MKT 3343 Term Project Part One

ALLYSON MASSOUD’SCAREER & PASSION ECONOMIC SECTOR/INDUSTRY TRENDS RESEARCH &

CHOICE DECISIONS

By: Allyson MassoudTexas State University Student

Submitted To: Dr. Ruth Taylor, Professor, MKT 3343.005

In partial fulfilment of the Two-Part Term Project Requirement(8:00am-8:50am) M, W, F

Date Submitted: November 18, 2016

I pledge to uphold the principles of honesty and responsibility at our university

(Student Handbook, Texas State University)I pledge that this project was completed solely by me using only the help of my professor as

needed and/or help of other students on in-class workdays.

Signature: _________________________________________ Date: ___________________

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MKT 3343 Term Project PART ONE

Allyson Massoud’sCOMMERCIAL AWARENESS AND TRENDS ANALYSIS OF CAREER & OF LIFE'S

PASSIONECONOMIC SECTOR/INDUSTRY & CHOICE OF FIRMS TO WHICH TO APPLY

By: Allyson Massoud, Texas State University Student

A. INTRODUCTION

This is a required comprehensive term project required for completing MKT 3343, the

Principles of Marketing course that I am enrolled in this Fall Semester of 2016. This project

consists of two parts, Part One and Part Two.

This is the Part One Paper and it will focus on data analysis and collected research. Part

One will also help students and people understand ‘Commercial Awareness’ by grasping an

understanding of the ‘commerce’ side of an economy and how the nation is divided and arranged

into economic sectors. There are industries, sub-industries, sub-sub-industries and by breaking

these down into categories, it will help give a solid explanation of different firms and how they

go about business. Becoming ‘work ready’ is very important for college students about to

graduate. Having commercial awareness is key for when a person has to apply certain skills for

jobs. This Part One of my paper consists of explanations of my choice of a certain

sector/industry as my ‘Career’ Industry and my other choice for my ‘Passion’ sector/industry.

This paper will continue to explain important findings and secondary research in which I have

made by collecting data from adequate internet resources, Texas State University’s online library

resources, and the lecture notes and knowledge my professor provided me.

I will be conducting two SWOT analysis’s (strengths/weaknesses and opportunities/threat

analyses) of certain trends in relation to conducting and operating a business in my ‘Career’

sector/industry. The second SWAT analysis will be about certain trends in relation to operating

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and conducting a business in my ‘Of Life’s Passion’ sector/industry. There will also be research

findings in relation to the types of job opportunities and careers in my ‘Career’ sector/industry.

The research will help learn about job positions and their description, to understand

salaries/benefits from companies and to predict future financial decisions. It is important to know

going into the workforce entry-level salaries: ‘high,’ ‘low’ and ‘average.’

The end of my Project Part One paper, I will explain all other of my research and analyses

findings of the top four competitive firms in each of my ‘Career' sector/industry and of my

‘Life's Passion' sector/ industry. I will explain products and services sold by each firm as well as

prices charged by each firm, whereas compared to the average price the four competitors charge

for the same service category or same product. Distribution is very important in a business and

this paper will explain places of distribution firms use to (distribute/sell) products to consumers

and businesses. Promotion techniques are a key in a business because it is how you spread the

word and make your business greater (larger). These promotion skills are used by businesses to

promote their products and goods to consumers.

The research and key findings in this paper will help me with the Term Project Part Two

(due, December 7th) in which I will come up with cover letters and resumes for a business of

interest to me. Part Two is a simple and important practice of learning the ways of writing a

proper cover letter/resume. The paper concerning the whole of Project Two will be submitted

and written later on for the semester project.

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B.  CAREER AND 'OF LIFE'S PASSION' SECTOR/INDUSTRY CHOICES

CAREER INDUSTRY

Career Sector/Industry Choice and Rationale for Choice and Choice Rationale

My choice for ‘Career’ sector/industry is Distribution of Goods Sector and within this

sector, there are three sub-sectors: wholesaling, retailing and transportation. The reason for my

choice is based on working at Yankee Candle and grasping certain business concepts this

company has. I am currently a sales associate now but would like to graduate college and

become a manager at Yankee Candle. They are a growing business; working for the company

long-term time and earning benefits would open more upper-income job opportunities.

