1. MKT 3343 Term Project Part Two
ALLYSON MASSOUD’S
SELF-SWOT ANALYSIS AND SELF-MARKETING PLAN
By: Allyson Massoud
Texas 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: December 8, 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: ___________________

2. Allyson Massoud’s
SELF-SWAT ANAYLSIS AND SELF-MARKETING PLAN
By: Allyson Massoud, Texas State University Student
INTRODUCTION
This is the comprehensive Part Two Term Project required for MKT 3343, The Principles
of Marketing course, that I am enrolled in this Fall Semester 2016. This consists of the last part
of my semester project. My degree at Texas State is Advertising Mass Communication with a
Minor in Business Management.
This Part Two Paper will focus on a personal SWOT analysis and a Marketing ‘You’
Plan with Marketing Mix. For my Project One Paper I focused on secondary research and
learned about commercial awareness in my ‘Passion’ industry and my ‘Career’ industry. My
‘Career’ is becoming a Manager at Yankee Candle and my ‘Passion’ is becoming an Advertising
Account Planner at Richards Group. By gaining knowledge of these companies, I am now able to
conduct a personal SWOT analysis and self-marketing plan for my future careers.
I have created a resume for both my ‘Career’ and ‘Passion’ for a tool for marketing one’s
self. Resumes are important because they break down the important accomplishments and skills
you have obtained. Resumes are necessary in order to find a career. I have created a cover letter
for both my ‘Career’ and ‘Passion’ for use of showing my accomplishments and how I could be
a positive asset to my targeted companies. Both of the cover letters and resumes’ objectives and
skills have been altered to fit the right career category.
This Project Two will increase my commercial awareness and will increase my personal
knowledge of writing resumes and cover letters. With this analysis paper, I will be able to
identify areas of needed improvement and my strengths. My professor has helped guide me

3. through important marketing steps and plans, and I will use her advice to write an efficient self-
analysis paper.

4. 1. SELF-SWOT ANALYSIS (of Self)
A. Summary for Self-Perception of Own Personal Strengths & Weaknesses (Areas of
NeededImprovement) Analysis
In this part of the paper, I will explain my own personal self-analysis that will include my
strengths and weaknesses. The (SW) of the part SWOT will be addressed from my own
perception. The goal of the self-SWOT perception analysis is for me to identify my strengths and
weaknesses and find areas of improvement. This is important because it will help me improve
my commercial awareness skills and needed areas of improvement. This is the Spokes Circle
SWOT Analysis of the (SW) part of SWOT. This is my self-analysis of my strengths and
weaknesses.
My overall observations after self-analyzing myself is I have found I have more strengths
than I do weaknesses; I feel as though my weaknesses can be improved very quickly. I have
several strengths and I feel the ones I have obtained over my education experiences are most
valuable in a future career. My overall main focus and observations of my weaknesses is I
SPOKES CIRCLE
SWOT ANALYSIS
1. Ability to work well with people
2. I finish work on time
3. Organized and professional
4. Skilled writer ableto write MLA,
AP and APA Style
5. Experienced in sales
6. Self-motivated
7. Open to feedback
1. Occasionally procrastinate
2. Occasionally I make grammatical
mistakes
3. I feel likeI could always work
harder

5. always feel like I could work harder. The occasional grammatical mistakes will be fixed over the
course of time with writing assignments and help from the Texas State Writing Center. I
occasionally procrastinate, but I do get things finished on time. This is where I always feel like I
could work harder. It is important to get things done ahead of time.

