Imagine that you have just graduated with your degree, and you have been hired as a marketing analyst with the Emirates Group. You work with brands such as Emirates Airlines and Dnata in the marketing department

Marketing 310 – Industry and Company Analysis Project

Industry Analysis Group Project Description

This project is worth a total of 50% of your final MKT310 grade. The project has 2 parts:

• Part 1 (Group – Industry Environmental Analysis) worth 20%,
• Part 2 (Individual – Company Analysis) worth 30%, and

Deadline GROUP Part 1: October 15^th, 2020

Deadline INDIVIDUAL Part 2: December 6^th, 2020

Situation (example)

Imagine that you have just graduated with your degree, and you have been hired as a marketing analyst with the Emirates Group. You work with brands such as Emirates Airlines and Dnata in the marketing department.

Your manager wants you to better understand the aviation market. She/he wants you to become familiar with the trends in this market and the marketing activities of the various companies.  Your manager wants you to report your findings in the form of a report. Try to limit your report to the MENA region.

Research

You will want to search CREDIBLE sources on the internet as well as the Zayed University Library databases (https://www.zu.ac.ae/main/en/library/index.aspx).

Do not use sources that are not credible such as MBA Skool, SlideShare, PESTLE analysis, freeswotanalysis.com, Study Moose, and Marketing 91 among others. If your SWOT analysis is taken from any such site among others, you will lose all the marks associated with the SWOT analysis. If you are unsure whether a resource is credible, ask your instructor or the librarians.

Instructions

• Form a group of 4 students.
• Choose any industry from the list attached in Appendix A (the aviation market situation discussed earlier is just an example).
• Industries will be agreed upon on a first come, first serve basis, and will be confirmed by your instructor.
• Please read the rubrics for both parts of the project (available on Blackboard) to understand what is expected of this multi-part assignment and how to perform well.

PART 1 – GROUP – INDUSTRY ENVIRONMENTAL ANALYSIS (20%)

Analyzing the marketing environment is an essential step in developing marketing strategies.

Research

In order to complete the industry environmental analysis, you will need to conduct a significant amount of secondary research.

• Each group member must submit at least 5 references (a group of 4 would have a minimum of 20 credible references)
• Each category from the marketing environment should have 4 trends identified and explained.
• Include references from the last 4 years only.

Instructions

• Your report should cover the Demographic Environment, Economic Environment, Cultural Environment, Political Environment, Technological Environment, and the Natural Environment. These are forces that are external to any specific company.
• Organize each trend in the marketing environment that you uncover as an opportunity or threat.
• You are required to explain why each trend or fact is an Opportunity or Threat. How can this trend impact the industry?

Example related to the chocolate bar industry:

Cultural Environment: Consumers state that they would be willing to pay more for healthier food that is GMO free, free of artificial sweeteners and colorants (Gagliardi, 2015). This would pose a THREAT to the chocolate bar industry as research indicates that consumers gravitate towards healthier food consumption regardless of its premium pricing and would thus be hesitant to purchase and consume chocolates which are perceived as unhealthy food options. This cultural trend would have a subsequent negative impact on the industry’s overall sales.

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