Pick a category basically dominated by two brands (I am choosing UPS vs FedEx for this evaluation) and evaluate the positioning of each brand:
– Who are their target markets?
– What are their main points-of-parity (POP)?
– What are their. main points-of-difference (POD)?
– Have they defined their positioning correctly? How might it be improved?
Requirements that must be met for information within the paper.
Provides 3-4 examples of the differences between each brand for each category:
– Target market
Provides strong point of view on the correctness of each brand’s positioning based on categories above as well as learnings from textbook. What if any brand positioning can use improvement, offers at least 3-4 examples on how it should be improved.
You can use internet sources to locate information about UPS and FedEx for references.
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