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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. (NOTE: DO
NOT say “ANY, ALL, EVERYONE” you cannot target
everyone, you must be specific)
Age Bracket: [Insert response]
Gender: [Insert response]
Income Bracket: [Insert response]
Education Level: [Insert response]
Lifestyle: [Insert response]
Psychographics (Interest, Hobbies, Past-times): [Insert
response]
Values (What the customer values overall in life): [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?
[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 from the business and its
products? 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 (frame of mind) will customers use in
making a choice to use/purchase this brand/service? What other
brands/companies might customers compare this brand to (other
than the top three identified above)?
[Insert response]
3. USP (Unique Selling Proposition) Creation
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]
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]
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]
© 2019 Strayer University. All Rights Reserved. This document
contains Strayer University confidential and proprietary
information and may not be copied, further distributed, or
otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
MKT 100 Assignment 1 1192 (11-28-18) Page of
Week 5 - Specifications, Drawings
Chapter 15 in Yates for undergrads; Chapters 20 - 22 in
Batholomew for grad student
Review the following
https://www.youtube.com/watch?v=h_UTSYWWB9g
https://www.youtube.com/watch?v=YizDM7eq0Ic
http://ecmweb.com/ops-amp-maintenance/confronting-
construction-conflicts
Assignment - 5
All students shall perform and submit the following assignment
by midnight at the end of the week, Saturday:
Review the following specifications and plans and evaluate
where risks are involved for the contractor:
http://planroom.hallgc.com/Joseph%20C%20Caruso%20Element
ary%20School/Specifications/Project%20Manual%20-
%20Volume%202%20of%203.pdf
And the Commercial plans found at:
https://www.columbus.gov/publicservice/Design-and-
Construction/document-library/Sample-Plan-Sheets/
Week 5
-
Specifications, Drawings
Chapter 15 in Yates for undergrads;
Chapters 20
-
22
in Batholomew for grad student
Review the following
https://www.youtube.com/watch?v=h_UTSYWWB9g
https://www.youtube.com/watch?v=YizDM7eq0Ic
http://ecmweb.com/ops
-
amp
-
maintenance/confronting
-
construction
-
conflicts
Assignment
-
5
All students shall perform and submit the following assignment
b
y
midnight at the end of the week,
Sa
turday:
Review the following specifications and plans and evaluate
where risks are involved for the contractor:
http://planroom.hallgc.com/Joseph%20C%20Caruso%20Element
ary%20School/Specifications/Project%
20Manual%20
-
%20Volume%202%20of%203.pdf
And the Comme
rcial plans found at:
https://www.columbus.gov/publicservice/Design
-
and
-
Construction/document
-
library/Sample
-
Plan
-
Sheets/
Week 5 - Specifications, Drawings
Chapter 15 in Yates for undergrads; Chapters 20 - 22 in
Batholomew for grad student
Review the following
https://www.youtube.com/watch?v=h_UTSYWWB9g
https://www.youtube.com/watch?v=YizDM7eq0Ic
http://ecmweb.com/ops-amp-maintenance/confronting-
construction-conflicts
Assignment - 5
All students shall perform and submit the following assignment
by midnight at the end of the week,
Saturday:
Review the following specifications and plans and evaluate
where risks are involved for the contractor:
http://planroom.hallgc.com/Joseph%20C%20Caruso%20Element
ary%20School/Specifications/Project%
20Manual%20-%20Volume%202%20of%203.pdf
And the Commercial plans found at:
https://www.columbus.gov/publicservice/Design-and-
Construction/document-library/Sample-Plan-
Sheets/
Discussion Responses
J V
1. Why is it critical to notify an owner quickly if situations
change on a project from what was required in the contract?
So that design team or the responsible party can make changes
accordingly or find solutions effectively in order to keep the
project on time and on budget. In other words, quickly find out
if any changes will cause a change in the contract considering
both time and money.
TH
What is required in documenting a formal claim for extra money
and time?
