Deliverable 1

Spring 2017

Deliverables should follow the formatting instructions posted on the Navigation Bar on the I-Core Canvas site. Note that deliverables are one document.

M371 Requirements:

To conduct a proper Marketing Plan (or analysis) it is essential to begin with assessing the environment in which the organization operates, the strengths and weaknesses of the organization and the target market, most typically done through the creation of a marketing persona. These are the goals of the marketing component of the first deliverable. This deliverable will set the foundation for the remainder of the project. Throughout the project the strategies developed should seek to maximize strengths, minimize weaknesses, take advantage of environmental opportunities and diminish environmental threats. The strategy itself will be designed around the market persona which should be used throughout the project and throughout all components of the project, not just the marketing sections.

There is not a page requirement for this deliverable. Details and development are important but extraneous information is detrimental.

The two main areas addressed in the marketing portion of Deliverable 1 are the organizational SWOT analysis and the Target Market analysis.

SWOT:

Successful completion of the SWOT analysis involves two separate steps. Through the group’s own research and observations, a list of the organization’s strengths and weaknesses are to be developed. The completion of the second part of the SWOT, the opportunities and threats, will necessitate referral back to the environmental trends list that should be included as an appendix to this deliverable. You are then to determine which of the trends might be an opportunity, threat or both to your project. You may add or modify your trends list as you complete this part of the deliverable.

The typical format for presenting a SWOT analysis is to use a chart format as illustrated in class and in the text. The items are listed using bullet points with just a couple of words or a phrase for each. The chart is then explained through a paragraph for each of the four elements. Not all items need to be explained or, if they do, can be explained briefly.

Target Market Analysis:

Understanding the target market in detail, way beyond demographics and statistics, is the foundation of a successful business plan. Before a marketing plan or an operational plan can be effectively developed, the preferences, requirements, behaviors, and decision making processes of the target market must be determined. These attributes should be presented through the creation of a marketing persona as explained in class. There is typically only one persona. That persona is not meant to represent every potential buyer in the target market but rather is representative of the typical buyer within the target market. This persona should be described in such detail that the reader can believe it is a real person. The persona should be used throughout the remainder of the project in all sections. All decisions should revolve around this individual. If your target market is B2B, your persona represents the typical buyer in the type of business you are targeting. You need to understand their priorities, requirements, decision making process and personal life as well.

In addition to the persona creation and analysis, some demographic and statistical information should be presented regarding the size of the target market and any other relevant information. The persona is typically a large section while the target market analysis is much smaller.

Frequent Problems/Areas of Improvement:

1)The way information is presented is just as important as the information itself. The presentation builds the credibility of the author and subsequently the analysis. A professional tone must be maintained. Business writing is concise but detailed. Do not write a report; this is an analysis. Do not provide extraneous explanations or definitions. Refer to Business Communications material (pre-requisite to I-Core) for additional guidance.

2)Keep your reader in mind. Don’t jump from point to point or just start with a chart or information. Short introductory or connecting paragraphs are a necessity.

3)Use lecture notes! Information is given in class specifically to aid in the development of your project.

4)Do not confuse strategic decisions with SWOT components.

5)Your works cited page(s) from your environmental trends list should be included as part of the trends appendix.

6)Lack of detail in the formation of the persona will have a significant detrimental impact on the grade of this deliverable and future deliverables.

Z371 Requirements:

  1. Preparation Steps:
  1. Each member of your team is to individually complete the Team Dynamics Survey (see below).
  2. Note the questions on the survey that have a high or low score or one with a large distribution of scores (at least 2 points/answers apart on the scale).
  3. Separate the questions into process and performance groups. They are coded and noted at the bottom of the survey below.
  4. Do you see any relationships between process and performance questions with high and low scores, or large distributions? Make a list/table of them.
  5. Using your Team Charter, which elements of your charter are supported by the results and which do the results say the charter is not being used or supported? Make a list of them.
  6. Why were the elements not supported? What actions is your team going to do to improve the low or large distribution questions?
  1. Deliverable Content:
  1. Present a three (3) part table. In the first part, list the elements of your Charter that your team did well. In the second part, list the process questions and related performance questions on which you reported low scores. The second part will be a list the relevant elements of your Charter the sets of questions apply to. For the third part, do what you did for the second part for the questions your team had a large distribution (at least 2 points/answers apart) of answers.
  2. Present a plan of what you will do (to change your team’s processes--actions and behavior) to improve your team’s performance for what you think are the 3 most pressing issues your team faces. List the 3 major steps, include the first step overall, you will take to improve your processing and/or function. Describe what the impact of each step will be. NOT TO EXCEED 1 ½ PAGES.
  3. Do the same thing you did for number 2 above for the questions your team had a large distribution of scores. NOT TO EXCEED 1 ½ PAGES.

DELIVERABLE 1

TEAM PROCESS SURVEY

Please completely the survey below individually. Use the following scale:

1—Strongly Disagree

2—Disagree

3—Neutral

4—Agree

5---Strongly Agree

Collectively analyze the results to see where your team scores high and low, or has a wide distribution of scores.

Each question asks “In group or team work so far this semester, my I-Core project team members….”

  1. Speak respectfully to each other*. 1 2 3 4 5
  2. Positively encourage, recognize, and thank each for their contributions. *

1 2 3 4 5

  1. Listen without interruption and try to understand various viewpoints. * 1 2 3 4 5
  2. Give and receive honest, nonjudgmental feedback.* 1 2 3 4 5
  3. Attend meetings on time. * 1 2 3 4 5
  4. Take time to find out what the problem really is.* 1 2 3 4 5
  5. Take time to evaluate how we are doing individually and collectively.* 1 2 3 4 5
  6. Put talk and decisions into action.* 1 2 3 4 5
  7. Meet goals and keep commitments on a timely basis. * 1 2 3 4 5
  8. Seek and accept help from others.* 1 2 3 4 5
  9. Are open and actively participative at meetings.* 1 2 3 4 5
  10. Say clearly, but sensitively, what they need or expect from me and others.*

1 2 3 4 5

  1. Face disagreements and seek to understand from them.* 1 2 3 4 5
  2. Seem to care about me other team members.* 1 2 3 4 5
  3. Appreciate new ideas. * 1 2 3 4 5
  4. Coordinate our efforts with one another.* 1 2 3 4 5
  5. Perform or responsibilities in a manner that has a significant impact in the group.*

1 2 3 4 5

  1. Understand and agree on team goals.* 1 2 3 4 5
  2. Recognize and utilize each other’s contributions (information or ideas)*1 2 3 4 5
  3. Experiment with different ways of doing things and are creative.* 1 2 3 4 5
  4. Evaluate team processes and productivity. * 1 2 3 4 5
  5. Share their experience and expertise in ways that enhance team productivity and development.* 1 2 3 4 5
  6. Value and use differences in style to the benefit of the I-Core project team.*

1 2 3 4 5

  1. Work constructively on issues until they are resolved.* 1 2 3 4 5

Key

* Process, or how approach the group and/or members in doing work.

* How the group performs: ways it approaches tasks or the looks to evaluate and improve the group’s performance.