Requirements

$1.$ Situation Analysis

Research and summarize information on each of the following, using sub$-$headings and sentences $($approx$.2$ pg$.$ single$-$spaced, $12$pt$.$ font$).$ Use footnotes under each section for all sources.

a$)$ Internal Analysis

Company: Provide a background overview of your company, including date established, size, recent performance $($sales$,$ profits$),$ and product range. What is their core competency? Include footnotes.

Current Marketing Program: Summarize the current marketing program in Canada for the existing product. Briefly describe the target market $($demographics$,$ psychographics, behaviouristic, geographic$),$ product, price, distribution and marketing communications. Include footnotes.

b$)$ External Analysis

Industry: What industry does your company compete in$,$ as per the NAICS code? $($e$.$g$.$ Sugar & Confectionary Product Manufacturing, NAICS $3113)$

What is the size of the industry in Canada? What is the growth rate of the industry? Include any other relevant, available information. Include footnotes.

Market: What is the size of the defined market $($product category$)$ in Canada? $($e$.$g$.$ chocolate bars$)$ What is the growth rate? Who are the major companies competing in this market and what are their respective market shares? Include available information on consumer trends and$/$or segments in the market. Include footnotes.

Climate or Macro$-$environment: What factors and trends are there in the external environment that could impact the success of your product? Review any social$/$cultural$,$ economic, technological, competitive and legal factors $($e$.$g$.$ Food and Drug Act, Consumer Packaging and Labelling Act, Hazardous Products Act$).$ Include footnotes.

$2.$ SWOT Analysis

Based on all the information researched and analyzed above, complete a SWOT analysis for your firm. Remember strengths and weaknesses are internal to the firm, while opportunities and threats are external. Your SWOT should consist of one page, single$-$spaced, using bullet format under each sub$-$heading.

$3.$ Competitive Products

Identify the top $4$ specific products that will compete most directly with your revised product. Research them in detail $($in$-$store and on$-$line$).$

Complete a detailed comparison of your current product and the competitors$$ products, using a chart format. Include relevant information on: company, brand, model, features, product size $($in metric$),$ price $($in Canadian $$),$ price per common unit $($e$.$g$.$ price $/100$ml$),$ colours, flavours, warranty, and distribution and marketing communication strategies used. INCLUDE ALL SOURCES.

Include a copy of the most recent income statement for your company and for at least one competitive firm. The statement should include the cost of goods.

$4.$ Sources and Other

Keep track of all sources and reference them in each section. Include a bibliography, using APA format $($Visit the Humber Library website$).$ Be sure to include a complete cover page, and a table of contents, including headings, student name & number, and page numbers.

Note: For further evaluation details, see the rubric attached to this assignment.

$5.$ Submission Requirements:

$$ Name your file Name$\_$Marketing$\_$Plan$\_$Part$-1$

$$ Submit your assignment by email $($to my humber email address$).$