Insights and Segmentation

Segment a market to identify the target customer of your company's product.

• Which three types of primary research do you think would be most effective for your company's product and why, and what ethical implications may exist for the types of primary research you recommend?
• Who is the target customer for your company's product?
• What is the value proposition of your company's product?

Product Strategy

Evaluate the brand equity of your company's product, and recommend an ethical development process and life cycle management for your company's product.

• Describe the brand equity for your company's product. What is the differential influence the brand can impose relative to competing brands?
• Discuss the ethical implications of your company's product from development, through use, and to disposal. What strategic advantage can you develop based upon these practices?
• Draft and share a product positioning statement for your Course Project company. Be sure to include the following.
  • The target segment
  • The target segment's unmet need
  • The product concept
  • Specific points of product differentiation

Guidelines

Use the following guidelines to plan and conduct your work.

• Reference your textbook and conduct research using at least three additional authoritative sources from the DeVry LibraryLinks to an external site..
• All work must be formatted in accordance with APA seventh edition guidelines, and each draft must include a cover page and references page.

Drafts

• Drafts are due at the end of Weeks 2, 4, 6, and 7, with a reflective presentation in Week 8 using PowerPoint.
• Use Microsoft Word for all project draft submissions. Microsoft Word is available through the online student store, and free training is available at your convenience through the DeVry Library's Ask A LibrarianLinks to an external site. service.
• Each section should be about one page long, so each draft should be about two pages long with the exception of Week 7's draft, which will be approximately one page long.
• For the final draft, resubmit all prior drafts of the project to submit all sections together in one comprehensive paper. The final draft, including all seven sections, should be no more than 10 pages long.

Presentation

• The reflective presentation is due at the end of Week 8.
• You should use Microsoft PowerPoint for the presentation submission. PowerPoint is available through the online student store, and free training is available at your convenience through the DeVry Library's Ask A LibrarianLinks to an external site. service.
• The presentation should be 10 slides long and include a cover slide, one summary slide for each of the seven paper sections, and an additional slide on Ethical Implications before concluding with one reference slide.

Outlines

Follow the prompts in the outlines that follow to write a paper and create a summary presentation that discusses the following topics for your product and company. The prompts are intended to guide the types of information you should include for each respective section, but you can connect other topic areas you believe are critically relevant to your specific choice.