Introduction
In this assignment, you will first research the brand position of your chosen product or service. Then, you will investigate the product management in your chosen firm, including product lifecycle analysis and product portfolio analysis. You will also research new product development (if applicable). With this information, you will design a product strategy to satisfy the needs of your target market.
You will then investigate the channel management in your chosen firm, including relationship development and conflict control in channel management. With this information, you will design a channel strategy for your chosen firm.
This assignment is divided into three parts:
Part I: Brand Strategy (3%)
Part II: Product Strategy (3%)
Part III: Channel Strategy (3%)
This assignment is marked out of 100 and is worth 9 per cent of your final grade in the course.
Instructions
Write a 10- to 12-page double-spaced report, styled in APA format, as follows:
Part I: Brand Strategy
Evaluate your chosen product’s current brand status. Summarize the product’s current positioning. Include an assessment of brand equity.
Identify the steps that you will take to enhance brand equity among the customers for your chosen product or service.
Part II: Product Strategy
Research and analyze the product portfolio in your chosen company.
Research and analyze the product life cycle for the product(s) or service(s) you will market.
Investigate the benefits your product(s) or service(s) will bring to your target customers and how these benefits match customers’ needs and wants.
Describe how to integrate your product(s) with the service(s) provided along with the product(s).
Investigate a new product development opportunity and process (if applicable).
Part III: Channel Strategy
Research and analyze the type(s) of channels available to your chosen firm and the types of channel(s) currently employed in the firm.
Design a channel strategy for your chosen firm, based on an analysis of user needs.
Describe relationship development and management, and conflict control in the channel management.
References
You must reference all ideas or findings that are not original to you. References must be provided for both paraphrasing and quoting. Paraphrasing is taking the ideas or findings of another writer or researcher and putting them into your own words. Like quotations, paraphrased ideas must be acknowledged; otherwise, you appear to be claiming that the idea is your own. Quoting is using the exact words of a writer.
This course uses American Psychological Association (APA) citation style; the TRU Library provides excellent guides on how to write APA citations and references.
Criteria for Evaluating Assignment 2
Criteria
Value
Use of marketing terms and textbook concepts
30%
Organization and completeness
20%
Critical thinking and insight
20%
Logical conclusions
10%
Professional Presentation (tone, grammar, spelling, APA)
20%