Sector #3 –Distribution of Goods

Wholesaling Retailing Transportation

Malls/Outlets Shipment

Yankee Candle Manager

PASSION INDUSTRY

'Of Life's Passion' Sector/Industry Choice and Rationale and Choice Rationale

My ‘Of My Life’s Passion’ sector/industry falls under the sector of ‘Other Services

Economic Sector.’ I would like to work for Richards Group, located in Dallas, TX, as an

advertising account planner. Under the sector ‘Other Services’ falls the sub-sector ‘Business

Services/Other Services.’ Account planners work with people and in teams and working with

other people comes naturally. Working with people and collecting data to figure out how to

advertise in the best way excites and motivates me. Advertising has always been the base of

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consumerism (selling goods to consumers) and finding ways to touch people in ways that

connect them emotionally/physically to products (goods).

#4 'Other Services' Sector

Business Services Health Care Services Creative Arts Services Social Services Other Services

Richards Group

Creative Advertiser

Advertising Account Planner

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C. RESEARCH FINDINGS:TRENDS IDENTIFIED AS RELATED TO

CAREER AND PASSION (ALTERNATIVE) ECONOMIC SECTOR/INDUSTRY OF CHOICE

CAREER INDUSTRY

A brief history of 'Career' Industry as Related to a Job Position of a Yankee Candle Manager

Yankee Candle is a 46-year-old company and within this company, I would like to be a

manager at the San Marcos Outlets. There are 560 store locations and within each store, there are

about two to three managers looking over the production of daily work. Yankee Candle sold its

company to Jarden Corporation on a $1.75 billion sale. The owner has a short-term profit plan

for people that invest in big sales.

Yankee Candle Managers only travel if there is an important meeting with each District

Manager discussing the overall progress of the company. Managers go to these meetings to learn

strategic skills for the company, seeing future promotions/discounts and to see future product

ideas Yankee Candle has for long-term. Usually, managers arrive at the store first and have

specific tasks to accomplish before the store opens. They must count the register, write on a chart

LY sales goals, exceeded daily sales and profit goals each individual sales associate has to have

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to meet their day.

The entire company has branches of stores and each of them competes even though they

are the same company. It is important for every manager to talk to their sales associates and other

stores about how to provide the best customer service and how to make a sale. Managers work

just as hard as sales associates do. When we come together to take store inventory, working as a

team makes the process fast and easy. Every day is different because new faces show at the store;

it is important as a manager to be up on their feet ready to help customers.

Starting off as a Yankee Candle Manager doesn’t seem like much, but working and

growing relationships with customers become very satisfying. Customer service helps find the

best candle for a person to make a home feel cozy and welcoming. There are always promotions

and sales going which helps the company bring in more customers. This career path is very

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rewarding and exciting because you feel like a part of the community and get to help put a smile

on someone’s face.

Doing Business in Career Industry: Opportunity Trends

There are several things to consider when analyzing key factors to expected industry

‘opportunities.' Factors that positively affect industry growth would be promotions and new

products. Holidays are huge for Yankee Candle because we receive new Halloween candles,

Christmas candles, fall candles, fresh, fruity, or food scented candles. Government regulations

include prohibiting illegal child labor, physical abuse of workers. The government expects its

vendors to, at a minimum, comply steady labor and environmental regulations and laws. These

laws must be followed where any of the merchandise is produced and in stores as well.

Most of the leading businesses in the industry are the outlet stores and stores in malls.

They are smaller, smell amazing and attract more customers every day. The geographic area of

the industry is national (all of the U.S.), but not every state has a store. We receive a lot of

international travelers and people from states that don’t have a Yankee Candle that come just to

experience and buy Yankee’s candles/products. Yankee Candle is widely known and we are

positively impacted by the amount of out-of-state customers we receive. They sell large jar

candles, medium jar candles, candle accessories, wax melts, mini candles, and gift sets.

