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Companies find good ideas by researching competitors’ products and services. Select one consumer product category with which you are familiar, either because you or a family member or friend purchase it or use it frequently (for example: shampoos, carbonated beverages, snack foods, baked goods– if you have a question about whether the category qualifies, just ask).

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In your essay, you must:

  1. Suggest one incremental innovation that you would like to see for the product/category chosen. For example, would you prefer a different form of bottling for shampoos? A different flavor for soft drinks—cola flavored chips, for example. Do any of the items in your research have glaring weaknesses as in its cleaning properties, smell, or taste that a company can improve upon?
  2. Link your suggestion to an unmet consumer need. State why you think others might have this same need?
  3. Why is competitive research so important for companies to undertake?

Please remember that your essay should be in essay format with an introduction and a conclusion. Please not include short answer or bulleted responses.

The essays must be at 2-3 pages, double-spaced with 12-point, Times New Roman font. Each essay must include (1) a well thought-out introduction, with a thesis statement and a brief summary the issues you will discuss, (2) intervening paragraphs, directly responding to the questions/issues, and (3) a concluding paragraph, summarizing you main points. The essays must be supported by references to the text and/or other marketing resources.

textbook: Marketing Management, Student Value Edition

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