Project 1: Researching Consumer Buying Behavior Step 5: Complete Your Value Proposition

Early in Week 2, submit a one-page value proposition to Erik.

INBOX: 1 New Message

From: Erik Knops, CEO, ACME

To: You

Just a quick note,

I wanted to clarify that a customer-focused value proposition explains the reason why a customer purchases a product or uses a service (i.e., the value that a company delivers to its customers).

Deliverable: Based on your research of consumer needs in our main markets, describe your value proposition, or the benefits that ACME and its potential new product would provide to customers. Remember, a value proposition is essentially the promise that is made to the customer. Also provide a half-page recommendation to ACME on whether or not to manufacture that product.

Support your work with the course readings, scholarly sources, and reliable nonscholarly sources, such as Reuters, Bloomberg, Yahoo! Finance, Barrons.com, Morningstar.com, Money, Forbes, Fortune, the Financial Times, the Wall Street Journal, and the Harvard Business Review, as well as the UMUC Library databases, such as Hoover’s. All sources need to be cited using APA formatting, both within the text and in the reference list. The value proposition should be organized using headings and subheadings to improve its readability.

I know these are tight turnarounds, but I have no doubt you’ll knock this out,

Erik

Submit your report to the dropbox located in the final step of this project. In the next step you will finalize your consumer buying behavior report and write an executive summary.

Project 1: Researching Consumer Buying Behavior Step 6: Complete Your Final Consumer Buying Behavior Report

Deliverable: By the end of Week 2, combine the first two deliverables into a single report after making any necessary corrections and edit them to ensure that there is clear flow of ideas from one section to the other. In addition, prepare a one-page executive summary (following the cover page) that highlights the most important findings of the report. APA style should be applied to in-text citations and in the reference list.

Your final report to Erik should be eight to nine pages, excluding cover page, executive summary, the reference list, and appendices. Any graphs, tables, and figures should be included as appendices. Your report should have one-inch margins and be double spaced in 12-point Times New Roman font. The report should be organized using headings and subheadings to improve its readability.

Submit your report to the dropbox located in the final step of this project.

Check Your Evaluation Criteria

Before you submit your assignment, review the competencies below, which your instructor will use to evaluate your work. A good practice would be to use each competency as a self-check to confirm you have incorporated all of them in your work. To view the complete grading rubric, click My Tools, select Assignments from the drop-down menu, and then click the project title

· 2.1: Identify and clearly explain the issue, question, or problem under critical consideration.

· 2.5: Develop well-reasoned ideas, conclusions or decisions, checking them against relevant criteria and benchmarks.

· 6.1: Identify the general (external) environment in which an organization operates and discuss the implications for enterprise success.

· 6.2: Evaluate strategic implications for domestic and international markets of an organization’s industry.

· 1.1: Organize document or presentation clearly in a manner that promotes understanding and meets the requirements of the assignment.

· 1.3: Provide sufficient, correctly cited support that substantiates the writer’s ideas.

· 6.4: Develop and recommend strategies for an organization’s sustainable competitive advantage.

· 1.6: Follow conventions of Standard Written English.

· 12.2: Analyze marketing information.