Company Analysis-General Motors
Module 1 – SLP
INSIDE THE BUYER’S MIND
Your SLP assignment in MKT 401 is to show how an organization of your choosing gets prospective, potential, and/or present customers to discriminate or generalize between its products and those of competitors.
For SLP 1, start with the following information about your chosen organization:
NAME and ADDRESS of the organization or company you have chosen;
The organization’s MISSION (what business it is in or what it is supposed to do.)
The GENERAL OBJECTIVES or GOALS of the organization
The CUSTOMERS it serves
The PRODUCTS (GOODS and/or SERVICES) it provides
The company’s primary COMPETITORS, and a brief summary of how each (including your company) competes.
How does your company get prospective, potential, and/or present customers to DISCRIMINATE and/or GENERALIZE between your company’s products and competitive products?
When finished, submit your 2-3 page SLP1 by the module deadline.
SLP Assignment Expectations
In preparing your SLP1; you need to demonstrate your learning of the concepts and frameworks for analysis outlined in the modular learning objectives. In particular, you are expected to:
Explain how your company differentiates its products so that potential and/or prospective buyers of its products see those products as similar to and/or different from competitive products.
Note that this assignment does NOT require you to prepare a detailed essay. Use the numbering and section headings indicated below for each of the seven topics indicated above followed by a discussion of each designated topic.
The Company and Its Competitive Position
- NAME and ADDRESS
- MISSION
- GENERAL OBJECTIVES
- CUSTOMERS
- PRODUCTS
- COMPETITORS
- PRODUCT STRATEGY: DISCRIMINATE and/or GENERALIZE
How Do I Select a Company for Analysis?
Selection of a organization that will enable you to obtain the required information is critical. So before choosing the organization you will study, look through the Summary of SLP Topics to make sure that you understand the information you will need for each of the modular parts of your SLP. Keep in mind that much information is available online. That means that just because you have access to the business next door, or have a strong military retail presence very close to you, there may not be much relevant information available that is compatible with the topics. Since this is a general “business” type course, you should try to find a traditional type of business to study.
Keep in mind these options when selecting a company:
- An office of an organization or company that “markets” a product or service in which you work and that is willing to let you have access to the information that the project requires;
- An organization in which you have been employed by in the past or a not-for-profit organization with which you have some contact;
- An organization on the Internet
- Your own business or plans for a business
Over the session, for the most part, you will analyze your company in conjunction with the material presented in the current module.
Note that for module 2 on wards you should include all your prior SLP sections in numerical order when submitting your current assignment.
Answer Preview-Company Analysis-General Motors-MKT 401
