1 2 Purpose of Assignment  This assignment is designed to help students analyze and interpret primary and/or secondary data and research. First, students will be provided with a marketing report that allows for preparing basic executive level data insights. Second, they will be allowed to pick a company and product or service. This assignment will help prepare students for the development of their marketing plan. Students will be creating a marketing plan (refer to Marketing Plan and Outline document) so they may want to choose a company and product or service that has data readily available or where they can use demographic/psychographic data to provide insights.  Assignment Steps Part 1: Analyze the Week 1 Business Growth Overview dataset. This is a marketing report generated by an analyst for the Senior Vice President (SVP) of Marketing at a large corporation. The analyst is new and has provided summary data but no insights or commentary for the SVP. Construct a minimum 525-word memorandum for the SVP providing insights and commentary. The memorandum should include your analysis of the following: · Major areas of increase and decrease in revenue or type and/or category of business · Trends that are evident in terms of revenue or type and/or category of business · Insights that would help formulate marketing strategies to either continue growth or reverse decline · Additional analysis you (if you were SVP) would like to build a marketing goal and strategy or strategies (and why)  Part 2:  Select a global or multi-regional (does business in more than one country) company and one of its products or services that will serve as the basis for your marketing plan. You should obtain two years of annual reports as well as two years of 10K reports (provides a comprehensive overview of the company's business and financial condition and includes audited financial statements) for your data source. Once you have selected your product or service, you must define the size and type of your selected company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Record this information in a summary document as outlined below.  Company and product selection is a critical part of this project. You must ensure your proposed company can implement the marketing methods discussed in Marketing Management.  Prepare a minimum 175-word summary document and send it to your instructor as a record of your selection. The summary document should include the following: · Name of Company · Location of Company Headquarters · Name of Product or Service selected · General description of company (number of employees, revenue, type of ownership, web page, etc.) · General description of product or service Memo To:, Senior Vice President (SVP) Marketing Department FROM:, Analyst Date: March 20, 2017 SUBJECT: Marketing Strategies to Improve ...

1. 1
2
Purpose of Assignment
This assignment is designed to help students analyze and
interpret primary and/or secondary data and research. First,
students will be provided with a marketing report that allows
for preparing basic executive level data insights. Second, they
will be allowed to pick a company and product or service. This
assignment will help prepare students for the development of
their marketing plan. Students will be creating a marketing plan
(refer to Marketing Plan and Outline document) so they may
want to choose a company and product or service that has data
readily available or where they can use
demographic/psychographic data to provide insights.
Assignment Steps
Part 1:
Analyze the Week 1 Business Growth Overview dataset. This is
a marketing report generated by an analyst for the Senior Vice
President (SVP) of Marketing at a large corporation. The
analyst is new and has provided summary data but no insights or
commentary for the SVP.
Construct a minimum 525-word memorandum for the SVP
providing insights and commentary. The memorandum should
include your analysis of the following:
· Major areas of increase and decrease in revenue or type and/or
category of business
· Trends that are evident in terms of revenue or type and/or
category of business
· Insights that would help formulate marketing strategies to
either continue growth or reverse decline
· Additional analysis you (if you were SVP) would like to build

2. a marketing goal and strategy or strategies (and why)
Part 2:
Select a global or multi-regional (does business in more than
one country) company and one of its products or services that
will serve as the basis for your marketing plan. You should
obtain two years of annual reports as well as two years of 10K
reports (provides a comprehensive overview of the company's
business and financial condition and includes audited financial
statements) for your data source. Once you have selected your
product or service, you must define the size and type of your
selected company that provides the product or service (available
from annual reports). This need not be elaborate but must
include total number of employees, production volume,
distribution methods, and so forth. Record this information in a
summary document as outlined below.
Company and product selection is a critical part of this project.
You must ensure your proposed company can implement the
marketing methods discussed in Marketing Management.
Prepare a minimum 175-word summary document and send it to
your instructor as a record of your selection. The summary
document should include the following:
· Name of Company
· Location of Company Headquarters
· Name of Product or Service selected
· General description of company (number of employees,
revenue, type of ownership, web page, etc.)
· General description of product or service
Memo
To:, Senior Vice President (SVP) Marketing Department
FROM:, Analyst
Date: March 20, 2017
SUBJECT: Marketing Strategies to Improve the Company’s
Revenue Earnings
Thank you in advance for reading this memo that identifies what
I have reviewed based on our company collected data and
financials.

