In this scenario, you are the VP of marketing for a product-based new venture. The firm has recently been
formed and has launched its first products. You have been instructed by the founder and CEO, Mr. Joe
Johnson, to develop a detailed market analysis for your firm.
You are the vice president of marketing for Eco-Friendly Nursery, a small, newly formed nursery that
specializes in raising and selling environmentally friendly plants and flowers to flower shops locally, as well as
to walk-in customers. Using only organic pesticides and environmentally friendly procedures, your company
prides itself on the way its green methods are changing the way nurseries are run throughout the area and
eventually the world. You have been asked by Mr. Johnson, owner of Eco-Friendly Nursery, to research and
write a marketing analysis for your company and industry.
For this assignment, you will draft a two- to three-page market analysis report that will be given to Mr.
Johnson, founder and CEO of Eco-Friendly Nursery. This analysis should draw upon the material given in this
course in addition to any outside research that you need to conduct in order to complete the report.
Be sure to listen closely to Mr. Johnson and Ms. Samantha Smith, chief horticulturist and champion of this eco-
friendly nursery, because they will give you clues on the type of information they want in this market analysis.
They are counting on your to help drive business to their new company. This analysis could make or break the
firm. Good luck!
NOTES: *Demonstrate a strong grasp of the problem at hand. Demonstrate understanding of how the course
concepts apply to the problem. Be sure to include the basic concepts and criteria of a market analysis in the
entrepreneurial marketing setting. Show creativity with the assignment, and outline interesting ways to create
*Write your answer clearly and succinctly using strong organization and proper grammar. Use citations
correctly. Is it two or three pages? The CEO wants a short report that is concise; going over the allotted three
pages will be penalized.