MKT 421 Week 3 Strategy and Positioning Paper

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MKT 421 Week 3 Strategy and Positioning


Use the new product or service that will be launched by either an
existing organization or one you will create. This product or service was
selected in Week 2 and instructor approval should have been obtained prior to
Week 3.  You will use this product or service for this assignment and
those in future weeks.

Write a 2,800- to 3,500-word paper that includes the following:

§  An
overview of the organization

§  A
description of the product or service

analysis of the organization and offering

§  A
competitive analysis of the organization and offering using Porter’s five competitive
forces model

§  The
criteria you will use to segment your market and select your target market
including geographic, demographic, psychographic, and behavioral factors

§  A
description of your target market

§  Needs
that cause your target market to buy including emotional and logical drivers

§  A written
positioning statement that identifies:

§  Your
target market

§  The needs
that drive purchase

§  Your
organization’s industry category

§  How your
organization solves the target’s needs

§  Your
organization’s competition

§  What
makes your organization different from its competition

Include sources of secondary research that
support your analysis.

Format your paper consistent with APA guidelines.
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