Each individual store has different sale goal requirements to meet every day. They

usually ranging from $1,500-$2,000. The sales associates working for that day will divide the

whole goal into three or four and try and make the whole goal for the day. The target buyers we

attract are mostly women. Candles seem to be more of a feminine trend, with the occasion of

men wanting to buy products. We have so many accessories and fun things to use for decorations

for the holidays; it seems to attract more women than men. Yankee Candle recently did a

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family/friends promotion where all products were 50% off and this brought in tons of new

customers. The market structure is less expensive in outlet stores whereas retail stores become

more expensive. Retail stores sell large jar candles for $24.99 and outlet stores sell large jar

candles for $15.14. The retail stores are much bigger where the product has perfectly come

straight from the factory. The outlet stores receive left over products and are sold for a lower

cost. Labels at the outlet's stores are different and sometimes the SKU numbers as well.

Doing Business in Career Industry: 'Threats or Limitations' Trends

There are several things to understand when it comes to ‘Threats or Limitations’ in an

industry/business. I have analyzed key factors that inhibit Yankee Candle’s industry growth.

Yankee Candle has many competitors because there are many different candle stores.

The past five years Yankee Candle has been improving incomes and introducing new

products every day. This has helped the industry recover from a recent recession. According to

ibisworld.com, there are still barriers to entering the business due to rising industry

concentration. The products Yankee Candle offers are at a low price in local outlets and because

of this, the company stays at a steady income pace.

When becoming a manager, there is competition but not as much as you would think. A

Bachelors’ Degree in anything will satisfy getting the job. Managers do compete with other

stores/outlets because every store has a single goal for the day. Staying aware of phantom

shoppers is important. Phantom shoppers are secret shoppers that come into the store and make

sure we give a proper introduction and give a solid explanation of sales going on for the

day/month. They will ask certain questions as a “test” and report back and answer a series of

questions. Some stores will score 100% and others will score 70%. If a store/outlet store makes a

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low score, the managers are told to give the sales associates a talk about what has to be improved

with customer service and the proper greeting message.

GETTING JOB IN Career Industry: ‘Opportunities and Trends’

Yankee Candle Managers have a duty to recruit staff members and make sure the store is

moving in the right direction daily. Sales are important and overseeing the sales associates,

advising them with customer service, is a key aspect of being a manager. According to

indeed.com, Yankee Candle recruits people as part of their Succession Plan. There are

opportunities in becoming a manager the consist of: employee discounts on all products, work-

related injuries are covered, and bonuses can be obtained with hard work.

Managers at Yankee candle have a total base salary of $42,591 per year. The salary stays steady,

but you do get the benefit of traveling and days off when needed. They do not over work you.

The max of hours worked a week are 40 hours. Yankee Candle understands their employees and

constantly ensure their work related needs are met. The manager position offers a competitive

rate and excellent benefit packages.

Limitations of GETTING JOB IN Career Industry and Trends

It has been revealed that there are no limitations for becoming a retail store manager. You

must have the following requirements to become a Yankee Candle Manager. According to

indeed.com, a required 1-2 years of management or supervisory management experience in the

retail force as well as being experienced in a customer service environment. You must have a

strong general idea of retail practices and marketing terms so proper conduction of business can

occur.

I have learned from this marketing class the basics of a business. If these skills are not

acquired or remembered, getting a job as a retail manager will be tough to understand.

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PASSION INDUSTRY

A brief history of Passion Industry as Related to a Job Position as an Advertising Account

Planner at Richards Group

Richards group, an American Advertising Agency located in Dallas, TX, is one of largest

independent agencies in the country. According to wikipedia.com, this company reports annual

incomes of $1 billion. Some of their works include Chick-Fil-A. More major clients are Fruit of

the Loom, The Home Depot, Sub-Zero/Wolf and Zales. The agency handles so many different

areas of advertising including: advertising, public relations, and tons of promotions for clients in

the nation.

