Chapter 1: Selecting Your Target Market
Two assignments are listed in this section.  I have included the points for each section along with specific pages for examples and expectations for grading.  The total point allocation is for both assignments.  You may enter them as one document (multiple pages) or as two separate files.
Part 1: Create a PVP – 20 points
Read Pages 31-44 in the 1-Page Marketing Plan Book.  On page 40, there is an example of a PVP.   To create a good PVP and Avatar Profile, use your own market research data.
Create your PVP, which stands for Personal Fulfillment, Value to the Marketplace and Profitability.  I am looking for the following three things.

1. An acceptable number of options for your business or service.  In the example, the author listed 4 different types of photography business (weddings, photojournalism, corporate photography and family portraits).
2. A numerical rating for each area of your PVP and a final score. The numerical rating should be based on DATA (RESEARCH, most likely secondary data).  For example, the rating for profitability should include data that identifies projected growth and sales for each type of photography business.  The numerical rating for “value to the marketplace” may include a combination of data and what your business will do that differentiates it from what others are doing in the marketplace. You will include a written analysis after the PVP grid that covers the rationale for your ratings.
3. Select one “target market” for the rest of the course that will be your targeted customer.  As the book states, you may select other markets as time goes on, but for our class you will select only one. This allows you to practice the process and application of marketing principles and techniques.

Note: A couple of people are considering franchises or businesses they already own. Still walk through the exercise to confirm why you selected this business. For example, if you own a remodeling business, you may want to use the following areas: dry way, plumbing, heating and air (HVAC), flooring, painting, framing, concrete, etc. You would then rate these based on the PVP. If you a franchise type business (Jiffy Lube) you may want to list other franchises you considered and use the PVP to again confirm your choice.
 
Part 2: Create a Customer Profile or Avatar -20 points
Pages 31-44 provide an example profile or avatar of a targeted customer. Create one of your ideal future customers.  Again, use research to back up attributes of your idea customer.
In this section, I have included a number of resources to help in conducting market research.  Please review them and use the questions that help you to become the expert on your customers and that fit your industry and business.
This where your market research will come in handy. Use various types of data to create a comprehensive profile.
Cite resources where you found your information. This is critical if you need to go back and reference information.   Create a grid or table to cite sources. You can include links, references, etc. A minimum of 7 resources should be considered.
(Types of data (identity, quantitative, descriptive and qualitative): https://www.smartinsights.com/customer-relationship-management/customer-privacy/types-customer-data (Links to an external site.)Links to an external site.. Note:   This is just one way simplified way to categorize different types of data. You will conduct your own research to complete the profile and remember to identify your sources.
 

Global Business: Financial and Economic Analysis

Overview

Your overall goal is to select a publicly traded US consumer products company NOT in the Fortune 100. Then select a country in which your company does not currently operate, and devise a plan within your area of expertise.
As you embark upon your work, you should keep several things in mind

1. You must submit each section to Black Board in a PDF format. The system does not recognize Apple/Mac files of any sort.
2. Be sure to focus on analysis, and not simply presenting information. A “data dump” without analysis will result in a low grade.
3. Be sure to explore the rich resources provided to you on Black Board – there are sample papers, data sources, analysis tips, and advice for doing business presentations there.
4. Each project is designed for either four or five students. Make sure your team is no larger or smaller than that.

Specifics

• Each section will contain three (3) parts:
  1. Data and information, properly cited from a credible source.
  2. Some graphical representation of that information (photos, charts, diagrams, etc).
  3. A sound analysis of the data you presented.
• Use Bar Charts, Line Charts, Pie Charts, and photos where appropriate.
• Be sure to analyze the data – do NOT just report it! Questions to ask for each item are things like: What is making these numbers move like this?  Why was that year different?

What is the key difference between this firm and their competitor?

• Cite using footnotes at the bottom of the page.

Financial and Economic Analysis

Overview

One person will tackle this section on his or her own.  This aspect of the project consists of three parts:

• Financial Analysis (2-3 pages)
  1. Analyze the firm’s Income Statement for the most recent 5 years available.
     1. How have revenue and net income changed over time?
     2. What has caused these changes?
  2. Analyze the Balance Sheet for the most recent 5 years available.
     1. How have their overall debt and cash holdings been changing over time and why?
  3. Provide or calculate their Current Ratio, Debt/Equity Ratio, and Inventory Turnover Ratio for the past 5 years and comment on how these ratios have changed over time.

Then compare these ratios with one of their main competitors. i) How do they compare to this competitor?

• Economic Analysis (2-3 pages)
  1. Provide a 5-year history of GDP (Per Capita), Unemployment, Currency Exchange vis-àvis the US Dollar, and Inflation for that country.
     1. How have these numbers been changing over time?
     2. What explains these changes?

• Financial Plan (2 pages)
  1. How much will it cost to bring this company, store, products or services to the chosen country?
  2. How much revenue do you expect to earn in the first year (explain this in detail)?
  3. How will you mitigate Foreign Exchange Risk? Be specific

Industry Analysis

One person will tackle this section on his or her own.  This aspect of the project consists of three parts:

1. US Industry Overview and Competitive Landscape (1-2 pages)
2. a) Describe the industry in which your company operates in the US. If you choose to sell a specific product in the new country, then describe that industry.
   1. What is the overall size of your industry in sales?
   2. List the major competitors.

• What is the relative market share of you and you major competitors in the US?

(A pie chart will do.) iv. How has each firm’s market share been changing over time and why?

