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MKT 517 Marketing Management – Term Research Project Brief
Project Overview
You will be responsible for developing a research report with focus on comparing and
contrasting marketing plans implemented by a “competitive-pair” of companies.
Company and Product Choice
Select a “competitive-pair” of companies that have products that are directly competitive and
going after growing markets. Here are some examples of “competitive pairs”– Toyota vs. Honda
in hybrid autos, Coke vs. Pepsi in energy drinks, Uber vs. Lyft in ride-sharing services, etc.
Topics to Cover
1. Introduction – each company’s mission, objectives, history, etc., and the background
information on the product selected.
2. SWOT analysis – internal analysis and environmental analysis of each company.
3. STP analysis – segmentation, target market selection, positioning analysis of the product
selected for each company.
4. Marketing mix development:
• Explain the marketing mix strategies used by each company for the product
selected, with focus on the discussion of similarities and differences. Each element
of the 4Ps must be discussed separately.
• Discuss what factors have led the companies to implement such strategies. Provide
substantive support for the discussion.
• Provide suggestions whether any strategic changes needed or continuation is
appropriate for company’s performance.
5. Summary
Project Consultation
You are encouraged to consult with the instructor throughout the semester about the project.
Final Term Project Report
You will submit a final research report that should be no less than 25 pages, excluding title
page, table of contents, appendix and reference (please have your paper numbered). Any charts
and/or other graphical displays should be attached at the end of the paper as appendices. The
final report should be double-spaced, use Times New Roman, 12-point size, and APA format.
Better reports will display a greater degree of external research, citation, and original analysis.

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