Major Assignment #1 TEAM PRESENTATION

In this spoken presentation assignment, you will choose a brand with a negative perception in the North American marketplace from a consumer standpoint and develop a strategy to change the brands perception through concepts learned in the Consumer Behaviour course.

The current state of the brand must be analyzed through a SWOT analysis, in conjunction with a review of their Marketing Mix, in order to decide which Consumer Behaviour concepts best applies to change the mindset of the consumer about the chosen brand. Make sure to include some background info of the brand chosen.

The presentation should be approximately 7 to 12 minutes long, with all team members having a speaking part, and should include slides developed in MS Powerpoint, Prezi, etc.

Concepts can be found at:

CHAPTER - CONSUMER LEARNING STARTS HERE: PERCEPTION

CHAPTER - ATTITUDES AND ATTITUDE CHANGE

Breakdown

Team Presentation on negative perception in North American marketplace

Assignment Requirements

• The initial analysis of the brand must be done through both a SWOT analysis and an investigation of the brands Marketing Mix in order to gather insights on the marketing issues faced by the brand.
• The students must choose at least three different Consumer Behaviour concepts learned throughout the course to develop a strategic plan to change the consumers perception of the brand in the market.
• Each team must choose a different North American-based brand to work with.

Formatting Requirements

• Following APA guidelines for presentation slides - applies specifically to Reference Slide
• All research must be cited in APA format
• Include a APA reference page at the end of the presentation slides
• 7 to 12 minutes long, with 5 minutes allocated for questions - TO BE DETERMINED.
• All team members must have a speaking role