Introduction: Provide an overview of the products/services sold by the company and then select and explore one major product line sold by this company. For that one product line, you will describe the marketing mix. Are the company’s product offerings growing or shrinking? Why? You will analyze this information, thinking critically about the information you found in your research. This should be an interesting and compelling explanation of this one product line which is presented in a narrative (paragraphs with full sentences) format with sub-section headings for each area listed and described below. The Corporate Companion Information pages contain an overview of the project, research approach advice and videos, and the list of companies being researched. All sources should be cited in APA style. Content Expected: Introduction: Include the company name, stock symbol, year founded, most recent full-year revenue, headquarter location, and state of incorporation. Assume the reader is not familiar with the company. Use this opportunity to incorporate the feedback I provided on your previous Introductions. Products/Services Overview: Provide a high-level overview of all of the company’s major product lines or business units/areas. Select one key product line/service line: For this, describe the specific products and/or services sold. • Target Market: Explain and categorize the target market (consumer? business? location?) for this product line. What is the demographic, behavioral, and psychographic profile of this market? • Marketing Mix: Explain the pricing and sales (promotion) strategies for these products/services and explain the operational locations (place) and how this relates to sourcing and product/service delivery (distribution). Please be sure to fully address all four elements of the marketing mix. Analysis: Have there been any major (large-scale) or minor changes in the company’s product offerings in the past several years? What is driving these changes? What are the competitive pressures on this company and how can they address the competition? Feedback (Include this at the end of your paper): How was your experience in preparing and researching the company you choose for this assignment? Did you find the information provided above useful? What resources did you find most helpful? What areas did you struggle with?
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