Management Question

PURPOSE

This assignment challenges you to critically analyze how a company strategically manages both its products and services to create value and sustain customer satisfaction. Drawing from Chapters 8 and 9, you will examine a real-world companys product line and service experience, evaluate how they use branding, product levels, and service design, and assess how effectively they deliver functional and emotional value. The goal is to demonstrate your understanding of how tangible and intangible offerings intersect to create a strong market presence.

PROJECT OVERVIEW

Select a real company (consumer or B2B) with both a notable product offering and a clear service component. You will assess its product strategy using the Three Product Levels model, examine its product mix, and evaluate branding and packaging. Then, shift focus to its service offering: analyze how the company addresses the four characteristics of services, differentiates its service experience, and manages service quality. Throughout the paper, apply course concepts and integrate business reasoning to offer a clear, cohesive evaluation of the companys integrated offering strategy.

OBJECTIVES

1. Apply the Three Product Levels model to analyze a product offering
2. Evaluate product line depth, branding, and packaging strategy
3. Demonstrate understanding of service characteristics (IIVP) and differentiation methods
4. Assess service quality and innovation strategies
5. Integrate product and service strategy into a unified brand and value narrative
6. Practice structured, professional writing using APA formatting and scholarly support

PAPER FORMATTING

The paper should be written following APA 7th Edition guidelines, ensuring clarity, organization, and professionalism. Key elements include a title page, an introduction with a clear thesis statement, well-structured body sections with appropriate headings, and a conclusion summarizing key findings. Use in-text citations to reference the case study and any supplemental peer-reviewed sources and include a properly formatted reference list at the end. There is an in the Getting Started Module that you can view.

Length: 56 pages (excluding title page and references)
Formatting: APA 7th edition
Font: 12pt Times New Roman, double-spaced, 1 margins
Sources: At least 2 peer-reviewed sources + course text + 1 credible industry article

Required Sections:

1. Introduction
   • Brief overview of the company you selected
   • Thesis statement previewing your main analysis
2. Product Strategy Analysis (Chapter 8)
   • Apply the Three Product Levels model
   • Define product category (consumer or industrial)
   • Discuss product mix, line depth, branding, and packaging decisions
   • Identify the products life cycle stage and the strategic implications
3. Service Strategy Analysis (Chapter 9)
   • Identify the service component and apply the four IIVP characteristics (intangibility, inseparability, variability, perishability)
   • Discuss service differentiation via people, process, and physical evidence
   • Evaluate service quality management and innovation strategies (e.g., blueprinting, feedback loops, tech)
4. Integration and Brand Value
   • Discuss how product and service strategies are unified in the brands value proposition
   • Analyze how functional and emotional value are delivered across the customer journey
5. Conclusion
   • Summarize key findings
   • Reflect on what the company does well and suggest one improvement
   • Tie insights back to customer-centric marketing and brand success

DELIVERABLESA clearly organized paper with all five required sections

• A cover page and reference list formatted according to APA 7th edition
• In-text citations to support all key claims and examples
• Real-world data or company insights where possible (cite properly)
• Submission in Word or PDF format

SUBMISSION REQUIREMENTS

• All sections of this paper (except Conclusion) must include in text citations.
• Ensure proper grammar, structure, and adherence to APA 7th edition guidelines.
• Use AI ethically as a supportive tool but ensure original and thoughtful contributions.
• Double check the Rubric and ensure you have met all requirements.
• Late submissions are subject to late policy percentage deduction.
• Submit as a PPT or PDF

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