Order Description
You are required to address the following questions for the key product targeted at a particular customer segment. You must justify the selection of your key product.

1. What are the customers’ needs and buying processes? How do customers and prospects rate the company and its competitors on reputation, product quality, service and price?
2. Who are the major competitors? What are their strategies, strengths, weaknesses, sizes and market shares? What trends will affect future competition and substitutes for the company’s key product?
3. Describe the market segmentation variables evidenced in the company’s offering and explain how you determined this to be true.
4. Provide a profile of the market segment at which you think it is targeted (that is, describe the characteristics of the target market).
5. How did the company want its product and its associated brand to be perceived by its target market, with respect to competition? Include a positioning statement.
6. How did the target market perceive the selected company’s product and its associated brand, with respect to competition? Draw positioning and perceptual maps for the target market. Evaluate whether the company developed an effective positioning and marketing
mix for the target market.
7. Evaluate whether the organisation has effectively built brand equity by developing brand elements, designing holistic marketing activities, and leveraging secondary associations.