There are numerous documents that can support a claim for
extra money and time. There must be substantial proof for
additional time and money. For costs there needs to be proof of
costs associated with the work of the contractor, plus additional
contractor costs, and original time / costs. Some specific
documentation includes time cards, schedule, quality control
reports, correspondence, productivity reports, daily construction
reports, job log, cost estimates, milestone review, labor cost
reports, material cost reports, or even a weather log. This is
another reason why daily reports are required for construction.
It provides the paper trail on why a claim was required. It also
assists in quantifying time and costs.
D G
Discuss some examples of excusable and non-excusable delay.
Excusable delays like we recently had are events caused by
Mother Nature. A natural disaster is an factor beyond our
control for delaying a project. Another excusable delay would
be in lock-down situations by law enforcement. This delay again
is beyond our control. When McAllen had lock-down La Plaza
Mall ( I believe last year) for gunman robbing a jewelry store,
the location businesses and construction sites were halted the
remainder of the day.
Non-excusable delays can be the subcontractors not showing up
to work or materials not being delivered on time. That is the
purpose of proper scheduling. This responsibility falls on the
shoulders of the contractor to ensure the project remains on
schedule.
S S
What risks do contractors take when contracts contain a No
Damage for Delay clause?
Known as the “no pay for delay” clause, some risks contractors
might face include accruing expenses. Contractors can attempt
to justify or defend certain matters (i.e. excusable delays) where
the contractor has no control over circumstances. Contractors
can experience risk of having project completion date delayed.
Ahlers, J. P. (Oct. 5, 2011). “No damage for delay” clauses
(part 1): a primer. Retrieved
from https://www.acslawyers.com/no-damage-for-delay-clauses-
part-1-a-primer/
S P
Why is it critical to notify an owner quickly if situations
change on a project from what was required in the
contract?
It has been my experience that owners need to be notified
because:
· The owner needs to be aware if additional monies for the
project will be needed for such changes.
· Architect and engineer may request more re-design fees and
monies owed for additional services.
· For an owner to avoid contract can breach, an owner needs to
be in control of the project funds to assure themselves the
funding is still adequate.
· Owners need to be notified of the possibility to extend loan
periods plus any additional interest rates increases.
· Owners need to know if there is a loss of use on the project
building of the owner. Have the owner project requirements
have changed? Many times, owners have to comply with their
own business requirements.
· Owner may have opportunity to file a claim against a
contractor if poor work or substandard work was performed.
· Owner need to be aware of changes as they will affect project
schedules or critical path scheduling.
· Owner may be able to assist with architect / contractor
dilemmas and resolve the discussion sooner.
· An owner plays an important role in resolving construction
matters, financial matters and avoid potential litigation matters
if kept informed during construction changes.
J P
What is required in documenting a formal claim for extra money
and time?
A contractor must submit a Request for Information or whatever
specific document is called out in the specifications. As
mentioned above, the RFI form that we use at work has the
following: the line item, specification item, detail description of
the inconsistencies and possible cost, impact to the project and
the delay.
D C
Discuss some examples of excusable and non-excusable delay.
Excusable: Unforeseen events not at the hands/responsibility of
the contractor. Example: bad weather, design changes requested
by owner, labor strikes.
Inexcusable: Anything that the contractor could've prevented.
Example: Lack of material, lack of proper equipment, failing to
schedule workers properly and just overall bad management by
the manager.
J P C
What risks do contractors take when contracts contain a No
Damage for Delay clause?
“No Damage for Delay Clause” entitles contractors to not
pursue any pricing or additional compensation for any delays in
the project, unless stated otherwise in the prime contract.
O A
What risks do contractors take when contracts contain a No
Damage for Delay clause?
A “no damages for delays” clause: This limits damages for
construction delays, accelerations and other inefficiencies, can
serve a fair purpose, despite the perceived severity to a
contractor who falls behind schedule for reasons beyond its
control. Some of the risk associated with a “No Damage for
Delay clause” for contractors in a contract are follow:
· The right of the contractor to recover any cost or damages
incurred as a result of delay shall not be entertained
· The contractor working on the project shall assume all
liability, financial or otherwise, in connection with the contract
· The contractor shall save the owner from all damages or claim
that may arise because of inconvenience experienced by him
· This can allocate risk of delays between parties in the contract
involving the contractor and the subcontractors
· The project can lead to extension of time of which the
contractor will spend extra days, weeks or months on the job
site
· The contractor will accrue more spending as those extension
of time will result in paying the workmen without any return on
that will add to his profit
Chapter: 17 lin Yates for undergrads; Chapters 15 - 19 in
Batholomew for grad students.
