Title: Develop a new positioning plan or a rationale for maintaining the existing positioning plan for an existing product or service.
Course: Marketing Management (12166) > Section: Exploring Concepts of Branding

Development should include

- a description of competitive positioning
- the creation of a new positioning plan or an assessment of an existing positioning plan
- a recommendation for maintaining or changing the plan.

Process/Skill Questions:

- What circumstances would necessitate a change in positioning?
- How does market research play a role in the positioning plan?
- How does defining the target market affect the positioning plan?
- How is market share related to the positioning plan?
- Why would quantitative market research be important in a positioning plan?
- What does the phrase name is everything mean in a positioning plan?