Part B: MARKETING PROBLEM/OPPORTUNITY Objective:   1.As a result of the analysis(PART A), students should be able to clearly identify the focus of their project: one marketing problem OR opportunity t

Part B: MARKETING PROBLEM/OPPORTUNITY

Objective:  

1.As a result of the analysis(PART A), students should be able to clearly identify the focus of their project: one marketing problem OR opportunity that the selected organization is facing. Specifically, this analysis should cover the following:

 (1)Identify one marketing problem OR opportunity the organization is facing as the focus of their project

 (2)Justify why you choose the problem/opportunity

  -Understand why the problem occurred

OR

  -Understand the pros and cons of an opportunity.

Expectations:

1.This analysis should be developed based on relevant conceptual framework learned in class.

2.In conducting this analysis, students are required to utilize industry-based resources (e.g.the tourism bureau, government websites, quality statistical information, organizational information) and provide data or evidence in support of their arguments.

3.The submitted work should be professionally prepared with appropriate references to necessary tables, figures and appendices.

Writing Objective:

1. Students are to demonstrate their writing skills with respect to summarizing/synthesizing research previously conducted.

2.Students are to demonstrate their writing skills with respect to linking the summation of the situational analysis to the subsequent identification of marketing problems/opportunities.

PART C: MARKETING STRATEGY PROPOSAL

Objective:  

1.In finalizing the marketing strategy proposal, students are to assume the position of the organization’s marketing team who is responsible for preparing a report for the organization in order to commence the annual business planning process.

2. As a result of the analysis, students should be able to propose solutions to solve their identified marketing problem, or to capture their identified marketing opportunity. Specifically, this analysis should cover the following information:

 (1).Develop a creative, feasible and concrete marketing plan with the 7Ps framework to solve the proposed business problem

 (2).Explain how you would measure the expected business outcomes

 (3).Discuss the limitations of your proposed solution

 (4).Conclusion

Expectations:

1.This analysis should be developed based on relevant conceptual framework learned in class (e.g., 7P framework).

2.In conducting this analysis, students are required to utilize industry based resources (e.g., tourism bureau, government websites, quality statistical information, organizational information) and provide data or evidence in support of their arguments.

2. The submitted work should be professionally prepared with appropriate references to necessary tables, figures and appendices.

Writing Objective:

Students are to demonstrate their writing skills with respect to writing as a business professional, using multiple information sources. The report must include an executive summary, table of contents, clearly identified sections as well as appendices that include supporting figures or diagrams.