3. From my analysis, I see that we have experienced some changes
in the revenue earnings from 2015 and Quarter’s One and Two
from 2016 financial year, this could be based on the strategic
operations adopted. There was a general improvement in the
company’s financial performance; there were areas that had a
noticeable decrease in revenues; this could be possibly due to
management not releasing the funds to finances promptly for
implementation of strategic plan.
In the review, I noticed three major areas showing increased
revenues were the Domestic in our Global Breakout area,
Expand in the Customer Rank area and Commercial in our
Customer Class area. Please see the table below this provides a
full view of what the Revenue Earnings were in both quarter’s
one and two as well as the comparison and increase from 2015
vs. 2016.
Revenue Earnings
Qtr. 1, 2016
Revenue Earnings
Qtr. 2, 2016
Revenue Earnings
2015 vs. 2016
Domestic
$12,085,137
$6,145,978
+ $1,930,466
Expand
$7,634,424
$4,017,070
+ $1,282,340
Commercial
$7,195.592
$3,719,525
+ $1,130,973
(University of Phoenix, 2017, p. Spreadsheet).
The increase in revenue was due to the growth made by our

4. marketing and advertisement teams and their incredible
strategic planning for improvement.
In my analysis, I also found some areas where the services
sector was lower on the revenue earnings in the last quarter of
2015 as well as the first two-quarters in 2016. It is important
that changes are made to ensure there is productivity from all
the sectors. My recommendation in this area would be to
allocate additional funds to their financing and operations to
attempt and correct some of their losses; this is similar to what
we did with the other three identified, and we did very well.
The overall analysis of the company revenue earnings shows
that there has been a general increase in the last few years based
on the data received and reviewed. It is clear that we rely on all
of our customers for our products, but it is important to provide
an expansion strategy and that we adopt as soon as possible to
continue to help and venture into the foreign markets and reach
a higher market share. If we adopt this expansion strategy, this
will more than likely help increase our revenue as it has in the
past two consecutive years.
My analysis includes a review of the data of our domestic
customers, they are our principal assets, and we seek to attract
and retain more of the customers through a motivated
workforce. The major objective of our marketing strategies is to
increase our market outreach to domestic customers by
enhancing their awareness of the existence of our products and
services. We will need to conduct intensive marketing
campaigns through online marketing and broadcasting
advertising, and we will need to additionally explore marketing
in the foreign countries to help increase opportunities to a much
larger audience and attempt to excel from what other existing
companies are providing and marketing.
We need to focus on attracting new clients not so much the
retention only of the existing customers. We will need to
establish customer trust and royalty by the production of
quality, affordable and after sale services in addition to our
company considering changing the operations to ensure

5. premium services and products to be differentiated in the
industry. We need to hire and recruit employees in our
production lines that are competent, properly trained, have
knowledge of our company products as well as the goal and
direction of the growth vision. Workers that can use their skills
consistently and also increase our technological requirements
for the recruits, this will provide us with the best of the best.
Sincerely,
Claudia Hernandez
Claudia Hernandez, Analyst
Part two
Summary of a Company of Choice
Facebook is an LLC, and Headquarters are located in Menlo
Park, California according to Google; also, Facebook was
founded in February 2004 by Mark Zuckerberg and his four
colleagues in Cambridge, MA (Google, 2017). The company
operates in the social networking industry and has been one of
the fastest growing enterprises in the industry. This company is
a huge in the networking field/area. Facebook includes in-game
social assess and targets social advertising. Facebook is key to
facilitating social, online communication, social events,
customer based marketing at finger tips as long as the consumer
has a smartphone device, tablet, or a laptop with internet
connectivity access.
Facebook has also diversified its services and offers other
customer-oriented features such as affordability, flexibility, and
reliability. The company uses acquisitions as a strategy to
counteract competition and increase its market presence. For
instance, it has acquired various businesses in the social
networking industry including PrivateCore, WhatApp Inc.,
Oculus VR and Instagram. Facebook had a total of 450 full-time
employees in 2007, but the number increased drastically to
12,691 employees in December 2015(Griggs, CNN, 2014).

