You are in a meeting about the strategy for an automotive client who is proposing a new upscale luxury version of an electric car. One of your team members says that positioning is an old strategy and is no longer useful for modern products because the market is so complex and changes so fast. Another person argues strongly that you need to understand the position in the consumer’s mind before you can even begin to develop an advertising strategy. Discuss one side of this issue for the launch of this new product and develop your position to present and defend in a class debate.

AppendixLO1