Module 2 – Case
Assignment Overview
The Marketing Plan: GAP Analysis
Every business should determine its own standards for
success when evaluating the attractiveness of a market, since every industry
has its unique circumstances. Criteria that influence Segment Attractiveness
include:
Market Growth (Market Size, Growth Rate, Market Potential)
Competitive Intensity (Number of Companies, Ease of Entry,
Substitutes)
Market Access (Customer Familiarity, Channel Access, Company
Fit)
While benchmarking based on criteria is beneficial in
capturing the qualitative aspects of a market situation, the profit potential
must also be assessed for all segments deemed attractive based on their market
attractiveness indexes.
Segmentation Application
Provide a brief description of your chosen product/service.
(This should be used throughout the class.)
Analyze customer needs for the target product
Discuss Segmentation Strategies based on two real
competitors’ market position
Devise a niche marketing strategy that would be appropriate
for your company’s product.
Gap Analysis, Benchmarking & Competitive Advantage
Implement a Gap Analysis of Two Competitors. Discuss how the
findings would be used.
Develop Competitor and Competitive Benchmarking.
Competitor benchmarking involves identifying a business’s
main competitors and then comparing itself against them in key performance
areas. Competitive benchmarking involves going outside a business’s market or
industry to study a company that excels in an area where the business is
deficient.
Devise Strategies to Achieve Competitive Advantage for the
Company
This is the main part of the assignment and requires
extensive critical thinking. Do not rely on summarizing information; instead
explain based on the definition of each virtue and vice how they apply to your
chosen leader. Use your library articles to provide support for the analysis.
Use the template and divide your paper into clear sections with headings based
on each of the virtues and vices you are discussing.
Using articles primarily from Trident Online Library’s
full-text databases (like Academic Search Complete, Business Source Complete,
and/or ProQuest Central), research the chosen topic and create a well-balanced
4- to 5-page submission that demonstrates evidence of critical thinking.
Remember that this means your paper should not be just a summary of the
articles and book chapters that you read, but rather an in-depth analysis that
is supported by quality, professional, and graduate-level research.
Do not use any quotations. Since you are engaging in
research, be sure to cite and reference the sources in APA format. The paper
should be written in third person; this means words like “I”, “we”, and “you”
are not appropriate.
Assignment Expectations
Your submission will include:
Trident University International’s cover page
A 4- to 5-page paper with APA citations (2- to 3-sentence
introduction, body and 2- to 3-sentence conclusion)
The reference list page in APA format
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