Marketing Research:

 

1.      Discuss the 4P’s Model in the context of each company.

2.      What is each company’s target market?  Does the marketing mix (4Ps) seem to effectively reach this target? 

3.      Specifically, is each company’s promotional mix appropriate for its target market?  Please support your answer by presenting examples of advertising, sales promotion, direct marketing, publicity, and/or internet promotions materials.  Discuss their consistency with the marketing and promotions objectives of the company, source/placement and its appropriateness for the target market, and effectiveness (does the element of the promotional mix communicate what the company is trying to say to its customers?  Does it accomplish what the company set out for it to accomplish?)  For each company, show one example that targets multiple markets and one that does not, and discuss what criteria you have used to determine this.

4.      From your analysis, how successful is each company’s marketing mix?

a.       Are they effectively reaching their target market?  How is each company positioned in consumers’ minds, and is this the position they are aiming for?

b.      Have their sales increased/decreased with increases/decreases in marketing? If so, how?

Include any other information you think relevant to analyze the marketing capabilities of your two companies

           

            Operations Research: (This Includes Information Technology)

           

5.            Discuss the phases of the value chain in the context of each company.

6.      Specifically, discuss each company’s distribution network.  Use a geographical map to illustrate where each company engages in operations.  Why have they decided to locate factories in these places?  What are the advantages/disadvantages of maintaining this network as it is currently set-up? 

7.      What efforts has each company made to invest in information technology to enhance operations?

8.      Include any other information you think relevant to your industry to analyze the operations of your two companies. 

Note:  For different industries, importance is placed on different areas of operations.  It is up to your team to determine which areas are the most relevant to your companies, and thus require more emphasis and focus in your team’s research conclusions in this workshop, and consequently, in your CAP papers and videos.

Here is where you must identify the key operational element for your specific companies’ industry, that element “where the rubber meets the road.” (quoting Peter Arnold, Monday, March 12, 2001.)

 

            Finance Research:

 

1)                  What is each company’s ROA, ROE, & ROS (sales)? Be sure to explain WHY this is so!!

2)      What are some of their liquidity, profitability, and efficiency ratios? How do these relate to the activities of the company?

(Ex. Cash/Quick Ratios, Days receivable, Inventory turnover, etc.-There are MORE!)

3)      Look for patterns over the years or in the industry. Look at the averages and compare them to the companies. Do you see a growing trend in the industry or for the company? Are certain costs only affecting one company, both, or all?

 

 

External Environment: (includes HR, Leadership, Strategy)

 

1.      What are the current macroeconomic trends?

2.      What are the political and geo-political trends? What, if any, impact will they have on your companies?

3.      What are current sociocultural issues? Will they affect your companies? Are these positive or negative effects? How, if at all, have your companies responded to these issues?

4.      How, if at all, is changing technology and technology rules (ie. Antitrust enforcement) affecting the competitive environment? Will it impact your companies? If so, how? If not, why not?

5.      Lastly, what are the demographic and globalization trends in the general environment? What impact, if any, will it have on your companies?

6.      What are some other uncontrollable factors that may affect your companies?