6. Years ago, there was a social networking by the name of
MySpace, which I used and in fact, I think that Facebook has
surpassed anything MySpace ever had with social networking.
References
Google. (2017). Retrieved from
https://www.google.com/search?client=safari&rls=en&q=what+
city+are+the+headquaters+of+facebook&ie=UTF-8&oe=UTF-
8#q=when+was+facebook+founded&*
Griggs, CNN, B. (2014). What's Oculus VR, and why did
Facebook pay $2B for it?. Retrieved from
http://www.cnn.com/2014/03/26/tech/gaming-gadgets/oculus-vr-
explainer/
University of Phoenix. (2017). Business Growth Overview.
Retrieved from University of Phoenix, MKT/571 website.

7. Title of the Paper in Full Goes Here
Student Name Here
Walden University
Running head: TYPE ABBREVIATED TITLE HERE
Abstract
This is the abstract, which is typed in block format with no
indentation. The abstract briefly summarizes your paper in 120
words or less. Through your abstract, your readers should be
able to fully understand the content and the implications of the
paper. Also, note that writing this section after the paper itself
may be helpful. See section 2.04 APA for tips and more
information on writing abstracts. This template was updated
October 27, 2013.
Title of the Paper
Do not add any extra spaces between the heading and the text
(you may want to check Spacing under Format, Paragraph in
your word processor, and make sure that it is set to 0”). Instead,
just double space as usual, indent a full ½ inch (preferably
using the tab button), and start typing. The introduction should
receive no specific heading because readers assume that the first
section functions as your paper’s introduction.
This template’s margins, page numbers, and running head
location are set for you, and you do not need to change them.
You must replace the running head placeholder text with an
abbreviation of your own title, but you do not need to adjust the
location of the running head. Writers do not need to place the
running head a specific distance from the top of the page,

8. though you should follow any instructor preferences.
After considering these formatting issues, you will need to
construct a thesis statement, which lets readers know how you
synthesized the literature into a treatise that is capable of
advancing a new point of view. This statement provides readers
with a lens for understanding the forthcoming research
presented in the body of your essay (after all, each piece of
literature should support and apply to this thesis statement).
Once you have established your thesis, begin constructing
the introduction. An easy template for writing an introduction
follows:
1. Start with what has been said or done regarding the topic.
2. Explain the problem with what has been said or done.
3. Offer a solution in a concise thesis statement that can be
supported by the literature.
4. Explain how the thesis brings about social change.
Level 1 Heading
This text will be the beginning of the body of the essay. Even
though this section has a new heading, make sure to connect
this section to the previous one so readers can follow along with
the ideas and research presented. The first sentence in each
paragraph should transition from the previous paragraph and
summarize the main point in the paragraph. Make sure each
paragraph contains only one topic, and when you see yourself
drifting to another idea, make sure you break into a new
paragraph. Also, avoid long paragraphs (more than three-fourths
of a page) to help hold readers’ attention—many shorter
paragraphs are better than a few long ones. In short, think: new
idea, new paragraph.
Another Level 1 Heading
Here is another Level 1 heading. Again, the topic sentence of
this section should explain how this paragraph is related or a
result of what you discussed in the previous section. Consider
using transitions between sentences to help readers see the
connections between ideas. Below are a few examples of how to
transition from one statement to another (or in some cases, one

