The report analysis: – Competitive information – Environmental scanning. – Demand forecasted – Specific market segmentation, targeting, and positioning statements – Product or service’s brand positioning – Who are the market leaders for their chosen product or service? What niche have they identified for their product/service? Is their product or service going to be a leader, follower, or challenger to well-established products or brands? – Consumer-adoption process for their new product. How will the consumer learn about their new product and how quickly will they adopt it? Will the product be targeted to the heavy users and early adopters first, then early and late majorities? What is their estimated time for full adoption? – Pricing strategy decisions for their product/service. Students have addressed all or most of the material concerning pricing covered in week 8. – Students should be directed to turn in their retailing, wholesaling, and logistical marketing plans. Those students who are acting in the role of providing a new “service” should include here their plans for locations, hours of operations, and how their “service” plans on managing demand and capacity issues. – The integrated marketing communications mix. – All the possible communication media (for example, students will tend to concentrate their media on television or on the Internet and include other forms such as personal selling and radio).
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