28 Jun MTKG 650 INDUSTRY ANALYSIS PAPER
Question
Prepare a comprehensive industry analysis for the industry that is talked about in the attached
marketing plan. Please include an Executive summary, exhibits, references, appendices, cover
sheet, and any other material deemed relevant.
Parts 1, 2, 3, and 4 can be included in the document in any order. Part 5 must be the last major
part of the paper. Do not duplicate information across the various sections of the paper. 1) Perform an External and Internal Environmental Analysis
a. External environment yields opportunities and threats
b. Internal environment yields strengths and weaknesses – focus on things that
contribute most to market success 2) Perform a Competitor Analysis
a. Identify and analyze the three most important direct competitors
b. Identify other current and potential direct competitors
c. Identify current and potential indirect competitors
3) Perform a Market/Submarket Analysis – current and high potential
4) Perform a Customer Analysis – current and high potential
5) Provide a Comprehensive Strategy Assessment
a. Describe each key competitor’s current positioning/marketing strategy
b. What are each key competitor’s major sources of competitive advantage
c. What additional sources of competitive advantage could each develop in the
future
d. Select one competitor for further focus, then provide
i. New positioning and accompanying new marketing strategies that you
recommend for it
ii. Why you recommend these particular strategies
iii. How these strategies would be implemented
iv. How their success should be measured
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