You have recently graduated and have secured a role as a Marketing Assistant for an App
Developer Enterprise (choose any Services focused app that you personally rate highly).
You are asked by your manager to research and prepare a report on how new Customer
Value may be created and existing Customer Value may be advanced by this App. In
writing this report, focus on value received by App users which may include some of the
following types of value: Functional, Social, Emotional, Experience, Time, Place and
Problem Solving value.
Your manager intends to use your report to help prepare a power point presentation for
the firm's founders at an upcoming strategic meeting. Your manager is time-poor and
needs you to write a report from which she will develop a strong and engaging
presentation.
Your report should cover at least the following components:
Identify the App you have chosen and provide background information on what the App
does and how it is designed to engage users and retain their loyalty. Also, outline the
usage cost, if any.
Define Customer Value and briefly describe each of the elements of Customer Value
(Functional, Social, Emotional, Experience, Time, Place and Problem Solving value.)
Outline how each of these value propositions relate (or do not relate) to your App’s users
Define the App’s core service and discuss which value propositions are evident in your
brand's core service
Determine whether the app deploys User Satisfaction measures and a positioning strategy
Outline how technology contributes to the firm's value offering.Write recommendations for improving the value offerings embedded into the App.
Include 3 – 5 strong recommendations for how the App can be improved by embedding
additional value propositions.
Remember to include any visual images into your appendix that your manager can include
into the power point presentation.
You are expected to research the topics outlined, sourcing at least five strong references
that are relevant to this topic. There is no one specific answer to this topic and your report
will be strongly directed by your choice of App and the references that you source as well
as your personal insights in connecting the topic material to the App.
Your manager will be expecting a report that's highly relevant to the topic, well-structured
and clearly written.
The grading of your report will be based on a rubric (see appendix 1). Please refer to the
rubric when preparing your report. In regards to this task, note the following:
Your submission should be carefully planned prior to starting writing to ensure relevance
to the topic and good sequencing of ideas.
You are expected to consult at least 5 recent, high-quality journal articles on this topic as
well as any other sources that you believe are relevant and authoritative.
The work should be correctly referenced throughout the document (Chicago protocol).
A list of references should appear at the end of the document (Chicago protocol).
Your writing should be structured under appropriate headings and sub-headings.
Appropriate use of paragraphs should be evident throughout the document.
Avoid vague or sweeping statements.
Ensure that there’s a logical flow throughout the document.
Don’t use “I”, “we” or “us”
Edit your work thoroughly before submission.
Length requirement: The report should be no longer than 10 pages (1.5 spacing, 11 font),
but this limit EXCLUDES contents list, cover page, references and appendices. No executive summary is required as there is only one reader.