Assignment 1: Positioning Statement and Motto
In this assignment, you will create a Positioning Statement and Motto for one (1) of the following brands: Alfa Romeo, 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 template located in the Blackboard online course. 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.
Submit the completed template using the assignment submission link above. Template is attached.
General Brand Marketing
Reflected in the distinctive, fluid lines of an Alfa Romeo 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, Alfa Romeo cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion.
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.
Google’s Mission Statement
Google’s mission is to organize the world‘s information and make it universally accessible and useful.
Don’t be evil. (http://www.google.com/about/)
The specific course learning outcomes associated with this assignment are:
- Determine the marketing planning process, market segmentation, and the development of the key elements of a marketing strategy.
- Understand key concepts related to targeting customers and product positioning.
- Use technology and information resources to research issues in marketing.
- Write clearly and concisely about marketing using proper writing mechanics.
Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.