Each student will select a company or a strategic business unit (“the company”). You will find
the relevant up-to-date information about the company and its marketing activities and write a
paper about the company’s marketing strategies. You are expected to analyze, criticize, and
evaluate the company’s marketing strategies and activities. In addition, you should provide your
recommendation to improve the company’s marketing strategies. The instructor will look for
evidence that you understand the class material, data, and ideas your paper presents.
Term paper grades are subjective and are assigned solely at my discretion; however, the
underlying foundation of a good term paper is sound data, market intelligence, logic, feasibility,
and information. In the absence of data, reliance will be on conjecture and logic.
Selecting the Company:
You are strongly encouraged to choose the company you are currently
working for. You can also select the company listed in the major stock markets. You may focus
on only a product/service or a product line. It is very important that you can access to the
company’s information (e.g., businesses, industries, competition, market environment, etc.). The
company and products/services must be approved by the instructor. Two (or more) students are
not allowed to choose the same company. If one company is selected by two (or more) students, I
will consider approving the selected company on the first-come, first-serve basis.
The paper shall not exceed 10 pages (including everything) and must be double-
spaced in 12-point Times New Roman font, with pages numbered consecutively throughout the
entire paper. Allow margins of at least one inch on all four sides. You must properly cite author’s
work (e.g., articles, books, web content, etc.). APA writing style is strongly encouraged (see
Publication Manual of the American Psychological Association). The deadline for term paper
submission is Apr 27, 2009 (05:00PM). Penalty for late submission is possible.
Term Paper Outline
1. Company Objectives and Goals
Identify the company objectives and
2. Marketing Environment Analysis
(micro and macro)
Examine the company’s key micro-
and macro-environmental factors and
explain how these factors impact the
A summary of marketing
environmental analyses results in
SWOT analysis table.
· Chapter 2 and 3
3. Market Segmentation and Target
Examine how the company segments
Identify the target market for the
Identify the customers in the target
Who are the customers?
What are their needs and wants?
Determine consumer desire for