Review the following
https://www.youtube.com/watch?v=dAskuM4GUKo
https://www.youtube.com/watch?v=dAskuM4GUKo
http://www.sportsworldnews.com/articles/9313/20140208/world
-cup-stadium-construction-claims-another-life-video.htm
http://www.sportsworldnews.com/articles/9313/20140208/world
-cup-stadium-construction-claims-another-life-video.htm
ASSIGNMENT
Assignment - 6
Due at midnight MST on the last day of the week.
Review the following and then analyze the conditions listed
below and present how these conditions should be dealt with as
claims to an Owner, that is what types of delay, etc.
· Base contact- $77,000,000 to build a twenty story building
· Contract schedule: complete in 300 days
· Liquidated damages = $7000/day
· Owner issued notice to proceed and contractor started work on
September 9, 2013
· Contractor could not access site due to property rights issues
until November 20, 2013
· Excessive rain and storms prevented work from proceeding for
one week in November, 2013
· Excavation contractor did not begin work until December 12,
2013, two weeks after being asked to start work
· Excavation contractor started work and encountered soil
containing cyanide and stopped work.
· Contractor notified owner of cyanide soil and indicated a
change order for time and material costs were required to
remove the cyanide soil
· Owner stopped the work to analyze the cyanide condition
· Owner issued a change order pricing reuest after two months
of time
· Contractor responded to the pricing reuest indicating 3 months
of extra time and $2,000,000 of cost was reuired
· Owner accepted cost request but denied extra time request
DISCUSSION QUESTION
1. Why is it critical to notify an owner quickly if situations
change on a project from what was required in the contract?
2. What is required in documenting a formal claim for extra
money and time?
3. Discuss some examples of excusable and non-excusable
delay.
4. What risks do contractors take when contracts contain a No
Damage for Delay clause?

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Assignment 1Positioning Statement and MottoUse the pro.docx

  • 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. (NOTE: DO NOT say “ANY, ALL, EVERYONE” you cannot target everyone, you must be specific) Age Bracket: [Insert response] Gender: [Insert response] Income Bracket: [Insert response] Education Level: [Insert response] Lifestyle: [Insert response] Psychographics (Interest, Hobbies, Past-times): [Insert response] Values (What the customer values overall in life): [Insert
  • 2. 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? [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 from the business and its products? 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 (frame of mind) will customers use in making a choice to use/purchase this brand/service? What other brands/companies might customers compare this brand to (other than the top three identified above)? [Insert response] 3. USP (Unique Selling Proposition) Creation What is the brand’s uniqueness? Why do you think this is a key
  • 3. 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] 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] 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] © 2019 Strayer University. All Rights Reserved. This document contains Strayer University confidential and proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.
