentation. Fails to provide summary in own words
Somewhat identifies how brand has sup supported sustainability/environmentalism and supported ported social responsibility and includes support documentation
Completely identifies how brand has supported sustainability/environmentalism and supported social responsibility and includes support documentation
Is missing cover, or bibliography/citation in APA style…several spelling or grammar errors
Is missing cover, or bibliography/citation in APA style
Provides cover page, bibliography and citations APA style…has 1 or 2 spelling or grammar errors
Provides cover page, bibliography and citations APA style. Free of spelling or grammar errors