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Select a specific brand that is part of a publicly


Select a specific brand that is part of a publicly traded, for-profit company. It is important that you focus on a specific brand so that your focus is narrow and will allow you to study the brand’s specific target market. For example, if you select Ford as your brand, that is too broad.  Instead, select Ford F150 or Ford Focus as your brand. This will provide you with the narrow target market focus you are seeking for the project. If you have taken MKT-315, you may elect to continue focusing on the brand that you researched for that course.

Conduct research about the brand by visiting the company website and obtaining a copy of the annual report. Locate three to five additional resources that provide additional data and information about the brand. In a 250-word summary, address the following.

  1. Provide a brief description of the brand and the product category.
  2. Summarize the brand’s performance.
  3. Discuss brand competition within the marketplace.
  4. Identify the target market for the brand.

APA style is not required, but solid academic writing is expected.

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