III. ANALYSIS OF THE TARGET MARKET (2-3 pages)

Use one or more of the common bases for segmentation: demographics, psychographics, geography, benefits, and/or usage.

IV. COMPETITVE FORCES ANALYSIS (2-3 pages)

a. Describe the brand’s competitive advantage in terms of quality, price, selection, location, and service. Include here a set of POPs (points of parity to the competition) and PODs (points of difference to the competition).

b. Identify the strengths and weaknesses of competitors to the brand, with respect to the following checklist:  Market share; product quality; quality of service; pricing; amount of advertising and promotion. Include a perceptual map of your brand versus the competition, using two positioning variables (avoid reliance only on price and quality).