Richards Group markets for colleges and universities with sports/entertainment. In-

between college football commercials, some of the advertisements are made by Richards Group.

They advertise the following as well: Dr. Pepper Snapple Group, Gamestop, MD Anderson

Cancer Center, Ram Trucks. Sub-Zero, The Home Depot, The Salvation Army, MetroPCS,

Motel 6, Orkin, TXU Energy, Patron and QuikTrip. Richards/Carlberk, a Houston Advertising

Agency, is concomitant with an ownership with Richards Group.

In 1953 Stan Richards began doing freehand design work in Dallas, TX, then in 1976 the

company became an advertising agency for full-service for everyone in the nation. In 1986,

Motel 6 signed as a client and has been doing business with Richards Group ever since.

According to wikepedia.com, In 2014 a fundraising campaign worth $10 million was concluded

for the Public Relations and Advertising Department at the University of Texas at Austin. This

appointed it the Stan Richards School of Advertising and Public Relations.

Doing Business in Passion Industry: ‘Opportunity’ Trends

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I have a passion for advertising and I discovered this by deciding to major in Advertising

and Mass Communications with a Minor in Business. There are so many opportunities when it

comes to being a part of an advertising agency, especially Richards Group. An advertising

account planner does several important things to ensure advertisements are finished in order to

perfectly grasped the consumer’s attention.

Richards group is constantly receiving more clients to help them advertise their company.

Between the last 5 years, Richards group has grown and become more profitable; it has affected

the industry growth over 20%. Cyber liability insurance policy is important for this company due

to keeping clients work private until the advertisement is ready. Employees are to be treated

respectfully and given certain days off for family emergencies or holidays.

The geographic area of the industry is nationwide and opportunities for more clients

coming in for their business growth is a big deal. The Richards Group in Houston, TX also

brings in a lot of clients and shares those clients with the company in Dallas, TX. It is an

opportunity because Houston and Dallas are huge cities and advertisement in cities is imperative.

The industry is huge and investors are constantly wanting to advertise their business. It is

an expensive process but initially worth it because advertisements make a business grow. An

investor will come in with their business/product and will ask for a well-done advertisement to

be completed. Some companies cannot afford to have advertisements produced due to expenses;

Richards Group is there to help and come up with long-term plans.

Doing Business in Passion Industry: ‘Threats or Limitations’

There are several things to consider when it comes to ‘Threats or Limitations’ when

conducting business with a company. Although Richards Group is a business, the employees

inside are not always working side-by-side. Advertising account planners have individual duties

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of collecting secondary research for the company investing. Every business has competitors and

as an account planner, your duty is to go out and have people take surveys. Once those surveys

are done, you come up with screener questions. Screener questions have set guidelines of

eliminating certain people who don’t pass. It could be because of their age or the generation you

are targeting.

Ethnographies are imperative because they allow you to follow people and see what their daily

lives are like. These are important because in order to come up with a good advertisement,

understanding people and their daily activities helps produce an advertisement that will grasp

their attention. This job can be difficult because sometimes people don't want to participate or

they feel it is unnecessary. Account planners must find the competitors for the company they are

assigned to. By researching those competitors, you are finding ways to advertise and one-up

those other companies to make your clients’ business seem more interesting.

I was doing some reading online and I just learned that after 22-years of business, Chick-

Fil-A stopped working with Richards Group. Sometimes these things happen and they lose

important investors/companies. If you by chance are working with a client that has decided to

back out, it can affect your in-progress business with that company. Staying in contact with your

client is important because they will feel you are working hard to achieve what is best for their

company.

GETTING A JOB IN Passion Industry: ‘Opportunity’ Trends

There are several things to consider when it comes to getting a job on a corporate level. An

Advertising account planner has to have experience before trying to receive a job with a bigger

company (Richards Group). You must work your way to the top in order to receive a bigger

salary.

