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MKT 310 Introduction to Marketing

Worksheet

MKT 310 Introduction to Marketing                                                 Thursday June 10, 2021

Database research worksheet                                   

Soft drinks industry:

  1. Paste the title of one report or analysis you found in Euromonitor, related to the soft drinks industry.

______________________________________________________

State one fact for each question:

  1. How much money does this industry make?

  1. Who is your customer?

  1. Who is your competition?

  1. How much has this industry grown in the past three years?

  1. How is this industry expected to develop in the future?

Soft drinks industry:

  1. Paste the title of one report or analysis you found in Euromonitor, related to the soft drinks industry.

______________________________________________________

State one fact for each question:

  1. What is a cultural factor for the soft drinks industry in this region?

  1. What is a political factor for the soft drinks industry in this region?

  1. What is a technological factor for the soft drinks industry in this region?

  1. What is an ecological/ environmental factor for the soft drinks industry in this region?

Bonus: Business Source Complete or Business Market Research Collection

  1. Past the title of one report or analysis you found in Business Source Complete or Business Market Research Collection, related to the soft drinks industry.

Group Project-- June 10, 2021

In groups of 5, you will be assigned to an industry to develop a marketing plan for a brand the UAE. Students will need to analyze the various environments (external, competitor and consumer) that relate to your product’s market in the UAE and based on this analysis, develop an appropriate marketing strategy for their brand based on concepts covered in the course. 

  1. Industry Overview
  • Size of the industry (preferably revenue data)
  • Growth of the industry over the past 3 years
  • Major industry players (competitors).

  1. External Environmental Analysis

You need to specify at least two facts for each environmental factor supported by appropriate secondary resources

  • Demographic Environment
  • Economic Environment
  • Cultural Environment
  • Political Environment
  • Technological Environment
  • Natural Environment

Conclude your external environment analysis by outlining the facts in term of Threats and Opportunities. 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