The Effect of Unique Selling Propositions on a Company's Success. The Examples of "Starbucks" and "Amazon"

Term Paper , 2020 , 18 Pages

Business economics - Market research

In this assignment, the effect of a unique selling proposition on a company’s success will be discussed and examined. In order to do that, after this introduction into the USP, a closer look will be taken into the concept of USP and some theoretical examples of what a USP could be.

The concept of the so-called unique selling proposition was invented in the early 1940s by the television advertising pioneer Rosser Reeves. He created successful advertising campaigns and slogans like for example for the M&M’s candies: "Melts in your mouth, not in your hand.’"

He believed that an advertisement or commercial should show off the value or unique selling proposition of a product and that it has to be honest in order to be sold successful & he was right. But why is it important to have a USP?

Inhalt

1 Introduction
1.1 Methodology

2.1 A deep-dive into the concept of unique selling proposition
2.2 What makes a company ‘successful’?
2.3 Link unique selling point and success – similarities, overlaps and differences
2.4 The coffee leader: Starbucks
2.5 The online-giant ‘Amazon’

3 Conclusion

References

• Author: Elisabeth Schulz (Author)
• Publication Year: 2020
• Pages: 18
• Catalog Number: V1137312
• ISBN (eBook): 9783346518101
• ISBN (Book): 9783346518118
• Language: English
• Tags: effect, unique, selling, propositions, company, success, the examples, starbucks, amazon