The document provides instructions for a class assignment to analyze the situation of one of four companies: Mini Cooper, Samsung, Dairy Queen, or Axe. Students are asked to complete a template analyzing the company's customers, strengths/weaknesses, opportunities/threats, business partnerships, competitors, and recommendations. The template covers key areas like customer demographics, the current business environment, and strategic recommendations for the company's future direction.

1. A company self-examination. What are we known for? Who do
we want to become?
In this assignment, you will create an ORIGINAL Situation
Analysis for one (1) of the following companies / brands: Mini
Cooper, Samsung, Dairy Queen, or Axe.
Each of these three (4) companies (Mini Cooper, Samsung,
Dairy Queen,
or
Axe) has been through numerous changes in recent years. For
this assignment, select only one
(1)
company / brand. Use the information listed, as well as your
own knowledge and research, to complete the situation analysis
template for the company located in the Blackboard online
course. Additional research should include the use of the
company’s Website, the course textbook, and other online
sources.
Click here to download the required template.
Submit the completed template via the Assignment 2 submission
link.
*Remember to only select
one (1)
brand from the options below (click on Option A, Option B, or
Option C to view each available brand).
Option A
Option B

2. Option C
Option D
Mini Cooper
Clever solutions with iconic design encourage a life full of
meaningful experiences. MINI unlocks the city, catering to your
individual needs.
MINI is straightforward, sincere and authentic. MINI blends
creativity with cleverness, offering an open platform for people,
design and a vibrant urban life. MINI’s spirited attitude to life
inspires people.
Samsung
"Inspire the World, Create the Future".
The Vision 2020 is at the core of our commitment to create a
better world full of richer digital experiences, through
innovative technology and products. The goal of the vision is to
become a beloved brand, an innovative company, and an
admired company. For this, we dedicate our efforts to creativity
and innovation, shared value with our partners, and our great
people. We have delivered world best products and services
through passion for innovation and optimal operation. We look
forward to exploring new business areas such as healthcare and
automotive electronics and continue our journey through history
of innovation.
Samsung Electronics will welcome new challenges and

3. opportunities with joy.
Dairy Queen
Mission
To create positive memories for all who touch DQ.
Vision
DQ-the world’s quick service restaurant
Axe
Mission
We’ve all been there. Been told that ‘a real man’ wouldn’t do
that or to ‘man up’. YAWN. The fact is that over half of us have
been told that ‘real men’ have to behave a certain way. Those
outdated masculinity stereotypes might have been the norm
decades ago, but times have changed, bro. You do you!
We linked up with Ditch The Label, an anti-bullying charity, to
help stop bullying and shed those old expectations of
masculinity once and for all. So far, we’ve supported 1,582,079
young people through some pretty tough times and we ain’t
stopping there.
Click here to view the grading rubric.
If you need help with submitting the assignment, click here to
view a video on submitting a clickable rubric assignment
Based on what you’ve learned so far in this course, regarding

4. the 5 Cs, 4Ps, and STP, complete the assessment questions
below. Submit the completed template in the Week 10
assignment submission link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Mini Cooper, Samsung, Dairy Queen,
or
Axe):
NOTE: You will be completing an ORIGINAL Analysis on the
business.
1.
Customers
Who are
the
current customers/users? Include information related to
demographics, psychographics and buying behavior, price
sensitivity, customer satisfaction
and
loyalty.
For example: You could include information such as whether

5. the brand is trying to appeal to a certain social or cultural group
and how customers perceive the product/brand. It’s also
possible to include demographic information related to: age,
educational attainment, geographic area, gender, race,
employment status and/or home ownership. Additionally, you
can discusspsychographic information which includes those
attributes that relate to personality, values, attitudes, interests,
or lifestyles of people. This area is also related to situational
life stages as well as customer beliefs, and how customers want
to see themselves and be perceived. Some examples of
psychographic groups include video gamers, soccer moms,
sports fanatics, hipsters, and single moms. Life cycle stages
include: retirees, new homeowners, college students and new
parents. Be aware that some products/brands may appeal to a
wider customer base than others.
[Insert response]
What do the
customers
buy/use
of value from the business?
[Insert response]
What changes can
the company/brand
expect in the future? How can
the company/brandbetter serve

6. its
customers?
(For example, you could include information about the current
demand for the product/brand, and how it is changing or has
changed including possible variations or modifications in the
future. You may also determine/discuss if the brand/company
can take advantage or has taken advantage of the changes. It’s
also possible to consider and talk about whether the
product/brand is a less expensive substitute, perhaps, or maybe
a product/brand that is easier to use with more features.)
[Insert response]
Opportunities
(Make sure you label why you call each item an opportunity):
1.
[Insert response]
2.
[Insert response]
3.
[Insert response]
Threats: (Make sure you label why you call each item a threat):
1.
[Insert response]
2.

7. [Insert response]
3.
[Insert response]
2.
Company
This
Section Discusses
what
the brand is
currently.
Identify strengths and weaknesses of the company/brand
as it exists today, providing at least 3 strengths and 3
weaknesses. What does the
company/brand do well and
not so wellat this very moment?
List 3
Strengths (Make sure you label why you call each item a
Strength):
1.

8. [Insert response]
2.
[Insert response]
3.
[Insert response]
List 3
Weaknesses: (Make sure you label why you call each item a
weakness):
1.
[Insert response]
2.
[Insert response]
3.
[Insert response]
This
Section deals with
what
the company/brand
needs
to become.
How can the

9. company/brand improve
its weaknesses and maintain or grow its strengths?Suggest how
the company/brand
can improve upon the things it does well and not so well.
[Insert response]
3.
Context
Define the
current business environment.
Include information about political, legal, economic
technological and societal factors that may influence sales.
For example: You could perhaps discuss the current trends and
conditions for this Industry and for the brand. It’s possible to
include information about how the Economy affects this
industry.This could include changes in income: are people
losing jobs, or getting paid more? Changes in spending habits
could be considered as well. Other factors such as use of public
transportation and shopping online may also be relevant.
Whether or not the product is high-tech, or state-of-the-art can
be also be included in describing the context. For example, are
there other companies producing new versions of the product?
Is the market changing quickly? How is technology affecting
this product or service? Are there any new laws that may affect
the brand?
Political Environment

10. : [Insert response]
Legal
: [Insert response]
Economic
: [Insert response]
Technological
: [Insert response]
Societal/Sociocultural
: [Insert response]
4.
Collaborators
Define the
business partnerships.
Does the company/brand have any current partnerships?What
other company/brand
do you think
may be a good partner for them?
Current Partnerships and the discussion on them: [Insert
response]
Proposed NEW Partnerships and the discussion them: [Insert
response]
5.

11. Competitors
Who are
the
main competitors?
Label and discuss the top three competitors and why you
consider them a competitor.
Competitor 1:
[Insert response]
Competitor
2:
[Insert response]
Competitor
3:
[Insert response]
6.
Recommendations
Based upon the analysis you just completed in this worksheet,
what are three
(3)
key recommendations that you could pass along to

12. Management regarding the future direction of the company
you selected?
Discuss why you have created these strategies and why you
think they should be undertaken and work for the business.
1.Recommendation #1 and the Defense/Justification of the
Recommendation: [Insert response]
2. Recommendation #2 and the Defense/Justification of the
Recommendation: [Insert response]
3. Recommendation #3 and the Defense/Justification of the
Recommendation: [Insert response]
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MKT 100 Assignment 2 1156 (8-14-2015)Page 1 of 4