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The final project is an attempt to apply what you have learned in the course to a product or service of your choosing. You are essentially going to analyze the current marketing strategy and implementation for a product/service and make recommendations for how it should be changed (unless you think it is perfect already, which is highly unlikely).
Choose a product or service you would like to analyze. For small companies, you may not be able to distinguish the product from the company.
The first part of the paper should provide a brief background of the company and a description of the product/service and its major competition.
The second part of the paper is descriptive. I would like you to describe the product’s current marketing strategy (objectives, target segment(s), value proposition) and implementation (marketing mix).
The third part of the paper is diagnostic. I would like you to evaluate the product’s current marketing strategy and implementation. Use any criteria you feel are appropriate, but at least one should be the “consistency” of the strategy/marketing mix.
The fourth part of the paper is prescriptive. Based on your evaluation, I would like you to make recommendations for “fixing” the problems you found.
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