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MBA 560 Project Milestone 1 and Rubric INDUSTRY ANALYS AND SWOT In Week #8 by Saturday March 6, Midnight EST., you will submit a short paper covering context and marketing tool analysis. This milestone creates your base of knowledge to understand the situation and the business challenges under which the firm operates. This is important because it drives the subsequent activities, milestones, and the final project. You will need to explore the industry, market, category, and product offering looking at key firms, and products in both the firms and competitors’ product lines. In this milestone you will also be covering Strengths and Weaknesses, Opportunities and Threats faced by the firm and identify its core competencies. You may also utilize other tools (PESTLE, BCG, PLC) that are most pertinent to addressing your company’s problem statement. For the company you have chosen, write a short paper that identifies and analyzes at least four strengths and four+ weaknesses. Continue your paper by identifying and explaining three to five core competencies for the company you have chosen. This milestone will be graded with the Milestone One Rubric. Context (Industry, Market, Category, Key Competitors, key product lines) 10 points Marketing Tool Analysis (SWOT, PESTLE, BCG, Other) 15 points Grammar 5 points Total 30 points Milestone One Rubric Guidelines for Submission: Your submission should be 3-4 pages in length as a guide, you can go over (excluding title page, tables or spreadsheets, and reference list) with double spacing, 12-point Arial font, and one-inch margins. Use APA formatting for references and citations. Critical Elements Exemplary (100\%) Proficient (90\%) Needs Improvement (70\%) Not Evident (0\%) Value Context: Understanding Industry/Category/Product Meets “Proficient” criteria and demonstrates particularly keen insight into the industry size, growth, key competitors, top performing brands, products and understands they key customer groups and targets. Has a good overview of the market dynamics and position. Has a good understanding of the nature of competition and key customer groups Has some of the key market dynamics but lacking the detail in exploration. Cursory exploration of competition and competitive product. Key products of the firm are not fully explored. Does not provide a proper overview of the industry, firms products and nature of competition. 10 Analysis using Marketing Tools (SWOT/PESTLE/BCG/OTHER) Identify core competencies of firm Meets “Proficient” criteria and application of marketing and management analytics to branding and other business decisions is particularly insightful and in-depth. Understands and articulates the competencies of the firm to help guide strategy Has a good utilization of key tools and justifies their usage. Identifies the situation analysis and highlights opporSUPER COFFEE Case Due to exclusive campus agreements with large beverage providers, fulfillment on college campuses can be difficult. While we’ve been able establish a foothold in the grocery, C-store, club, online, Walmart, and Target locations off campus, we want a unique approach to target the new collegiate lifestyle; wherever that is these days due to COVID. Since this is a digital competition, and since COVID has continued to change the collegiate new norm, we’re looking for you to move beyond the too often used brand ambassadors and pop-up tents no longer happening at collegiate events, and show us what digital ideas can break through the clutter to target Carrie (their key persona), wherever she is these days. Your role for this business is to design a marketing strategy, plan, identify the marketing channels and develop a 12-month marketing calendar for the company to help them grow this consumer target/segment. You’ll need to help really define their target markets, buyer persona demographic and psychographics, and perform strong industry, competitor, and company analysis using a SWOT, PESTLE, or Porter’s Five Forces as part of your research, you can even use the BCG matrix to assess the current product portfolio. You’ll complete a well written paper and then deliver your own presentation. BRAND GUIDELINES: Super Coffee has also graciously provided their brand guidelines (14 MB PDF file) which includes downloadable image files of their logos, signage, and products for you to use. AS A COURTESY to Super Coffee, please do not share this document with anyone outside of your team, don’t contact Super Coffee directly through the links in the document or any other method, or post your work online for others outside of the competition to view (see competition rules):  https://www.digitalmarketingcompetition.com/files/Guidelines_072220.pdfSPONSORED BY 1 14 POSITIVE ENERGY Positive energy is a choice. A choice to pursue progress. To put forth passion. To practice perseverance. And when you choose Positive Energy, it becomes a super power that propels you forward through life. It is as much an attitude as it is a force for good. It is a means for meaning. It is fuel for doing. It is optimistic. Not over the top. And definitely not perfect. It is an outlook of goodness. And it is the stone thrown into the pond of potential that creates infinite ripples of impact. IN SHORT, IT MEANS Choose Good. Feel Great. Be Super. 2 14 3 14 OUR PROMISE Our products are not our brand, but they have to deliver on the brand promise every, single day. Sure, we have a FUNCTIONAL PROMISE to make high-quality, great tasting, healthy products that replace negatives with positives. But the only reason we make product is to fulfill our BRAND PROMISE. And that’s to unlock the healthy and happy within all of us so that each person can be the best version of themselves. By putting better ingredients into our products, like MCT oil, protein, caffeine, no-sugar natural sweeteners, and L-Theanine, we are giving you better inputs. The better energy you put into yourself, the better you you’ll get. That’s our Super promise to you. 4 14 5 14 FROM DORM ROOM TO ACROSS THE U.S. It all started in our little brother’s dorm room. As a collegiate student-athlete, Jordan was tired. His campus store offered energy products with empty caffeine, excessive sugar and harmful chemicals. He wanted a drink that promised powerful energy and delicious flavor from healthy, organic ingredients. Not one to settle, Jordan turned his dorm room into a culinary kitchen and got to work! Determined to solve his energy crisis, he consciously blended organic Colombian coffee with grass- fed milk protein, and healthy fats from coconut oil to create an unparalleled source of focused energy. Every Sunday, he brewed enough Super Coffee to get him through the week, but soon, everyone from his coaches to the girls across the hall, were buying his dorm room brew faster than he could make it! That’s when he called his older brothers, Jimmy and Jake, and said, “Guys, we gotta bottle this stuff!” What started out as one kid’s energy remedy ended up fueling the whole team, the whole campus and now, the whole country. Cheers to a healthy, productive life! Jordan, Jake and Jimmy 6 14 FROM DORM ROOM TO ACROSS THE U.S. WE KEEP GROWING Heading into 2021, Super Coffee continues to grow and has just under 100 employees nationwide. 7 14 OUR UNIVERSAL SUPERSONA Healthy Hustlers are always on the go, and not just on the go, but moving toward something. Regardless of where they’re going, they’re always heading to Better. Better health. Better friendships. Betterment to society. Better anything. And in this race to Better