For this project, imagine that you have a professional team offering a comprehensive package of services focus in quality design work, cost estimates, construction, repair, remodeling and alteration, painting, and carpentry in Florida or any state in the U.S. Your professionals deal with HOA community approvals, city permits, and codes; as well as architecture and design that will catch the client's imagination and creative side. 4.0 MARKET-PRODUCT FOCUS • A summary of what this section is going to cover. 4.1 Product Offering • Describe product features/benefits. We particularly care about benefits as these are from the perspective of the target market) • Describe your Brand. 4.2 Keys to Success Include at least two factors that will determine your success with this product. 4.3 Critical Issues • How will you leverage SWOT strengths? • Where is your product in the product life cycle and why? • Identify points of parity and points of difference (of your product as it compares to the major competitor) 4.4 Objectives/Goals Set specific marketing objectives for your product. Think about market share, sales revenue, market positioning, image, awareness, social responsibility and related objectives). Think SMART 4.5 Positioning • How will you position; your product in your target market's mind? • Describe how you are different from your key competition. • Identify your most important distinguishing feature. 4.6 Marketing Mix 4.6.1 Product • Describe it • What makes your product different from your major competitor? • What gives your product more value to your target market? 4.6.2 Price • How will you set the price? • Select price objective; determine demand and estimate costs; analyze a major competitor’s price; select a pricing method; select the final price 4.6.3 Place • Will you use push or pull strategy and why? • Will you use retailers? Wholesalers? • Will you have a website? (promotional or transactional?) 4.6.4 Promotions • Establish Promotion objectives • Choose a message and vehicles for communicating that message • How will you evaluate the results of your promotions? 4.7 Marketing Research • What will be the objective of the research – what you want to know? • What will be the scope of the research - what types of research will be utilized and to how broad of an audience? • When will the research be implemented? You will likely want to include some ongoing research to support your CRM (Customer Relationship Marketing) initiatives