Creating value in dynamic marketing environments

Question: Creating value in dynamic marketing environments

Word Limit    3,500 +/- 10%

Question Details

Based on a business to consumer organization you are familiar with and have researched thoroughly:

1. Describe how this organization positions their brand against their competitors. Devise a basic positioning map to show how they rate against their competitors across two dimensions.

2. Articulate the key market segments which they promote to. What bases for segmentation, such as demographic, geographic and psychographic, does the organization use to narrow down their customer-base?

3. What market research tools and methodologies does (or should) your organization use to research how well they perform compared to their direct competitors? Consider as well how your organization should approach the initiation of a market research project.

4. Do you believe that your chosen organization has adopted a market orientation? In your response, you can describe how well the organization’s marketing department relates to sales, human resources and other internal departments.