  • 4. MKT 100 Assignment 1 1192 (11-28-18) Page of Week 5 - Specifications, Drawings Chapter 15 in Yates for undergrads; Chapters 20 - 22 in Batholomew for grad student Review the following https://www.youtube.com/watch?v=h_UTSYWWB9g https://www.youtube.com/watch?v=YizDM7eq0Ic http://ecmweb.com/ops-amp-maintenance/confronting- construction-conflicts Assignment - 5 All students shall perform and submit the following assignment by midnight at the end of the week, Saturday: Review the following specifications and plans and evaluate where risks are involved for the contractor: http://planroom.hallgc.com/Joseph%20C%20Caruso%20Element ary%20School/Specifications/Project%20Manual%20- %20Volume%202%20of%203.pdf And the Commercial plans found at: https://www.columbus.gov/publicservice/Design-and- Construction/document-library/Sample-Plan-Sheets/ Week 5 - Specifications, Drawings Chapter 15 in Yates for undergrads; Chapters 20 -
  • 5. 22 in Batholomew for grad student Review the following https://www.youtube.com/watch?v=h_UTSYWWB9g https://www.youtube.com/watch?v=YizDM7eq0Ic http://ecmweb.com/ops - amp - maintenance/confronting - construction - conflicts Assignment - 5 All students shall perform and submit the following assignment b y midnight at the end of the week, Sa turday: Review the following specifications and plans and evaluate where risks are involved for the contractor:
  • 6. http://planroom.hallgc.com/Joseph%20C%20Caruso%20Element ary%20School/Specifications/Project% 20Manual%20 - %20Volume%202%20of%203.pdf And the Comme rcial plans found at: https://www.columbus.gov/publicservice/Design - and - Construction/document - library/Sample - Plan - Sheets/ Week 5 - Specifications, Drawings Chapter 15 in Yates for undergrads; Chapters 20 - 22 in Batholomew for grad student Review the following https://www.youtube.com/watch?v=h_UTSYWWB9g https://www.youtube.com/watch?v=YizDM7eq0Ic http://ecmweb.com/ops-amp-maintenance/confronting- construction-conflicts Assignment - 5 All students shall perform and submit the following assignment by midnight at the end of the week, Saturday:
  • 7. Review the following specifications and plans and evaluate where risks are involved for the contractor: http://planroom.hallgc.com/Joseph%20C%20Caruso%20Element ary%20School/Specifications/Project% 20Manual%20-%20Volume%202%20of%203.pdf And the Commercial plans found at: https://www.columbus.gov/publicservice/Design-and- Construction/document-library/Sample-Plan- Sheets/ Discussion Responses J V 1. Why is it critical to notify an owner quickly if situations change on a project from what was required in the contract? So that design team or the responsible party can make changes accordingly or find solutions effectively in order to keep the project on time and on budget. In other words, quickly find out if any changes will cause a change in the contract considering both time and money. TH What is required in documenting a formal claim for extra money and time? There are numerous documents that can support a claim for extra money and time. There must be substantial proof for additional time and money. For costs there needs to be proof of costs associated with the work of the contractor, plus additional contractor costs, and original time / costs. Some specific documentation includes time cards, schedule, quality control reports, correspondence, productivity reports, daily construction reports, job log, cost estimates, milestone review, labor cost reports, material cost reports, or even a weather log. This is another reason why daily reports are required for construction. It provides the paper trail on why a claim was required. It also
  • 8. assists in quantifying time and costs. D G Discuss some examples of excusable and non-excusable delay. Excusable delays like we recently had are events caused by Mother Nature. A natural disaster is an factor beyond our control for delaying a project. Another excusable delay would be in lock-down situations by law enforcement. This delay again is beyond our control. When McAllen had lock-down La Plaza Mall ( I believe last year) for gunman robbing a jewelry store, the location businesses and construction sites were halted the remainder of the day. Non-excusable delays can be the subcontractors not showing up to work or materials not being delivered on time. That is the purpose of proper scheduling. This responsibility falls on the shoulders of the contractor to ensure the project remains on schedule. S S What risks do contractors take when contracts contain a No Damage for Delay clause? Known as the “no pay for delay” clause, some risks contractors might face include accruing expenses. Contractors can attempt to justify or defend certain matters (i.e. excusable delays) where the contractor has no control over circumstances. Contractors can experience risk of having project completion date delayed. Ahlers, J. P. (Oct. 5, 2011). “No damage for delay” clauses (part 1): a primer. Retrieved from https://www.acslawyers.com/no-damage-for-delay-clauses- part-1-a-primer/ S P Why is it critical to notify an owner quickly if situations