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Salaries diverge according to how big the agency is, the area of specialization, and the

location and individual performance. Salaries can range from $18,000 to $22,000. This is you are

first starting off and have little to no experience with the exception with internships. It is best to

have three to five years of experience because salaries can range up to $30,000 to $45,000.

According to prospects.com, Senior Directors can earn over $70,000 a year. Staying with the

same company or switching can be to your benefit.

Company benefits include car allowance, free gym membership, profit sharing, and

health insurance. Finding a company (Richards Group) that offers these benefits are great

companies to work for because you are taken care of as an employee. Working hours can be long

and as an account planner often means working extra hours. The company will expect you to

work normal business hours but sometimes they will ask for weekend shifts.

There are several things to expect when entering this job field. You must meet deadlines

and be creative even though it may be stressful. Jobs are available widely, and sometimes

recessions happen that can affect the industry. Traveling is uncommon for Richards Group

because they are a national business. Overseas work is uncommon unless you have a client that

is international. Skills needed to know for this job are being able to find an interest in people and

have a creative imagination. Commercial awareness is the most important aspect because it

shows common sense and business awareness. Staying on your feet and acquiring presentation

skills is important because you will have to present in front of a board of creative advertisers.

Basic marketing skills are important as well because you will need to see commercially where

your company stands.

GETTING JOB IN Passion Industry: ‘Threats or Limitations’ Trends

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An advertising account planner has ‘threats and limitations’ when it comes to competing

for job positions. Depending on your work background and how much you know about the job

field, will either guarantee you a job or not. It can all come down to two people interviewing for

the same job and the one with the higher GPA receives the position. However, if you have more

experience and a lower GPA versus someone with a higher GPA but no experience, your chances

are better.

The Richards Group is always looking for new talent and even if they aren’t hiring, they

encourage applications and new creative people. They are helpful when it comes to giving a job

position even if you don’t receive your desired position. There really aren’t many threats when it

comes to the advertising industry because everyone wants to advertise. If you are creative, fast-

thinking and know about commercial awareness, those skills can be used to rise up in the

company.

A major threat to an advertising agency is clients not being able to afford a plan with

Richards Group. Some clients work with Richards group and drop out due to being dissatisfied

with the company or it is too expensive and the advertisement doesn’t seem to be helping their

business. This means Richards Group will start advertising themselves for clients who are

seeking something new and creative for their business.

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D. RESEARCH FINDINGS:FOUR TOP COMPETITIVE COMPANIES AND THEIR CURRENT MARKETING

STRATEGY PRACTICES(product, price, place, and promotion) IN EACH MY CAREER AND PASSION

(ALTERNATIVE) SECTORS/INDUSTRIES OF CHOICE

CAREER INDUSTRY

Top Four Competitive Companies and Each Their Current Marketing Practice in My Career Economic Sector/Industry of Choice

Company One: Colonial CandleExplanation of Competitiveness in Industry

Colonial Candle is the second most liked candle store in the nation. Colonial Candle has

stores available across the country. Their prices are more expensive than Yankee Candle, but the

fragrance as equally satisfying. They get a lot of business due to lots of different locations and

places they distribute their product.

Marketing Strategy Practice:

Main Products Sold: Candles, Tortes, and the product of the month are the Oval

Jar Candle Pumpkin Pie, Tortes, and Gift Sets.

Prices Charged: 22oz Oval Jar Candle are $25.00, 3.5oz Oval Jar Candle are

$7.50, 8oz Oval Jar Candle are $15.00, 9pk Tea Light Candles are $8.00 and

Votive Candles are $2.00.

Places Distributed (Sold) Through: Target, Walgreens, Walmart, Colonial

Candle and their website.

Promotional Communication Techniques Employed: There are always online

promotions and sometimes free shipping. If you order in the store, free shipping

is automatic. Discounts are promoted monthly and change due to industry

fluctuation.