6. 2. OTHER’S ANALYSIS OF YOU (TWO PERSONS)
A. Summary of ‘Other’s Analysis’ Perception of my Strengths (Skills, Knowledge and
Personal Attributes)
The goal of this self-SWOT perception analysis is for me to be analyzed by someone else
in my family who sees parts of me that I do not recognize. It is important because I may think I
am stronger in areas that my family member would think differently of. I chose to have my father
identify strengths because he is an important figure in my life and knows me better than anyone.
He is a business man and has raised me as a single father since I was three-years-old. This is the
(S) part of the ‘Other’s SWOT analysis.
SPOKES CIRCLE
SWOT ANALYSIS
1. Outgoing
2. Determined
3. Persistent
4. Creative
5. Humorous
6. Down to Earth
7. Motivated

7. My overall observation from the list of strengths my father is positive. I agree with him
about my strengths and am happy to know he sees traits in me that I would not have noticed. He
has always been a motivator in my life and has taught me how to grow up to be the person I am
today.
B. Summary of my Second ‘Others Analysis’ Perceptions of my Weaknesses (Areas of
NeededImprovement)
I asked my manager from Yankee candle, where I work currently, to identify a few areas
of weakness I possess. She is in the professional work field and I thought getting strong criticism
from her would help me identify areas of improvement. She is a great manager and is always
helping me and my fellow coworker’s feedback on how we can do better. Since she is observing
me on the job, she was able to come up with a few weaknesses and areas needed improvement.
The goal of this analysis is to improve myself from someone else who has known me
professionally and is able to identify me truthfully. This is the (W) part of the SWOT analysis.
SPOKES CIRCLE
SWOT ANALYSIS
1. Doesn’t always let customers
know about daily sales
2. Needs to make sure she has a
strong voice with customers
3. Shipment needs to speed up

8. Overall, I agree with her and I thanked her for giving me this feedback. I do observe
myself doing this and need to improve. Letting customers know about daily sales is important
because it makes them aware of what is happening in the store. Also, it helps the store make
more money. Customers sometimes come in and just want to look around without being assisted.
It is important for me to work on this aspect because you can always make a sale with a good
attitude and by being extra persistent. Shipment was slow, but after Black Friday we received a
ton of boxes with candles. I did not go as fast as I should have and she notified me of this
because we need the product on the floor for customers to buy.

9. 3. ‘MARKETING YOU’ MARKETING MIX FOR CAREER AND PASSION
INDUSTRY
A. Development of SWOT Analysis Chart on which to Base a ‘Marketing You’ Marketing
Mix
There are many reasons why a SWOT analysis is important. A SWOT analysis is
important because you can base it off your own personal strengths and weaknesses as well as
finding threats and opportunities in the workforce. The value of a SWOT analysis brings
opportunities for yourself to break down certain traits about yourself and use them as a resource.
Here below, I have conducted a self-SWOT for my ‘Career,’ Yankee Candle Manager, analysis
of myself and harmful environmental trends and helpful environmental trends from my Term
Project Part One research.
FIGURE 1: SELF-SWOT ANALYSIS FOR ‘CAREER’ (YANKEE CANDLE
MANAGER)
Strengths Weaknesses
1. Great with customer service 1. Don’t always make customers aware of
2. Make customers laugh daily sales
3. Have a positive attitude 2. I tend to have a quiet tone of voice
4. Fast with finding products in the store 3. I am slow at logging in shipment boxes
5. Ability to influence customers to buy
More products
Opportunities Threats
1. Managers can become District 1. There is manager competition and it is up
Managers with more experience to the manager to make sure the store
2. Get to work with great sales associates meets its daily sales goal
that you (as the manager) get to hire 2. You must work hard to receive a raise and
3. Insurance benefits and work related it takes time so managers must be patient
Injuries are paid for 3. Competitors are always coming up with
new product ideas and Yankee Candle

10. FIGURE 2: SELF-SWOT ANALYSIS FOR ‘PASSION’ (ADVERTISING ACCOUNT
PLANNER FOR RICHARDS GROUP)
Strengths Weaknesses
1. Ability to write a creative brief 1. Creative briefs are hard for me to write
2. Ability to do secondary research 2. Occasionally procrastinate
3. Ability to work with clients in a fast- 3. I need to speed up and have a better work
paced manner ethic
4. Ability to use PowerPoint for important
presentations
Opportunities Threats
1. Moving up in the industry is very 1. GSD&M is one of their top competitors
rewarding often clients from Richards Group switch
2. Pay at entry level is efficient enough to to them
live off of 2. Everyone at Richards Group competes
3. Richards Group has very popular clients with each other
and you get the opportunity to work 3. Salaries depend on how hard you work
with them

