Integrated Marketing Communication: Target Market

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Part 1

Select the product or service from the Product and Market Identification Paper in Week 2

Service -Hotels.com

Create a 2to 3-slide Microsoft^® PowerPoint^® presentation that shows a competitive advantage analysis in which you do the following:

Determine the unique competitive advantage of the product or service in relationship to the competition.

Include charts or graphs, and your interpretation of the findings.

Part 2

Select the product or service from the Product and Market Identification Paper in Week 2.

Hotels.com

Write a 1,050- to 1,400-word paper in which you research the current customer base, consumer behavior, demographics, psychographics, lifestyle, geographic area, benefit segmentation, and user segmentation for the product or service.

Identify the ideal target market for your Learning Team's selected product or service. Include the following:

Provide a specific description of the target market, which should be measurable, accessible, sustainable, differentiable, and actionable.
Estimate the size of the market and estimated penetration percentage.
Create an initial marking positioning statement based on your current research.
Provide justification for your answers.

Format your paper consistent with APA guidelines.

Click the Assignment Files tab to submit your assignment.