Unit 2 Complete Textbook(s)
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson.
After completing the READ and ATTEND for Unit 2, read “Company Case Kraft Heinz: Once a Taste Maker Now Struggles as Consumer Tastes Change” at the end of Chapter 5. Incorporate the following topics in the order depicted below using at least 1200 words (not including questions or references), demonstrating an understanding of the READ and ATTEND sections. Select at least three appropriately related scholarly sources ( one may be text book)
· Provide an example for each of the five ways a company can gain a competitive advantage through differentiation. In which of these ways does Kraft Heinz gain a competitive advantage? Provide justification for your selection.
· Discuss the dimensions and the importance of strong brand equity and brand value. Does Kraft Heinz have strong brand equity and brand value? Provide justification for your response.
· Explain the product life-cycle and why it is important for marketers to understand and the concept. Discuss the stage of the product life-cycle for Kraft Macaroni and Cheese.