Faulkner University Darden Restaurants Inc Expansion Analysis Discussion

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Objective

The objective of your assignment is to research a major company/corporation that interests you (i.e. what company would you like to work for?)

Instructions

This is a two part assignment:

1. Analyze a company you are interested in (restaurant chain, hotel, sports organization, casino) to determine how the company presents its overall image to its stakeholders through various media channels

2. Use this analysis of an organization to determine how to expand the company to new audiences through various media channels

You must clearly and comprehensively justify your reasoning.

The below format must be utilized. This assignment is due by Sunday at 11:59pm of Week 5. Please use the provided template when completing the assignment.

1. Research a Company from winmo.com

a. Company Name and Address

b. Number of employees

c. Year the company was founded

d. Location(s)

e. Product types

f. Description of the company (in detail)

g. Note any subsidiary companies

h. Report Sales (if available)

2. Report Media Information

a. Report or research all types of Advertising Media used

b. Report Advertising Expenditures in total

c. Report Advertising Expenditures by Media type used

d. Report Agencies used by company

3. Review the website of the organization & review the design of the website, on-line samples of promotional materials, brochures, videos, commercials (TV/Radio), in-house pieces, billboards, mailers, and any public relations usage (press releases, etc.)

a. Analyze the company’s on-line media center including press releases. How would you describe the news that is released most consistently?

b. What overall image do you feel/think the company is portraying?

c. How do they communicate this image? Through the website, advertising, PR, and marketing etc.? What colors, style, copy, pricing, pictures, spokespersons, options, etc. are used to support the image?

d. Is the message consistent across all media?

e. Who would you define as the audience (stakeholders) & how do you come to that conclusion?

4. New Targeted Market Plan

a. What new audience will be the target market to which you sell your product/service?

b. Explain in detail your new audience with supporting research

5. Website Revisions with Justification

a. What three revisions/additions will you make to the website to attract this target audience?

b. Why will these revisions to the website be effective in reaching this audience?

6. Social Media Plan with Justification

a. How will you utilize social media to attract this target audience?

b. Why will these revisions/additions relative to social media be effective in reaching this audience?

7. Marketing and Advertising Plan with Justification

a. What three revisions/additions will you make to better use marketing or advertising to attract this target audience?

b. Why will these revisions to marketing/advertising be effective in reaching this audience?

8. Public Relations Plan with Justification

a. What three revisions will you make to better use public relations to attract this target audience?

b. Why will these revisions to public relations be effective in reaching this audience?

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