Customer-Driven Marketing Strategy | Online Assignment Help

IBM 3012 Mini Project One & Project Presentation

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Mini project 1 report: Customer-Driven Marketing Strategy (10pts)

Using the steps described in the textbook, develop a customer-driven marketing strategy. Describe your strategy and conclude with a positioning statement for your business. Your report should provide answers to the following questions:

1. Identify a business opportunity (2pts)

a. Identify an unmet needs/wants in a certain market

b. How would your group develop a product to satisfy the potential customer needs?

2. Segmentation & Targeting (5pts)

a. What segmentation variables would you use? Please explain reasons for choosing these segmentation variables

b. Describe characteristics of your target market

3. Positioning (3pts)

a. Identify key competitors in your target market

b. How would you differentiate your business from those competitors?

c. Develop a positioning statement for your business


1. Work in small groups on this project (up to 6/each group)

2. Prepare an executive summary with 2-3 pages (double space, 12-pt font)

3. Write your report in professional style. Avoid colloquial words/expressions.

4. Provide references when necessary (APA style or other well-established styles)

5. Please submit your project via Blackboard before the end of 10/2.

Mini project presentations (15pts):

a. Group 1-15 will make presentations for mini project 1 (presentation date: 10/2); Group 16-30 will make presentations for mini project 2 (presentation date: 11/13); Group 31 and beyond will present mini project 3 on 12/4.

b. Each presentation will last 5-7 minutes. Each group member should be well prepared to discuss the marketing plan and answer questions from the class. (Avoid reading notes as much as possible).

c. Before the class presentation, each group should submit the PowerPoint Slides to the Mini Project Presentation Link on Blackboard.

Class presentation tips:

Do’s Don’ts
Copy your presentation file to the class computer Go to your email account and search for the file
Elaborate and provide complementary information to what you put on a slide Face the screen and read from your own slides
Be consistent in the font size and style of your titles Inconsistent font size and styles
Keep each bullet as short as possible End a bullet or title with a period
Use a diagram, chart, photo, or table instead of text Write long sentences or paragraphs on the slides

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