Assignment 1 Positioning Statement and Motto Use the provided information, as well as your own research, to assess one (1) of the stated brands (Alfa Romeo Hewlett Packard, Subway, or Sony) by completing the questions below. At the end of the worksheet, be sure to develop a new positioning statement and motto for the brand you selected. Submit the completed template in the Week 4 assignment submission link. Name: Professor’s Name: Course Title: Date: Company/Brand Selected (Alfa Romeo Hewlett Packard, Subway, or Sony): 1. Target Customers/Users Who are the target customers for the company/brand? Make sure you tell why you selected each item that you did. Age Bracket: [Insert response] Gender: [Insert response] Income Bracket: [Insert response] Education Level: [Insert response] Lifestyles: [Insert response] Psychographics: [Insert response] Values: [Insert response] Other items you would segment up on: [Insert response] How does the company currently reach its customers/users? What methods and media does the company use to currently reach the customers/users? What methods and media should the company use to currently reach the customers/users? Make sure you list the media type and why you think it will reach the customers. [Insert response] What would grab the customers/users’ attention? Why do you think this will capture their attention? [Insert response] What do these target customers’ value? Why do you think they value these items? [Insert response] 2. Competitors Who are the brand’s competitors? Provide at least 3 competitors and tell why you selected each competitor. Competitor 1: [Insert response] Competitor 2: [Insert response] Competitor 3: [Insert response] What product category does the brand fit into? Why have you placed this brand into the product category that you did? [Insert response] What frame of reference will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to? [Insert response] 3. USP (Unique Selling Proposition) How is this brand/company better than its competitors? What is the brand’s USP (Unique Selling Proposition? Why have you decided upon this particular USP? Unique Selling Proposition: [Insert response] Defense of USP: [Insert response] What is the brand’s uniqueness? Why do you think this is a key uniqueness for this business? [Insert response] What is the competitive advantage of the brand? How is it different from other competing brands? Why do you consider this a competitive advantage? [Insert response] What attributes or benefits does the brand have that dominate competitors? Why do you think they dominate? [Insert response] 4. Positioning Statement & Motto Develop a new positioning statement and motto for the brand you selected. Below is an example of BMW’s positioning statement and motto. Discuss why you created the items that you did? · BMW Positioning statement: The brand for discerning customers of sports ca ...

1. Assignment 1
Positioning Statement and Motto
Use the provided information, as well as your own research, to
assess one (1) of the stated brands (Alfa Romeo Hewlett
Packard, Subway, or Sony) by completing the questions below.
At the end of the worksheet, be sure to develop a new
positioning statement and motto for the brand you selected.
Submit the completed template in the Week 4 assignment
submission link.
Name:
Professor’s Name:
Course Title:
Date:
Company/Brand Selected (Alfa Romeo Hewlett Packard,
Subway, or Sony):
1. Target Customers/Users
Who are the target customers for the company/brand? Make sure
you tell why you selected each item that you did.
Age Bracket: [Insert response]
Gender: [Insert response]
Income Bracket: [Insert response]
Education Level: [Insert response]
Lifestyles: [Insert response]
Psychographics: [Insert response]
Values: [Insert response]
Other items you would segment up on: [Insert response]

2. How does the company currently reach its customers/users?
What methods and media does the company use to currently
reach the customers/users? What methods and media should the
company use to currently reach the customers/users? Make sure
you list the media type and why you think it will reach the
customers.
[Insert response]
What would grab the customers/users’ attention? Why do you
think this will capture their attention?
[Insert response]
What do these target customers’ value? Why do you think they
value these items?
[Insert response]
2. Competitors
Who are the brand’s competitors? Provide at least 3 competitors
and tell why you selected each competitor.
Competitor 1: [Insert response]
Competitor 2: [Insert response]
Competitor 3: [Insert response]
What product category does the brand fit into? Why have you
placed this brand into the product category that you did?
[Insert response]
What frame of reference will customers use in making a choice
to use/purchase this brand/service? What other
brands/companies might customers compare this brand to?
[Insert response]
3. USP (Unique Selling Proposition)
How is this brand/company better than its competitors? What is
the brand’s USP (Unique Selling Proposition? Why have you
decided upon this particular USP?

