Assignment: Mini project report: Customer-Driven Marketing Strategy
Using the steps described in the textbook, develop a customer-driven marketing strategy. Describe your strategy and conclude with a positioning statement for your business. Your report should provide answers to the following questions:
1. Identify a business opportunity
a. Identify an unmet needs/wants in a certain market
b. How would your group develop a product to satisfy the potential customer needs?
2. Segmentation& Targeting
a. What segmentation variables would you use? Please explain reasons for choosing these segmentation variables
b. Describe characteristics of your target market
3. Positioning
a. Identify key competitors in your target market
b. How would you differentiate your business from those competitors?
c. Develop a positioning statement for your business
Requirement
1. Work in small groups on this project (up to 6/each group)
2. Prepare an executive summary with 2-3 pages (double space, 12-pt font)
3. Write your report in professional style. Avoid colloquial words/expressions.
4. Provide references when necessary (APA style or other well-established styles)
5. Submit your project via Blackboard before the end of 10/2.
Mini project presentations:
a. Group 1-15 will make presentations for mini project 1 (presentation date: 10/2); Group 16-30 will make presentations for mini project 2 (presentation date: 11/13); Group 31 and beyond will present mini project 3 on 12/4.
b. Each presentation will last 5-7 minutes. Each group member should be well prepared to discuss the marketing plan and answer questions from the class. (Avoid reading notes as much as possible).
c. Before the class presentation, each group should submit the PowerPoint Slides to the Mini Project Presentation Link on Blackboard.
Class presentation tips:
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Do's
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Don'ts
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Copy your presentation file to the class computer
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Go to your email account and search for the file
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Elaborate and provide complementary information to what you put on a slide
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Face the screen and read from your own slides
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Be consistent in the font size and style of your titles
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Inconsistent font size and styles
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Keep each bullet as short as possible
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End a bullet or title with a period
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Use a diagram, chart, photo, or table instead of text
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Write long sentences or paragraphs on the slides
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Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also include a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also Include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.