Project
Client: Appalachia Mountain Club (AMC, http://www.outdoors.org/ )
Check out their Facebook: https://www.facebook.com/AppalachianMountainClub
Brief Description: Founded in 1876, the Appalachian Mountain Club promotes the protection, enjoyment, and understanding of the mountains, forests, waters, and trails of America's Northeast and Mid-Atlantic regions. Its headquarter is located in Boston Beacon Hill area. The AMC project aims to help the organization address several important market-related questions and inform its future marketing and strategic directions.
Assignments
Background Research Assignment
You will conduct a detailed Situational Analysis for the AMC project.
· Demographic, Cultural, Economic, Legal, Technological, Political factors and trends
· Marketing implications of the factors and trends
· SWOT Analysis (Strengths, Weakness, Opportunities, Thread)
The following identifies the sources you need to use to gain a thorough understanding of the issues related to the AMC project and complete the situational and SWOT analyses.
Three Library databases that include relevant demographic data
o Cite the databases in proper APA format
o How are the databases relevant to the marketing environment factors and the AMC project?
o How does the data help you understand the issues better?
Three scholarly journal articles
o Cite the articles in proper APA format.
o Summarize each article (i.e., write an abstract)
o What is the purpose of the article? Why did the author(s) conduct the research and/or write the article?
o What are the different sections of the article? Summarize each section.
o What are the propositions or hypotheses? If there are no hypotheses, then what is the framework or model developed?
o What are the major concepts (constructs) presented in the article? Define each of them.
o What were the major findings?
o How is the information relevant to the AMC project?
o How is the content of the articles related?
Two news articles
Cite the articles in proper APA format.
Summarize each article (i.e., write an abstract).
How is the information relevant to the AMC project?
How are the articles related to each other? In other words, how does the content for each article relate to each other?
Two websites
o Cite the websites in proper APA format.
o Summarize the content of each website and how the information is relevant to the AMC project.
Two specific social media platforms
o Cite the social media platforms in proper APA format.
o Summarize the content of each platform and state how the information is relevant to AMC project.
There are 2 main parts of this paper
First is to do the research of the company
Second is to analysis the SWOT.