In this assignment, you will create a Positioning Statement and Motto for one (1) of the following brands: Alfa Romeo, Hewlett Packard, Subway, or Sony.
Select only one (1) brand. Use the information listed, as well as your own research, to assess the brand by completing the provided template. At the end of the template, be sure to develop what you believe would be a new or better positioning statement and motto for the brand.
Submit the completed template via the Assignment 1 submission link.
*Remember to only select one (1) brand from the options below (click on Option A, B, C, and D to view each available brand).
Alfa Romeo
General Brand Marketing
Reflected in the distinctive, fluid lines of an Alfa Romeo is the brand’s long sporting tradition.
Every model is a finely-engineered balance of style, performance, comfort and safety. As a result of the continuous innovation in the use of light-weight materials and advanced engine technologies, Alfa Romeo cars are best-in-class in combining operating efficiency with a level of performance and handling that all add up to pure driving emotion.
Hewlett-Packard (HP)
HP’s 2013 Mission Statement “The HP Way”, which states company’s values and objectives. Our vision is to create technology that makes life better for everyone, everywhere – every person, every organization, and every community around the globe. This motivates us – inspires us – to do what we do. To make what we make. To invent, and to reinvent. To engineer experiences that amaze. We won’t stop pushing ahead, because you won’t stop pushing ahead. You’re reinventing how you work. How you play. How you live. With our technology, you’ll reinvent your world.
Subway
Subway’s 2013 Mission Statement “To provide the tools and knowledge to allow entrepreneurs to compete successfully in the Fast Food industry worldwide, by consistently offering value to consumers through providing great tasting food that is good for them and made the way they want it.”
Subway’s Vision Our vision is to make our restaurants and operations as environmentally and socially responsible as possible.
Sony
Sony’s Vision Statement With regard to its corporate vision, Sony states, “Our vision is to use our passion for technology, content and services to deliver kando, in ways that only Sony can.” In this vision, emphasis is on the concept of kando. The following components are present in Sony Corporation’s vision statement:
Deliver kando
Use our passion for technology, content and services
Ways that only Sony can
Sony’s Mission Statement Sony’s corporate mission is to be “a company that provides customers with kando – to move them emotionally – and inspires and fulfills their curiosity.” The mission highlights the importance of kando and what it does for customers. Sony’s mission statement has the following components:
