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Use the new product or service that will be launched by either an existing organization or one you will create. This product or service was selected in Week 2 and instructor approval should have been obtained prior to Week 3.  You will use this product or service for this assignment and those in future weeks. 

Write a 2,800- to 3,500-word paper that includes the following:

  • An overview of the organization
  • A description of the product or service
  • A SWOT analysis of the organization and offering
  • A competitive analysis of the organization and offering using Porter’s five competitive forces model
  • The criteria you will use to segment your market and select your target market including geographic, demographic, psychographic, and behavioral factors
  • A description of your target market
  • Needs that cause your target market to buy including emotional and logical drivers
  • A written positioning statement that identifies:
    • Your target market
    • The needs that drive purchase
    • Your organization’s industry category
    • How your organization solves the target’s needs
    • Your organization’s competition
    • What makes your organization different from its competition

Include sources of secondary research that support your analysis.

 

Format your paper consistent with APA guidelines.

 

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