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Unformatted text preview: essence (the loving relative who preserves the family’s stories) o Parenthesis are examples for Kodak Positioning • Positioning ins placing a product in a competitive frame of reference • And selecting a benefit it intends to own • In the mind of a well-understood core target consumer • Must answer the 3 big consumer questions: o What kind of thing is it o What is it especially good at (the benefit it intends to own)? o Who is it for (target audience)? o Goals? o Core competencies… what does the organization do better than anyone else? This requires research to determine this o Sustainable advantage… what will keep the organization in business? Component 3 • Situation Analysis (2 team members) o SWOT analysis o Product-market classification… new services, new markets A box w. market (existing new) and product (existing new) (check lecture notes for example) o Industry analysis—requires research o Competitors...
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- Fall '07
- Marketing, SWOT Analysis Develop