A research project is required as partial fulfillment for the course grade. The project is individual-based. The purpose of this project is to analyze the firm’s global marketing activities, its market segment, current marketing efforts and provide suggestions for improvements of marketing strategies. Students are not required to make a presentation to the class at the end of the semester.
The project is designed to give students an opportunity to gain first-hand experience in conducting a systematic and thorough study on one firms global marketing strategies.
The report should include, but not necessarily confined to the following:
Executive Summary
Introduce the company / brand
Raise three critical issues and explain why these are the important issues
Conduct research and analysis relevant to addressing the critical issues
Recommend viable strategic directions
Recommend specific actions to be implemented
Recommend backup plans
Provide forecast of future performance
Attach relevant analysis and report in appendix, such as product/service, market segment, marketing mix, customers, competitors, market trends, and so on
Students are encouraged to use information in the library or other sources. Wherever appropriate, you can also collect primary data by conducting interviews and surveys.
The paper should be typed, single spaced with double space between paragraphs, and shall not exceed 8 pages, excluding attachments. The sources of information should be footnoted or included in the reference and marked clearly using superscript numbers. When appropriate, personal interviews with executives in the firm can add to the quality of the study. Please use appendices, charts, graphs, questionnaire and so on.
The written report in word format should be submitted via email to the instructor by the deadline announced in class.
The following criteria will be used to evaluate the quality of written report:
Overall quality of the project and report
Critical issues raised
Effectiveness, creativity, viability of the solutions
Clarity of writing, documentation of research
List of firms:
BMW
Tesla
Zara
McDonalds
Coca Cola
Ikea
Scotiabank
HSBC
Air Canada
LVMH
Whirlpool
Lenovo
Hong Kong Disney
7-Eleven
Marks & Spencer
Wal-Mart
Costco
Apple
Huawei
Google
General Electric
Boeing
Bombardier
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