MKT 100 PRINCIPLES OF MARKETING Assignments- Strayer University
Assignment 1: Positioning Statement and Motto
Use the provided information, as well as your own research, to assess one of the stated brands (Tesla, SmoothieKing, Suave, or Nintendo) by completing the questions below with an ORIGINAL response to each. At the end of the worksheet, be sure to develop a new ORIGINAL positioning statement and motto for the brand you selected. Submit the completed template in the assignment submission link.
1. Target Customers/Users
Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did. (NOTE: DO NOT say "ANY, ALL, EVERYONE" you cannot target everyone, you must be specific)
Age Bracket:
Gender:
Income Bracket:
Education Level:
Lifestyle:
Psychographics (Interest, Hobbies, Past-times):
Values (What the customer values overall in life):
Other items you would segment up on:
How does the company currently reach its customers/users? What methods and media does the company use to currently reach the customers/users? What methods and media should the company use to currently reach the customers/users?
What would grab the customers/users' attention? Why do you think this will capture their attention?
What do these target customers' value from the business and its products? Why do you think they value these items?
2. Competitors
Who are the brand's competitors? Provide at least 3 competitors and tell why you selected each competitor.
Competitor 1:
Competitor 2:
Competitor 3:
What product category does the brand fit into? Why have you placed this brand into the product category that you did?
What frame of reference (frame of mind) will customers use in making a choice to use/purchase this brand/service?What other brands/companies might customers compare this brand to (other than the top three identified above)?
3. USP (Unique Selling Proposition) Creation
What is the brand's uniqueness? Why do you think this is a key uniqueness for this business?
What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage?
What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate?
How is this brand/company better than its competitors? What is the brand's USP (Unique Selling Proposition? Why have you decided upon this particular USP?
Unique Selling Proposition:
Defense/Justification of USP:
4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW's positioning statement and motto. Discuss why you created the items that you did?
• BMW Positioning statement: The brand for discerning customers of sports cars (target customers) who want an exhilarating experience (USP).
• BMW Motto: BMW is the ultimate driving machine.
Newly Created Positioning Statement:
Defense/Justification of Positioning Statement Creation:
Newly Created Motto:
Defense/ Justification of Motto Creation:
Assignment 2: Situation Analysis
Based on what you've learned so far in this course, regarding the 5 Cs, 4Ps, and STP, complete the assessment questions below. Submit the completed template in the Week 10 assignment submission link.
1. Customers
Who are the current customers/users? Include information related to demographics, psychographics and buying behavior, price sensitivity, customer satisfaction and loyalty.
For example: You could include information such as whether the brand is trying to appeal to a certain social or cultural group and how customers perceive the product/brand.It's also possible toinclude demographic information related to: age, educational attainment, geographic area, gender, race, employment status and/or home ownership. Additionally, you can discuss psychographic informationwhich includes those attributes that relate to personality, values, attitudes, interests, or lifestyles of people. This area is also related to situational life stages as wellascustomer beliefs, and how customers want to see themselves and be perceived. Some examples of psychographic groups include video gamers, soccer moms, sports fanatics, hipsters, and single moms. Life cycle stages include: retirees, new homeowners, college students and new parents.Be aware that some products/brands may appeal to a wider customer base than others.
What do the customers buy/use of value from the business?
What changes can the company/brand expect in the future? How can the company/brand better serve its customers?
(For example, you could include information about the current demand for the product/brand, and how it is changing or has changed including possible variations or modifications in the future.You may also determine/discuss if the brand/company can take advantage or has taken advantage of the changes.It's also possible to considerand talk about whether the product/brand is a less expensive substitute,perhaps, or maybe a product/brand that is easier to use with more features.)
Opportunities (Make sure you label why you call each item an opportunity):
Threats: (Make sure you label why you call each item a threat):
2. Company
This Section Discusses what the brand is currently.
Identify strengths and weaknesses of the company/brand as it exists today, providing at least 3 strengths and 3 weaknesses. What does the company/brand do well and not so well at this very moment?
List 3 Strengths (Make sure you label why you call each item a Strength):
List 3 Weaknesses: (Make sure you label why you call each item a weakness):
This Section deals with what the company/brand needs to become.
How can the company/brand improve its weaknesses and maintain or grow its strengths? Suggest how the company/brand can improve upon the things it does well and not so well.
3. Context
Define the current business environment. Include information about political, legal, economic technological and societal factors that may influence sales.
For example: You could perhaps discuss the current trends and conditions for this Industry and for the brand. It's possible to include information about how the Economy affectsthis industry.This could include changes in income:are people losing jobs, or getting paid more?Changes in spending habits could be considered as well. Other factors such as use of public transportation andshopping online may also be relevant.Whether or not the product is high-tech, or state-of-the-art can be also be included in describing the context.For example, are there other companies producing new versions of the product? Is the market changing quickly? How is technology affecting this product or service? Are there any new laws that may affect the brand?
Political Environment:
Legal:
Economic:
Technological:
Societal/Sociocultural:
4. Collaborators
Define the business partnerships.Does the company/brand have any current partnerships?What other company/brand do you think may be a good partner for them?
Current Partnerships and the discussion on them:
Proposed NEW Partnerships and the discussion them:
5. Competitors
Who are the main competitors? Label and discuss the top three competitors and why you consider them a competitor.
Competitor 1:
Competitor 2:
Competitor 3:
6. Recommendations
Based upon the analysis you just completed in this worksheet, what are three key recommendations that you could pass along to Management regarding the future direction of the company you selected? Discuss why you have created these strategies and why you think they should be undertaken and work for the business.
Assignment: Positioning Statement and Motto
In this assignment, you will create an ORIGINAL Positioning Statement and Motto for one of the following brands: Tesla, SmoothieKing, Suave, or Nintendo.
Select only one brand. Use the information listed, as well as your own research, to assess the brand by completing the template located in the Blackboard online course with your ORIGINAL analysis on the business. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand.
Tesla
General Brand Marketing
Tesla builds not only all-electric vehicles but also infinitely scalable clean energy generation and storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better.
Tesla was founded in 2003 by a group of engineers who wanted to prove that people didn't need to compromise to drive electric - that electric vehicles can be better, quicker and more fun to drive than gasoline cars. Today, Tesla builds not only all-electric vehicles but also infinitely scalable clean energy generation and storage products. Tesla believes the faster the world stops relying on fossil fuels and moves towards a zero-emission future, the better.
Smoothie King
Smoothie King first introduced the nutritional fresh-blended smoothie in 1973 when founder Steve Kuhnau began experimenting with mixing real fruit, nutrients and proteins in a blender at home. Soon enough, his concoctions began to have a positive impact on his health, which spawned the creation of the first Smoothie King.
We believe each day is filled with promise and possibility. And our purpose is to help you get the most out of it. Thatâ€TMs why each of our ingredients is chosen carefully, and every one of our blends is crafted masterfully. So you can be your best self, live your best life, and rule the day.
Suave
Suave products offer great quality beauty and grooming solutions for the entire family to help you look good, smell good and feel good every day. For over 75 years, the brand has provided high-quality, value products that work as well as premium brands. In 2016, Suave® introduced new products across its diverse portfolio to bring great quality beauty to everyone.
Nintendo
At Nintendo we are proud to be working for the leading company in our industry. We are strongly committed to producing and marketing the best products and support services available. We believe it is essential not only to provide products of the highest quality, but to treat every customer with attention, consideration and respect. By listening closely to our customers, we constantly improve our products and services.
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 includes 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.