MKT 517 Marketing Management – Term Research Project Brief Project Overview You will be responsible for developing a research report with focus on comparing and contrasting marketing plans implemented by a “competitive-pair” of companies. Company and Product Choice Select a “competitive-pair” of companies that have products that are directly competitive and going after growing markets. Here are some examples of “competitive pairs”– Toyota vs. Honda in hybrid autos, Coke vs. Pepsi in energy drinks, Uber vs. Lyft in ride-sharing services, etc. Topics to Cover 1. Introduction – each company's mission, objectives, history, etc., and the background information on the product selected. 2. SWOT analysis – internal analysis and environmental analysis of each company. 3. STP analysis – segmentation, target market selection, positioning analysis of the product selected for each company. 4. Marketing mix development: • Explain the marketing mix strategies used by each company for the product selected, with focus on the discussion of similarities and differences. Each element of the 4Ps must be discussed separately. • Discuss what factors have led the companies to implement such strategies. Provide substantive support for the discussion. • Provide suggestions whether any strategic changes needed or continuation is appropriate for company’s performance. 5. Summary Project Consultation You are encouraged to consult with the instructor throughout the semester about the project. Final Term Project Report You will submit a final research report that should be no less than 25 pages, excluding title page, table of contents, appendix and reference (please have your paper numbered). Any charts and/or other graphical displays should be attached at the end of the paper as appendices. The final report should be double-spaced, use Times New Roman, 12-point size, and APA format. Better reports will display a greater degree of external research, citation, and original analysis.