Order ID:89JHGSJE83839 | Style:APA/MLA/Harvard/Chicago | Pages:5-10 |
Instructions:
Product Differentiation and Positioning Project
Topic : home property developer and manager
You are a hired consultant for the JGJ company. JGJ will be entering a market that is new to their
company. You will research the industry and build a marketing plan with executable steps
and advise on how to enter the market successfully
Agenda: Product Differentiation and Positioning
As noted in the Workshop overview, you have been hired as an external consultant by JGJ, Inc. This is the first section of your research-based market and marketing analysis.
This section of the paper will address product differentiation and positioning within the current market, so it will evaluate current competitors and look for an opening that is not being served. You will need to fully analyze the market for current competitors and how they are each positioned. You will need to identify how the new entrant could place itself into an area of need in the market, including the elements of differentiation that will make your offering successful against the competition.
Upon successful completion of this discussion, you will be able to:
Articulate models for product differentiation and positioning within the market.
points to cover in the topic:
You will submit a market analysis to JGJ, Inc. of 1000 words (+/- 50 words) using at least 4 credible and objective sources not provided as resources in the course in your analysis, plus at least one source provided in the course reading list
You should have no more than 100 words describing the concept of differentiation and positioning. The paper should focus on the application of the concepts through an applied analysis of the target category.
Use these seven titles from the Market Analysis Report Template to create seven sections for this part of the consultants report:
Current annual sales volume in dollars and/or units sold in the market
Current competitors and their offerings, including points of differentiation for each offering indicating how they are positioned to each other in the market
Current price points of competitors
Projected overall market growth rate for the next five years
Projected changes to overall pricing in the market for the next five years
Recommended position and points of differentiation for the JGJ, Inc. offering
Complete buyer profile of the target customer
You must have at least one graphic of a positioning matrix indicating current offerings and the segment of the market that JGJ, Inc. will target. The graphic(s) may be attached as a file but the narrative write up must be posted in the main text box areas of the discussion.
This first submission will also have a 100- to 150-word introduction to the market or product category to serve as an introduction for your peer and for the contract company. This is in addition to the 1000 words; it will not appear in future sections of the consultants report.
Cite your work using current APA standards, however indenting of the references is not required due to the discussion board format. (See OCLS APA Writing Styles Guides)
Product Differentiation and Positioning Project
RUBRIC |
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Excellent Quality 95-100%
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Introduction
45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Literature Support 91-84 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned. |
Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met. |
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Average Score 50-85% |
40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided. |
83-76 points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration. |
52-49 points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met. |
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Poor Quality 0-45% |
37-1 points The background and/or significance are missing. No search history information is provided. |
75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration. |
48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met |
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Product Differentiation and Positioning Project