FALL 2021
MARKETING 1 (MKTG19439)
MAJOR PROJECT
PROJECT COMPONENTS
This project consists of 4 parts:
• Group Contract (2%)
• Group Industry Analysis (10%)
• Individual Brand Analysis (15%)
• Individual Presentation (8%)
RESEARCH GUIDELINES
• You will search CREDIBLE sources on the internet and use online academic databases provided
through Sheridan Library. Use the Marketing 1 Research Guide
(http://sheridancollege.libguides.com/Marketing1) to get started with your research. You can ask
the Library for assistance with research including searching online, using academic databases,
locating industry and company information, and APA formatting.
• This project requires students to create a SWOT analysis. Students must research internal facts and
external trends and put this information into the appropriate categories. You may NOT use a premade SWOT or analysis that someone else published on the internet. These sources include, but are
not limited to the Sheridan Library databases, SlideShare, MBA Skool, PESTLE analysis, scribd,
freeswotanalysis.com, Study Moose, and Marketing 91. Use of these sources is considered a Breach of
Academic Integrity.
• This project requires students to create a 4Ps analysis. Students must research product, price, place
and promotion from multiple credible courses and put this information together. You may NOT use a
pre-made 4Ps analysis that someone else published on the internet. This is considered a Breach of
Academic Integrity.
• All information and data must be paraphrased. You may not use quotes or quotations. This is
considered a Breach of Academic Integrity.
• You may not use Wikipedia as a source. This is considered a Breach of Academic Integrity.
APA REFERENCES
• Detailed secondary research that is properly cited; in-depth analysis and professional
documentation/presentation are essential. Use the APA Citation Guide
(http://sheridancollege.libguides.com/citation_guide) to properly cite those sources.
• You must include an in-text citation after each point that you are listing in your report. This citation
should include the author of the publication, the date of publication and the page number where the
information you have included can be found. An example is (Smith, 2005, p. 57).
• You must also include a complete reference list (on a separate page) at the end of your report which
includes a list of all of the articles you have used in your report in alphabetical order. Here are two
examples of what a reference list entry should look like:
From Marketing magazine website:
Jones, F. (2004, October 14). Trends in Advertising. Marketing Magazine. Retrieved from
www.marketingmag.ca
From academic database:
Warren, M. (2007). Do celebrity endorsements still work? Campaign, p.13. Retrieved from
http://search.proquest.com/docview/227461444?accountid=3455
PROJECT SCENARIO
Here is an example of a situation that you should consider when approaching this project:
• Imagine that you have just graduated from the marketing diploma program at Sheridan, and you have
been hired as a marketing support person with the Nestlé company. You are working with brands
such as Perrier and Pure Life in the marketing department.
• Your manager wants you to familiarize yourself with the bottled water market. He/she wants you to
become familiar with trends in this market and the marketing activities of the various companies.
Your manager wants you to report your findings in the form of a presentation.
• Your analysis should focus on the Canadian/North American market.
INSTRUCTIONS
• You will be assigned to a group of 4 students.
• Choose an industry from the list attached in Appendix A (the bottled water market situation
discussed earlier is just an example). Your professor must approve your selection.
• Meet with your group to establish rules for working together.
• Go to the Marketing 1 Research Guide. Become familiar with the tabs and the information available.
• Complete the Group Contract provided in SLATE and submit it before the due date.
• Industries and brands will be confirmed by your professor.
• Please read the rubrics for all project components. This will give you a clear idea of expectations and
requirements.
GROUP INDUSTRY ANALYSIS
A scan of the Marketing Environment is an essential step in developing any marketing strategy or plan.
You need to understand the customers, trends, the competition and the external factors that may impact
decisions.
Reference Chapter 2 in the textbook for an overview of each environmental force that you will research
for your report.
Research
In order to complete your Industry Environmental Scan, you will want to conduct a significant amount of
secondary research using the internet and the Sheridan databases. Use the Marketing 1 Research Guide.
• Although this is a group project, each group member is expected to find at least 6 references for
this report. Each group member will submit their 6 references with the assignment.
• You are expected to have at least 4 trends in each category.
• Only include references that are current within the last 3 years.
• Students must research external trends and put this information into the appropriate categories.
You may NOT use a pre-made SWOT or analysis that someone else published on the internet.
These sources include, but are not limited to the Sheridan Library databases, SlideShare, MBA
Skool, PESTLE analysis, scribd, freeswotanalysis.com, Study Moose, and Marketing 91. This is
considered a Breach of Academic Integrity.
Instructions
• Your report should cover Demographic, Socio-cultural, Economic, Technological,
Competitive/Industry and Regulatory forces affecting your selected industry. These are forces
that are external to any specific company.
• For each fact that you uncover, you will need to determine whether it is an opportunity or a
threat. Opportunities are facts that can have a positive influence on the industry. Threats are
facts that can have a negative influence on the industry.
• Place an ‘O’ beside facts that are Opportunities and a ‘T’ beside facts that are Threats.
• Once you have categorized your Opportunities and Threats, you should explain why it is an
Opportunity or Threat. What is the potential impact on the industry?
• Place the name of the group member beside each of the points that they have contributed to the
report (see sample). Each group member will submit their 6 references with the assignment.
• Provide one electronic copy in SLATE per group.
• Each group member will submit their 6 references with the assignment.
• All must be submitted on time to avoid a late penalty.
• Review the rubric.
• All information and data must be paraphrased. You cannot use quotes or quotations.
• An example of the format you can use based on the eReader industry is in Slate.
MKTG 19439— INDUSTRY ENVIRONMENTAL ANALYSIS RUBRIC

