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Select an innovative product and company. Consider these questions: How does this product fill a market need? What is innovative about it? How is the company marketing the product? What other products compete with it?
The paper must include the following sections. Each section must have a separate title in the paper so that information can be easily identified.
1. Introduction – Tell the product selected, and why it was selected. What is the market need that this product fills?
2. Company information –For the company, research the following:
a. Company description
b. Size (revenue, number of employees, other relevant numbers)
c. Product lines
d. Company strengths
e. Company weaknesses
3. Marketing Mix – For the product, analyze the 4Ps (marketing mix): product, price, place, and promotion. Include a photo or illustration of the product to help the reader understand the product.
4. Summary and Recommendations – Briefly summarize the paper and its findings. What is your final opinion about how this product will fare in the marketplace? What specific actions should the company undertake in order to succeed? Include at least three specific recommendations.
5. Reference page. Make sure it is properly formatted in order to receive full credit for this section.
You need at least five reference sources for this paper; one source may be the company website, others are magazine articles, newspaper articles, etc. Find out as much as you can about the product category, the competitors, and the customers.
You may NOT use Wikipedia or blogs as reference sources in the paper.
This paper is expected to be 5 – 7 pages, plus a cover page and a reference page. Remember that a research paper must include reference citations in the body of the paper, as well as a reference page. Follow APA writing format.
This paper must be written in third-person, objective voice – it is an analysis paper; it should not include opinion or beliefs.
