COMPANY ANALYSIS INTERNAL SCAN [assignment 1 / 6]
Due: Week 3 .
Submit to: The Company Analysis (Internal Scan) submission folder. Submission folders can be accessed by selecting Course Tools and then Evaluations on the course navigation bar. Assignment is worth 5%.
Rationale: Conduct an environmental scan (internal, external, and competitive) of a business or organization using a variety of secondary research techniques.
Task Description: As the marketing coordinator for your assigned company, you have been tasked with completing a company analysis or internal scan. This will eventually be part of the Situation Analysis (Business Review) for your Marketing Plan Report due Week 13. An Environmental Scan is the identification and monitoring of factors from both inside and outside the organization that may impact the long-term viability of the organization. During this step you are essentially attempting to develop the “internal” view of the company and how it has done in the past, where it is now, and where it is headed.
Directions: Collect facts and identify (micro) INTERNAL information about your assigned company
The micro-environment refers to the forces strongly influencing the company, and which directly affect the organization’s relationships. Internal factors are a result of what the company has done in the past, where it is now, and where it is headed.
The data collected from the questions listed in the chart below can help you to complete this exercise.
Assignment should include a minimum of 4 different credible sources cited for information.
Late submissions will be given a grade of zero.
All submissions should be as a Word document and require a title page that includes Name of the assignment, Name of Student, Student Number and Due Date.
Submission should only include a title page, a chart formatted similar to below, and a reference page. [NOTE: Please do not copy all this assignment information and include it in your submission]
All points in the body of the chart should be cited using in-text citations and a full reference page should be included at the end of the assignment submission containing the full APA citation information of each point.
A grade of 0 will be given to assignments that use File sharing sites such as but not limited to Prezi, SlideShare, MBASkool, Word Press, Course Hero, or Wikipedia as sources.
INTERNAL FACTORS IN MARKETING ENVIRONMENTAL SCAN
POTENTIAL GUIDE QUESTIONS TO HELP FIND RELEVANT FACTS ABOUT YOUR ASSIGNED COMPANY
FACTS ABOUT YOUR ASSIGNED COMPANY
Management Capabilities
Capabilities and experience of top management.
Depth of Management and capabilities of middle management.
Management’s commitment to the firm.
What inspired the founder of the company? What were their values, their dreams, their passions?
What is the history of the assigned company? Why was it started, who started it, how did it grow? And what are its major milestones in terms of events and people?
What things is the assigned company doing from a marketing standpoint (product, distribution, pricing, communication) that are consistent with the mission?
Financial Resources
Cash flow from existing business
Ability to raise debt or equity financing.
What are the different strategies that have driven your assigned company?
Operations
Overhead cost structure
Quality of operating systems
Distribution capabilities
Management information systems
Loss prevention systems
Inventory control systems
To what degree is the company committed to marketing? Where does marketing fit in the overall organizational structure?
Is the company driven by operations, finance, merchandise, product, sales, or marketing? In other words, what area of the company is most responsible for the company’s success? Will that be true in the future? How does the marketing department fit in?
What are the different strategies that have driven your assigned company?
Product/Service Capabilities
Knowledge and skills of buyers
Relationship with vendors
Capabilities of developing proprietary brands
Advertising and promotion capabilities
What are the products and services sold in the industry categories in which your assigned company competes?
What is the history of the products and services? Why were they developed? Have they evolved over time? What are the major milestones in your assigned company products or services? What are the major milestones in ways in which consumers have used or purchased your assigned company’s products or services over time?
How would you describe your assigned company’s products and services? What is unique about them? Why are they famous? What benefits do they provide that are different? Are your assigned company’s products differentiated?
What underlying company strengths or combination of company strengths allow your assigned company to provide unique and differentiated products and services?
Do the products and services of your assigned company have any supply, process, or service problems? Are the products vulnerable to shortages or other consumer, environmental, technological, or economic factors? If so, how?
What are the different strategies that have driven your assigned company?
Location
Number of store locations
What are the different strategies that have driven your assigned company?
Store Management Capabilities
Management capabilities
Quality of employees
Commitment of employees to the firm
Corporate culture
What events do you think are the most relevant to your assigned company’s success today and will take them into the future?
What are the long-term and short-term goals and objectives of your assigned company?
Are there existing sales goals, profit goals, and marketing expectation?
What are the different strategies that have driven your assigned company?
Customer Loyalty
Customers are returning to the business.
Customers are satisfied with the product and services.
Is there a corporate philosophy on how to do business? What are the principles of the business regarding working with customers, developing and selling product, and managing the company’s internal operations?
What are the different strategies that have driven your assigned company?
Rubric: A rubric has been created and can be found attached to the submission folder. Submission folders can be accessed by selecting Course Tools and the Assignments on the course navigation bar.
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