Marketing_Plan_1_ProblemSet - Department of Applied...

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Department of Applied Economics and Management AEM 241 Marketing Instructions for Component #1 Company Description Situation Analysis Due Date Monday classes: Wednesday, 9/20, by 3:00 pm in the red box outside Warren 104. Wednesday classes: Friday, 9/22, by 3:00 pm in the red box outside Warren 104. Assignment Overview There are three major sections that compromise the first phase of your marketing plan: 1. Company Description, 2. Strategic  Focus and Plan and 3. Situation Analysis.  To complete this you will need to conduct research about the business, the  industry it is part of, and the current market it operates in. Class Concepts You Will Apply in Component 1 Marketing Orientation vs. Sales Orientation Boston Consulting Group Matrix  Product-Market Classification Scanning the Marketing Environment Consumer Behavior Market Research Market Segmentation Your Assignment I. Company Description To complete this assignment you will need to answer the following questions. 1. Introduction What is the business?  What is its history?   Product definition – Include a general description of the various products.  What benefit is it  providing? Please use the BCG Matrix to illustrate the product line. Explain the BCG matrix.
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Marketing_Plan_1_ProblemSet - Department of Applied...

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