This is a CLC assignment.
For this assignment, you will serve as a member of a consulting team with McClean and Company, a global marketing consulting firm. Please see "McClean and Company."
The course instructor, who will be serving as president of the company, will divide the class into teams of three or four students. Upon review of the above resource, each team member will decide which role on the team they will be most capable of performing.
The project will be divided into four parts to be included in the Final Report:
1. Brand Selection
2. Brand Description
3. Brand Critique
Each part will be submitted in subsequent modules to receive instructor (president) feedback before the submittal of the Final Report in Module 7.
Please refer to the Consulting Project Grading Guide for specific information regarding how this project will be graded.
The first part, the Brand Selection, is due by the end of Module 1. The brand selected should be very specific. For example, Kraft Foods is too general; Kraft Mayonnaise might be an appropriate selection (if it is determined not to be a market leader). Chevrolet is too general; the Chevrolet Volt would be appropriate, again, if it is not a market leader.
Provide the instructor with the following information:
Each team will identify a specific brand within a product category with which its members are familiar. The brand's performance will be researched and documented, and then analyzed using the guidelines specified. The brand selected should not be a market leader since the project is intended to expose deficiencies and shortcomings in the marketing of the product using a consumer behavior framework.
Before selecting and submitting the brand for approval, be sure that there is adequate information available on competition and markets. For example, a local brand may not have readily accessible information or sufficient information to satisfy the requirements of this assignment.
APA format is not required, but solid academic writing is expected.
You are not required to submit this assignment to Turnitin, unless otherwise directed by your instructor. If so directed, refer to the Student Success Center for directions. Only Word documents can be submitted to Turnitin.