Perceptual Map Presentation
Review "perceptual mapping"
Review the example perceptual map in Exhibit 4-14 in Ch. 4 of Basic Marketing.
Select an industry with many competitors.
Select two key variables that segment the competition.
Complete a perceptual map that includes a minimum of 10 competitors from that same industry. Explain why you placed each competitor on its particular spot on the map.
Create an 11- to 15-slide Microsoft® PowerPoint® presentation (not including the title and reference slides) with your map and competitor explanations. Include a summary slide at the beginning of your presentation. There should be a separate slide for each competitor. Speakers notes are required.
Strategy and Positioning Paper
Use the new product or service that will be launched by an existing organization. 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
next two weeks.
Write a 2,800- to 3,500-word paper that includes the following:
An overview of the organization
A brief description of the product or service
A SWOTT analysis of the organization and the product or service
A competitive analysis of the organization and product or service 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.