11. B. Marketing Mix for Both ‘Career’ and ‘Passion’ Industry
1. ‘Marketing You’ Self-Marketing Plan for ‘Career’ Industry
a. Product: My skills include being able to sell to customers and represent the product
for its positive brand qualities. Working with customers is valuable to me because it
creates relationships with the customer and the product. I would bring to an interview
my personal resume and adjust it to the certain skills I have obtained in the retail
industry. I am very good with convincing people to buy products they didn’t think
they were going to invest in. I help the store make money while not putting pressure
on the customers to buy what they don’t need.
The Total of My Identified Skill Sets, Knowledge Sets and Personal Attributes
1. Strong in sales 1. Aware of the economic 1. Humorous
2. Strong with persuading system 2. Creative
people to buy products 2. Aware of the marketing 3. Passionate
3. Ability to accept system and how to be 4. Hard-working
constructive feedback commercially aware
3. Basic understanding of
math and how to calculate
daily percentages

12. b. Price: Yankee Candle Managers have a total base salary of $42,591 per year. The
base salary stays steady unless you move up and become District Manager which
pays $83,963 per year. Moving up in the retail industry takes time, but it is worth the
time and effort to get to the top. They may start you off as Assistant Store Manager
which pays $12.50 an hour. The maximum hours they will work a manager is 40
hours a week. This is a full-time job, but the company understands vacation days and
sick days.
$ Salaries At: Entry Level 3 Years’ Experience 5 Years’ Experience
High High High: $83,963
Average Average: $42,591 Average
Low: $12.50 per-hour Low Low
c. Place: I would really like to work at Yankee Candle located at the San Marcos
Outlets. I am currently working there as a sales associate and want to graduate and
start off as a manager. If possible, I would like to become District Manager because
the pay is higher and it fits my degree of Advertising Mass Communication with a
Minor in Business Management. I have learned basic commercial awareness from this
Principles of Marketing class and creativity from my advertising classes.
d. Promotion: Resumes and cover letters are imperative when it comes to getting a
career. Resumes are there to shorten up a summary of your skills and your education
history. It also includes certain awards you have earned at college or past important
jobs you have worked. I have altered my resume for my ‘Career’ to fit the skills that I

13. would be applying during the job. I changed my objective because the objective sums
up the specific position and field you are wanting to work in. Cover letters describe
how you would be a good asset to the company. Later in this paper, I will show my
altered cover letter and resume.
2. ‘Marketing you’ Self-Marketing Plan for ‘Passion’ Industry
a. Product: I work very well with people and stay on top of things as much as I
can. I am skilled with all writing styles and know how to write several
different kinds of papers. Working with clients and developing a relationship
is a passion of mine. I am organized and efficient with work and try my very
best to get things done on time.
The Total of My Identified Skill Sets, Knowledge Sets and Personal Attributes
1. I am organized 1. Aware of the eco- 1. Creative
2. A self-problem solver nomic system 2. Artistic
3. I work well with 2. Commercially aware 3. Able to build
groups 3. Economically aware relationships with
4. I can write in several 4. I can write creative briefs clients
different writing styles 4. Hard-working
b. Price: Advertising Account Planners at Richards Group starting off make
$18,000 to $22,000 a year. This is if you are starting off with little to no
experience. If you have an internship the salaries may go up for your benefit.
It is best to have three to five years of experience because then salaries range
up to $30,000 to $45,000 a year. Senior Directors can make $70,000 a year.
Staying with the same company can arise to your own benefit. Switching
companies isn’t a bad decision either because wherever it is you gain

