Case Study #1 – Positioning and Differentiation: Field trip to a business and interview manager
answering the following questions: Using a local business:
Arrange to meet with the manager of the business you choose. Identify and interview the manager and
determine what this business has done to position and differentiate themselves in achieving and building a
successful business. Take into consideration the following and create your own questions as well:
• What has made their brand successful compared to other competitors in their category? • How does their product mix and changing trends play a role in their success? • Is the location a factor in their success and why? • From your interview and research, identify their primary customer demographic? And why? • Is their product or service unique and why? • Do either of these upscale grocery retailers have a loyalty program? Is this important in retaining
customers and building loyalty? (Interview and Research required) • What is their reputation for quality and how is it measured? (Interview and Research required) • What is their reputation for service and how does it differentiate their business from their
competitors? Write your personal conclusion: This assignment should be no longer than 2-3 pages and no hand-written papers will be accepted.
Research and documentation is recommended for this assignment and include footnotes when
appropriate.
