In this article, the authors propose a semester-long experiential-learning project for introductory marketing students. The project requires an analysis of a product category, competition, and consumer base to support a new product proposal. The purpose is to (a) put into practice the concepts and definitions taught in an introductory marketing course, (b) create a foundation for doing an undergraduate business plan, (c) improve research, analysis, communication, and teamwork skills, and (d) provide an opportunity for creative thinking. The authors provide a description of the situation analysis project and supplemental preliminary assignments. They also provide an outcomes assessment with current and former college students. (Contains 1 table.)