| Unit 2 Individual Project | |||||||||||||||||
| Deliverable Length: | 2-3 pages | ||||||||||||||||
| Details: | Once a marketer has a thorough understanding of customer needs and the marketing environment, s/he needs to develop a marketing strategy.
It is time to put your research skills to good use using your textbook and articles from the library’s full-text databases. Click here for the research requirements and guide for this assignment. Continue working with the product/service chosen in Unit 1. Create your own marketing strategy for it. · Define and explain what segmentation is, and discuss different segmentation bases you could use for your product/service. · Based on your segmentation, describe each of the target markets that you would seek to reach. Explain why they will be the most profitable for your product/service. · Develop a value proposition for your product/service through differentiation and positioning. Include the following: o Introduce at least two (2) competitors and explain their current positioning in the market (what do they promise to deliver?) o Discuss possible competitive advantages your product/service can use to differentiate itself from these competitors (product, services, channels, service, people or image) and select which one(s) to use to build your positioning. o Based on this differentiation, explain your value proposition and develop a positioning statement. Your paper MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The body of the paper should be 2-3 pages in length – starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 5-6 pages in length. Please submit your assignment as a Word document in APA format using the attached Template.
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