BSPA 200 - Report - Analysis of Individual Marketing & Competitors - Management Assignment Help

Assignment Task:

Task:

Report and Formatting requirements:
 

All submissions must be a word document. Hand-written sections will not be graded. Please double space. The content aspect of the project should not exceed 6.5 pages (plus a title page, table of contents, and reference list).
 

All submissions must include a Title Page, which includes:
 

• Complete Student Name (first and last name) and Student number
•  Professor’s name
• Due date
•  Course name, number and section

 

Note

All submissions must have a Table of Contents. All submissions must include a complete bibliography. Reports that do not include a bibliography will not be graded. APA citation required.

 

Part 1: Competitive Analysis

You are required to conduct a competitive analysis of your spa and two direct competitors.

Content requirements:
 

• Use the table format noted below to capture details on your product/service, its\ marketing mix, and how it compares to competitors.
• Your competitive analysis should be in landscape orientation and should cover no more than 2 pages (not including the Title page and bibliography).
•  Remember to edit your work carefully to keep it accurate, brief, and precise.
•  This competitive analysis should also identify the form of market segmentation used by your spa brand such as mass marketing, segment marketing, niche, or individual marketing, or a combination of one or more  segmentation strategies.
• Make sure that you clearly identify your spa brand as well as its competitors in each of the column headings.

 

 

Part 2: Target Market Profiles, Personas and Positioning

Part A: Target Market Profile

You are required to complete a target market profile for your spa brand’s consumers. Use the target market profile table below as a template. Please do not exceed 1.5 pages.

 

 

 

Part B: POSITIONING STATEMENTS AND POSITIONING MAPS
This section of your project requires you to complete positioning statements and a positioning map.
 

i. Positioning Statements:
Prepare positioning statements that clearly identify the image of the product/service in the market in relation to its target market, the market in general, and the competition.
 

Positioning Statement:

•  A clear, concise statement which describes the positioning strategy.
•  It includes:

1.  Spa name
2.  Product/service category
3.  Desired image
4.  Benefits provided that support the image
5.  Intended target market

 

ii. POSITIONING MAP

Create a positioning map for your product/service in relation to the two main competitors in your competitive analysis. Label each axis with parameters that are important to the purchase decision of consumers for your product/services, noting that price is rarely one of these primary decision-making variables. Clearly identify each competitor as well as your own product.

 

 

Part 3: Marketing Mix Analysis:

This section requires you to summarize the current approach to the 4 P’s.

Correct usage of terminology is required in each area. Refer to relevant chapters & content lectures.

You will then be required to make detailed recommendations for areas of the marketing mix you see as opportunities. In all areas your analyses and recommendations need to be clear, accurate and detailed.

 

Product:

 

• Current Product/Service Definition
•  Current Brand Definition Including Brand Personality
•  New Product/Service Development
•  1 new initiative required

 

Price:

• Current Pricing StrategyoRecommendations for future Pricing

 

 Place: Current Distribution Strategy

•  Recommendation(s) for future Distribution

 

• Promotion:

•  Dominant promotional message
•  Current Promotional Strategy: media used
•  Recommended Promotional Strategy: media used
•  Current CRM Strategy
•  Recommended CRM Strategy

 

This section should be 2-3 pages long. Please include as much detail as possible and use marketing language and terminology in your analysis.

 

 

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