Marketing executivesmust build a business case for a concept before they present the idea to a client or supervisor. The business case is a vital part of anymarketingproposal or presentation since it helpsmarketingstaff stay aligned with the organization's mission and vision statements. Within the business case are the elements to consider when promoting a product or service, elements known as themarketing mix.

This week you will continue with the business you chose to focus on in Week 1.

Preparation

Building upon your Week 1 branding and positioning efforts, you will execute some of the steps that aproduct managerandmarketingteam would complete when validating a strategy to be presented to the executive leadership team throughout theproduct life cycle consults.

Search and review resources on writing a business case, such as the "Writing a Business Case" by Mike Figliuolo LinkedIn Learning course, which can be found in this week's Learning Activities folder.

Assessment Deliverable

Create a seven hundred- to eight hundred and seventy-five-word business casethat includes the sections and details outlined below:

• Executive Summary:Determine the product or service, the targeted market, and what you think the brand positioning should be.
• Product or Service Consumer Behavior Insights:Identify and compare 2 competitive companies with similar target markets that consumers currently choose for the product or service of your focus business.
• Attributes:Justify from your research the attributes or criteria that consumers use when deciding between your focus business and its competitors. Assess consumer attitudes about your focus business and the types of self-identity, personality, or lifestyle the brand currently appeals to.
• Market Segmentation, Targeting, and Positioning:Determine the consumer segments that interested your marketing staff for your product or service and the segments you plan to target. Compose a brand positioning statement that situates the brand to be compelling to those targets.
• Consumer Validation:Propose how you plan to use qualitative research to obtain feedback on how people view your focus product or service. Recommend how you will modify your marketing segmentation, targeting, and positioning strategy based on the research.