Marketing Analysis Report with Metrics
Introduction
Completion of this portfolio work project will help your understanding of how to
identify an additional location for business stakeholders, using publicly available
data.
Scenario
For this assignment, choose either Option A or Option B. You do not need to do
both. Both options will be graded using the same scoring guide.
Option A: A local private equity group has asked for your assistance in evaluating
a small locally owned business in your community. While you will not directly
contact the business, you do need to have a general understanding of the
company. Appropriate types of businesses for this market analysis include a hair
salon, a family-owned restaurant, a boutique retail shop, a local hardware store,
or a similar type of business. The business should have only one or two existing
locations. Your focus should be on the primary location of the business if it has
multiple locations.
Option B: The Vice President of Marketing at your publicly traded company has
asked you to conduct a market analysis for an additional location for the firm.
While you will not directly contact the business, you do need to have a general
understanding of the company. Appropriate types of businesses for this market
analysis include an aerospace manufacturing firm, an automobile manufacturing
firm, a “big box” retailer, or a similar type of business. Your focus should be on
the corporate location of the business as the primary location.
Your Role
Whether you are analyzing an additional location for a small locally owned
business in your community, or you are analyzing an additional location for a
publicly traded company, your role as the marketing manager is the same. Focus
on the primary location or corporate location in your data analysis.
Requirements
Whether selecting Option A or Option B, be sure to interpret each figure and
table used and summarize the data results. Include the following in your
marketing analysis report using these three topical areas:
1. Company Description
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Evaluate the nature of the business, including a description of the general nature of
the business, its primary location, and the industry in which it operates. The
description must include the North American Industry Classification System
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(NAICS) code and Standard Industrial Classification (SIC) code for the business, and
specify if this is primarily a business-to-business (B2B) or business-to-consumer
(B2C) company.
Evaluate the characteristics of the products or service being marketed.
2. Industry Analysis and Competitive Outlook
Evaluate the competitive environment. What does an industry evaluation suggest
about the competitive environment?
Evaluate sources of data available for estimating market characteristics and making
marketing decisions.
What is the estimated market size for the business at its current location? What
impact does the population size, average household size, percent of high school
degrees or higher, and median household income for the zip code, city, county, and
state it is located in have on the selected business?
Use at least two different types of figures and two tables to present this data.
Consider what the figures and tables convey and summarize the data.
What does the demographic and sociographic data say about the current location?
What are the characteristics of the location that make it a good location or a poor
location in terms of access to customers and availability of labor?
What segment(s) does (or should) the business be targeting for customers?
Evaluate social media marketing strategies. What social media strategies can be
used to reach this market segment and what metrics can be used to evaluate their
effectiveness? Analyze metrics to measure the effectiveness of your social media
strategy.
3. Identification of Additional Location
What appropriate zip code recommendation would you make for an additional
location for your selected business, based upon the known characteristics of the
business in its current location? The recommended location should be consistent
with the identified market segments and demographic and sociographic
characteristics of the current location.
Deliverable Format
Requirements:
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Option A or Option B should be 3–4 pages (in addition to the title, reference, and
appendix pages).
Use at least two different types of figures and two tables to present the data. At least
one figure should present data at a single point-in-time, and at least one figure
should present data over time. Be sure to correctly label all elements of your figures
and tables in your report and appendix.
Related company standards:
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The marketing analysis report is a professional document and should therefore
following the corresponding MBA Academic and Professional Document Guidelines
(located in MBA Program Resources), including single-spaced paragraphs.
In addition, include the following:
Title page.
References page. Use at least three scholarly resources, one of which must come
from the Wall Street Journal, Forbes, or MIT Sloan Management Review.
APA-formatted references.

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