Introduction
Completion of this portfolio work project, a PowerPoint presentation, demonstrates your competency in analyzing the internal and external factors that influence consumer behavior as well as the relationship between consumer behavior and consumer retention.
Scenario
For this assignment, choose either Option 1 or Option 2. You do not need to do both. You will apply one of these scenarios in the Requirements below. Both options will be graded using the same rubric.
Option 1
You and your sibling have recently opened Rollin’ Auto, a mobile business that provides routine auto repairs at the consumer’s home or place of business. The company currently owns two trucks that you both use to service customers. The business has taken off much more quickly than anticipated, so you are already thinking about a plan for managing growth.
Option 2
Identify a company of your choice. Note that it is recommended that you use the same company for each assignment in this course. Before choosing a company, read all three of the assignments’ requirements thoroughly to ensure the following:
The company fits the assignment requirements by providing goods or services directly to an end-user consumer.
You have an adequate understanding of the business model.
You have permission to access any required internal data.
Contact your instructor with questions.
Your Role
Option 1
You are one of two principals of Rollin’ Auto. You have two equity investors who have recently committed funds to your success. You and the other principal are preparing the business for future growth and know that the backing of your investors will be an important component in your short- to medium-term success.
Option 2
Your boss, a director, has tasked you with a consumer behavior analysis project. She is relying on you to prepare a presentation for your company’s executive leadership.
Requirements
Prepare a PowerPoint presentation for Rollin’ Auto’s investors or for your selected company’s board of directors. If you have chosen Rollin’ Auto, further develop the consumer marketing information you know about the company so you can provide a more in-depth overview. Include the following in your presentation:
Analyze the influence of consumer behavior on engagement, loyalty, and retention for the selected company.
Analyze the influence of external factors on consumer behavior for the selected company.
Analyze the influence of internal factors on consumer behavior for the selected company.
Present a visual model of the relationships between the internal and external factors. A Sample Visual Model is linked in Resources for your reference.
Recommend how to increase customer retention for the selected company.
Deliverable Format
Requirements:
Presentation is 15 slides (in addition to title and references slides).
It is suggested you allocate your slides as follows:
Introduction – 1 slide.
Company Overview – 1 slide.
Engagement, Loyalty, and Retention – 2 slides.
External Influences – 3 slides.
Internal Influences – 3 slides.
Visual Model – 1 slide.
Recommendations – 3 slides.
Summary – 1 slide.
Select a PowerPoint slide template appropriate for a professional presentation. Include the content of the slides as well as the supporting narrative in the speaker’s notes. Do not overbuild your slides; supporting information should appear at the lower portion of each slide as notes.
Note: Save your finished PowerPoint in Notes view as a PDF. Be sure you can see both the slides and your notes in your saved file. Upload only the PDF to the assignment area.
Related company standards:
The PowerPoint is a professional document and should therefore follow the corresponding MBA Academic and Professional Document Guidelines (available in the MBA Program Resources).
Use four references. At least two must be from scholarly or academic sources, and one must come from the Wall Street Journal, Forbes, or MIT Sloan Management Review.
Use APA formatting for citations and references.
Evaluation
By successfully completing this assignment, you will demonstrate your proficiency in the following course competencies through corresponding grading criteria:
Competency 1: Evaluate consumer engagement patterns in relation to consumer characteristics, behavior principles, and marketing practices.
Analyze the influence of consumer behavior on engagement, loyalty, and retention for the selected company.
Competency 2: Analyze the impact of external factors such as politics, economics, technology, and culture on marketing strategies related to consumer behavior.
Analyze the influence of external factors on consumer behavior for the selected company.
Competency 3: Analyze internal influences such as motivation, personality, attitudes, and self-concept on consumer behavior.
Analyze the influence of internal factors on consumer behavior for the selected company.
Competency 4: Apply market research to support organizational marketing needs, decision-making, and strategy building.
Recommend how to increase customer retention for the selected company.
Competency 5: Communicate in a manner that is professional and consistent with expectations for members of the business professions.
Write coherently to support a central idea with correct grammar, usage, and mechanics as expected of a business professional.
Your instructor will provide feedback as if they were the recipient of your deliverable in the workplace, using the rubric. Refer to the rubric to ensure that you meet the grading criteria for this assignment before submission.
ePortfolio
This portfolio work project demonstrates your competency in applying knowledge and skills required of an MBA learner in the workplace. Save this activity to your ePortfolio for future reference in the workplace.
