The company chosen is AIR Canada and the new product being introduced is helicopters.

1. I Company Description –
   1. Overall, what it does/its product lines and activities
   2. sales in the last 3 years, a trend to be made with chart
   3. Number of stores,
   4. Current products positioning,
   5. what countries it operates in,
   6. who is the target audience?
   7. II Business Mission
   8. III Marketing Objective (15 points)
2. Must do research about the company, must use APA
3. 80/20 marking scheme - 20% of the mark can be reduced due to insufficient editing/poor composition/missing APA/etc.

Part 2

Situation Analysis:

1. Industry Analysis:
   1. Total industry sales volume in the last 3 years,
   2. number of competitors,
   3. market share of competitors,

All the data should be presented in tables and charts

(15 points)

2. SWOT Analysis

(15 points)

Must do research, must use APA

80/20 marking scheme - 20% of the mark can be reduced due to insufficient editing/poor composition/missing APA/etc.

Part 3

Marketing Strategy:

1. Market segmentation
2. Target Market Strategy
3. Product positioning

describe the basis of market segmentation, target market selection and your product positioning in the market for the new product (10 points)

4. Marketing Mix – address how you would suggest the company design:
   1. Product
   2. Price
   3. Place/Distribution
   4. Promotion

(20 Points)

5. A PowerPoint presentation of your project will be presented in the last day of the course (10 Points)

Must do research, must use APA

80/20 marking scheme - 20% of the mark can be reduced due to insufficient editing/poor

Answer rating: 100% (QA)

I Company Description Air Canada is the countrys largest airline and the flagship carrier of Canada It is the largest provider of scheduled passenger services in the Canadian market and the second lar... View the full answer