Identify the key competitor products (top 2 or 3) and describe the differences between the company's product(s) and their closest competitor's products.
Use the criteria for making a difference to identify which differences appear to be the greatest contributor to competitive advantage.
Describe the variables that the company uses to segment the market for the chosen product(s).
You should be able to identify 1-3 variables per category, and describe how this kind of segmentation is useful (see Table 7.1)
What evidence did you use to deduce the variables? Include a brief description or clip (e.g. from a screen shot) of key evidence. It can be from the company website, a YouTube commercial, a magazine advertisement, etc.Identify the market segment(s) the company targets for its product(s).
For each target market, describe the targeting strategy used, and the factors considered in choosing the strategy.
How do the product offerings and marketing variations differ between target segments? And how do they act to strengthen market position in each segment?
What evidence did you use to determine the targeting strategy? Include a brief description or clip (e.g. from a screen shot) of key evidence. It can be from the company website, a YouTube commercial, a magazine advertisement, etc.Identify and describe the value proposition(s) the company uses to position its product(s).
What evidence did you use to determine the value proposition? Include a brief description or clip (e.g. from a screen shot) of key evidence. It can be from the company website, a YouTube commercial, a magazine advertisement, etc.