Marketing Research Presentation and Report

Using the same company chosen for the Week 2 assignment (attached), choose a product or service the company currently offers on which to focus.

Identify the important attributes for your chosen product and select two key variables for your perceptual map.

Prepare a perceptual map for your chosen product/brand and using a minimum of seven competitors, rank each product/brand on the two variables based on how they are positioned in the consumers’ minds.

Explain why you placed each competitor on its particular spot on the map, and how you might strengthen your chosen product/brand’s position in the minds of the target market.

Create an 8- to 10-slide Microsoft® PowerPoint® presentation with notes including the following:

  • Develop a Summary slide.
  • Explain the target market (be specific and address all four segmentation variables – demographic, geographic, psychographic and behavioral).
  • Identify a Perceptual map.
  • Explain the Map placement.
  • Identify your references.

Format your assignment consistent with APA guidelines, paying very close attention to in text citations and accuracy.

See Attached for the grading guide and a Perceptual Map example

NEXT:

Using the the same company,

Your company has decided to launch a new line of products.

Create a 1,400-word report and include the following information:

  • Choose the target market for your product, and describe your target market in detail.
  • Create and identify a new product that would appeal to your market.
  • Develop at least one question for each characteristic of the target market (demographic, geographic, psychographic, and behavioral) that will be important for you as you determine the marketing strategy for this new product.
  • Recommend the best methods of conducting marketing research to answer these questions. Be sure to include why you chose these particular methods.
  • Outline the steps you will take to bring your product to market from idea generation to commercialization, using a multi-step product development process.

Format your assignment consistent with APA guidelines, paying very close attention to in text citations and accuracy.

See attached for a copy of the grading guide.