.MKT265- Spring 2016/17 Business Marketing Project Please do a project about Nestle Company in Dubai. Term Project The term project requires you to select a company that targets business customers in the UAE. You are requested to conduct a market analysis using secondary sources. In your analysis, you are expected to provide the following comprehensive information about the company which you have selected. The objective of this project is to learn and understand the characteristics of business buyer behavior, business market segments and tools / operational strategies of B2B marketing and analyze how B2B companies/products compete in the marketplace. The report must include the following information: 1. The nature of the business of the company, its vision, mission, and objectives 2. Marketing Environment: Determine how the external and internal environment elements affect the marketing of the company’s products, and how these factors may directly influence the demand and the marketing of these products. Consider economic, demographic, technological, legal/political and social/cultural factors that affect the company’s strategy 3. Demand and market: Estimate the demand for the company’s business products in the UAE, describe the target market, its size and growth rate. 4. Market segmentation: Describe the segments of this company’s market, define each segment’s characteristics, and then explain how segmentation can help in strategy formation. You can also define the positioning strategy for each product in the company 5. Competition: define the nature of competition in the company’s market (e.g.: oligopoly, or pure competition), then find out the major competitors for this company in the UAE market 6. Marketing Mix: determine each of the 4 P’s for the company. Discuss the product(s) features and benefits, pricing, promotion, and distribution. In case of different segments, identify the marketing mix of each segment separately. Remember here that in B2B market, the delivery of the mix could differ from the retail (consumer) market. Assignment: Rubric for Evaluation of the B2B Marketing Plan CATEGORY Excellent (100%) Good (75%) Fair (50%) Poor (25%) Points Opportunity Analysis 20 Points You have very clearly described the B2B opportunity for in the market. You have described the B2B opportunity in the market. You have briefly stated the B2B opportunity in the market. You have not stated the B2B opportunity in the market. Target Market -20 Points Your B2B target market is clearly defined and described. Your B2B target market is mostly described but could be clearer. Your B2B target market is sort of defined but I'm not sure about some elements. Your B2B target market is not defined. B2B Competitive Analysis 20 Points You have well analyzed the strengths & weaknesses of your B2B competitors for the same target market. You have analyzed the strengths & weaknesses of your B2B competitors for the same target market. You have only stated the strengths & weaknesses of your B2B competitors for the same target market. You have not stated the strengths & weaknesses of your B2B competitors for the same target market. B2B Market Positioning strategy based on Opportunity Analysis 20 Points You have well applied the B2B positioning strategy based on opportunity analysis for the same target market. You have applied the B2B positioning strategy based on opportunity analysis for the same target market. You have only stated the B2B positioning strategy based on opportunity analysis for the same target market. You have not stated the B2B positioning strategy based on opportunity analysis for the same target market. APPLICATION OF B2B Marketing tools 20 Points Your B2B Marketing tools are very coherent with the market situation and fit well with your product and target market. It is used throughout your promotional campaign. Your B2B Marketing tools are coherent with the market situation and fit with your product and target market. It can be used throughout your promotional campaign. Your B2B Marketing tools are not coherent with the market situation and do not fit with your product and target market. You do not use it throughout your campaign. Your B2B Marketing tools are not useful and fitting with your product and target market. It cannot be used throughout your promotional campaign. Total Points (100 possible)