UNIVERSITY CANADA WEST

MRKT 621 SPRING 2023

MIDTERM INDIVIDUAL ASSIGNMENT

– MARKETING RECOMMENDATION

INSTRUCTIONS:
• This is a take-home midterm individual assignment. You can refer to the textbook, class
notes, and other sources of information.
• Your answers should be recorded in form of a short video presentation.
• Your objective is to create evidence-based marketing analysis and recommendation for
the Riipen client’s business.
• Length of the video presentation – 10 - 15 minutes. Considering the limited space for the
assignment focus on main points.
• This exam's weight is 14% of your course grade.
• Please follow the rubric for the Individual Assignment – Marketing Recommendation.

• Make sure to follow a clear structure: short introduction, clearly stating which part of the
question is being answered, short closing statement at the end.
• Do not submit your presentations or screenshots, only the link to the recording.
• Please avoid reading your slides and use graphic support, presentation aids, or share your
screen to explain your points.
• Submitting AI generated answers or reading/reciting text not originally created by the
student instead of own thoughts is considered academic misconduct and automatically
grants 0% grade with academic misconduct report.
• Please review the Library Resources on how to avoid academic integrity issues!!!
• 5 points deducted if the video is not audible or the link not available to be viewed (make
sure to set the property to “Anyone with the link can view” before copying your link).
Please double-check before submitting.

• Due Date: Thursday, May 18th, before our class. No exceptions. Later submissions 10
points deducted per day. Do not risk it.

All the best!!!!

• Important Reminder: no parts of your assignment can be shared (including after the end of
the course) with any third parties or on public platforms (i.e. course hero, social media, etc.)
as per signed NDA (confidentiality agreement)!

QUESTIONS:

A perceptual map displays the position of products or brands in the consumer's mind on two or
more dimensions. This assignment is to create a perceptual map for the Riipen client’s product.

Carry out the analysis (desk research) of what is currently offered in the market, review
Rippen client's offer (taking into consideration their situation, needs and challenges with it) and
their competitors' offers (at least 4 competitors, no need to describe all the offers in your
assignment), and create a perceptual map for the client’s offer.

Based on your analysis, answer the following questions:

(a) suggest two dimensions based on your research and best understanding of the potential
customers' preferences regarding similar offers. Evaluate and only pick dimensions that allow
the client to differentiate from the competition. Justify your choice.
(b) identify competitors' positions on your map and identify market opportunities (gaps to be
fulfilled in the perceptual map). Shortly describe the quadrants and where you see potential
space.
(c) considering Riipen client's situation, needs and challenges, recommend the ideal positioning
for their offer where they may choose to compete or differentiate. Justify your choice.
(d) summarize the top 3 recommendations for the Riipen client based on this exercise.
Additional instructions: How to record the video:

This is just one of the methods; you can record the video using other methods and tools you
have chosen, the choice is yours. But since you have access to UCW’s tools (MS teams etc) here
are the steps:
- On your MS Teams app on the computer go to calendar
- Click “Meet now” in the top right corner, “Start meeting now”
- Click “Join now” - make sure your camera and microphone are on.

- Start recording
- Share your screen if you want to share a presentation, screenshot, or a tool you are
using
- Once you’re done, stop recording and confirm stopping
- Leave the meeting
- Few minutes after the meeting is over, you’ll be able to see the recording under the
“Chat” tab on Teams or Go to your office account, open “My content” then hover over
the name of the file you just recorded and click more options
- Click share, make sure to use the option “Anyone with the link can view” and Copy the
link
- Share the link with me via Moodle Individual Assignment dropbox under Week 5