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Market Review Project Outline

BUSI 2230 Rubric

Business Report Format (5pts)

· Proper Title Page

· 1 inch margins and 1.15 line spacing

· Page numbers

General writing style and grammar (10pts)

Proper use of APA intext citations and references (5pts)

Sections

1. Executive Summary (5pts) (This is not an introduction, make sure you understand the difference)

A. This will be an overview of the key points in your review. It should be written last. 

2. General Information on The Product (25pts) (This section should be quite short, you are looking at the marketplace, not the product itself)

A. Description - discuss the core benefit, the tangible and intangible attributes of the actual product

B. Meets customer needs

C. Relative advantage – use the characteristics of an innovation and measure your product against each of these

D. Compatibility with existing products

E. Can consumers try this product easily

F. Possible problems and resistance to product acceptance

3. The Macroeconomic Market Environment (20pts)

A. Economic environment, does the state of the economy affect the prospects for this type of product?

B. Impact of the social and cultural environment

C. Impact of the technological environment, does the technology in this sector change rapidly

4. The Target Market Environment (25pts) *

A. Description of the market

i. Who buys this type of product?

· Consumer buying habits

· How do customers use this category of product

· Value and needs drivers

· Decision making, who decides who buys the product

· Other

ii. Geographic area, where is this type of product sold?

iii. Size of the Current/Future Market, what are the annual sales for this category of product in Canada, the USA and/or the world

iv. Channels of distribution, where do consumers usually buy this type of product?

· typical retail outlets

· typical wholesale distribution

· Online or other direct to consumer distribution (e.g. telemarketing or door to door sales) 

v. Promotion, how do consumers normally learn about this type of product?

· Advertising

· Listings in business directories, the Yellow Pages etc.

· Free promotions and trials

· Public relations activities, sponsorships

· Other

vi. Pricing, what strategies are normally used to market this type of product?

· How price sensitive is this product?

· Are payment terms or financing required?

· Is lease financing offered?

· Other

vii. Service and warranty issues

B. Who are the major competitors in this product category?

· Potential competitive products, their strengths and weaknesses

· Potential competitors’ prices

· Potential competitors’ promotion and advertising methods

· Potential competitors’ channels of distribution

C. Government intervention in the marketplace, are there specific regulations that will impact this product

· Health and safety standards

· Electrical standards

· Packaging and/or recycling requirements, other environmental issues 

5. Conclusion (5pts)

* Note: Information on all components listed here may not be available, depending on the product you choose for this project.