MB-T paper

Company: Magnolia Bakery
I have attached a word Doc with all 20 sources to be used + eText.
Also screenshots of eText were added as pdf files.
Please be sure to use page numbers when referencing eText and include in text citation.

(Be sure there are many secondary sources (articles) of information on the chosen company
and industry.)
Find articles on the company and its competitors and industry that relate to its business
strategies and marketing activities. You should be able to find a minimum of 20 references
from a wide variety of sources (Go beyond the Internet!)
Based upon the information contained in the articles or from other resources, choose, develop,
or analyze a key marketing decision the company will have to confront within the next one to
two years. This focal strategic marketing decision (e.g., introduce a product line, enter a
market, use a new distribution strategy, target a new segment of the market, etc.) will then
become the basis of your marketing analysis.
From class and external material, prepare a paper (minimum of 20 pages excluding references
and appendices) that discusses in-depth how the company being investigated should confront
the selected issue.
FORMAT FOR THE STRATEGIC MARKETING CAPSTONE TERM PAPER
I Executive Summary (The executive summary should include a concise statement of the
problem, a short summary of the major points arising from your analysis, and the major
recommendations from your analysis.) (OR: What I know, What I sought, What I found, and
What I learned)
II Table of Contents
III Situation Analysis
— The Internal Environment
— The Customer Environment
— The External Environment
IV SWOT Analysis
— Strengths, Weaknesses, Opportunities, Threats
V The Focal Strategic Marketing Decision You Wish to Confront (The Marketing Decision)
VI Decision Criteria
— Objectives associated with the decision
— Relevant factors influencing the decision
VII Development and Evaluation of the Marketing Strategy
— Include the selection of what you will do and the proposed implementation
VIII Expected/Anticipated Competitive Reactions
IX Conclusion
Appendices and References

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