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Company Two: White Barn Candle Co.Explanation of Competitiveness in Industry

White Barn Candles is number three from Yankee Candle and they get the most inquiries.

According to candlefind.com, Bath and Body Works used to be tied to a little White Barn Candle

Store in the early 2000’s because it was so popular. These candles are only found on their

website or in Bath and Body Works.

Marketing Strategy Practice:

Main Products Sold: 3-Wick Candles, Medium Candles, Mini Candles and

Candle Holders and Gift Sets.

Prices Charged: 3-Wick Candles are $22.50, Medium Candles are $12.50,

Mini Candles are $4.50 and Candle Holders range from $20.00 to $15.00.

Places Distributed (Sold) Through: Bath and Body Works and their website.

Promotional Communication Techniques Employed: Since these candles are

only found on their website or at Bath and Body Works, promotions can be

given from the Bath and Body Works store or their website where free

shipping is offered only during limited times.

Company Three: Virginia CandleExplanation of Competitiveness in Industry

According to candlefind.com, this company started selling all soy candles in different

varieties. They are made with wood wicks and those make a crackling noise that makes home

sound cozy and warm. They have amazing scents and are popular because they are natural and

soy-based.

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Marketing Strategy Practice:

Main Products Sold: Large Jar Candles, Medium Jar Candles, Diffusers, Small

Candles, Wax Melts, Wood Wicks for a relaxing crackling noise and gift sets.

Prices Charged: Wax Melts are $0.75, Wood Wick Boudoir Collections are

$15.99 and Large Jar Candles are $24.99

Places Distributed (Sold) Through: Yankee Candle Outlet Stores and their

website. Often times, you can find them in home stores or decoration stores

such as Hobby Lobby

Promotional Communication Techniques Employed: This company is more a

natural based candle company so they are always promoting their soy-based

candles and the natural woodsy smell you get from them. Shipping in

stores is free and they offer promotional codes for discounts while shopping

online.

Company Four: Bridgewater CandlesExplanation of Competitiveness in Industry

According to candlefind.com, they were established in 1988 in Spartan, South Carolina.

They are elegant and most shoppers like they because they have a clean burn and the design

matches their home décor. Prices are expensive, but people say they have had a great shopping

experience at Bridgewater Candles.

Marketing Strategy Practice:

Main Products sold: Large Jar Candles, Small Jar Candles, Auto Vent Clips,

Home Fragrance Oils and Reed Diffusers

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Prices Charged: 18oz Large Jar candles are $24.00, 8oz Small Jar Candles are

$16.00, Auto Vent Clips are $5.00, Home Fragrance Oils are $7.00 and Reed

Diffusers are $18.00

Places Distributed (Sold) Through: You can find these candles only at their

store. They come straight from the factory and are put in the store neatly for

customers. You can also order off their website.

Promotional Communication Techniques Employed: Since Bridgewater

Candles are elegant; prices can get high. They are always offering bundle deals or

buy two get one free promotion. Shipping in the store is free and online shopping

has its perks as well. Discounts are available online with promotional

codes either given inside the store or listed online.

PASSION INDUSTRY

Top Four Competitive Companies and Each Their Current Marketing Practice in My Passion Economic Sector/Industry of Choice

Company One: Detroit Royalty, IncorporatedExplanation of Competitiveness in Industry

According to Bloomberg.com, Detroit Royalty Incorporated was founded in 1954. They

prepare to advertise for companies, newspapers, radio and television, and other media outlets.

Richards Group is more expensive but has higher quality than this company.

Marketing Strategy Practice:

Main Products Sold: According to vault.com, they are famous for the Tootsie

Roll Pop Owl Campaign and they do ad development, campaign management as

well as media planning and buying.

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Prices Charged: In an advertising agency, it all depends on investments

companies want to make to have a commercial/advertisement produced for

their business.

Places Distributed (Sold) Through: Offices are located in the US (Atlanta,

Cleveland and Los Angeles) and the UK (London)

Promotional Communication Techniques Employed: People that work in the

advertising field are open and welcoming to helping clients receive the best

service. Often times, the will come up with long-term plans to help

promote their clients company.

