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.
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?
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