14. experience from, companies always take that into consideration and see you as
a profitable asset to their company.
$ Salaries At: Entry Level 3 Years’ Experience 5 Years’ Experience
High High High: $70,000
Average Average: $30,000 to $45,000 Average
Low-$18,000 to $22,000 Low Low
c. Place: I would really like to work at the Richards Group in Dallas, TX. My
whole family lives there and I have many connections to the company already.
My stepmothers father, Rod Underhill, was an executive planner there and
benefitted the company very well. I am doing my very best to obtain an
internship in Austin, TX right now so I have some experience going into my
desired agency. From the classes I have been taking for my degree, I have
learned the basics needed for an internship and have grasped commercial
awareness from these projects.
d. Promotion: I have altered my cover letter and resume to fit the job
description I am going for. Certain skills needed to be added and certain ones
needed to be taken away. It’s important to do this because if you keep your
objective and skills all the same, hiring managers may be confused and may
not want you for the job. In your cover letters, it is important to state how you
would be a good asset to the company and how your skills and attributes
would affect the working environment.

15. 4. PROFESSIONAL RESUME
A. Resume for ‘Career’ Industry: (See below)
ALLYSON MASSOUD
1818 Old Ranch Rd 12 San Marcos, TX 78666
(512)-695-9339
apm66@txstate.edu
https://adventuresonabudget2016.wordpress.com/
https://www.linkedin.com/in/allyson-massoud
OBJECTIVE To receive a career as a manager at Yankee Candle in San Marcos
SKILLS &
ABILITIES
Computer Skills: Microsoft Word, Photoshop, PowerPoint, Adobe
Flash, Microsoft Excel and Microsoft OneNote
Sales: Ability to sell products and provide customer service as well as
work a register and meet daily excel goals
Advertising: Ability to conduct secondary research for clients, write
creative briefs, create screener questionnaires, conduct interviews and
focus groups
Marketing: Ability to understand basic marketing principles and the
structure of the economic system
EXPERIENCE SALES ASSOCIATE, YANKEE CANDLE
Job Duties: Conduct satisfying customer service and market the
company for its positive brand qualities, work as cashier, check in
shipment, re-stock main floor and gift wrap for customers
EDUCATION TEXAS STATE UNIVERSITY, SAN MARCOS, TX
ADVERTISING MASS COMMUNICATION WITH A MINOR IN
BUSINESS MANAGEMENT
Expected Graduation Date: Spring 2018
GPA: 3.1/4.0
Extra-Curricular Activities: Part of the Advertising Club at Texas State
University and participated in Mass Communication Week this
semester
Completion Certificates: Passed PUG Exam for my degree program
High School: Received GED from Myers Park High School June 14,
2014

16. B. Resume for ‘Passion’ Industry: (See below)
ALLYSON MASSOUD
1818 Old Ranch Rd 12 San Marcos, TX 78666
(512)-695-9339
apm66@txstate.edu
https://adventuresonabudget2016.wordpress.com/
https://www.linkedin.com/in/allyson-massoud
OBJECTIVE To receive a career at the Richards Group as an advertising account
planner
SKILLS &
ABILITIES
Computer Skills: Microsoft Word, Photoshop, PowerPoint, Adobe
Flash, Microsoft Excel and Microsoft OneNote
Sales: Ability to sell products and provide customer service as well as
work a register and meet daily excel goals
Advertising: Ability to conduct secondary research for clients, write
creative briefs, create screener questionnaires, conduct interviews and
focus groups
Marketing: Ability to understand basic marketing principles and the
structure of the economic system
EXPERIENCE SALES ASSOCIATE, YANKEE CANDLE
Job Duties: Conduct satisfying customer service and market the
company for its positive brand qualities, work as cashier, check in
shipment, re-stock main floor and gift wrap for customers
EDUCATION TEXAS STATE UNIVERSITY, SAN MARCOS, TX
ADVERTISING MASS COMMUNICATION WITH A MINOR IN
BUSINESS MANAGEMENT
Expected Graduation Date: Spring 2018
GPA: 3.1/4.0
Extra-Curricular Activities: Part of the Advertising Club at Texas State
University and participated in Mass Communication Week this
semester
Completion Certificates: Passed PUG Exam for my degree program
High School: Received GED from Myers Park High School June 14,
2014

