Mass Communication

Ive had a chance to review your files and there are several things that you need to address. First, Im including an outline of sections you should have in your capstone project:

 

Title Page

Table of Contents

Executive Summary

Introduction

Problem Statement

Situation Analysis (Secondary Research)

SWOT

Primary Research Methods

Results

Recommendations and Limitations

Bibliography

Appendix

 

The file you sent is basically just the SWOT analysis, and still needs improvement. SWOT analysis usually is written in bullet point format.

 

So, lets backtrack a bit and focus on the following:

 

What is the problem statement? What are you trying to do? What are you trying to solve?

Situation Analysis: this is a detailed report on company, competition and consumer research. It also includes information about the industry (beauty). Below I provide some guidance on how to complete this section:

Industry Analysis

In this section, you should present information relevant to the industry your brand/company is part of. For example, if you are working with Chobani Yogurt, you should present information about the yogurt industry, dairy industry, etc.

 

Company Analysis (this might not be relevant as you are not necessarily working with a brand, but perhaps you can have some explanation of what your website will look like, what is the need of having it, etc.)

This analysis will focus on the following information:

Mission

Company culture

Sales Trends/Market Share

Products/Services

Pricing

Distribution

Advertising and promotional activities

 

Competition Analysis

This section will focus on a thorough analysis of the competition. As such, your report should contain the following:

Identification and explanation of two direct competitors

Identification and explanation of two indirect competitors

 

Consumer Analysis

Who is your consumer? In relation to the industry you are working with, what is their buying power? How likely are they to use websites? These are just some examples of questions you need to try to answer. You need to have an understanding of your consumer and thus understand the need to have/create your website.

 

SWOT

After you gathered and analyzed all the information above, you will develop a SWOT analysis. A SWOT is composed of the following four sections:

Strengths

Weaknesses

Opportunities

Threats

 

To gather this information, you will need to use secondary research, research databases that contain a variety of information. You can access this website (https://businesslibrary.uflib.ufl.edu/adv3350), which lists several databases that might be relevant to you. I strongly recommend: Hoovers, Mintel, Statista.