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4500-001 SLS Assignment #1 Product Identification and SWOT Analysis DUE: September 22, 2008 at the beginning of class NO LATE PAPERS WILL BE ACCEPTED This is a two-part assignment. First, you are to identify your product/service. BE SPECIFIC! Don t tell me that you sell shoes. Are they sandals, golf shoes, basketball shoes, cleats, etc ? Are they cheap/expensive? Are they low/high quality? Do you sell replacement shoelaces? Do you sell socks? Do you sell pedometers? What makes your shoes special/unique (technology, patents, etc )? Once you have identified your product/service, you must do a SWOT analysis for your company and one (1) competing company. This will require that you do some research. Page 115-116 in your text has ideas about where to look for secondary data. As your text indicated, SWOT analyses are often done with each individual department. In other words, the sales department, marketing department, accounting department, etc would all do their own SWOT analysis. For this assignment, the SWOT analysis should be done as if you are in the marketing department. This means you need to consider each of the components of the marketing mix (the 4 Ps). Again, be specific and, as much as possible, make your statements based on data and not on assumptions. For example, do not say we have an opportunity to market towards young kids that shoes. like A better statement would be: According to census data, our target market has a large percentage of families with children living at home (Denver Community Planning and Development, 2006). Further, our market is also highly active (56% engage in outdoor activities such as tennis, hiking, running, and basketball). Therefore, we have an opportunity to expand our market to include these highly active families, both children and adults. Requirements: 1. This assignment should be a maximum of four (4) pages, double-spaced, 12 point font, one-inch margins on all sides. 2. You must reference all of your information using APA style. There are many online resources for this information (http://apastyle.apa.org/ is a good place to start). If you have any questions on how to use APA format, please see me or visit the English Learning Center on campus. Please include references within the text of your paper AND a reference list at the end of your paper. 3. Each of these assignments should be done on your own. You can collaborate with one other person on the final marketing plan ONLY . 4. If you need help with spelling, grammar, organization, or any other aspect of writing or the writing process, please utilize the English Learning Center (225 Patterson Hall, 678-2059, open Monday through Thursday from 8am-7pm and Friday from 8am-2pm).

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