17. 5. TWO PROFESSIONAL ‘MARKETING YOU’ COVER LETTERS FOR ‘PASSION’
AND ‘CAREER’
A. ‘Career’ Cover Letter: (See attached)
ALLYSON MASSOUD
1818 Old Ranch Rd 12 San Marcos, TX 78666 | (512)-695-9339 | apm66@txstate.edu
December 16, 2016
Hiring Manager
Store Manager
Yankee Candle
San Marcos Premium Outlets, 3939 I-35
San Marcos, TX 78666
Dear Hiring Manager,
I am applying for the position for Store Manager at Yankee Candle. This job position fits
me well because I have had several retail experiences and have a basic understanding of
managing a store. I am studying business management as my minor and have an understanding
of commercial awareness and how the economic system works. I enjoy working with people as
well as providing customer service in order to promote the brands positive qualities.
Sales and working with customers has always come naturally to me. I am efficient with
building relationships with customers and helping them develop a relationship with the product. I
believe the classes I have been taking have helped me grasp a full understanding of business
management. I am easy to work with and am always open to constructive feedback on how I can
improve. I would be a valuable team member and would have the ability to help the sales
associates better the company.
I am asking for this job because retail has always been exciting for me. I hope pursue a
chance to move up in the retail industry and become more involved. Hard work is what it takes
to become successful and I am willing to give it my all. I would love to set up a personal
interview so we can get to know each other and for you to see how my positive attributes would
be a suitable asset to your company.
Sincerely,
Ally Massoud

18. B. ‘Passion’ Cover Letter: (See attached)
ALLYSON MASSOUD
1818 Old Ranch Rd 12 San Marcos, TX 78666 | (512)-695-9339 | apm66@txstate.edu
December 16, 2016
Hiring Manager
Executive Director
Richards Group
2801 N Central Expressway #100
Dallas, TX 75204
Dear Hiring Manager,
I am applying for the positon as an Advertising Account Planner for Richards Group.
This position fits me well due to the fact that I am receiving my bachelors in advertising and
mass communication with a minor in business. I am passionate about working with people and
skillful in account planning and being creative. My goals for working for this company is to
move up in the business and exceed my goals in the advertising industry.
Writing is a passion of mine and something I am very good with. I am able to write AP
style, APA style and MLA style. I have the ability to write a creative brief and conduct
secondary research for clients and work with them so they feel satisfied. My account planning
class has taught me a lot about what to expect in the advertising industry and I am willing to
work hard and more hours than needed to move up in the company. I am fun, creative, passionate
and humorous and I believe every agency should have a positive environment.
I love working with people, especially in the advertising agency because everyone gets
the opportunity to work together and give feedback to better the company. I would like to set up
a personal interview so we can get to know each other. I feel I will be a positive and valuable
asset to your company.
Sincerely,
Ally Massoud

19. 6. SUMMARY OF BENEFITS AND IMPLICATIOS OF COMPLETING PROJECT
TWO
A. Benefits you receivedfrom having completed Project TWO regarding your SELF-
SWOT, your Marketing You marketing plan, and writing your resume and cover letter
and networking plan for each your career and your passion industries.
1. I have gained insight about my strengths and weaknesses
2. I am really happy I was able to get someone else’s view on my attributes
3. I have learned how to write a proper resume and cover letter
B. Benefits you received from having completed Project TWO regarding your SELF-SWOT,
your Marketing You marketing plan, and writing yourresume and cover letter and
networking plan for each your career and yourpassion industries.
1. I now have a grasped the concept of writing a self-analysis paper
2. I learned how to talk about my skills in a positive way