The goal of this project is to suggest a new marketing strategy for a selected company and demonstrate potential viability of the plan by conducting a SWOT analysis. The selection of a company could be any companies from well known establishments such as Apple, Nike, Samsung, Google to a local company you are interested in researching.  I strongly encourage you to read relevant articles published in prominent academic journals & magazines before you make a final decision on the topic.

Business Source Complete

Business Book Summaries

Ebscohost

Eutomonitor

Hospitality& Tourism Complete

JSTOR

MIT Press Journal

ProQuest Direct

Research Starters-Business

SpringerLink

StateData Center

STATS USA

Wall Street Journal Historical

*Grading breakdowns for the final project:

PART1: 20%

PART2: 20%

PART3: 30%

PART4: 30%

Table of Contents

PART 1

Executive Summary
The government and some companies have begun to request executive summaries at the beginning of a long report. An executive summary is a one-page statement of the problem, the purpose of the communication, and a summary of the results, conclusions, and recommendations. The same considerations of readers and situation should guide your executive summaries.

Company History / Background
Locations, Year of foundation, Story of business launching and etc.

Product/ service offerings
Specifications of product categories and product variants

Mission & Vision
Business scopes & future direction

PART 2

Situational Analysis
SWOT analysis
Strength
Weakness
Opportunities
Threats
Sustainable Competitive Advantage (key to success) (A distinctive set of skills & knowledge that makes a company differentiated from the competitors).

PART 3

Conclusion and Recommendation
In this section, you need to suggest new marketing strategy the selected company should be headed based on the SWOT analysis conducted in the earlier section. The new strategy could leverage on any aspect of the SWOT analysis. For example, the new strategy could be the improvement of the Weakness or defensive strategy of the Threats.  On the other hand, the new strategy also could be the one that fortifies the Strength or creating new customer base for the opportunities.

PART 4

References
It is very important that you use a proper format of reference. I recommend APA format, 6th edition( https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/in_text_citations_the_basics.html)