To prepare for this: Building on the learning from previous submissions [please find attached Caterpillar Part [1] and Part [2]], review the Readings and research articles online regarding how market research informs segmenting, targeting and positioning. Review Agarwal et al. (2010). Consider the cross-cultural and cross-national models of perceived quality. These relate more to services, but could these themes resonate with products as well? To complete this: Create segmentation, targeting and positioning strategies for your new, fictitious product that falls within Caterpillar. For this Individual Assignment, include the following:  Produce a graphic representation of your segmentation strategy for your new, fictitious product. Include any niche or subgroups in your graphic depiction that you think might be effective. Also include in your graphic representation a brief summation of the needs of each segment. In addition to this graphic depiction, write a 1,000-word paper that outlines strategies for creating or increasing brand equity for your branded product. Include: o One strategy for targeting marketing efforts to each segment o One strategy for positioning your product for each segment  For each of the strategies, explain why they would be effective. Include specific examples and appropriate citations/support from the literature for your findings.  Be sure to include specific examples and support your postings with evidence from the Readings and other current literature from the UoRL Library and other credible sources. Consult the Harvard Referencing Style Guide for proper citation and referencing information.

Read less