Company Two: GSD&MExplanation of Competitiveness in Industry

GSD&M is located in Austin, TX and is one of the top competitors of Richards Group.

They work with important brands just as Richards Group does. They do compete on a very high

level. Since the location is in Austin, TX, business booms because of the diversity and

opportunities Austin has.

Marketing Strategy Practice:

Main Products Sold: Their partners consist of: Southwest, Dodge, Walgreens,

AT&T, Popeyes, U.S. Air Force, Hilton Hotels, Chipotle, John Deere and Sports

Clips.

Prices Charged: Like I was explaining before, it all depends on the investment

the company/business is willing to make for commercials/advertisements.

Places Distributed (Sold) Through: Their main office is in Austin, TX.

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Promotional Communication Techniques Employed: Austin, TX is diverse

and welcoming for anyone who needs help promoting their business. The

employees are nice and love to be creative and come up with new ideas.

Company Three: The Cramer-Krasselt Co.Explanation of Competitiveness in Industry

The Cramer-Krasselt Co. works with digital culture, media, analytics, multi-cultural, promotions

and public relations. They have rejected the profit-center model which is the client in the middle

and everyone else working around to gather research. They are free to collaborate. They call it

‘Connected Thinking.’

Marketing Strategy Practice:

Main Products Sold: They advertise for Porsche, E-TEC G2, Heinz Ketchup and

Knott’s Berry Farm.

Prices Charged: It all depends on the investors and how much they are willing

to pay for the promotion of their business.

Places Distributed (Sold) Through: They have an office in New York where

clients can go visit and invest.

Promotional Communication Techniques Employed: Cramer is very diverse,

especially in the Hispanic community because they promote Corona.

Company Four: WPP GroupExplanation of Competitiveness in Industry

WPP Group has 3,000 offices and they specialize in advertising, Media Investment

Management, Data investment Management and Public Relations & Public Affairs. They do

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more on the marketing side rather than the advertising side. They deal with the

advertising/marketing part.

Marketing Strategy Practice:

Main Products Sold: Before the advertisements are sold, they evaluate potential

suppliers before they can become a WPP supplier.

Prices Charged: They buy goods and services from thousands of suppliers for

about $6 billion a year on advertising production.

Places Distributed (Sold) Through: They distribute everywhere but it depends

on the client.

Promotional Communication Techniques Employed: Employees are there to

help investors and to find what best suits them.

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E. CHOICE OF COMPANY WITHIN EACH MY CAREER AND PASSION (ALTERNATE)

ECONOMIC SECTOR/INDUSTRY TO WHICH I WOULD LIKE TO APPLY FOR EMPLOYMENT FOLLOWING GRADUATION AND RATIONALE OF CHOICE

CAREER INDUSTRY

My Career Economic Sector/Industry choice of Companies for Employment and Rationale

Yankee Candle Manager are located everywhere. They are the top candle company as of

now. I absolutely love working with people. I would like to start off in San Marcos at the outlets

where I currently work because I have begun to learn the strategies of being a manager. Because

I was given this project, I figured I would have my manager help me slowly learn how she

conducts a day of work. I have learned great marketing skills from my professor as well as key

terms when managing a store. People walk into a store for a reason and if you can help them find

the product that fits them, you have made a great accomplishment.

PASSION INDUSTRY

My Passion (Alternate) Economic Sector/Industry Choice of Companies for Employment and Rationale

Advertising account planners are located everywhere working with major corporations. I

prefer the location of Dallas, TX because it is my hometown and I have connections at Richards

Group. Starting off I would gather data and analyze companies for advertisements. Richards

group works nationally with companies and I want to pursue this job because it entails working

with creative people and having fun while doing the job. I want to make people commercially

aware of their business strategy and how Richards Group as a company can help pursue their

wants/needs.

