Marketing

Understanding Step One in PBL

When faced with a problem, people usually jump quickly to trying to find solutions to the problem. This is a natural reaction, but it is just that; a reaction. It is not a responsive, systematic approach to solving the problem. In problem-based learning, we purposely take one step at a time to solve the problem. Step One in PBL requires identification and investigation of the problem. Identifying the problem means clearly stating it in its simplest form. Investigating it means systematically examining it to better understand it. The goal of the team for Step One is to establish what is known about the problem.

The Context of the Problem

In PBL Step 1 of this course, your focus is on an industry analysis. Your instructor will assign an industry to each PBL team to research for the balance of the course. The following are industries representative for the type of industries used in this course. Your instructor will assign an industry to your PBL team to focus on for the balance of this course.

  • Churches (2017 NAICS code 813110 Religious Organizations)
  • Higher Education (2017 NAICS code 611310 Colleges, Universities, and Professional Schools)
  • Healthcare provider (2017 NAICS category 62 Health Care and Social Assistance)
  • Primary education (2017 NAICS Definition 611110 Elementary and Secondary Schools
  • Government agency: state, county or city. ( 2017 NAICS category 92 Public Administration)
  • Nonprofit Industry

Investigating the Problem

In this course, the problem/opportunity you will investigate from a marketing perspective is how an industry/organization best creates value for its stakeholders. A Porter’s Five Forces analysis can provide helpful information about an industry to identify its stakeholders, as well as its strengths and vulnerabilities. Examples of an industry weakness is the possibility of close substitutes outside the industry and/or the relativity high power of buyers within the industry. Also important to know is what are the stakeholders’ cultural distinctives and how do they influence marketing? An industry analysis can help determine some preliminary steps for an industry/organization to better create value. For PBL Step 1, the PBL team’s deliverable is a Porter’s Five Forces analysis of their assigned industry.

Resources

  • Course textbook: Marketing Strategy: A Decision-Focused Approach, 8th edition.
    • Chapter 4: Understanding Market Opportunities
    • Chapter 5: Measuring Market Opportunities: Forecasting and Market Knowledge
  • Seminal readings on Marketing
    • Kohli, A. K., & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1–18. https://doi.org/10.1177/002224299005400201
    • Day, G. S. (1994). The capabilities of market-driven organizations. Journal of Marketing, 58(4), 37. https://doi.org/10.1177/002224299405800404
    • Varadarajan, R. (2010). Strategic marketing and marketing strategy: Domain, definition, fundamental issues and foundational premises. Journal of the Academy of Marketing Science, 38, 119-140. DOI 10.1007/s11747-009-0176-7
  • Value Creation
  • Porter’s Five Forces Example:
    • Porter, M. E. (2008). The Five Competitive Forces That Shape Strategy. Harvard Business Review, 86(1), 78–93.
    • Yetkin, U. (2013). Revealing the Change in the Maritime Security Environment through Porter’s Five Forces Analysis. Defence Studies, 13(4), 458–484. https://doi.org/10.1080/14702436.2013.864504
  • Hofstede model
  • File: Marketing Consultant Report Annotated Outline

Instructions for Deliverable

  1. Review the rubric to make sure you understand the criteria for earning your grade.
  2. Prior to working on your Porter’s Five Forces analysis be sure to read and review all articles and readings listed in the Resources section.
  3. This assignment has three sections.
    1. Written analysis of the Porter’s Five Forces.
    2. Visual representation of your analysis.
    3. Identify the organization within the industry your team will examine later in the course
  4. Porter’s Five Forces. This written analysis (up to 9 pages) will include the following:
    1. A detailed analysis of each force within Porter Five Forces model: bargaining power of consumers, bargaining power of suppliers, potential development of substitute products, potential entry of new competitors and rivalry among competing firms.
    2. In your analysis be sure to include the stakeholder’s cultural distinctives, as applicable, and respond to how this stakeholder’s cultural distinctive can influence marketing. The Hofstede model is helpful to examine cultural distinctives.
    3. Clearly indicate team members’ contributions.
  5. Visual Representation. This visual representation is a one (1) page illustrative model of your team’s five forces analysis.
  6. Identify the organization within the industry
    1. Identify the organization within the industry your team will examine in PBL Steps 2, 3, 4 and 5 later in the course
    2. Include one or two paragraphs to fully explain why your team selected this organization
  7. Requirements:
    1. The body of the document is not to exceed 11 pages with up to 9 pages of written content for your Porter’s Five Forces analysis, one (1) page with a visual representation of the team’s five forces analysis, and paragraph(s) to identify the organization within the industry, plus title page and references page.
    2. Clearly indicate team members’ contributions
    3. Research requirement: a minimum of 10 credible and applicable sources. The course textbook can be used as a source in this paper, the balance of your sources need to be sources which are not provided in this course.
  8. Edit your paper. Verify that the content per the instructions is included and that all direct quotes and/or paraphrases have been properly cited and referenced. Review the entire paper for APA formatting and English grammar standards.
  9. Retain a copy of the completed Porter’s Five Forces analysis for your records and one person from the team must submit the deliverable to the assignment submission page.

APA 7th edition 9 at least 9 pages. Please review guidelines.

My team topic for this project is Churches (2017 NAICS code 813110 Religious Organizations)

Team 2: Ramesh, Farhan, Anitha, Shella, Naren: Churches (2017 NAICS code 813110 Religious Organizations) .