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The purpose of this project is to analyze the firm’s global marketing activities, its market segment, current marketing efforts and provide suggestions for improvements of marketing strategies.


The project is designed to gain first-hand experience in conducting a systematic and thorough study on one firm’s global marketing strategies.


The report should include, but not necessarily confined to the following:


  • Executive Summary
  • Introduce the company / brand
  • Raise three critical issues and explain why these are the important issues
  • Conduct research and analysis relevant to addressing the critical issues
  • Recommend viable strategic directions
  • Recommend specific actions to be implemented
  • Recommend backup plans
  • Provide forecast of future performance
  • Attach relevant analysis and report in appendix, such as product/service, market segment, marketing mix, customers, competitors, market trends, and so on