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F. BENEFITS GAINED THROUGH COMPLETION OF PART ONEOF THIS 2-PART, MKT 3343, PRINCIPLES OF MARKETING PROJECT AND

IMPLICATIONS (LESSONS) OF THIS LEARNING EXPERIENCE FOR OTHER FUTURE STUDENTS

Benefits I Gained Through Completion of This Project One Learning Experience

1. I have learned much about being commercially aware in a business

2. By researching and reading, I have discovered how to avoid threats and

limitations when it comes to getting a job in the workforce.

3. I have gained insight on opportunities and trends for my career and passion choice

of this paper and so far I am satisfied with the path I am headed down.

4. This paper has motivated me to start looking for internships, local job openings

and making calls to places asking questions about being a manager and an

advertising account planner.

Implications of This Project One Learning Experience for Future Students

1. Always be prepared for an interview. Research the company and understand the

products they sell and how they go about selling them. Knowing facts about a

company you want to enter is important because it shows you are dedicated and

motivated.

2. Find solid online research that you can rely on for future papers and projects. It

will help you get to know the ins’ and outs’ of the internet and the valuable

resources it contains.

3. Find steady self-marketing goals and use those for when you get a job. The ability

to talk business and become business ready is so valuable and imperative in the

workforce.

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4. Gaining commercial awareness is something everyone should be aware of.

Commercial awareness is everywhere. My advice is to start things ahead of time

and don’t stop until you know it from front to back and side to side.

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G. CITED REFERENCES

1. Candle Manufacturing in the US: Market Research Report. (n.d.). Retrieved November

16, 2016, from http://www.ibisworld.com/industry/candle-manufacturing.html

2. Jkinney@repub.com, J.K. (2013). Yankee Candle sees growth, continues local

manufacturing, in $1.75 billion sales to Jarden Corp. Retrieved November 17, 2016, from

http://www.masslive.com/business-news/index.ssf/2013/09/yankee_candle_sees_growth_

continued_loca.html.

3. YCC – Part Time 2nd Assistant – San Marcos, TX in San Marcos, Texas, United States.

(n.d.). Retrieved November 17, 2016, from http://jarden.jobs/san-marcos-tx/ycc-part-

time-2nd-assistant-san-marcos-tx/E844961AC60F4B298D02EE5C76637B75/job/

4. The Richards Group. (n.d). Retrieved November 17, 2016, from

https://en.wikepedia.org/wiki/The_Richards_Group

5. Home. (n.d.). Retrieved November 17, 2016, from https://richards.com

6. Advertising account planner job profile | Prospects.ac.uk. (n.d.). Retrieved November 17,

2016, from https://www.prospects.ac.uk/job-profiles/advertising-account-planner

7. Top 10 Scented Candle Companies in the USA. (n.d.). Retrieved November 17, 2016,

from http://candlefind.com/home/bestrated/top-10-best-scented0candles-big-brand-

candle-companies/

8. 899552216174. (n.d.). Retrieved November 17, 2016, from https://colonialcandle.com/

9. Bath & Body Works: Body Care, Home Fragrance, Beauty, Great Gifts & more! (n.d.).

Retrieved November 17, 2016, from http://www.bathandbodyworks.com/home/index.jsp

10. WoodWick Candles. (n.d.). Retrieved November 17, 2016, from

https://www.woodwick.com/shop.html

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11. Bridgewater Candles – Candles, Flameless Fragrance, Reed Diffusers. (n.d.). Retrieved

November 17, 2016, from http://www.bridgewatercandles.com/

12. CMGRP, INC. | Company Profile | Vault.com. (n.d.) Retrieved November 17, 2016, from

http://www.vault.com/cmopany-profiles/public-relations/cmgrp,-inc/company-

overview.aspx

13. Home | GSD&M. (n.d.) Retrieved November 17, 2016, from https://www.gsdm.com/

14. @. (n.d.). C-K Structure: Built Around Our Belief | Cramer-Krasselt. Retrieved

November 17, 2016, from Http://c-k.com/story/our-structure/

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