Mini-Project 1 Instructions
Select a Brand and Conduct S.W.O.T. Analysis
Part 1. Select a brand and/or specific product line.
Select a brand for your Integrated Marketing Campaign. You will be working to create a marketing campaign for this brand throughout the course. You can choose one from the list below or pick one of your own. If you want to choose another brand, send me an email 24 hours before the due date for approval.
Again, you will create an integrated marketing campaign (IMC) for this brand throughout this course. Each week, you will create a piece of that campaign, and the Mini-Projects and Discussion Boards will culminate in the Final Project worth 200 points at the end of the course.
Part 2. Conduct a SWOT Analysis
Research your brand, identify the strengths, weaknesses, opportunities and threats to your brand, and create a S.W.O.T. analysis chart. You must have at least 2 items listed in each section of the S.W.O.T. analysis. This is research, therefore, your items need to be referenced using in-text citations and Reference Page.
S – Strengths (Internal: company or product)
W – Weaknesses (Internal: company or product)
O – Opportunities (External: economy, competitors, government, environment)
T – Threats (External: economy, competitors, government, environment)
Note! Strengths and Weaknesses are internal to the company (such as the product), and Opportunities and Threats are external (such as competition or the economy).
See the following link for assistance: http://www.mindtools.com/pages/article/newTMC_05.htm
Part 3: Submit Mini-Project 1
Submit the Project Decision and SWOT Analysis by 11:59 p.m. ET Monday of Module/Week 2.
Submit work in APA format, including title page, headers, in-text citations and references. Double-space your work, using 1″ margins and 12 pt. Times New Roman font.
Write your SWOT Analysis using complete sentences, but in a bullet format rather than long paragraphs.
Research your ideas for collaboration. Cite your sources using in-text citations and Reference Page. Click to review APA format.
Pick a business to market. Use one of these suggestions or pick one of your own.
Best Buy The electronic superstore is trying to survive Amazon. Geek Squad has helped, but now Amazon is planning their own “squad.” Plan a marketing plan to help this brick and mortar store beat the online giant.
Jos. A. Bank Time to change “Buy one suit and get two suits plus two shirts plus two silk ties absolutely free”?
PCMatic computer security software. Need I say more?
Duck’s Donuts You don’t know of the made-to-order donut chaing? Maybe there is a reason.
Uber A highly valued, private company, Uber has faced some PR nighmares in recent years.
Sears In the last decade, the former retail giant has gone from over 3,500 retail outlets to just 695. They need a robust advertising plan that will help them stay in business.
Earth’s Best TenderCare Chlorine-Free Disposable Baby Diapers The eco-friendly disposable diaper company could use more publicity.
Ball Park Franks Hotdogs have a bad reputation with the more health conscious millennials. How would you save this American tradition for generations to come?
Dr. Scholl’s Shoes used to be the “must-have” sandal of the 70s. It’s time for a revival!
Williamson-Dickie Manufacturing makes Dickies work clothes, originally for the blue-collar worker demographics, but young people account for a growing portion of its sales.
Third-wave Coffee This local coffee shop in Forest, VA, could use your help in getting the word out.
Wise Owl Outfitters Hammock makes hammocks for outdoor enthusiasts.
H&M is recovering from an advertising blunder that is offensive at best and racist at worst. Help them recover through a marketing plan.
…or pick another under-marketed or troubled brand, but approval required.
