A finished MKT-607 Topic 2 environmental and competitor scan example, with each external factor evidenced by a named source and its implication for the firm stated. Searches like "mkt 607 topic 2 assignment example", "mkt607 topic 2 sample" and "mkt-607 topic 2 example" land here.
What a finished MKT-607 Topic 2 environmental and competitor scan looks like
The finished example cites as it goes. Each external factor carries the source that established it, whether a regulatory filing, an industry report, a trade publication or a company disclosure, and the example distinguishes what a source can support from what it merely suggests. Factors are not merely listed but sized: a demographic shift is stated with its magnitude and timing, since a trend without a number cannot be weighed against anything. Competitors are analyzed by what they actually do rather than by reputation, with pricing, positioning and recent moves each evidenced. The scan then converts to implications, because a list of forces with no consequence for this firm is an environment report rather than an analysis.
How an MKT-607 Topic 2 example is structured
The example scans, evidences, then implies. It opens with the firm and the market it competes in, bounded so the scan has a scope. A second section works the macro forces one at a time, giving each a source and a magnitude rather than a direction alone. A third identifies the competitors that actually matter, with the reasoning for who was included and who was left out. A fourth analyzes each competitor by observable behavior, their positioning, pricing and recent moves, with sources. A fifth assesses the competitive intensity of the market and what drives it. A closing section converts the scan into implications for the firm, stating which factors it must respond to, which it can ignore and which it could exploit.
Every factor carrying a source
A regulatory filing, an industry report or a disclosure, so each claim about the market can be traced.
Trends sized, not just named
A demographic shift with a magnitude and a timeframe can be weighed; a direction alone cannot.
Competitors chosen with reasons
Who was included and who was left out is argued, since the set defines everything the analysis concludes.
Behavior over reputation
Pricing, positioning and recent moves are observable, where a competitor's stated strategy is a claim.
Converted into implications
Which forces the firm must answer, which it can ignore and which it might exploit, rather than a list of conditions.
Where marks go in MKT-607 Topic 2
Scans built from general impressions are the standard failure, and the drawer line names the requirement directly: sources rather than summaries. A second weakness is factors listed with a direction and no magnitude, since a market described as growing tells a reader nothing about whether to invest. Papers lose marks for a competitor set assembled without justification, because omitting a substitute or including an irrelevant firm changes every conclusion afterward. Describing competitors by their marketing claims rather than their observable behavior reports what they say about themselves. A scan that ends without implications leaves the firm holding an environment report and no decision. Scans that treat every listed force as equally important give a reader no way to prioritize a response, and prioritizing is the whole point of running one.
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MKT-607 Topic 2 questions, answered
What counts as a usable source for a market scan?
Anything a reader could check and evaluate. Regulatory filings, published industry reports, trade press, government statistics and company disclosures all qualify, with different reliability. A company's own claims are evidence of what it says rather than of what is true. What does not qualify is an unattributed assertion about market conditions, however plausible, since nobody can weigh it.
How do I decide which competitors to include?
By who your customers would actually turn to instead of you, which is often wider than the obvious set. Direct competitors selling the same thing matter, and so do substitutes solving the same problem differently, and sometimes doing nothing is the real alternative. State your reasoning, because a competitor set assembled by convention rather than by customer behavior will produce a misleading analysis.
How specific should a trend be?
Specific enough to weigh against a cost. A market growing by a stated percentage over a stated period supports an investment argument; a market described as growing does not. Where you cannot find a figure, say so and describe what evidence you do have, which is far better than implying precision that no source in your paper actually supplies.