Watch the video case study "Geek Squad: A New Business for a New Environment."
Read the case study discussion on pp. 88-89 of the Marketing text. Keep this case study in mind as you complete this assignment.Â
Write a less than 500 word report using your company or one with which you are familiar (if you prefer, your facilitator can assign one to you). Answer the following questions for your chosen organization.
- Explain what the specific key environmental forces are that created an opportunity for your company.
- Identify if there have been changes in the purchasing patterns of your organization's target market in recent years.
- Conduct an environmental scan for your chosen company to identify key trends. For each of the five environmental forces (social, economic, technological, competitive, and regulatory), identify trends likely to influence your company's marketing efforts and product offering in the future.
- Explain what differentiation strategy your company should undertake to encourage their target market to choose them over other competitors.
- Analyze what lessons you might learn from the Geek Squad case study.
Using the same company you chose from above, choose a product or service the company offers on which to focus.
Identify the important attributes for your chosen product and select two key variables for your perceptual map.Â
Prepare a perceptual map for your chosen product/brand and using a minimum of seven competitors, rank each product/brand on the two variables based on how they are positioned in the consumers' minds.Â
Explain why you placed each competitor on its particular spot on the map, and how you might strengthen your chosen product/brand's position in the minds of the target market.Â
Create an 8- to 10-slide Microsoft® PowerPoint® presentation with notes including the following:
- Develop a Summary slide.
- Explain the target market (be specific and address all four segmentation variables - demographic, geographic, psychographic and behavioral).
- Identify a Perceptual map.
- Explain the Map placement.
- Identify your references.
Include at least three references, at least one of which must come from the University Library.
Format your paper consistent with APA guidelines.
Answers
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