UMASS AMHERST SNHU Pet Supply Market Analysis and Research Project – Description
In this project, you will demonstrate your mastery of the following competency:
Communicate relevant internal and external market factors to organization stakeholders
Scenario
Pet Supply
Food, Toys, and Supplies for Your Four-Legged Family Member
You are the assistant to Francis Del Corral, the marketing manager of SNHU Pet Supply, a large pet supply company that sells pet food, toys, and supplies in retail locations and through an online store. Francis, who knows of your interest in pursuing a career in marketing, has asked you to conduct an analysis of the market landscape to identify market factors for a new high-quality pet food line for both cats and dogs.
Directions
Market Research Report Presentation: Your manager, Francis Del Corral, has asked you to conduct an analysis of the market landscape to help inform the launch of the new pet food line. Francis wants you to prepare a presentation of your findings for the board of directors and other important decision makers within the organization. For your 10- to 15-slide presentation, your manager has asked you to explain your methodology, your findings, and an analysis of how these things will impact the marketing strategy.
Note: If this project would be appropriate for a company you work for, you may use that company instead of the one provided in the scenario. If you choose a different company, you must provide a 1-page summary with background information about the company, their overall marketing strategy, and a new product line. Submit your summary in a separate Microsoft Word document along with your presentation. For an example of how to present this information, review the Communicate Market Factors: SNHU Pet Supply Case Study.
Read the Communicate Market Factors: SNHU Pet Supply Case Study document located in the Supporting Materials section. This case study includes important details about the company. If you chose a different company for your project, provide a 1-page summary with background information about the company, their overall marketing strategy, and a new product line. Use the Communicate Market Factors: SNHU Pet Supply Case Study as an example of how to present this information. Submit your summary in a separate Microsoft Word document along with your presentation.
Research internal and external market factors that could impact the success of your product. You may use the sources presented in the Supporting Materials section to begin your research. Make sure you use authoritative sources throughout.
You can record the presentation (7–10 minutes) or provide comprehensive speaker notes (1,000–1,500 words). If you choose to use speaker notes instead of recording, the notes should reflect what you would say in an audio or in-person presentation. Your presentation should be 10–15 slides, in addition to title and reference slides. You may include a combination of graphics and text to support your message.
Once you have researched the internal and external factors, address the following in your presentation:
Introduction: Your supervisor wants you to start with background information on the research. What is the purpose of this research? Include the research questions you addressed, and summarize the key insights gained through your research.
Methodology: Explain how the research was conducted, describing the resources used and limitations of the study. Consider these questions:
How did you collect your data? What sources did you use? Why?
What are the limitations of your research? For example: What data are you missing? How could additional primary or secondary sources help you improve your research? What would you like to explore further?
Findings: Determine the internal and external market factors that will impact the success of your product. Support your response with evidence from authoritative sources.
You may use the SWOT Analysis Template provided in the Supporting Materials section to identify the internal and external market factors.
For the internal factors, include at least five strengths and five weaknesses. For the external factors, include at least five opportunities and five threats.
Make sure to provide details and information from your research that support each example within your SWOT analysis.
Next Steps: Analyze how the external and internal factors will impact marketing strategies for your new product. Consider these questions in your response:
How will the internal market factors impact how you market your new product? Think of how these factors could impact your price, place, product, and promotion strategies.
What are the most important strengths and weaknesses that the company should consider when marketing the product? Why?
How will the external market factors impact how you market your new product? Think of how these factors could impact your price, place, product, and promotion strategies.
What are the most important opportunities and threats that the company should consider when marketing the product? Why?
As you work on your presentation, keep your audience in mind. You will be presenting to the board of directors and other important decision makers within the organization. Make sure you use a professional tone and communicate your findings with confidence. Specifically, your presentation should:
Clearly articulate research findings to stakeholders, utilizing an appropriate tone for internal communications. Ask yourself these questions:
Is your presentation supported by evidence?
Did you include authoritative resources?
Did you use professional verbal and written language?
What to Submit
Every project has a deliverable or deliverables, which are the files that must be submitted before your project can be assessed. For this project, you must submit the following:
Market Research Report Presentation
Your manager has asked you to conduct an analysis of the market landscape to help inform the launch of a new product. Francis wants you to prepare a 10- to 15-slide presentation with your findings for internal stakeholders. You can record the presentation (7–10 minutes) or provide comprehensive speaker notes (1,000–1,500 words). If you choose to use speaker notes instead of recording, the notes should reflect what you would say in an audio or in-person presentation. You may include a combination of graphics and text to support your message.
Supporting Materials
The following resource(s) may help support your work on the project:
Citation Help
Need help citing your sources? Use the CfA Citation Guide and Citation Maker.
Communicate Market Factors: SNHU Pet Supply Case Study
This case study includes important details about the company, the product, and the marketing strategy that will be useful when completing your market research report presentation.
SWOT Analysis Template
You may use this template to complete a SWOT analysis to identify the internal and external market factors.
Reading: How to Design and Deliver an Effective Presentation
This document provides a list of tutorials and resources that will be useful when completing your market research report presentation. These tutorials cover core functionality and tool features, as well as the elements of effective presentation design.
Market Research Resources:
The following resources provide information about market trends in the pet industry that will be useful when preparing your market research report. Note that these resources offer a combination of free and paid resources. You are NOT required to purchase any of these resources.
American Pet Products Association
Pet Industry Market Size & Ownership Statistics
Press Releases
Petfood Industry
Pet Food Market Trend
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