3. Unique Selling Proposition: [Insert response]
Defense of USP: [Insert response]
What is the brand’s uniqueness? Why do you think this is a key
uniqueness for this business?
[Insert response]
What is the competitive advantage of the brand? How is it
different from other competing brands? Why do you consider
this a competitive advantage?
[Insert response]
What attributes or benefits does the brand have that dominate
competitors? Why do you think they dominate?
[Insert response]
4. Positioning Statement & Motto
Develop a new positioning statement and motto for the brand
you selected. Below is an example of BMW’s positioning
statement and motto. Discuss why you created the items that
you did?
· BMW Positioning statement: The brand for discerning
customers of sports cars (target customers) who want an
exhilarating experience (USP).
· BMW Motto: BMW is the ultimate driving machine.
Newly Created Positioning Statement: [Insert response]
Defense of Positioning Statement Creation: [Insert response]
Newly Created Motto: [Insert response]
Defense of Motto Creation: [Insert response]
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4. written permission of Strayer University.
MKT 100 Assignment 2 1186 (6-13-2018) Page 3 of 3
EC-6 Generalist Course
Practicum Four Rubric 0 1 2 3
Complete miscue analysis of his
errors. Mark:
• V – for Visual cue errors
• M- for Meaning cue
errors
• S – for Syntax (or
structure) cue errors
Each error analysis has a brief
rationale for the MSV coding.
M,S, V and analysis of
errors are not
completed.
Either M,S,V OR error
analysis is missing.
OR
Both sections (MSV and
analysis) are present but
contain 3+ errors.

5. Errors are recorded as M, S, V
errors but contain 1-2 errors
in analysis.
All errors include a complete
analysis, but contain one or
two errors.
All errors are recorded as
M, S, V errors.
All errors include an
accurate and complete
analysis
(Use the instructor key.)
Analysis of the students overall
reading record.
Analysis of student’s
reading behavior is
missing.
Analysis of student’s
reading behavior is too
brief to contain a full
analysis.
Analysis of student’s reading
behavior from running record
is complete but contains
some inaccuracies.
Analysis of student’s

6. reading behavior from
running record is complete
and accurate.
Record the students reading level
on this text.
Does this book demonstrate an
easy, instructional, or frustrational
level text for this student?
Reading level is not
calculated and recorded
on recording page.
Book categorization
(easy, instructional,
frustration) is not
recorded on recording
page.
Reading level percentage
OR reading level
categorization is accurate,
but not both.
Reading level is complete but
percentage scored is
incorrect, but inaccuracy does
not push student’s score into
another text level (for
instance, percentage is
incorrect but keeps the
reading level within
instructional level.)

7. Reading level is complete
and percentage scored is
accurate.
Level of text categorization
is accurate.
Total 3 or less 4 5 6 7 8 9
Grade 65F 70D 75D 80B 85B 90A 100A
Module Four Practicum Exemplar
EC-6 Reading Language Arts Course – Practicum Four
Exemplar
The teacher gave him a “Told” on the word “They” on
page 3 so this error would be a visual error.
Also on page 3 the student read “sow” for “saw”
which is a visual error, but then self-corrected the
word when he realized that did not make syntactical
sense. The self-correction is a Structure (syntax)

8. correction.
On page 5 he read “I can see a lot tr-trucks” for “I can
see a little train” which would be coded as visual
errors since it has the same initial letter. If the
student had said “I can see a lot of trucks” it would
have made sense (coded as a meaning error) and
been syntactically correct (coded as a structure error)
but “lot trucks” does not make syntax sense.
The teacher gave him a “Told” on the words “with”,
“hello” and “saw” on pages 6 & 7. These would be
analyzed as visual errors.
Mikey read “with” on page 9 then reread that line and
self-corrected.
Analysis:
The student’s errors demonstrate that he is relying primarily on
visual clues and does not try
and use the meaning of the story to help him decode words. He
does monitor his reading
occasionally which is demonstrated by his two self-corrections.
When he is monitoring his
reading he relying on the structure of the language to tries to
make the sentence sound correct.
This student’s accuracy rate on this reading level is 94% which
is instructional level for him.
V
You may fill in the errors column below by clicking and typing,
or by writing on the page and scanning the document in to

9. submit to your instructor.
Errors
M S V

11. Type your Analysis and Reading Level below.
Analysis:
Reading Level:
PRACTICUM FOUR INSTRUCTION PAGE

12. EC-6 Reading Language Arts Course – Practicum Four
Instruction Page
For Practicum Four:
1. Use the running record below of Sean reading the level 11
book Late for School. Do a
complete miscue analysis of his errors. Mark:
o V – for Visual cue errors.
o M- for Meaning cue errors.
o S – for Syntax (or structure) cue errors.
2. Give a brief rationale for each error analysis coding. See the
practicum four exemplar –
the coding analyis is provided for each in the column to the
right of the running record.
3. Give an analysis of the students overall reading record.
4. Use the formula from Slide 12 in the presentation to calculate
accuracy:
5. Use the information from slide 13 and record the students
reading level on this text.
Does this book demonstrate an easy, instructional, or
frustrational level text for this
student?
6. Record all information on the pdf fillable Practicum Four
recording page.