  • 9. change on a project from what was required in the contract? It has been my experience that owners need to be notified because: · The owner needs to be aware if additional monies for the project will be needed for such changes. · Architect and engineer may request more re-design fees and monies owed for additional services. · For an owner to avoid contract can breach, an owner needs to be in control of the project funds to assure themselves the funding is still adequate. · Owners need to be notified of the possibility to extend loan periods plus any additional interest rates increases. · Owners need to know if there is a loss of use on the project building of the owner. Have the owner project requirements have changed? Many times, owners have to comply with their own business requirements. · Owner may have opportunity to file a claim against a contractor if poor work or substandard work was performed. · Owner need to be aware of changes as they will affect project schedules or critical path scheduling. · Owner may be able to assist with architect / contractor dilemmas and resolve the discussion sooner. · An owner plays an important role in resolving construction matters, financial matters and avoid potential litigation matters if kept informed during construction changes. J P What is required in documenting a formal claim for extra money and time? A contractor must submit a Request for Information or whatever specific document is called out in the specifications. As mentioned above, the RFI form that we use at work has the following: the line item, specification item, detail description of the inconsistencies and possible cost, impact to the project and
  • 10. the delay. D C Discuss some examples of excusable and non-excusable delay. Excusable: Unforeseen events not at the hands/responsibility of the contractor. Example: bad weather, design changes requested by owner, labor strikes. Inexcusable: Anything that the contractor could've prevented. Example: Lack of material, lack of proper equipment, failing to schedule workers properly and just overall bad management by the manager. J P C What risks do contractors take when contracts contain a No Damage for Delay clause? “No Damage for Delay Clause” entitles contractors to not pursue any pricing or additional compensation for any delays in the project, unless stated otherwise in the prime contract. O A What risks do contractors take when contracts contain a No Damage for Delay clause? A “no damages for delays” clause: This limits damages for construction delays, accelerations and other inefficiencies, can serve a fair purpose, despite the perceived severity to a contractor who falls behind schedule for reasons beyond its control. Some of the risk associated with a “No Damage for Delay clause” for contractors in a contract are follow: · The right of the contractor to recover any cost or damages incurred as a result of delay shall not be entertained · The contractor working on the project shall assume all liability, financial or otherwise, in connection with the contract · The contractor shall save the owner from all damages or claim
  • 11. that may arise because of inconvenience experienced by him · This can allocate risk of delays between parties in the contract involving the contractor and the subcontractors · The project can lead to extension of time of which the contractor will spend extra days, weeks or months on the job site · The contractor will accrue more spending as those extension of time will result in paying the workmen without any return on that will add to his profit Chapter: 17 lin Yates for undergrads; Chapters 15 - 19 in Batholomew for grad students. Review the following https://www.youtube.com/watch?v=dAskuM4GUKo https://www.youtube.com/watch?v=dAskuM4GUKo http://www.sportsworldnews.com/articles/9313/20140208/world -cup-stadium-construction-claims-another-life-video.htm http://www.sportsworldnews.com/articles/9313/20140208/world -cup-stadium-construction-claims-another-life-video.htm ASSIGNMENT Assignment - 6 Due at midnight MST on the last day of the week. Review the following and then analyze the conditions listed below and present how these conditions should be dealt with as claims to an Owner, that is what types of delay, etc. · Base contact- $77,000,000 to build a twenty story building · Contract schedule: complete in 300 days · Liquidated damages = $7000/day · Owner issued notice to proceed and contractor started work on September 9, 2013 · Contractor could not access site due to property rights issues until November 20, 2013 · Excessive rain and storms prevented work from proceeding for
  • 12. one week in November, 2013 · Excavation contractor did not begin work until December 12, 2013, two weeks after being asked to start work · Excavation contractor started work and encountered soil containing cyanide and stopped work. · Contractor notified owner of cyanide soil and indicated a change order for time and material costs were required to remove the cyanide soil · Owner stopped the work to analyze the cyanide condition · Owner issued a change order pricing reuest after two months of time · Contractor responded to the pricing reuest indicating 3 months of extra time and $2,000,000 of cost was reuired · Owner accepted cost request but denied extra time request DISCUSSION QUESTION 1. Why is it critical to notify an owner quickly if situations change on a project from what was required in the contract? 2. What is required in documenting a formal claim for extra money and time? 3. Discuss some examples of excusable and non-excusable delay. 4. What risks do contractors take when contracts contain a No Damage for Delay clause?