Mkt 500 - Company Introduction, Market Segmentation, and Product Positioning

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Company Introduction, Market Segmentation, and Product Positioning

Student: William David Wilson

Professor: Dr. Edward Sherbert

MKT 500 – Marketing Management


In this assignment we will describe our fictitious company and provide its background. Then we will start building the marketing plan with a focus on segmenting and positioning our product and service. Our company is called β€˜The Glazed Doughnut.’ It started off as a small doughnut shop located in Clemson, South Carolina. Over the course of a few years, the company has grown and expanded and now has stores located throughout South Carolina in Anderson, Greenville, Columbia, and Charleston. We have also now expanded to other states in the southeast area of the United States such as Georgia, Florida, and North Carolina. We offer a basic line up of simple (glazed) and fancy (glazed with sprinkles, chocolate glazed, chocolate with sprinkles, powdered, and powdered with sprinkles) doughnuts, with an assortment of coffee and other drinks available to the customers. The original store was established in 1999 at Clemson South Carolina.

Our mission statement for The Glazed Doughnut is to become the premier doughnut retailer by being in the right place, at the right time, with just the right doughnut. Our mission statement reflects our key successes of great location and great tasting doughnuts. We are the premier doughnut retailer by having excellent service and fantastic doughnuts, along with a fun and friendly atmosphere, at a competitive price. With the great success of the company thus far, we are now looking to expand further into other markets. Through marketing research we have found that there is a high growing demand for doughnut shops in international markets in the United Kingdom. If we can successfully expand our doughnut shops into international markets, then we can further increase our revenues while expanding our...
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