Last week, you received detailed feedback from your instructor on Section 3 of your Go-to-Market Strategy. You will review and revise Section 3 (Product Differentiation and Positioning) of your project based on this feedback and submit it for final grading.

Upon successful completion of this assignment, you will be able to:

• Define and explain positioning.
• Conduct competitor analysis: (1) Identify current competitors and their offerings and points of differentiation. (2) Create a Positioning Matrix and explain how it is used. (3) Analyze price points of competitors and create a comparison table.
• Recommend positioning and provide a strategic rationale for new products/services. (2) Show new client offering on the Positioning Matrix. (3) Articulate key differentiating characteristics of the offering. Describe new product ideas in more detail.
• Develop demand estimates.
• Write a clear value proposition to reach the target buyer.

 

Instructions

1. Review the rubric to make sure you understand the criteria for earning your grade.
2. Review feedback from your instructor and edit the third section of your report, Product Differentiation and Positioning. Go-to-Market Strategy(Word document) is provided for you to use. This is your final draft.
3. For full credit on this assignment, you should meet the following requirements:
   1. Use at least 5 credible and objective sources (only 1 of the 5 sources may be a source provided in the course resource list.) IWU OCLS provides a valuable resource for Evaluating Sources(new tab). Please review this document before conducting your research.
   2. This section of the paper should be 1000 words (+/- 50 words).
   3. APA format is required with proper citation and references for all sources. Feel free to utilize Academic Writer (APA formatting resource) and Grammarly (grammar and plagiarism check) on the IWU Resources(new tab) page.
   4. Use the titles in the Go-to-Market Strategy Template to provide structure and include the following:
      1. Definition of Positioning
      2. Competitor Analysis
         1. Current competitors and their offerings, including points of differentiation for each offering indicating how they are positioned to each other in the market on a Positioning Matrix (Include graphic of the positioning matrix).
         2. Current price points of competitors - create a table comparing price points for a similar offering.
      3. Recommended Positioning
         1. Recommended position and points of differentiation for the client's offering - describe the rationale and show on positioning matrix.
         2. Key differentiating characteristics of the offering - Take new product ideas and describe the product or service in more detail. Provide rationale for your decision.
         3. Define the value proposition for the target customer.
      4. Demand Estimate
         1. Project the next 5 years of demand for the new offering considering buyer target. Show in a table or chart format.
         2. Explain methodology for developing your demand estimate and why you chose this method.
4. Submit using the link provided by the last day of Workshop 5.