For Part 1: In 3 to 4 pages
Select a new product or service that will be launched by either an existing organization or one you will create. I prefer that you find a new product or service to an existing firm –
This product or service will serve as the basis for the Marketing Plan you will write throughout the course.
**Obtain your instructor’s approval of your product or service before beginning this project.
PROJECT PART 1 WEEK 2 (Refer to Chapters 1 & 2)
Introduction – :
• Describe the organization’s background, industry, and product or service.
• Describe the NEW product or service you are proposing (don’t get into a lot of detail of the product or service – this will be in later part).
Describe the importance this product or service has to the organization.
• Prepare the SWOT analysis of the organization and offering.
• Explain a competitive analysis of the organization and offering.
• Describe your target market in detail, including information on the geographic, demographic, psychographic and behavioral factors used to choose your market segment.
• Identify the needs that cause your target market to buy.
• Create a written positioning statement that identifies:
• Your organization’s product/service
• Your target market – Needs that cause your target market to buy including emotional and
logical drivers – How your product solves the target market’s needs
• What makes your organization different from its competition
Include sources of secondary research that support your analysis
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