A Category Analysis is the first part of a Situation Analysis.Fundamentally, the marketing manager must start by understanding the category in which s/he competes.Your analysis is to be written in paragraph format, using separate charts and exhibits to back up your conclusions.Be sure to include references in the text to identify the sources for your facts and a Bibliography at the end.

A Category Analysis is the first part of a Situation Analysis.Fundamentally, the marketing manager must start by understanding the category in which s/he competes.Your analysis is to be written in paragraph format, using separate charts and exhibits to back up your conclusions.Be sure to include references in the text to identify the sources for your facts and a Bibliography at the end.Keep your write-up to 1 and a half pages, excluding exhibits and Bibliography. You must use the Mintel report on Salty Snacks – January 2015 to successfully complete this assignment. However, ONLY discuss information related to popcorn.   Make sure you check out the Mintel report on Salty Snack, January 2015.Consumers can buy on the basis of product attributes, product functional benefits, or emotional end benefits.For example, one feature of SUVs is four-wheel drive.But buyers of SUVs most likely buy them not for this feature but for the product benefit of perceived safety or the benefit of off-roading.On the other hand, the consumer may purchase the SUV for an emotional end benefit, such as the status or “coolness” that driving one confers. Make sure you check out the Mintel report on Salty Snack, January 2015. You need to provide an in-depth discussion of each of these trends. In most cases, you will need to provide general facts (outside of the popcorn category) to support your discussion – make sure you check out the Mintel report on Salty Snack, January 2015.      

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