Kotler and Keller (2016) define a trend as a "direction or sequence of events with momentum and durability; trends reveal the shape of the future and can provide strategic direction" (p. 45).

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Week 1 Assignment – Analyzing the Macro environment

Kotler and Keller (2016) define a trend as a "direction or sequence of events with momentum and durability; trends reveal the shape of the future and can provide strategic direction" (p. 45). The textbook uses the example of the trend in society towards digital and mobile technology.

For this data mining assignment, you will use secondary research on a current early stage trend in the macro environment and then write a paper examining the trend in light of the marketing opportunities present.

Select a trend in its early stage. In a Microsoft Word document, write a paper that addresses the following:

·        Step 1: For the early stage trend you selected, do the following:

o   Explain the reasons that indicate the trend could develop into a market.

o   Describe how an organization could be successful exploiting the trend.

·        Step 2: For the early stage trend, answer the following questions:

o   Why should the firm capitalize on the trend? What are the “upsides” for producing products that are “trendy?” What are the “downsides?”

o   To what demographic groups would the trend appeal? Your report should include as much detail into the specific characteristics of these groups as is available.

o   How large is the potential market for the trend?

 

Ensure your paper incorporates the following:

·        A minimum of two pages max 3 (not including cover page, table of contents, etc.)

·        Double-spaced lines

·        12-point font size text

·        APA writing style

 

 

Element

Description

Evaluation

Introduction
  • Provides a clear and compelling context for the marketing management issue (identifying a specific market trend and analyzing its market potential).
  • Provides reader with cues for how issue will be addressed in the report.

Points: 5

Organization
  • Follows a logical progression from introduction by organizing key points around the assignment questions.

Points: 5

Development

& Analysis
  • Provides evidence and examples that support and illuminate key reasons the trend could develop into a market.
  • Develops and analyzes how an organization could be successful exploiting the trend’s market potential.

 Points: 30

Evaluation

& Conclusion
  • Provided and summarizes key aspects of secondary research about the trend’s market potential.
  • Appraise overall contribution of current research to address the market research questions:
  • What demographic groups would the trend appeal?
  • How big is the potential market for the trend?
  • Makes defensible recommendations regarding why the firm(s) should capitalize on the trend.

Points: 50

Overall Presentation
  • Writes coherently and concisely.
  • Adheres to principles of grammar and appropriate use of punctuation.
  • Follows APA formatting guidelines for references

Points: 10

Total/Comments

/100 = __%

 

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