Go to www.johnsonandjohnson.com and click on “Background” and then on “Principal Global Operations.” Identify the positioning strategies of the different companies.
Answer to relevant QuestionsGo to www.mcdonalds.com and analyze McDonald’s positioning initiatives and discuss important positioning issues for McDonalds. Select a product type product–market (e.g., ice cream). Discuss the use of functional, symbolic, and experiential positioning concepts in this product category. Select a product and discuss how the size and composition of the marketing program might require adjustment as the product moves through its life cycle. Go to the investor information and company history on www.amazon.com. Identify the evolving network of strategic relationships with customers, suppliers, and collaborators both on the Web and with conventional organizations. ...To what extent is it reasonable for a partner organization to attempt to exert control over your strategic choices in areas not part of the alliance or joint venture?
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