The product line of Uggs made by the Deckers corporation(PLACE)

Read the attached paper. The company the professor assigned to our group is .

? The instructor will assign a product or service from a PUBLIC consumer-marketing company with at least $100 million in annual sales to your group.

NOTE: It is the responsibility of each team to confirm that the product assigned to them is a public company ASAP! The instructor makes every effort to assign only U.S-based public companies, but sometimes companies go “private” without the instructor’s knowledge.

? Your team will take the approach that your team has been asked to conduct Competitive Intelligence about this company’s domestic (in the U.S. only) marketing activities. In order to do this, you must first describe their current target markets and then review their marketing mix for one of these target markets. You will also present recommendations on how this company could improve their marketing activities in servicing this target market.

NOTE: When writing the paper, do not use first person (e.g. “I think…”) or second person (e.g. “You should…”). Please use third person writing (e.g. “The company targets…”).

NOTE: If your team has been assigned a retailer such as Toys “R” Us, you must remember that they are a SERVICE company, not a manufacturer of a type of product. Thus, you must analyze their complete product offering as a whole, NOT one product they sell such as “Tickle Me Elmo” or one department such as the electronics department.

You must FIRST determine what, exactly, they sell AS A WHOLE. In other words, what TYPE of products, collectively, do they sell? Toys “R” Us does not sell the same product offering as Macy’s, who does not sell the same product offering as Starbucks. Define this BEFORE beginning your analysis.

? Each team will create a contract (a template is provided on the course Moodle site) that each team member must sign. This contract will describe expectations for member participation (how often one can be late to meetings, miss meetings, deadlines, etc.).

If a team member does not adhere to the terms of the group contract, they can be “fired” any time before October 25th ONLY if there is consensus of ALL of the other team members. If this happens, the remaining team members must submit a signed document by all four members firing the team member. The team cannot use any content collected by the fired person when finishing the paper, though
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