Should also consider his strengths and weaknesses

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should also consider his strengths and weaknesses relative to the other competitors and looks for opportunities and potential threats. He will also want to consider whether to adopt an
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undifferentiated, differentiated, concentrated, or micromarketing targeting strategy. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 08-04 Articulate the difference among targeting strategies: undifferentiated; differentiated; concentrated; or micromarketing. Topic: Select Target Market 126. (p. 173- 175) Create a positioning strategy for your school's business program. How do you want potential students to view your program? Answers will vary but should start with the goal of providing potential students with a clear, distinctive, and desirable understanding of what the business program is about and how it compares with other programs both on campus and at nearby competing institutions. A positioning strategy for the business program will likely include persuasive communication about value and product attributes, probably focusing on career opportunities, salaries, and reputation of the program. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 08-05 Define positioning; and describe how firms do it. Topic: Develop Positioning Strategy 127. (p. 173- 175) UPS, FedEx, DHL, and the United States Postal Service are four major competitors in the private package delivery market. Choose one of the four firms and describe its positioning efforts. This question can be changed to address a different industry with which students would be more familiar if necessary. UPS uses its distinctive brown color both on trucks and delivery personnel. It acts as a strong symbol. UPS also enforces strict rules about professional dress and even facial hair for their employees. All four firms offer an array of delivery services, times, and prices with none of the competitors having a distinct position. Similarly, FedEx uses its red, white, and blue colors and more recently a green, white, and blue combination. FedEx also acquired Kinko's, creating added convenience as a positioning strategy. Both FedEx and UPS emphasize global distribution. FedEx frequently uses placement advertising (think Tom Hanks in Castaway) to promote its services. DHL is less known in the U.S. market but well known in Europe. Its yellow and red trucks are distinctive and eye-catching. USPS, of course, has a government-created monopoly for mail delivery. USPS is generally known for universal delivery compared to the others (who, for example, do not deliver to P.O. boxes). AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 08-05 Define positioning; and describe how firms do it.
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Topic: Develop Positioning Strategy 128. (p. 175) When developing a positioning strategy, marketers may choose to position their offerings against the offerings of competitors. If you were to do so, what would you expect your competitors to do?
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