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Essay / Research Paper Abstract
A 3 page paper which examines the company profiles of 9 different companies. The paper examines competitive advantage, market segmentation, positioning, differentiation, and unique selling proposition. Bibliography lists 9 sources.
Page Count:
3 pages (~225 words per page)
File: JR7_RA9ebay.rtf
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Unformatted sample text from the term paper:
proposition involving Amazon.com, Coca Cola, Dell, Ebay, Harley-Davidson, Home Depot, Ikea, Starbucks, and Target. The sites are evaluated based on their homepage. Amazon.com: http://www.amazon.com: Competitive advantage: They seem
to possess the most widely known internet book sales site but also are affiliated with many other programs all around the world, thus giving them an apparent advantage. Market segmentation:
they have other segments such as investments, business opportunities, offer the opportunity for individuals to sell their items, and link to many other affiliates and divisions. Positioning: Most people simply
associate Amazon with the best selection of books, they often offer viewing of books prior to purchasing, and essentially seem to have put themselves in a good position. Differentiation:
This seems to have been done by being one of the first to utilize the internet in this way. Unique selling proposition: They often offer reduced shipping. Not really unique.
Coca Cola: http://www.coca-cola.com/index.jsp: Competitive advantage: They are one of the oldest and most recognizable soda companies in the world. Market segmentation: They are also involved in producing other drinks,
including bottled water. Positioning: They have traditional themes, recognizable characters such as the polar bears, and are affiliated with many different nations. Differentiation: They seem to create an image that
brings people together across the globe. Unique selling proposition: Right now they have trivia challenges on their site. Dell: http://www.dell.com/content/topics/segtopic.aspx/odg/odg_special49?c=us&cs=19&l=en&s=dhs&dgc=BA&cid=35670&lid=889412: Competitive advantage They appear to appeal to younger people.
Market segmentation: They do not appear to do this very much, although they are global. Positioning: They advertise a great deal on television and online. Differentiation: They do not stand
out. Unique selling proposition: Right now they are offering deals and financing. Ebay: http://www.ebay.com/: Competitive advantage: They are the first real online auction site and are the most popular
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