MKTG205-1202C-01 Principles of Marketing
AssignmentName: / Unit 2 Individual Project
Deliverable Length: / 4-5 pages
Details: / Once a marketer has a thorough understanding of customer needs and the marketing environment, s/he needs to develop a marketing strategy.
It is time to put your research skills to good use using your textbook andarticles from the library’s full-text databases.
Clickherefor the research requirements and guide for this assignment.
Continue working with the product/service chosen in Unit 1.
Create your own marketing strategy for it.
  • Define and explain what segmentation is, and discuss different segmentation bases you could use for your product/service.
  • Based on your segmentation, describe each of the target markets that you would seek to reach.Explain why they will be the most profitable for your product/service.
  • Develop a value proposition for your product/service through differentiation and positioning. Include the following:
  • Introduce at least two (2) competitors and explain their current positioning in the market (what do they promise to deliver?)
  • Discuss possible competitive advantages your product/service can use to differentiate itself from these competitors (product, services, channels, service, people or image) and select which one(s) to use to build your positioning.
  • Based on this differentiation, explain your value proposition and develop a positioning statement.
Your paperMUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA,please visitthe APA Lab. The body of the paper should be 2-3 pages in length - starting with a brief one paragraph introduction and ending with a short conclusion.The entire submission will be 5-6 pages in length.
Please submit your assignment as a Word document in APA format using the attachedTemplate.
Grading Criteria
Definition of the segmentation bases / 30
Description of each of the target markets / 30
Analysis of 2 competitors and their positioning / 20
Analysis of competitive advantages / 25
Development of value proposition and positioning statement / 20
Grade for Unit 2 Individual Project / 125
Objective: /  Describe the function of marketing and demonstrate its importance to the overall success of the organization
 Illustrate the environmental forces that effect marketing
 Explain how companies can position their products for maximum competitive advantage in the marketplace
 Demonstrate investigative/research skills
 Demonstrate a systematic approach to the application of relevant marketing tools to a variety of situations
 Demonstrate information processing skills

IMPORTANT:

Product to choose – Kit Kat Bars in USA

Use at least 3 articles from this link -

And, if necessary, from this link -

Suggested search terms: marketing strategy; competitive advantage; demographics AND target AND market; segmentation AND target AND market; positioning AND marketing AND strategy