Assignment requires you to perform an internal analysis and an external analysis of the organization you have chosen to work with. 

See the examples of Assignment provided in this course for a practical view of what is expected from you. The research effort for the internal analysis is limited to assessing the organization’s internal resources, capabilities, and performances.

The aim of this exercise is to review the organization’s ability to develop and implement successful marketing programs, learn from the organization’s previous marketing successes or failures, and identify key elements the organization can use to build its positioning. Overall, this internal analysis should provide a snapshot of your company, including a very brief history, the firm's present status, product lines, sales history, target markets, current positioning, current marketing mix, and other factors making the company what it is today. You should also provide a description of the product or service that is the focus of your marketing plan. Emphasis should be on the product's sales history, market share, strengths, weaknesses, key benefits, brand image, and other factors important for an understanding of the product's or service's performance and place among its category competitors. The external analysis should comprise, among others, the following:

a description of the industry in which your product competes, its size, growth, current trends and developments, and any key environmental factors necessary for an understanding of the setting;

an identification of the important direct and indirect competitors for the product. For each competitor, focus should be on factors such as sales, market share, growth, key benefits, positioning, and an overall assessment of strengths and weaknesses;

an identification of the various market segments and the user profile for the product, as well as a description of the consumer decision process for the product and the important factors influencing brand selection.

Who buys the product or service and for what needs?

Who is the decider? The influencer?

What are the demographic, geographic, psychographic, and behavioral factors that influence the buying decision?

Is buying behavior characterized by extended or limited problem solving?

Is the product/brand a high-involvement or low-involvement purchase?

In short, what are the key factors that influence buyer behavior for this product or service?

Your report must be prepared using Microsoft Word (or compatible).

Use any suitable combination of full sentences and bullet points. 

Evaluation

professionalism general appearance, spelling, grammar, and organization (executive summary, table of contents, introduction, sections in the main body, and references)   

research effort quantity and quality of sources, research instrument, research method   

thoroughness   and relevance of information collected 

analysis of facts and their interpretation in terms of likely marketing implications   

synthesis quality of arguments and recommendations in the executive summary