MGMT 131 – Marketing Comparison Report (Product Comparison Sessions 1 and 2) The purpose of this assignment is for you to demonstrate your understanding of marketing concepts by using them to describe marketing decisions related to a set of existing products. Working in pairs, you will select three products from the same product category that are marketed to different target markets. You will compare the marketing decisions/choices made with respect to these products. What kind of products should you choose? While all the same “product category,” the products should be quite diverse. For example, if you were interested in motorcycles, you might choose the following three products: Ducati Monster 1100 EVO MSRP $13,500 Sport Honda Gold Wing MSRP $24,000 Touring KTM 450 EXC MSRP $13,000 Enduro While all three are “motorcycles,” they are designed for very different uses. Be careful if one organization deals in all three of the products you wish to consider. If they are being offered through the same organization there may be too much similarity in the products. Additional Guidelines for selecting products: 1) You should be very specific about the product you choose. For example, Ducati makes at least four models of the Monster. I have identified a specific model in the table above. 2) You should choose products with which you have some interest and familiarity. You will be spending a significant amount of time investigating the products, so choosing something that you find interesting will make the process more enjoyable. 3) Try to select products for which there is published information. For example, it is quite easy to find information on motorcycles. You may find it difficult to find information on bookends, picture-frames or three- ring binders. You are welcome to examine a product offered by an organization with which you have personal contact (i.e. a family business, family connection, somewhere you work) but your effort must reflect your ability to view the organization from an objective standpoint. Product Comparison Sessions will take place on May 15th and June 5th. Each group will bring in a printed copy of their infographic (larger than 8.5x11) to present to the class. Additionally, please submit an electronic copy of the infographic by 9am on each due date. Infographic Sessions You will present your comparison to the class in the form of 2 infographic sessions. You are to include several sources, and references for both sessions are to be in APA format. Session 1: At the first infographic session, you will compare the products in terms of: • the organizations that market the product (description and each organization’s key strengths and weaknesses with respect to the products you are examining). • the market environment in which the products are offered (description and the key opportunities and threats facing each product). • the target market and buyer behaviour for each product (description and assessment of the size of the target market), and each product’s positioning. Session 2: In the second infographic session, you will include: • a summary of the key information required for the first infographic session. • a comparison of the products in terms of the elements of the marketing mix. We will evaluate the two infographic sessions on the following items: Infographic Session I Infographic Session 2 Description of each of the organization’s strengths and weaknesses (with respect to the products you are examining). 5 Summary of key information from Infographic Session I. 5 Analysis of the market environment in which the products are offered and the opportunities and threats facing each. 5 Thorough description of the products being offered including product life-cycle stage, branding, packaging, etc. 5 Description and comparison of the target market for each product (detailed description and assessment of the size of the target market for each product). 5 Pricing for each product. Each product’s listed price point should be identified. Additionally, describe the specific price strategy and several tactics that are used to arrive at each product’s retail price. Discuss costs and other determinants of price. 5 The positioning of each product relative to its primary competitors. (Perceptual map and positioning statements). 5 The distribution channels being used for each product (physical and transactional). 5 The promotional mix being used for each product. (comprehensive). References (APA Format) 5 References (APA Format) 5 Professionalism/Style 5 Professionalism/Style 5 Total 30 Total 30