Phase 1: Concept Approval
Marketers often face challenges in competitive consumer markets. To make effective decisions,
marketers need to identify key issues, ask relevant questions, and find reliable answers about
consumer behaviors. A consumer analysis is, in essence, an accumulation of market intelligence
addressing: 1) competitive market situations, and 2) recommendations for marketing decisions.

As a group, you will develop a consumer analysis report as if you respond to requests from businesses, investors, and/or policy-makers. The report will be prepared in three phases.

In Phase 1, you will propose or address a marketing issue of a publicly-traded company or a local business in the B2C context. The first assignment will be a written document, not to exceed two pages (single-spaced),