Unit 5 Product Mix & Evaluation Strategy
I. Product Strategy
Product Description: (This is to help you identify this product you are analyzing for your SBU (½ page)
Type of goods offered by your SBU: (Describe and justify if these are convenience goods, shopping goods, specialty goods, or industrial goods. You need to use these terms as outlined in the unit material.) (½ page)
Core Product Benefits the Target Market Receives from the Products in the SBU: (These are the connection to value considerations (core, supplemental, experiential/symbolic attributes, and the primary utility reasons why a consumer purchases this product. Use the course textbook and supplemental textbook as a guide. Analysis for your SBU should be based on research to avoid your own biases.) (½ page)
Augmented part of the Products offered by the SBU: (Describe what is added to the core benefits to create a larger product concept including a customer service strategy.) (½ page)
Strategic Implications of your product analysis (½ page)
II. Price Analysis
Analysis of Pricing Objectives for the Products Outlined Above: (Price-oriented, sales-oriented, status quo, etc.) (½ page)
Analyze Price Elasticity Factors: (Buyer’s perceptions and preferences, alternatives or substitutes, buyer’s ability to pay, percent of income, etc. You should justify if you believe these have primarily demand elasticity or inelasticity.) (½ page)
Justify a Recommendation for a Pricing Strategy: (Demand-Based, Cost-Based,
Competition Based, Price-Discounting Strategy.) (½ page)
Strategic Implications of your product analysis (½ page)
III, Place (Distribution) Strategy
Describe the Current Distribution Channel: (Starting on page 201 of your supplemental text.) (½ page)
Describe the Distribution Strategy: (Starting on page 203 of your supplemental text.) (ATTACHED) (½ page)
Describe Any Current or Anticipated Channel Management Issues: (Include cooperation and conflict issues, logistical changes or challenges, and any other current and future channel management issues.) (½ page)
Strategic Implications of your product analysis (½ page)
IV. Evaluation
List the major direct and indirect competitors for this offering: (This can include specific companies by name or by product categories) (1 page)
Competitive Advantages or Competitive Weaknesses from What You have
Outlined Above: (This should reflect both consumer perceptions of strengths and weaknesses and in relation to major competitors.) (1 page)