9. piece of literature to another):
1. Many music teachers at Olson Junior High are concerned
about losing their jobs (J. Thompson, personal communication,
July 3, 2004), largely due to the state’s recent financial
cutbacks of fine arts programs (Pennsylvania Educational
System, 2004).
2. Obesity affects as much as 17% of the total population of
children, an increase that may lead to other chronic health
problems (Johnson & Hammer, 2003; Christianson, 2004).
For more examples, see some of the transitions handouts on the
Writing Center’s website.
Level 2 Heading
The Level 2 heading designates a subsection of the previous
section. Using headings is a great way to organize a paper and
increase its readability, so be sure to review heading rules on
APA 3.02 and 3.03 in order to format them correctly. For
shorter papers, using one or two levels is all that is needed. You
would use Level 1 (centered, bold font with both uppercase and
lowercase) and Level 2 (left aligned, bold, both uppercase and
lowercase). This template provides examples of APA’s four
heading levels, but remember that at least two headings on the
same level are needed before the next heading level. For
example, a paper must have at least two Level 3 headings before
a Level 4 heading.
Level 3 heading.Note that you should write Level 3 and 4
headings in sentence case, meaning that only the first word and
any proper nouns are capitalized. The number of headings
needed in a particular paper is not set, but longer papers may
benefit from another heading level, such as this Level 3 heading
(which is an indented, bold, lowercase paragraph heading).
Level 4 heading. One crucial area in APA is learning how to
cite in academic work. Make sure to cite source information
throughout your paper to avoid plagiarism. This practice is
critical: you need to give credit to your sources and avoid
copying others’ work at all costs. Look at APA starting at 6.01
for guidelines on citing source information in your text.

10. Level 4 heading.You will want to include at least two of each
kind of heading in your paper, hence this additional paragraph
modeling effective heading usage. See below for further tips on
using headings effectively.
Level 3 heading.Again, if you choose to use Level 3 or 4
headings, at least two of each heading level should appear in the
paper. Otherwise, if only one heading appears, your readers may
question the need for a heading at all. If you find yourself
questioning whether or how to use headings, consider
consulting your Instructor or committee chair for his or her
input.
Level 1 Heading
APA can seem difficult to master, but following the general
rules becomes easier with use. The Writing Center also offers
numerous resources on its website and by e-mail to help.
And so forth until the conclusion…..
Level 1 Heading
The conclusion section should recap the major points of your
paper; however, perhaps more importantly, the conclusion
should also interpret what you have written and explain what it
means in the bigger picture. To help write your concluding
remarks, consider asking yourself these questions: What do you
want to happen with the information you have provided? What
do you want to change? What is your ultimate goal in using this
information? What would it mean if the suggestions in your
paper were taken and used?
References
(Please note that the following references are intended as
examples only.)
Alexander, G., & Bonaparte, N. (2008). My way or the highway
that I built. Ancient Dictators, 25(7), 14–31.
doi:10.8220/CTCE.52.1.23-91
Babar, E. (2007). The art of being a French elephant.
Adventurous Cartoon Animals,19, 4319–4392. Retrieved from
http://www.elephants104.ace.org

11. Bumstead, D. (2009). The essentials: Sandwiches and sleep.
Journals of Famous Loafers, 5, 565–582.
doi:12.2847/CEDG.39.2.51-71
Hansel, G., & Gretel, D. (1973). Candied houses and unfriendly
occupants. Thousand Oaks, CA: Fairy Tale Publishing.
Hera, J. (2008). Why Paris was wrong. Journal of Greek
Goddess Sore Spots, 20(4), 19–21. doi: 15.555/GGE.64.1.76-82
Laureate Education, Inc. (Producer). (2007). How to cite a
video: The city is always Baltimore [DVD]. Baltimore, MD:
Author.
Laureate Education, Inc. (Producer). (2010). Name of program
[Video webcast]. Retrieved from http://www.courseurl.com
Sinatra, F. (2008). Zing! Went the strings of my heart. Making
Good Songs Great, 18(3), 13–22. Retrieved from
http://articlesextollingrecordingsofyore.192/fs.com
Smasfaldi, H., Wareumph, I., Aeoli, Q., Rickies, F., Furoush,
P., Aaegrade, V., … Fiiel, B. (2005). The art of correcting
surname mispronunciation. New York, NY: Supportive
Publisher Press. Retrieved from
http://www.onewaytociteelectronicbooksperAPA7.02.com
White, S., & Red, R. (2001). Stop and smell the what now?
Floral arranging for beginners (Research Report No. 40-921).
Retrieved from University of Wooded Glen, Center for
Aesthetic Improvements in Fairy Tales website:
http://www.uwg.caift/~40_921.pdf
Understanding Target Markets
Assignment Steps
To develop effective relationship marketing, a company must
first understand its targeted consumers' buying influences and
behaviors. In Week 2, create the Research section of your plan.
Create the research section of your marketing plan in minimum
of 700 words.
Include at least 3 elements of the Research List of Topics (see
list below):
· Research List of Topics:

