Final (Critical) Project

The final project includes many of the areas that was read, discussed and learned from the textbook and is an application of the all course learning. The content should be based on the latest marketing methods and tools available.

There are two components to the Final (Critical) Project. First the actual research paper is to be completed and submitted to Canvas.

The second component is an accompanying oral presentation. The oral presentation is a summary or overview of you findings. You may construct the oral presentation multiple ways. Create a Keynote or PowerPoint presentation, add voiceover explaining each slide. Create a Keynote or PowerPoint presentation and use Explain Everything app to place a small video clip into each slide, or simply video the summation using your iPad.

For the Final Project, you are able to choose which scenario and process to research. Review Scenario 1 and Scenario 2.

Scenario 1:

You (an entrepreneur), have come up with an innovative new product you wish to market. The product can be a consumer or organizational good or service (therefore, either a B2C or B2B product).

You will be required to document the development process of your new product, and develop a marketing plan for it to become commercially available.

Scenario 2:

You are a brand/product manager, hired to develop a new product line or brand extension for the company’s top-performing product (Note: student chooses the company and brand/product). Based on the company’s mission and goals, status in the market, current target market, and brand power, develops a marketing plan for the new product/brand extension.


Your statements and findings must not only be clearly stated and logical but also supported by your research (with cited sources of information). Furthermore, all facts (other than common knowledge) must be cited in the text or body of the report and the informational source listed in the References. A fact is more than just a number (e.g., statistic) but also a definitive/specific point, statement or information unknown to others. Facts and informational sources should include of course the organization, its retailers, and competitors, current and potential customers.

The document should be formatted according to the latest APA standards.

ï‚· Times New Roman

ï‚· Font Size 12

ï‚· Double-Spaced

 1” margins all around

ï‚· Written in narrative, 3rd-Person format, free of colloquial (casual) lingo.

Tables and Charts

Tables and figures are likely to be useful for this assignment. These should be placed in the Appendix (with a title for each one) and discussed in the appropriate section. When these are discussed, reference them in the text or body of your report, e.g., See the Appendix Table (title/name).

General Tips

Bullet-points are allowed, but should comprise a small portion of the entire document.

Direct quotes must be appropriately cited.


Determining successful market research findings and developing a market assessment and analysis report will take research. The following sources are suggestion. Please note you may also refer to the Research Help from the Library located on the Info tab located on Canvas or on your iPad.

ï‚· The course multi-touch textbook

ï‚· Internet

ï‚· Personal Interview

ï‚· Lynn University Library Databases

Outline Format

Cover Page

Table of Contents

Executive Summary

Company Description/Introduction

Strategic Plan

ï‚· Mission

ï‚· Goals

ï‚· Core Competences/Competitive Advantage(s)

Industry Analysis

ï‚· Industry Trends

ï‚· Competitors Analysis

Market Analysis

ï‚· Market Trends

Target Market Analysis

ï‚· Demographic Profile

ï‚· Psychographic Profile

SWOT Analysis

ï‚· Analysis of Internal Strengths and Weaknesses

ï‚· Analysis of External Opportunities and Threats

Marketing Mix Strategy

ï‚· Product/Brand Strategy

ï‚· Product/Brand Positioning

ï‚· Points of Difference

ï‚· Pricing Strategy

ï‚· Promotional Mix

ï‚· Integrated Marketing Communications

ï‚· Distribution (Place) Strategy

Financial Data & Projections

Implementation Plan

Evaluation of Marketing Activities



Appendix Pages

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