Develop a new positioning plan or a rationale for maintaining the existing positioning plan for an existing product or service.

Development should include

• a description of competitive positioning
• the creation of a new positioning plan or an assessment of an existing positioning plan
• a recommendation for maintaining or changing the plan. 

Process/Skill Questions:

• What circumstances would necessitate a change in positioning?
• How does market research play a role in the positioning plan?
• How does defining the target market affect the positioning plan?
• How is market share related to the positioning plan?
• Why would quantitative market research be important in a positioning plan?
• What does the phrase name is everything mean in a positioning plan?