Marketing Research Project 1

You must select a publicly traded company that has a strong marketing and brand strategy such
as Coke, Disney, Amazon, etc. You will assume the role of both a Marketing Manager for this
organization. You will apply your critical thinking skills and the knowledge you have acquired
throughout this course and address the following in your paper: (The company I have chosen is Merck)
1. Provide some historical information about the organization as well as their Mission and Vision
Statements
2. Given the organization you selected, describe the products and services they offer to
customers.
3. Identify the organization’s Target Market.
4. Explain how their products/services are segmented in the marketplace?
5. In terms of the Marketing Mix (Four P’s – Product, Promotion, Place, and Price), please
address each area based on the product/service this organization offers.
6. Identify the competitors of this organization as well as what percentage of the market they
possess.
7. Create a positioning grid and plot where the organization is positioned as well as their top 4
competitors.
8. In terms of product differentiation, explain how this organization differs from the competitors
you listed on the Positioning Grid? (Indicate what they do differently that makes them standout)
9. Conduct a SWOT Analysis on your selected organization and list at least three items for each
category.

1. Must be 5-7 pages, double-spaced, and formatted according to APA style as outlined in the
Baker College (not including the title and reference pages).
2. Must include an APA Style Title Page and Reference Page
3. Must begin with an introductory paragraph that has a succinct thesis statement.
4. Each subsequent paragraph should contain at least 3 complete sentences of original content
with supporting references outside academic sources. All references used should be cited on
the final page in APA format.
5. Must use include 5-7 references that are listed in APA style, including your textbook.

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