In the course pack you will find the case “Evoe Spring Spa: A Positioning Dilemma”. Leveraging this reading and class lectures on beachhead, positioning and whole product, please answer the questions below.
1. Based on both the data provided in the case and our readings from Geoffrey Moore in “Crossing the Chasm,” please answer the following:
a) Which of the consumer segments described in Exhibit 6 would you recommend Eveo select as their beachhead target market? Make the case for your point-of-view using Moore and evidence from the case.
b) Accordingly, which of the positioning concepts in Exhibit 7 would you recommend the Eveo team pursue? Again, provide your rationale for this selection using Moore and insights from the case and course lectures. Translate this concept into a positioning statement (using Moore’s framework) given the audience in a) above.
2. Next, based on the positioning above, develop a whole product recommendation (minimum of 5 detailed complementary products and or services) you would employ to attract and delight the target audience. (You need not literally draw a circle… although you may. More importantly, describe each concept in detail.)
3. Finally, consider the startup project you are working on with your team and respond to the following prompt:
Based on your team’s mid-term target market recommendation, draft a positioning statement for your startup using Moore’s framework. Provide evidence from your research to make the case for the audience, key benefit, and differentiation you have chosen.
Execution: This report may NOT exceed 3 total pages including all footnotes, exhibits or references. Pages may be single or double spaced. The font size must be 11 or larger. Please use a “normal” page set up, i.e. do not use unusually wide or tall/long margins to cheat the page limit. Thanks.
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