The company is J.B Hunt transport and the product is Market place 360 Identify the company’s top competitor and describe its product. • Analyze the competition’s product. o Compare the two products (your company’s and the competitor’s) in terms of:  Market share.  Product appeal.  Quality.  Growth potential.  Unique selling proposition. o Compare the two products in terms of features, benefits, and cost.  How do consumers rate each product in these terms? • Evaluate the marketing strategy of the competitor. What can the strategies used by a competitor tell you about organizational direction? • Explain how this analysis will guide the marketing decisions of the company • Analyze the target market segments in relation to the product. o Identify the market segments (at least 2) you believe would be effective to target for the product. o Explain how the product serves the wants and needs of each target segment. o Evaluate the growth potential of the product within each target segment. • Evaluate the effectiveness of the company’s current marketing strategy being used within each target segment. o Provide examples of how the strategy is and is not effective. • Based on your analysis, recommend an alternative strategy that would better position the product for each target segment. o Explain the types of challenges the company is likely to face in trying to reposition the product and change customers’ perceptions of the product. o Explain the importance of branding/positioning in an effective marketing strategy. • Support your recommendations with marketing theories, models, or principles.
