Michael has hired you to complete a Marketing Plan for the June 2022 product release their SEEKER Cycling Camera, a smart, adaptive & customizable live rearview and automatic lighting system. Use the information provided on the Kickstarter website to complete the assignment.

You are not to critique the product. You must complete this assignment with the belief that there can be no changes made to the product.

1. Select 3 strengths and 3 weaknesses of the company. These should apply to the company you are working with not the industry or competitors. Provide a brief reasoning (2-3 sentences) as to why you consider each a strength/weakness. You need to give 3 strengths and 3 weaknesses in total not 3 for each type listed. So you can have 1 Hr; 1 Financial and 1 Management to equal 3. Do not give 3 HR; 3 Financial; 3 Management; 3 Marketing this would equal 12.
   • Internal: (strengths/weaknesses)
     1. Financial
     2. Management
     3. Marketing: Product; Price; Promotion; Place
     4. Human resources

2. Select 3 opportunities and 3 threats for the industry. Remember to focus on the industry and not the company here. Provide a brief reasoning (2-3 sentences) as to why you consider them opportunities/threats. Same here as above total should be 3 so you do not need to discuss all 5 types given.
   • External: Competitive; Regulatory; Economic; Social; Technological (CREST)

3. Identify 2 competitors of Seeker (you cannot use other Kickstarter products). These competitors must be direct competitors and offer a product with similar specifications and price so you cannot use, for example a sail boat as a competitor. Give a 1-2 sentence summary of the competitor.

4. Using the answers from Q1 and Q2 and Ansoffs Matrix select a strategic growth strategy for the Seeker. Explain briefly (around 100 words) why you selected the strategic alternative and how it would apply.

Ansoffs Strategic Opportunity Mix (Growth Strategies)

	Current Product	New Product
Current Market	Market Penetration	Product Development
New Market	Market Development	Diversification