Positioning oneself in the market is critical to a products success. Practicum 3 pointed out that the simplicity in design; strict quality control, quick upgrades and customer loyalty were all areas where Apple focused to differentiate it in the market place. Practicum 3 also pointed out key target markets in an effort to establish a target position. Profession, age, and education were all highlighted. Additionally, knowing its competitors is crucial. Value proposition is a business or marketing statement that summarizes why a consumer should buy a product or service. Companies use this statement to target customers who may benefit the most from its product. The ideal value proposition is concise and will appeal to a consumers decision making drives.