Unit III Research Project
This week you will continue your comprehensive marketing plan, researching the SAME company that you researched in
previous units. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it
relates to this company. In Unit III you will conduct an Industry Analysis and a Competitive Analysis.
Perform an industry analysis detailing how the overall industry is performing. Research trends in the industry as well as
projections for the future. Remember to cite your research.
Perform a competitive analysis reviewing multiple competitors that offer similar products/services. How is your company
different from its competitors? Think about the products/services offered or their pricing strategy or even their distribution
strategy. What is the overall brand perception in the mind of the consumer? How does each rank based upon a pertinent
Your submission should be a minimum of two pages in length, double-spaced with a reference page and title page.
References should include at least one additional, credible reference beyond the textbook. All sources used must be
referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include
the use of subheadings (this week consider using Industry Analysis and Competitive Analysis).
Perreault, W., Jr., Cannon, J., & McCarthy, J. (2015). Essentials of marketing: A marketing strategy planning approach
(14th ed.). New York, NY: McGraw-Hill.