MKM662 – Professor Briggs 1

Individual 3 – Lead Market Analysis
MKM662 – Professor Briggs 1
Overview
The Lead Market Analysis assignment focuses on understanding the sector’s leading
markets for adoption. When picking the lead markets, think about why that market
segment and geography is the best fit and be prepared to defend your recommendation.
Note that this assignment comprises 10% of your total grade for the course.
Situation
In this assignment, you are acting as a consultant for a fictional company, Jaime’s
Vitamins in Saskatoon, Canada. The owner astute and risk-tolerant but has few
resources. Jamie’s hires you to identify possible sources of inspiration for New
Products, by investigating the vitamin Lead Market.
Important
• All your work must be your own.
• Do not contact any vitamin maker or the Lead Market about the project.
• Don’t include long quotes or uninterpreted visuals/figures. If you include quotes,
make them short; if you include data, give the data/figures a meaningful specific
interpretation, specifying why it matters. It’s your interpretation of what’s found,
not another author’s words or works, that a reader seeks.
Description
The assignment should be completed as a Word Document (.doc or .docx) using MLA
in-text citations. Be sure to include the following items in the deck and when complete,
upload it onto SafeAssign.
1. Title page with date full name, course code, section, project codename. Add a
footer with page number, your last name, project codename.
2. Find the size of the category in Canada and possible influential factors:
a. Examples of category or influential factors: average income per person, #
of vitamin buyers, # of vitamin consumers, vitamin channels of distribution,
identification of companies & brands, % share accounted for by category
market segments, relevant regulatory limits (i.e., health claim
approvals/limits, process to have a product approved for sale to
consumers, etc.)
b. Summarize the typical consumer price range for the products; describe
their availability different channels of distribution.
c. Summarize this ‘Base Nation’ (primary geographical site for launch of
business) information, citing diligently in text.
3. Complete a thorough and extensive Secondary research on the ‘vitamin’ or
‘vitamin & supplement’ category in other nations.
a. Identify a Lead Market; as defined by highest unit consumption per person
per year, or highest $ spent per person per year in that geography (nation
or province or state).
b. Support your findings on why it is a Lead Market, citing Secondary.
Emphasize credible, current sources.
4. Evaluate and identify the ‘driving factors’ behind the Lead Market’s higher
development.Individual 3 – Lead Market Analysis
MKM662 – Professor Briggs 2
a. How that market compares to the Base Nation on these factors- compare
the Lead Market nation’s regulatory, income, segments splits, channel
availability/patterns consumer behaviors and attitudes, anything you feel is
relevant to your findings for Canada in part 1.
b. Summarize the findings, indicating how that market compares overall to
the Base Nation & keyways it differs.
c. Evaluate how that might be impacting consumption patterns/ rate.
5. Identify 3 Business Ideas i.e., new products, expansion into different channels,
new or segments, inspired by the Lead Market.
a. PLEASE NOTE: Discounted Pricing should not be one of the Ideas.
6. Make 2 or 3 specific Business Recommendations for Jamie’s given what you
found. These need not be limited to new products, but could involve messaging,
or R&D or other actions.
7. Citations. Include a sources page
a. Use multiple, reliable sources
b. Avoid Wikipedia, marketing91, ukessays, etc.
c. If necessary, see this YouTube video from Professor Stevens on how to
assess secondary res