Whataburger is the topic for the project

Whataburger is the topic

MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP) QUESTIONS:

CHAPTERS 1-7 ASSIGNMENT

OVERVIEW

You must complete a marketing management individual project (MMIP). Your first task is to

select a project topic. No two students will work on the same product/service. This must be an

existing product, service, or organization. Project questions will be submitted in two

installments. The first is due in the Consumers, Target Marketing and Product Positioning

Module and the second in the Advertising and Personal Selling Module.

INSTRUCTIONS

The same project topic must be used in both installments. Each project installment must include

a title page that has the name of the project topic in it. Each of the five questions should be

numbered and written out in its entirety in the pages that follow. The entire document (all five

questions, combined, but not counting references) should be at least 600 words (12-point Times

New Roman font, double spaced), and include a separate references page. All content must show

direct application to the topic and exclude definitions of terms and general explanations of

generic marketing topics. The assignment must be submitted as a Microsoft Word document.

When completing these assignments, you will assume the role of marketing manager for the

selected organization. All responses must be based on research. View the entire course textbook

(all chapters) as a resource for the assignment, meaning it may be necessary to locate

assignment-related material in chapters other than those corresponding with the module in which

the assignment is located. While the effort has been made to ensure that all material necessary

for assignment completion is found in the textbook, contact the instructor immediately if

information needed to complete the assignment cannot be located in the textbook. The instructor

will then provide instructions on locating the required material. Quotes must be minimized and

long quotes (40 words or more) avoided. Outside sources that can be cited include scholarly

marketing journals (Journal of Marketing, Journal of Marketing Research, etc.), practitioner

publications (Wall Street Journal, Ad Age, etc.), and the course textbookQuestions

Q1. Provide a description of the product/service and a brief history of the firm.

Q2. Evaluate the organizations competitive strategy. Chapter 3 provides the names of specific

strategies. Select one of these specific strategies. (Ch.3)

Q3. Conduct a detailed SWOT (strengths, weaknesses, opportunities, threats analysis on the

organization. (Ch. 3)

Q4. Discuss the use of marketing research to be used to gather information on present or

potential customers. Which forms of marketing research would be best in gathering consumer

information relating to the product/service? Outline a marketing research process, including data-gathering techniques (survey, observation, etc.)

Q5. Evaluate the external forces (political/legal, economic, competition, etc.) that affect the

organizations marketing planning and strategy. (Ch.4)

In addition, select and quote a scripture verse relevant to one or more of these questions. Explain

its relevance to the question or questions.

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