Positioning Statement and Motto, marketing assignment help

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In this assignment, you will create a Positioning Statement and Motto for one (1) of the following brands: Jeep Cherokee, Google, or Amazon.com.

Select only one (1) brand. Use the information listed, as well as your own research, to assess the brand by completing the provided template. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand.

Click here to download the required template.

Submit the completed template via the Assignment 1 submission link.

*Remember to only select one (1) brand from the options below (click on Option A, Option B, or Option C to view each available brand).

Option A: Jeep Cherokee

General Brand Marketing

Reflected in the distinctive, fluid lines of an Jeep Cherokee is the brand’s long sporting tradition.

Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the continuous innovation in the use of light-weight materials and advanced engine technologies, Jeep Cherokee cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion.

Option B: Amazon

Amazon’s Mission Statement
Amazon.com has had a clear focus and a solitary mission since it began. Founder Jeff Bezos has publicly referred to the Amazon.com mission statement as the guiding force behind his leadership decisions many times in the company’s 18-year history. It can be concluded that the success of Amazon.com as the top Internet retailing company in the world is due at least in part to their unwavering commitment to this mission and the daily execution of it. The mission and vision of Amazon.com is…

“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

Amazon’s 2001 Positioning Statement (when it almost exclusively sold books)
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.

For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.

Option C: Google

Google’s Mission Statement
Google’s mission is to organize the world’s information and make it universally accessible and useful.

Google’s Motto
Don’t be evil. (http://www.google.com/about/)

Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.

Points: 175

Assignment 1: Positioning Statement and Motto

Criteria

Unacceptable

Below 60% F

Meets Minimum Expectations

60-69% D

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1. Define the brand’s target customers as indicated in the provided template.

Weight: 20%

Did not submit or incompletely defined the brand’s target customers as indicated in the provided template.

Insufficiently defined the brand’s target customers as indicated in the provided template.

Partially defined the brand’s target customers as indicated in the provided template.

Satisfactorily defined the brand’s target customers as indicated in the provided template.

Thoroughly defined the brand’s target customers as indicated in the provided template.

2. Define the brand’s competitors as indicated in the provided template.
Weight: 20%

Did not submit or incompletely defined the brand’s competitors as indicated in the provided template.

Insufficiently defined the brand’s competitors as indicated in the provided template.

Partially defined the brand’s competitors as indicated in the provided template.

Satisfactorily defined the brand’s competitors as indicated in the provided template.

Thoroughly defined the brand’s competitors as indicated in the provided template.

3. Examine the brand’s USP as indicated in the provided template.

Weight: 20%

Did not submit or incompletely examined the brand’s USP as indicated in the provided template.

Insufficiently examined the brand’s USP as indicated in the provided template.

Partially examined the brand’s USP as indicated in the provided template.

Satisfactorily examined the brand’s USP as indicated in the provided template.

Thoroughly examined the brand’s USP as indicated in the provided template.

4. Develop a positioning statement and motto for the brand.

Weight: 20%

Did not submit or incompletely developed a positioning statement and motto for the brand.

Insufficiently developed a positioning statement and motto for the brand.

Partially developed a positioning statement and motto for the brand.

Satisfactorily developed a positioning statement and motto for the brand.

Thoroughly developed a positioning statement and motto for the brand.

5. Clarity, writing mechanics, and formatting requirements

Weight: 20%

More than 8 errors present

7-8 errors present

5-6 errors present

3-4 errors present

0-2 errors present

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