product positioning

The basic steps to do a group project is as follows:
i. Conduct need assessment to derive a question(s) for your group project,
ii. Establish a framework of your project (e.g. for product positioning – to compare your product with others in terms of product attributes or positions to a target market), or for market segment of consumers (e.g., identify certain characteristics of a market segment of consumers and identify their typical behaviors in a meaningful way, different from those of other market segments), or for both (e.g., how does a market segment react to a product, etc.) to establish the framework of your study.
iii. Identify the issues you want to address:
1. From International Business perspective (e.g., channel functions, channel arrangement, etc.),
2. From consumer psychological perspective (e.g., perception, preference, learning, memory,
attitude, motivation, emotions, personality, lifestyle, or self-concept, etc.),
3. From socio-ethnological perspective (e.g., influences from family, peers, group, social class, religion, cross-cultural and/or micro-culture environment, etc.), or
iv. Research the pertinent theories and findings for the issues identified;
v. Analyze the issues with the information you have gathered;
vi. Derive your own understanding of the issues that have been studied;
vii. Formulate appropriate hypothetical strategies to bridge your product with the market segment of yours;
viii. Identify the implementation procedures with specific steps for the strategies you have selected;
ix. Derive the expected results and reach your conclusion.
x. Group Project Evaluation
1. Your group project class presentation will be evaluated according to the following components on a 100 point scale:
a) Meaningful group participation (10),
b) Professional demeanor (20) (religious attire equivalent),
c) Logically reasoning by a reasonable person standard (30),
d) PPT clarity and organization (20), and
e) Responses to questions and comments (20).
2. Your group project writing part will be evaluated according to the following components on a 100 point scale:
a) Purpose of your project (20),
b) Clarity of your framework (20),
c) Depth and width of your gathered research information (20),
d) Demonstrated ability of your analytical skills (20), and
e) Feasibility of your strategies and reasonableness of your conclusion (20).
f) Please limit your group research paper for seven (7) pages in text with at least 10 references on the additional pages, and use single-spaced lines for text with a double space between meaningful paragraphs.

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