Company Introduction Market Segmentation and Product Positioning

MKT 500 - Marketing Management

In this assignment we will describe our fictitious company and provide its background. Then we will start building the marketing plan with a focus on segmenting and positioning our product and service. Our company is called 'The Glazed Doughnut.' It started off as a small doughnut shop located in Clemson, South Carolina. Over the course of a few years, the company has grown and expanded and now has stores located throughout South Carolina in Anderson, Greenville, Columbia, and Charleston. We have also now expanded to other states in the southeast area of the United States such as Georgia, Florida, and North Carolina. We offer a basic line up of simple (glazed) and fancy (glazed with...