Week 5 – Assignment: Conduct Market Analysis

Instructions

Conduct a market analysis for your chosen company and develop a report that will be given to the senior management of your chosen company. The objective is to develop a Product Innovation Charter (PIC). A PIC is a written document, prepared to chart the company’s new product strategy. To develop the PIC you will need to conduct a PEST and/or SWOT analysis. Your market analysis should also include an analysis of your customers.

You also need to answer the following questions:

What are the market opportunities?

What are the technology opportunities?

Identify an area of opportunity for your chosen company. Then develop a PIC for your chosen company. You can find examples and more about a PIC through searching online. At a minimum the PIC should include background, focus, goals and objectives, and guidelines.

Support your paper with a minimum of three (3) peer reviewed articles published in the last five years. In addition to these specified resources, other appropriate scholarly resources, including older articles, may be included.

Length: 3-5 pages not including title page and references

Your response should demonstrate thoughtful consideration of the ideas and concepts presented in the course and provide new thoughts and insights relating directly to this topic. Your response should reflect scholarly writing and current APA standards.

Upload your document and click the Submit to Dropbox button.

Criteria

Content (12 points)

Points

1

Includes a SWOT and/or PEST analysis

3

2

The market analysis includes an analysis of the customers

3

3

Identifies an area of market or technology opportunity

3

4

Includes an appropriate PIC

3

Organization (2 points)

1

Paper is 3-5 pages (organized and presented in a clear manner) with correct spelling, grammar, and sentence structure. Included a minimum of three scholarly references published in the last five years, with appropriate APA formatting applied to paper and to citations and paraphrasing,

3

Total

15

Please visit these websites for additional help:

http://articles.bplans.com/how-to-perform-swot-ana…

Alanis Business Academy. Episode 23: How to Complete a SWOT Analysis

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