This week you will continue your comprehensive marketing plan researching the SAME company that you researched in previous units. Again, utilizing the CSU Online Library, you will research the various elements of the marketing plan as it relates to this company. In Unit IV you will provide a comprehensive discussion of the products and/or services provided by your organization.
This section will provide a comprehensive look at the products, product lines, and services that are offered by your company. This will include discussions about the quality of the product/service and other additions such as warranties, installation, service plans, or unique packaging features that are included with the product (if pertinent). Include a discussion of whether your company’s products/services would be considered business-to-consumer (B2C) or business-to-business (B2B).Branding is also considered a part of the product offering, thus a discussion of the branding efforts associated with your company and the importance of said branding in the overall product offering should be included. Within this discussion, review the positioning strategy of your company.
A competitive advantage is an important goal of every company, address whether your company has a competitive advantage WITH RESPECT TO PRODUCT. The idea is to discuss whether your company has a competitive advantage with respect to their product offering and the attributes associated with product as discussed above. Competitive advantage with respect to promotion, place, and pricing will be discussed in later sections of the marketing plan. Once you have stated your position, remember to include your rationale.