Marketing Analysis Report with Metrics

Instructions

The Vice President of Marketing at your publicly traded company has asked you to conduct a market analysis for an additional location for the firm. While you will not directly contact the business, you do need to have a general understanding of the company. Appropriate types of businesses for this market analysis include an aerospace manufacturing firm, an automobile manufacturing firm, a big box retailer, or a similar type of business. Your focus should be on the corporate location of the business as the primary location.Evaluate the nature of the business, including a description of the general nature of the business, its primary location, and the industry in which it operates. The description must include the North American Industry Classification System [PDF] (NAICS) code and Standard Industrial Classification (SIC) code for the business, and specify if this is primarily a business-to-business (B2B) or business-to-consumer (B2C) company.Evaluate the characteristics of the products or service being marketed. Evaluate the competitive environment. What does an industry evaluation suggest about the competitive environment?Evaluate sources of data available for estimating market characteristics and making marketing decisions.What is the estimated market size for the business at its current location? What impact does the population size, average household size, percent of high school degrees or higher, and median household income for the zip code, city, county, and state it is located in have on the selected business?  Use at least two different types of figures and two tables to present this data. Consider what the figures and tables convey and summarize the data.  What does the demographic and sociographic data say about the current location? What are the characteristics of the location that make it a good location or a poor location in terms of access to customers and availability of labor?What segment(s) does (or should) the business be targeting for customers?Evaluate social media marketing strategies. What social media strategies can be used to reach this market segment and what metrics can be used to evaluate their effectiveness? Analyze metrics to measure the effectiveness of your social media strategy.What appropriate zip code recommendation would you make for an additional location for your selected business, based upon the known characteristics of the business in its current location? The recommended location should be consistent with the identified market segments and demographic and sociographic characteristics of the current location.Use at least two different types of figures and two tables to present the data. At least one figure should present data at a single point-in-time, and at least one figure should present data over time. Be sure to correctly label all elements of your figures and tables in your report and appendix.The marketing analysis report is a professional document and should therefore following the corresponding MBA Academic and Professional Document Guidelines (located in MBA Program Resources), including single-spaced paragraphs.In addition, include the following:Title page.References page. Use at least three scholarly resources, one of which must come from the Wall Street Journal, Forbes, or MIT Sloan Management Review. APA-formatted references.

Answer