Working in a group of three to five, you will identify a client organization facing a marketing problem/opportunity (both the client and the problem/opportunity must be approved by the professor). You will then prepare a proposal that summarizes the problem/opportunity, identifies the main strategic options, and describes the process you will use to evaluate these alternatives and make recommendations.
Eligibility of Firms for Project
• It is the group’s responsibility to ensure that there is sufficient information to complete all the required analyses for the capstone report. Particular attention should be given to ensuring the availability of market information, competitor information and/or industry data for various metrics (a sufficient number of publicly listed and comparable firms) to perform industry analyses.
• Selecting a firm of interest to the group is encouraged.
• The entire firm should be analyzed as it relates to the marketing problem being examined (e.g., multinational firms should be avoided).