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BUS 3113 – Marketing Analysis
Due: by November 21 (80 points)
This is an individual assignment – do your own research and work. Turn your
assignment in via the Assignment link in Blackboard.
Select one of the following companies for this assignment: lululemon athletica or
FedEx. Do research and analyze based on their current situation. Look for investor
relations for the best information from the company web sites (e.g., or
You should do this paper with complete sentences and paragraphs, and use subheadings
for each section in the outline below as a way to organize the assignment. Approx. 6-8
pages double-spaced.
Cite sources of information as you write (parentheses with source following any
information from that source – not just for direct quotes). Also, include a full list of
references used at the end of the assignment (using APA format – not just web site
addresses). You should have at least three quality references in addition to the
company’s web site and 10-K report (more will likely improve grade). Consult the APA
format/citation guide at the library’s web site or in Course Documents if you are not sure
how to do it. *Note: Wikipedia is not considered a valid reference in academic research.
These are public companies with a lot of information available. The best information on
their web sites is usually under Investor Relations (often in small print at bottom of the
home page). A 10K (or annual) report is also a great resource. For external analysis, you
will need to search articles about the industry or other trends that could affect the
company (searchable databases in the library – see link in Blackboard). Also use the
textbook if you need explanation and examples of the terms used in the outline.
Be sure you understand and avoid plagiarism! If you copy-paste information directly
from a web site, that can lead to an F (unless you are using it as a direct quote and have
quotation marks and proper citation – and you should not have too many direct quotes in
a paper).
Follow the paper outline on the next page.
Paper Outline (do all 4 sections, paying careful attention to the instructions)
Product-Market Analysis
• What products/services are offered by the company (i.e., description of the product mix
and main benefits offered to customers)?
• Profile the target markets for these products (different products may target different
segments; some products target multiple market segments).
• Also, include something about the brand(s) used by the company (and how they position
their brands).
External Situation Analysis
• Who are the main competitors and possible substitute competitors? What are some
important competitive issues or conditions to consider in this industry?
• What current trends in the marketing environment might have an effect (positive or
negative) on this company? See Exhibit 5.1 and Ch. 5 for ideas on this, and consider all
areas of the macroenvironment.
Marketing Mix
Discuss the other parts of the marketing mix for the company (i.e., what kind of promotion they
use, how/where the products are distributed – including location strategy if a retailer, and what
kind of pricing they use). Note: You already discussed “product” in the first part of the outline.
Environmental Sustainability (Both of these company web sites have sections on this! For
FedEx, look for Governance & Citizenship, then Citizenship for links. For lululemon, look for
Sustainability link at the bottom of their main web site,
What is this company doing to be more responsible regarding the protection or conservation of
the natural environment? What are some ways they could improve their efforts toward
environmental sustainability? (If you can’t think of suggestions, do some research on what other
companies are doing, and see if some of those ideas could be used by this company.)

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