Ch 8,9 Branding and positioning

1. Using the categories and competing brands above, evaluate the positioning of one set of brands. Who are their target markets? What are their main points of parity and points of difference (using the Excel spreadsheet)? Have they defined their positioning correctly? How might it be improved? (at least 3 POP and 3 POD for each brand)?

Insure you answer the questions with your write-up. The table is not a substitute for answering the question. The table or any exhibit is to assist in your explanation to your reader.

Table 1 Question 1

	General Motors	Tesla
POD	Positioned as a market powerhouse focusing on reliability and value with a global presence.	Positioned as an innovator in the luxury electric vehicle market.
	Target Market: the working class and businesses.	Target Market: the environmentally conscious.
	Purchase Process: Traditional buying process through a local dealership. 3,600 Dealerships	Purchase Process: New vehicles are ordered online, creating longer wait times before receiving. 130 Stores
	More Established in the Market, founded in 1908.	Relatively new to the marketplace, founded in 2003.
	Scale: #of cars sold In 2019: 2,887,046	Scale: # of cars sold in 2019: 367,849
POP		American Companies
		Car Manufacturers
		Commitment to Sustainability