course: Building Marketing Value Proposition

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***Instructions for the Case Study****



This is the 1st Assessment, which contributes 40% to your final grade. The following information provides you the necessary details for the required project. So, please ready it carefully.


Learning Outcomes

§ Identify segmentation, targeting, and positioning strategies, for the deployment of the marketing mix variables.

§ Identify the role of the marketing mix variables to the marketing strategy


Description of Project

For the completion of the project, you need to answer the following questions.

1. Define positioning and why it is important to marketers (20 points).

2. Discuss common positioning problems (20 points).

3. You need to create a positioning matrix for the automobile industry. Display your work using the template below, determine the placement of the following vehicles based on the price and the vehicle’s overall purpose, explain your decision (30 points).

· Honda Civic

• Mini Cooper

· Porsche 911

• Range Rover

• Jeep Cherokee

• Toyota Prius

• BMW M3

• Ford Focus

• Lamborghini Gallardo




Positioning Matrix


4. Select one of the above vehicles in the list and identify how its positioning has affected all elements of the marketing mix (10 points)

5. Based on where the autos are positioned on the matrix, where do you think the biggest gap is in the market? Explain your response. (10 points)

6. What other insights did you gain from the matrix results? (10 points)



Organization & Mechanics

The paper must be typed (A4 paper, double space, alignment justified, font Arial 12), without spelling, grammar, syntax and/or punctuation mistakes.

The project should be uploaded on Turnitin and send to me in a word format via email on the date specified on the course outline.

The overall paper must be presented in an organized and professional way. Specifically, it should have a cover page, a table of contents, pages should be numbered, and it should be organized in sections and subsections.

The length of the paper can range from a minimum of 1,300 to a maximum of 1,700 words. Marks will be deducted for shorter or longer projects. Specifically, a 10% deduction in your total score if your word count deviates from the above-mentioned range.

You need to use at least five academic references in your paper. Referencing is a standardized way of acknowledging the sources of information and ideas that you have used in your document. Referencing is important to avoid plagiarism, to verify quotations and to enable readers to follow up what you have written and locate the cited author’s work. The APA reference style is required. Instructions for the APA reference style will be uploaded on blackboard. Plagiarized material will result in the grade on F on the project.

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