Product category

Assessment Description

The purpose of this assignment is to identify a brand and conduct research about its performance, competition, and target market.

Throughout the course, you will complete an ongoing project focused on the analysis of a specific brand and its target market consumers. You will conduct research and study consumer behavior and use your findings to recommend marketing and communication strategies that will help the brand increase sales and profits to its target market.

Select a specific brand that is part of a publicly traded, for-profit company. It is important that you focus on a specific brand so that your focus is narrow and will allow you to study the brand’s specific target market. For example, if you select Ford as your brand, that is too broad.  Instead, select Ford F150 or Ford Focus as your brand. This will provide you with the narrow target market focus you are seeking for the project. If you have taken MKT-315, you may elect to continue focusing on the brand that you researched for that course.

Conduct research about the brand by visiting the company website and obtaining a copy of the annual report. Locate three to five additional resources that provide additional data and information about the brand. In a 250-word summary, address the following.

  1. Provide a brief description of the brand and the product category.
  2. Summarize the brand’s performance.
  3. Discuss brand competition within the marketplace.
  4. Identify the target market for the brand.

APA style is not required, but solid academic writing is expected.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.

You are not required to submit this assignment to LopesWrite.

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