5.2 Image
Explanation
Describe how your enterprise is perceived in the market today and how you want it to be perceived in the future. If you are changing the image, explain why and how you expect to achieve the change. If the image change requires operational changes explain them and the impact they will have on your day to day operations.
Factors to consider:
Product/service quality
Past promotional objectives
Past ad contents
Sales organization
Service organization
Industry peer perception
Customer/prospect perception
Past market segments
Sample from CitiLoc, Inc.
CitiLoc is a new service and therefore currently has no image. Our objective is to be recognized as the premiere data base for evaluating the pros and cons of moving a business operation to any given city.
Through the process of constant communication with city management, regular exposure of our service offerings to the business community and consistently excellent service to our customers we expect to build our image.
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