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Marketers can never have enough information about competition and the industry. Research is a nearly continuous process in business and helps companies determine which strategies and markets to pursue. Secondary research takes advantage of existing data that has relevancy to the project topic. It helps to inform the researcher about the general, and sometimes specific, market requests.
For this final paper, select a product or service that interests you. Then conduct secondary research to prepare the following report. [Ex: Product is Model 3 from Tesla; company is Tesla; industry is electric automobiles]
This paper requires a minimum of eight references (Your textbooks should be one of them as well as the company/product website). Hair, Celsi, Ortinau, and Bush. Essentials of Marketing Research 4th Ed 2017. McGraw Hill.
No wikis or blogs are allowed. This paper required in-text citations behind all facts learned from a reference source. A cover page and reference page is also required.
1. Product Analysis
a. Description of product (may include illustrations)
b. Need that product fills
c. Price of individual product (include all options)
d. Ways in which the product is currently packaged and sold
2. Company Analysis
a. Description of company
b. Products and services
c. Headquarters, locations, number of employees
d. Revenue, growth, profitability, or loss
e. Current news about the company
f. Key issues
g. Strengths and weaknesses
3. Industry Analysis
a. Description of industry
b. Size of industry (revenue)
c. Growth rate of industry
d. Important environmental factors impacting the industry
e. Competition – top competitors
4. Summary and Recommendations – Briefly summarize the paper and its findings. What is your final opinion about how this product will fare in the marketplace?
5. References-Please use a U.S. product and references.
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