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Week 6 Assignment – Customers, Value Proposition, and Competition Brief

Overview

The market research you conducted should now guide you in the next phase of creating your marketing plan. You are ready to paint a customer profile, state the service value proposition, and assess the competitive environment. You will use the information from this activity in your upcoming marketing presentation.

Preparation

  • Review your market research and consider the following questions:
    • Customer Profile: What are the important characteristics of your target market?
    • Value Proposition: What are the features, benefits, or differentiation of your client’s services?
    • Competition: Who is serving the community with similar or complimentary services?

Note: In this learning activity you will create an informal brief that is well-organized and clearly presented; however, it does not need to adhere to strict formatting requirements. Use Strayer Writing Standards if you require guidance, but it is not required.

Instructions

Create a three-page brief that will contribute information to the marketing plan presentation that you will create in the next assignment. Do the following:

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  • Describe your client’s service, its features, its benefits, and what makes it different.
    • services?
    • Competition: Who is serving the community with similar or complimentary services?
  • Note: In this learning activity you will create an informal brief that is well-organized and clearly presented; however, it does not need to adhere to strict formatting requirements. Use Strayer Writing Standards if you require guidance, but it is not required.

    Instructions

    Create a three-page brief that will contribute information to the marketing plan presentation that you will create in the next assignment. Do the following:

    • Describe your client’s service, its features, its benefits, and what makes it different.
    • Describe the target market and customer profile.
      • Demographics, income, education, location, etc.
    • Assess the competitive environment including:
      • The competitors and services within your defined competitive area.
      • Pricing information—if you have this information available; pricing information is not required for this project.