Visit stores, observe the displays and talk to salespeople, examine the products and their MarComs, and read expert and consumer reviews. Take careful notes of your observations and complete the following tasks.
management
Description
Assignment
Research the following
two competing mobile phones
· Samsung Galaxy S10e
· Apple iPhone 11 Pro
Visit stores, observe
the displays and talk to salespeople, examine the products and their MarComs,
and read expert and consumer reviews. Take careful notes of your observations
and complete the following tasks.
Task
Answer the following
questions in no more than 1,000 words in total. Use tables and diagrams as much
as possible. Use theory to structure your discussion and the data you collected
to support your argument.
(a) What is the
Segmentation Targeting and Positioning (STP) strategy of each product as
evidenced by the marketing mix elements?
(b) What is the value
proposition of each product as evidenced by their Marketing Communications?
(c) What are the
Points of Parity (PoPs) and which are the Points of Difference (PoDs) of these
products?
(d) Which one of the
two products would you choose if you were to buy a mobile phone now and these
were the only two available options? Critically evaluate the two products
focusing on customer perceived value and the key features for the product you
would choose for yourself? Which are the two most salient features for you?
Rubric
|
|
Points |
Grades |
Comments |
|
Choice and application of theory to organise
and analyse data i. Segmentation Targeting and Positioning
(STP) strategy (20 marks) ii. value proposition of each product.(20
marks) iii. Points of Parity (PoPs) (10 marks) iv. Points of Difference (PoDs) (10 marks) v. Critical evaluation-two products focusing
on customer perceived value and the key features for the product you would
choose (30 marks) |
90 marks |
|
|
|
Academic writing i.Use of terminology and clarity of
argument. ii.Presentation and expression, extending
course material, quality of sources and referencing, word count |
10 marks |
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