For this assignment – the SBU is a government contracting business specializing

For this assignment – the SBU is a government contracting business specializing in administrative and general consulting. Attached
This assignment will have you create strategies for your primary market identified in Unit 3. It is important for you to justify your strategic decisions based on relevant research from credible sources .Primary market Identified in the attachment.
I. Positioning Strategy
SBU Position Desired in The Marketplace: (How should the project SBU be positioned in the marketplace? This summarizes your branding strategy.) (½ page)
Identify and justify Anchor Elements 1 & 2 for a positioning map: (Justify why you chose the anchor elements. They should be related to the primary customer choice elements identified in Unit 3. The anchors have two sides, Element 1, Element 2 opposite.) (½ page)
Justify the SBU and Competitive positions: (Place and resize the SBU bubbles. Justify why you think these positions and sizes reflect actual positions.) (½ page)
Strategic Implications from the Positioning Map: (Describe the strategic implications from the map you have created including recommendations for changes in position.) (½ page)
Positioning Map (see attached example)
II. Branding
Your branding strategy supports your desired SBU market position. Branding is a multi-faceted process to support your marketing mix strategy. Respond to each of the branding elements in the table below.
Branding Strategy ((Describe and evaluate the brand features for your SBU.) Include:
Brand Name (Brand Name Strategy: Corporate umbrella, Family brands, individual brands, etc.)
Brand Mark/Packaging (½ page)
Other Brand Attributes (½ page)
Other Relevant Branding Strategies (½ page)
Describe and evaluate the brand equity strategy for your SBU. (Justify how your strategies above increase the overall value of your brand.) (1 page
III. Integrated Marketing Communication (IMC) Strategy
IMC Objectives: (Describe your IMC objectives {such as to inform about X, persuade the customer to…, remind about X}. Justify your objectives given your target market and SBU.) (½ page)
Communication Message: (Write out a message you would like to communicate to your market segment. This could include information from Tables 1 & 2 above such as branding, positioning, and communicating a competitive advantage over the competition.) (½ page)
Media Strategy: (Recommend a media strategy that would carry your message identified above. This could include a sales strategy. A media strategy should include more than just one media outlet. Identify all media you plan to use and justify your media choices.) (½ page)
Justification: (Justify the overall rationale for the IMC strategy you have recommended above. This should include references to sources of information to back up your ideas.) (1 page