Assignment: • Assignment #1 - Market Segmentation and Product Positioning. prepare a 4-5 page research plan to support introducing the product and service for your original company’s marketing plan to the U.S. market. In addition to stating your marketing objectives, the student is required to: 1. Identify the marketing segment for the product and explain why this segment was selected 2. Discuss the target market and why these customers will be targeted 3. Conduct a SWOT (strengths, weakness, opportunities and treats) analysis for the company 4. Describe the market position for your product and service. Support your recommendations with at least two reference sources that discuss the nature of the product, use of market research methods related to the product, or considerations in conducting research. 1. The name of the company must be on the cover page of the assignment. 2. The assignment questions must be written as headings. The answer to the question must follow the question, and must be written in APA format. 3. The answers to the questions must be written in sentence format, be free of grammatical errors, and demonstrate a thorough understanding of the question topic. 4. The paper must contain citations. 5. The paper must have at least two reference sources, and one should be an industry reference. 6. The assignment must include a reference page. 7. The paper must have a header (upper left corner) and page numbers (upper right corner of the header).
Market Segmentation and Product Position
The mission of Hot Potato, Inc. is to provide healthy food options that compete within the
fast food industry. The organization will serve baked or steamed potatoes with a variety of healthy topping choices, including but not limited to, broccoli, celery, chive, tomato, corn, beans, peppers, a variety of low fat grated cheeses and lean meat pieces (chicken and beef tips). While the organization competes in the fast food, products are differentiated as healthier options not only with the toppings, but with the processing of the items. All potatoes vegetables toppings are steamed or baked. Lean meat toppings are broiled, rather that sauted.
In order to compete within the fast food industry, Hot Potato must identify the market segments in which the products will be targeted, as well as develop a marketing strategy to reach those segments. Marketing objectives will be determined by considering how the organization should position itself within the industry and how to best reach the target audiences. The mission of th