INDIVIDUAL BRAND ANALYSIS
Each group member will conduct a thorough analysis of one of the brands that competes in the industry
selected. Your brand should be owned by a PUBLIC company as there will be more research information
available to you.
Format
You are expected to include the following information in your report:

Instructions
• This analysis should be submitted in a Microsoft Word document.
• All information must be paraphrased and follow the research guidelines described earlier.
• Include a title page.
• Use in-text citations and include a reference list at the end of the document.
• You may NOT use a pre-made SWOT or 4Ps analysis that someone else published on the internet.
These sources include, but are not limited to the Sheridan Library databases, SlideShare, MBA
Skool, PESTLE analysis, scribd, freeswotanalysis.com, Study Moose, and Marketing 91.
• Please provide one electronic copy in SLATE per person.
• All must be submitted on time to avoid a late penalty.
• Use the grading rubric to understand the expectations and requirements.
• An example of the format you can use based on a Brand Analysis of Kobo is in Slate.
MKTG19439 BRAND ANALYSIS RUBRIC

MKTG19439 BRAND ANALYSIS RUBRIC

INDIVIDUAL PRESENTATION
You will present slides based on your brand/company SWOT. Your presentation should be 4-7 minutes
long not including a question and answer period.
Format
You are expected to include the following information in your presentation:

Instructions
• Use the SWOT from your Individual Brand Analysis. Make sure you correct and update the SWOT,
incorporating any feedback from your professor.
• Potential Actions are YOUR ideas – these do not require references – that should demonstrate
your knowledge of your brand, your industry, and marketing strategy.
• All information and data must be paraphrased. You may not use quotes or quotations. This is
considered a Breach of Academic Integrity.
• Presentations should be developed in PowerPoint. You should include a wide variety of
graphics/images to make your presentation informative and interesting. Images must be cited
using APA formatting.
• Submit your slides according to the due date posted in Slate. Submit on time to avoid a late
penalty.
• Review the rubric.
• Be on time for your presentation, dress professionally, and be prepared to answer questions
about your brand and potential actions.
• An example of a Presentation for Kobo is in Slate.
MKTG19439 BRAND PRESENTATION RUBRIC

MKTG19439 BRAND PRESENTATION RUBRIC

APPENDIX A – INDUSTRIES
Use the Marketing 1 Research Guide (http://sheridancollege.libguides.com/Marketing1) to learn more
about these industries and brands. The list of brands and companies is not complete – suggest your own!
Should be a public company.