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2013-11-02 17:41

Once a marketer has a thorough understanding of customer needs and the marketing environment, s/he needs to develop a marketing strategy.  

It is time to put your research skills to good use using your textbook and articles from the library’s full-text databases.

Click here for the research requirements and guide for this assignment. 

Continue working with the product/service chosen in Unit 1.  

Create your own marketing strategy for it.

  • Define and explain what segmentation is, and discuss different segmentation bases you could use for your product/service.
  • Based on your segmentation, describe each of the target markets that you would seek to reach. Explain why they will be the most profitable for your product/service.
  • Develop a value proposition for your product/service through differentiation and positioning. Include the following:
    • Introduce at least two (2) competitors and explain their current positioning in the market (what do they promise to deliver?)
    • Discuss possible competitive advantages your product/service can use to differentiate itself from these competitors (product, services, channels, service, people or image) and select which one(s) to use to build your positioning.
    • Based on this differentiation, explain your value proposition and develop a positioning statement.

Your paper MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The body of the paper should be 2-3 pages in length – starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 5-6 pages in length. 

Please submit your assignment as a Word document in APA format using the attached Template.

Grading Criteria  

Definition of the segmentation bases


Description of each of the target markets


Analysis of 2 competitors and their positioning


Analysis of competitive advantages


Development of value proposition and positioning statement


Grade for Unit 2 Individual Project


Grading will be based on Content, Application, Research, Mechanics (APA format, spelling grammar, punctuation) and Style – (Organization, readability, using your own words). Please click here to view MKTG205 Grading Rubric. This rubric is a guide on how to earn points.



Please submit your assignment.

For assistance with your assignment, please use your text, Web resources, and all course materials.