2. Target Country Industry Overview and Competitive Landscape (1-2 pages)
   1. What is the overall size of the industry in sales in that country?
   2. List the major competitors.

• What is the relative market share of you and you major competitors in that country?

(A pie chart will do.) iv. What laws, licenses, and other regulatory factors will impact your firm the most in this country? What will you do about this?

3. Competitive Strategy (1-2 pages)
4. Using Michael Porter’s Diamond, how will your firm compete in this country?

Consumer Analysis

One person will tackle this section on his or her own.  This aspect of the project consists of three parts:

1. Current Market Analysis
   1. Describe your current target market in the US, to include demographic, geographic, and psychographic segmentation variables.
   2. What is the size of the target market? In other words, how many people fit into the group you have chosen?

• What is the reasoning behind why the company chose this segment?

2. Culture (2-3 pages)
   1. What major cultural factors will affect your company the most in this country? In other words, give examples of the top 3-4 factors that will impact your decisions regarding your target market related to the determinants and expressions of culture  (Education, Language, Religions, Social Structure, Class System, Food, Music, Literature, etc.) Be specific.
   2. Describe their culture more broadly conceived – general perceptions, common attitudes (if any), generational differences, consumer behavior, and anything else that relates to your brand and its potential in this country.
   3. Hofstede’s Chart should go here – analyze and discuss the top 2-3 factors.

3. Market Analysis and Target Market (2-3 pages)
   1. Describe your NEW target market to include demographics, and psychographic, segmentation variables. ii. What is the size of the target market? In other words, how many people fit into the group you have chosen?   Develop a consumer profile of your targeted segment examples can be found online or in the BlackBoard folder).
   2. Explain WHY you chose this segment.

Operations Analysis

One person will tackle this section on his or her own.  This aspect of the project consists of two parts:

1. Operations (1-2 pages)
   1. Focusing specifically on manufacturing and supply chain management, describe your company’s current global operations.
   2. What is unique or different about your company’s operations as compared to its main competitor? Back this up with detailed information and facts about these companies. Specifics would include number and locations of manufacturing (even if they outsource), how they distribute goods and services, and their locations globally.

• What makes this company so much better than others, in terms of production?

1. Place – Supply Chain and Location (1-2 pages).
2. Select a location for the launch of your product – down to the mall/street/block. Why did you chose this location and how does it fit your overall strategy? ii. How will you firm handle distribution and supply chain management? In other words, how do you plan to get your products from the manufacturing site to the location you have chosen?  Be as specific as possible.

iii.        What will be your firm’s initial entry modes?  Why did you choose these modes?

Product and Promotion 

1. Marketing Mix: Product and Promotion (3-4 pages)
   1. Describe the company’s current Product mix. Listing the product lines will be sufficient, but provide examples.
   2. Describe the company’s current Promotional mix. Be sure to be specific – simply listing the different media is not sufficient. You should understand their social media strategy, their main messaging strategy, etc.

1. Product – Local Responsiveness (2-3 pages)
   1. How will your firm change its products or services to adapt to cultural differences and consumer preferences in your target country? Think about all aspects of the product including instructions, packaging, colors, styles, flavors, options, product lines, menus, etc.
   2. Give examples in photographic form, if possible.

1. Promotional Mix (4-7 pages)
   1. Discuss how you will attract customers using Advertising, PR, Sales, Social Media, Direct Marketing, and/or Sales Promotions. Give specific examples and illustrate with graphics and visuals the messages, media, and other promotional approaches will you use in light of the cultural and other differences you found previously? Spend time on the media and messages very carefully.
   2. Provide examples or mock ups.

– Introduction– Issue Statement- Analysis of the company both internally and externally (SWOT,
PEST… so forth)- Alternatives (suggestions for the company)- Recommendation (choose one of
the alternatives)- Implementation (of the recommendation)Submissions are to be limited to 8
main body double spaced pages for your written analysis (11 point font). You can add in the
same PDF a total of 5 pages of appendices that support your analysis. There are no limitations
on spacing and font size in the appendices. Examples of things that you can include in your
appendix include, but are not limited to:- Any major strategy or marketing strategy framework
related to the case (SWOT, Porter’s 5 Forces, PESTEL, VRIO, perceptual positioning charts,
etc.)- Any major frameworks or tools that you have learned this semester – (Servicescape design,
blueprinting, 7P’s, service recovery processes, Flower of service, service recovery plans, etc.).
Note that I am going to give you marks if you are demonstrating an understanding of services
marketing, and leveraging knowledge gleaned during the term. Supplementary Note:
Submissions should be on the case information alone and not based on any outside information
from the industry(although you can pull in learnings from your textbook and readings), web, etc

Business Ethics: Lehman Brothers 2008 Scandal 
Write a 2 pages paper on this scandal .
what ,where, How ,who, why as much detail
Company: Global financial services firm.
What happened: Hid over $50 billion in loans disguised as sales.
Main players: Lehman executives and the company’s auditors, Ernst & Young.
How they did it: Allegedly sold toxic assets to Cayman Island banks with the understanding that
they would be bought back eventually. Created the impression Lehman had $50 billion more
cash and $50 billion less in toxic assets than it really did.
How they got caught: Went bankrupt.
Penalties: Forced into the largest bankruptcy in U.S. history. SEC didn’t prosecute due to lack of
evidence.
Fun fact: In 2007 Lehman Brothers was ranked the #1 “Most Admired Securities Firm” by
Fortune Magazine.