Final Group Project – Outline
Overview
Working in groups of no more than four (4) students initially, your task is to research any industry and describe the top 3-5 competitors in that field. You should compare their marketing strategies and how they relate to each other. Your team will prepare a report and a class presentation that describes the key aspects of the companies and the industry in which they operate. You are required to work in teams of four (4); however a group may fire a team member if all are in agreement that the firing is warranted. That team member must then join another team. Students who work individually will receive a lowered grade for the project unless individual work is approved by Professor in advance.
Format of Paper
1. 10-12 typed pages, double-spaced in Times New Roman 12 point font. 1” margins on all sides
2. Visual materials do not count as a part of the 10-12 pages
3. Use the most current information available
4. Late or handwritten papers will not be accepted. Papers will be accepted before the deadline.
5. Use the MLA Style of documentation throughout.
6. An electronic copy (MS Word) of your paper must be submitted in addition to hard copy.
Writing Advice
Plagiarism will result in a grade of zero for the project and possible disciplinary action.
There is no need to restate the questions above – just answer them
3. Don’t describe each of their products – mention product lines – major categories.
4. Don’t editorialize. Back up everything with facts. Your opinion, while very important to me, is not appropriate in this type of writing assignment.
5. Don’t assume that “most people know” or “as everyone knows” – Be explicit and cite your sources.
6. Avoid a conversational tone. Write as if you are submitting the paper for review in a magazine or journal.
7. Avoid the use of the first person. (I, me, we, us, etc.)
8. Do not hand in photocopied content. Your words are most important.
9. Cite appropriately or you will be penalized.
10. Use page numbers
11. Pay attention to formatting in all drafts – font size, typeface, bold, etc. Make it uniform.
12. Use bullets where necessary – use tables when presenting numerical or comparative data
13. Use section headings as shown in the outline above.
14. Be mindful of words like – dominate, win, conquer, etc.
15. Do not get too granular; talk about the company and its strategy, not the warrantees on dishwashers, etc. This is an analysis of a company, not a product or product line.
The structure of your paper should explicitly follow the outline below
Outline
I. Executive summary (1 page)
To be written last – it should include parts of each of the sections below.
II. The Industry (1-2 pages)
Briefly describe the industry in which the company operates.
Who are the main competitors?
What is the current state of the industry?
Is this company a top player in the marketplace? If so, how do they differentiate themselves?
III. The Companies (4-6 pages)
Company 1
Address each of the four P’s (Price, Product, Place, and Promotion)
Briefly describe their major product/service lines – but do not describe individual products unless they only have one or two of them.
What is their competitive marketing strategy?
What is the overall image of the company in your opinion? How does this fir with the image they are trying to project?
Global/international marketing issues -are there any? What do they do overseas?
Other – are there any other important facts that should be mentioned?
Company 2
Address each of the four P’s (Price, Product, Place, and Promotion)
Briefly describe their major product/service lines – but do not describe individual products unless they only have one or two of them.
What is their competitive marketing strategy?
What is the overall image of the company in your opinion? How does this fir with the image they are trying to project?
Global/international marketing issues -are there any? What do they do overseas?
Other – are there any other important facts that should be mentioned?
IV. Social Responsibility (1-2 pages)
Describe the company’s social responsibility program or policy – if they have one.
Are there any significant current or past ethical issues as it relates to marketing?
Is this firm both socially responsible and ethical in your opinion? Why or why not?
V. Conclusion
© Richard Hyland 2009 Final Group Project 1-5-10