Marketing

Posted: December 10th, 2013

Short Answer Questions

Read Chapters 1 and 2 carefully. Find an established small company that has been in its industry for at least three years. (It may be easier to analyze a public company because you can find useful information in its annual reports posted on its website.)

1. Outline the business of this company. Briefly describe its history, location, products (good and service), and target customers.

2. Choose one major good or service provided by this company. From its buyers’ perspective, analyze the value proposition of this good or service by listing ALL its benefits and costs. Note that usually there are multiple benefits and costs.

3. Competition Analysis

a) For the company, say Company A, and the it product, say Product X (good or service), analyzed in the questions 1 and 2, identify one major competitor, say Company B who sells similar products (goods or services) to the target customers of Product X. Select one similar product, say Product Y, from Company B that competes with Product X and briefly describe this product.

b) From the buyer’s perspective, compare the value proposition, including benefits and costs, of Product Y with the value proposition of Product X. Identify unique benefit(s) and cost(s) of each product.

• Show your sources of information in “Works Cited”.