Knowledge Deficiencies:
In the first section explain on one (1) page, what are your team’s knowledge deficiencies? For example, what don’t you know about the industry and/or organization and value creation? The organization’s strengths, weaknesses, opportunities, and threats? The organization’s key customer segments which make up the organization’s target market?
Clearly indicate team members’ contributions
Course textbook: Marketing Strategy: A Decision-Focused Approach, 8th edition.
Chapter 6: Target Attractive Market Segments
Chapter 7: Differentiation and Brand Positioning
Value Creation
Gummerus, J. (2013). Value creation processes and value outcomes in marketing theory: Strangers or siblings? Marketing Theory, 13(1), 19–46. https://doi.org/10.1177/1470593112467267
Barringer, B. R., & Harrison, J. S. (2000). Walking a Tightrope: Creating Value Through Interorganizational Relationships. Journal of Management, 26(3), 367–403. https://doi.org/10.1177/014920630002600302
File: Marketing Consultant Report Annotated Outline