Choose ONE of the nominated products that group members wrote about in Assignment One. The second assignment requires the group to develop a marketing mix strategy for a competing product to the chosen nominated product. For example, your chosen nominated product may be the LG 55 inch full HD3D TV—the group then needs to develop a marketing strategy for a competing product, e.g. the Hisense 55 inch full HD3D TV. The report will demonstrate how your proposed strategy will create and deliver sufficient customer value for the consumer to change their preference from the chosen nominated product.
Your marketing mix strategy/plan will be graded based on your ability to demonstrate that consumers will, or are highly likely to, change their intended purchasing behaviour away from the nominated product chosen from Assignment 1.
The report will also provide a detailed explanation of the concepts of customer value and value proposition and provide insights as to why these concepts are important to marketers.
In addition, there will be a 20-minute group presentation over the last two/three classes in which you will convince a board of directors that your proposed strategy can achieve the creation and delivery of customer value in a way that will cause a shift in preference by the consumer and build future revenues.
Executive Summary
Introductory sentence/short paragraph
Major findings
Major recommendations
Introduction
Background to the task
Purpose of the report
Format of the report
Clear description of the target consumer
Customer value and value proposition discussion
Goals and Objectives of the proposed Marketing strategy
Description of the Marketing strategies that will persuade target consumers to change their preference
Justification why the proposed strategies will deliver value and change consumers’ preference
Appendix 1—description of the nominated product from Assignment 1
Appendix 2—description of the competing product