The Marketing Plan
Every business should determine its own criteria for success when evaluating the attractiveness of a market because every industry has its own unique circumstances. Forces that shape segment attractiveness include the following:
Although an index that is based on these criteria is useful in capturing the qualitative aspects of a market situation, the profit potential must also be assessed for all of the segments that are deemed attractive based on their market-attractiveness indexes.
Part 1: Segmentation Application
Develop a product-focused business. Please do not use an existing company or a scenario that you utilized in a previous course. You will continue working with this business throughout the course. Complete the following:
This section of the paper should be 3 pages in length and use research from the library’s full-text databases and other quality college-level resources.
Part 2: Gap Analysis, Benchmarking, and Competitive Advantage
Complete the following:
This section of the paper should be 3 pages in length and use research from the library’s full-text databases and other quality college-level resources.
Your assignment should contain a cover page, an abstract page, and a reference page in addition to the body. The body of the paper should be 6 pages in length, starting with a brief, 1-paragraph introduction and ending with a short conclusion. The entire submission will be 9–12 pages in length.