Q 1 OUTLINE OF MARKET ANALYSIS • A student will do market analysis including the organization, product, buyer behavior and competitor analysis and write your summary of analysis. • The written report should be about 5 to 10 single-spaced pages long, 12-font size, 1- inch margin (excluding references and appendices). Follow and use the subheadings described in the outline below to get maximum points. 1. Overview (answer all 4 questions below) a. The product details that you will focus on b. The company (MNE or SME) details you will be and why. It can be an existing company or a new venture. c. The specific country and the city that you will target (not the US) and explain specific rationale (refer to your own Mid-term paper 1 & 2 and Chapter 12) d. The target audience within that country/city and how you segmented the market (refer to Chapter 8 & 12) 2. The Organization a. Opportunity and Risk analysis i. Briefly summarize five opportunities and five risks for growth in the country and the target market you choose to enter during the next five years for the company. You can bring points of opportunity and risk from external environments analysis that you have done via your own Mid-term paper 1 (cultural analysis) and 2 (economic analysis). b. Identify the Firm’s Competitive advantage 3. The Product: Evaluate the product as it is perceived by the intended market (answer at least 3 out of 5 items below) (Refer to Chapter 13 & 14) a. Relative advantage b. Compatibility c. Complexity d. Trialability e. Observability 4. The Buyer (Consumer) Behavior (answer at least 4 out of 7 items below) (Refer to Chapter 8, 13, & 14) a. Demographics & buying roles b. Product types & feature preferences c. Benefits sought & motivations d. When purchased & used e. Where purchased & used f. Influence & decision process g. How much: quantity purchased & used 2 5. Competitors Analysis: Compare and contrast your product and the competition’s product(s) (Answer ‘a’ is a must and then answer 2 out of 3 items -b, c, and d) a. Competitors’ product(s) (at least 1 or more) o Brand name o Features o Package, etc. b. Competitors’ prices c. Competitors’ promotion and advertising methods d. Competitors’ distribution channels 6. Summary of analysis 7. References