MARKETING MANAGEMENT

FALL 2023
FINAL GROUP RESEARCH PROJECT
CHAPTER 12- ADDRESSING COMPETITION AND DRIVING GROWTH

Growth is essential for the success of any firm. Thus, to be a long-term market leader is the
goal of any marketer. Today’s challenging marketing circumstances often dictate that
companies reformulate their marketing strategies and offerings several times. Economic
conditions change, competitors launch new assaults, and buyer interest and requirements
evolve. Through the years an interesting competitive battle has been fought between
competing firms over market share. Some popular examples are:- FedEx and UPS (courier
service); Burger King and McDonald’s (fast food chain); Nike and Addidas (athletic
gear) among others.

Competition grows more intense every year – from global competitors eager to enter new
markets, from on-line competitors seeking cost-efficient ways to expand distribution, from
private-label store brands providing low-price alternatives, and from brand extensions by
mega-brands moving into new categories. For these reasons and more, products and brand
fortunes change over time, and marketers must respond accordingly.

Using growth and competitive strategies as your main focus, prepare a marketing plan for
any one of the companies mentioned above or any other company of your choice – but be
sure to identify a company competing in the same category.

Additional requirements:-

i) Provide an introduction of both companies – no more than one page each. Your
introduction should include information on the current leadership and a brief
description of the company’s marketing poster.
ii) Your completed document should include ALL the major components of a
marketing plan (please see chapter 2).
Please Note: You will be required to submit a written project, and do an oral presentation

(using visuals, such as power-point slides, etc.). Your final paper should be no more than 25

pages long, which means that you cannot include everything. Be selective with what you

include and aim to give your reader an instant grasp of the main points of your marketing

plan.

 The oral presentation will be online, you are to be dressed professionally according to

NCU’s ethos. You are to make sure your background is plain and without any noise.

At the end of the presentation, each group member will be asked questions related to

the presentation. Each group will have half an hour to complete their presentation.

 All typed assignments must be submitted in Times New Roman size 12 Font,

double spaced. Please follow the APA style formatting in preparing your project.

 All work must be presented in Standard English. Consideration will be given to

grammar, construction, neatness and general presentation.

 Plagiarism is NOT allowed! This is subject to strictest disciplinary action.

 This project is to be submitted to your instructor on or before specified dates.

 You will do your presentation on the scheduled date.

 Sources are available from the business databases in the library. You are encouraged

to use as many library sources as possible. All sources must be appropriately

referenced using the APA writing format.

Presentation Rubric ↆ
 PRESENTATION RUBRIC

TOPIC: Marketing Management – Final Research Project

MEMBERS:

COMPETENC WEIGHTIN CRITERIA Agreed

E G
Excellent Very Good Good Fair Score

Introduction 4 Clearly defined Defined General Limited

and background and background and description of background
Background relevance of general relevance background and information.
policy/ issue. of policy issue. relevance of No objectives
State objectives Stated objectives policy. Objectives (1)
precisely (3) not stated or are
(4) not clear. (2)
Body of 10 Clear valid Argument made Argument made Confused
Presentation arguments clearly Level though not always argument
Appropriate appropriate for consistent Inappropriate
level of audience Level of level of
presentation Points flow in a presentation fixed presentation
taking into logical order and not always (5)
account the appropriate for
audience (7 – 8) level of audience
Convincing Inconsistent flow
arguments of points
Points flow in a (6)
logical and
effective
sequence
(9 - 10)
Conclusion 5 All major points Major points are Some major points Few major points
are fully fully summarized are summarized are summarized
summarized Most weaknesses Some weaknesses No weaknesses
All weaknesses are admitted are admitted are admitted
admitted Take home Take home Take home
The take home messages are messages are not messages are
messages unclear (4) clear or absent absent
(information) (3) (1 – 2)
are clear (5)
Speaking and 4 Presenters Presenters speak Presenters speak Presenters speak
Presentation speak clearly fairly clearly indistinctly or too poorly
Style Maintain eye Maintain some eye fast Maintain no eye
contact contact Minimal eye contact
Well-rehearsed Some rehearsal contact No rehearsal was
Appropriate and obvious Some rehearsal obvious
effective body Appropriate body possible Absent body
language language Body language is language
Dressed for the Some dressing for inappropriate No dressing for
occasion (4) the occasion (3) Minimal dressing the occasion
 for the occasion(2) (1)
Response to 4 Answer Answer politely Answer Does not really
Questions respectfully Answer repeating aggressively answer the
Answer presentation Answer without question
knowledgably Involve some team referring to One individual
Think quickly members in presentation answers all
and critically responses (3) Involve a few team questions
Involved all the members in ignoring other
team members response (2) team members in
(4) response (1)
Audio Visuals 4 Clear and Understandable Not very Not
understandable Text readable understandable understandable
Text readable Support the main Text not fully Text crowded
and clear points of the readable Support and difficult to
Fully support presentation Some some of the main read Hardly
the main points references points of the supports the
of the (3) presentation Few main points of
presentation references (2) the presentation
Well referenced No references
Effectively used (1)
(4)
Creativity 4 Approach used Presentation Presentation Presentation
demonstrates a shows some shows limited shows no
high level of originality and originality and originality or
originality and creativity creativity creativity
creativity The content There is limited There is
The content and ideas are connection disconnection
and ideas are presented in between the styles between the
presented an interesting way. chosen and the styles chosen and
in an Brings across your material being the material
exceptional points fairly well presented being presented
and interesting Memorable Styles/activities Styles/activities
way. activities/styles are somewhat are not
Effectively (3) memorable memorable
brings across (2) (1)
your points
Very memorable
activities/styles
(4)
Use of APA 5 Adherence to Adherence to the Adherence to the Limited
the 7th Edition 7th Edition APA 7th Edition APA adherence to the
APA guidelines guidelines guidelines APA guidelines
(formatting, in- (formatting, in-text (formatting, in-text (1 – 2)
text citations citations etc.) with citations etc.) with
etc.) (5) a few errors (4) several errors (3)
TOTAL 40