Below is a guideline for the project as well as a checklist that you can use while preparing your report. Additional instructions are available in the video. • You will act as a marketing consultant by developing a “condensed” marketing plan for a particular brand. The brand you will be working with will be “Taco Bell” • DELIVERABLES: Marketing project mid-term written report, which covers value proposition, mission statement, situation analysis, SWOT analysis, and goal and objective. Format: Word doc • Value proposition (golden circle model) o Explain the model. o Then indicate the “What”, “How”, and “Why”. o Note: the “why” must be no more than 4 words. • Mission statement, vision, core values, etc o Explain what a mission statement is o State the brand’s current mission statement o Explain if it’s good or bad and why o Propose a new mission statement if needed • Situation Analysis o Intra-Organizational environment overview: provide key backgroun
d information about the organization Size, type of organization, structure (who’s the owner, how many employees? etc.), business model Key clients/customers Key products/services If applicable, create a BCG matrix to analyze the product portfolio Any important issues facing the organization o Competitors Analysis Perform a competitor analysis by looking at direct and indirect competitors along with their strengths and weaknesses • SWOT Analysis o This analysis utilizes your key learnings and insights derived from the situation analysis to develop an overview of the strengths, weaknesses, opportunities, and threats faced by the organization. • Goal and Objective o Given your Situation Analysis and SWOT Analysis, state one (1) main goal for the company to achieve. For instance, improve brand loyalty, increase digital presence, etc. o This is the “conclusion” of your SWOT analysis (given that the SWOT analysis is a “summary” of the situation analysis”) Please see video