12. · Primary Research
· Secondary Research
· Consumer Analysis
· Customer Profile
· Continuous Consumer Monitoring & Research
· Environmental Scanning
· Identify Market, Economic, Technological, Regulatory, Legal,
Social, and Ecological Forces
· Current Opportunities
· Potential Future Opportunities
· Current Threats
· Potential Future Threat
· Diagrams are not required but can be used to provide clarity
and conciseness. Diagrams (and subsequent discussion) can
include SWOT (emphasizes internal market--Strengths,
Weakness, Opportunities, Threats) TOWS (emphasizes the
external market--Threats, Opportunities, Weakness, Strength),
PEST (Political, Economical, Social, Technological), SOAR
(Strengths, Opportunities, Aspirations, Results), and/or STEEP
(Social, Technological, Environmental, Economical, Political).
All diagram(s) should be in APA format and must include a
subsequent discussion of the diagram(s) providing insight and
clarity.
Develop the first two parts of the Target Market section, which
includes an overview of the demographics (age, income, family
members, and birthdays) and psychographics (activities,
interests, and opinions) analysis. This is not a detailed analysis
but an overview (basic trends and insights from the data that is
presented in annual reports and other SEC type filings).
Explain the insights you have gained from your inspection and
analysis of the demographic and psychographic information you
have found.
This assignment will be incorporated into your overall
marketing plan for Week 6.
Cite a minimum of three peer-reviewed references.
Individual Assignment: Understanding Target Markets

13. Purpose of Assignment
To develop effective relationship marketing, a company must
first understand its targeted consumers’ buying influences and
behaviors. This week’s assignment is the first part of the
development of a marketing plan. It provides the foundation of
the marketing plan and introduces the student to a variety of
diagrammatic tools for understanding a business.Grading Guide
Content
Met
Partially Met
Not Met
Comments:
Student creates the research section of his/her marketing plan
and includes at least 3 elements of the research list of topics
provided here:
Research List of Topics
Primary Research
Secondary Research
Consumer Analysis
Customer Profile
Continuous Consumer Monitoring & Research
Environmental Scanning
Identify Market, Economic, Technological, Regulatory, Legal,
Social, and Ecological Forces
Current Opportunities
Potential Future Opportunities
Current Threats
Potential Future Threat
Any diagram(s) provided (not required) are in APA format and
includes discussion providing insight and clarity.

14. Student develops the first two parts of the Target Market
section, which includes an overview of the demographics (age,
income, family members, and birthdays) and psychographics
(activities, interests, and opinions) analysis.
Student explains the insights he/she has gained from his/her
inspection and analysis of the demographic and psychographic
information he/she has found.
The Research section is a minimum of 700 words in length.
Total Available
Total Earned
3.5
#/3.5

15. Writing Guidelines
Met
Partially Met
Not Met
Comments:
The paper—including tables and graphs, headings, title page,
and reference page—is consistent with APA formatting
guidelines and meets course-level requirements.
Intellectual property is recognized with in-text citations and a
reference page.
Paragraph and sentence transitions are present, logical, and
maintain the flow throughout the paper.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed including spelling and
punctuation.

16. Total Available
Total Earned
1.5
#/1.5