The Situation
Successful brands operating in international markets have a clear understanding of who their customers are. It is key for an entrepreneur and/or international marketer to understand segmentation and target marketing. This individual assignment provides each learner with the opportunity to practice applying the critical Customer Segmentation Market Analysis Framework as well as the Segmentation Attractiveness Assessment decision matrix.
Instructions
Using frameworks discussed in the course, you are to conduct a market segmentation analysis for a brand of your choice. For the purpose of this assignment you are not to use any of the brands we will be discussing in case studies throughout the course.
You are asked to:
- Focusing on one geographic location/country, develop three alternative potential market segments for the brand within that geographic location. You are expected to think critically about the market segments you identify as potential target markets for the company. Please be sure to specify the geographic area of focus. The three potential segments are three distinct groups within that geographic area.
- Describe the different segments using the customer segmentation framework. Please consult information from secondary sources written within the last two years. All secondary research must be cited.
- Evaluate the segments relative attractiveness using a segment attractiveness decision matrix, and rank the segments. Keep in mind that you need to justify your evaluations of each of the segments on the criteria, so the reader understands your rationale for your evaluation and ranking.
- Finally, choose one segment to recommend as the primary target market for the venture and justify your decision.
Please note this report is supposed to be brief report and not to exceed 1,500 words.This does not include relevant appendices, cover, or reference list. On your cover page, you should note the title of the assignment, your name, and the number of words used in your report. Please note: Any submission exceeding the 1,500 word limit will be subject to penalty:
1501-1600 = 5%
1601-1700 = 10%
1701-1800 = 15%
1801-1900 = 20%
1901-2000 = 25%
2001-2100 = 30%
2101–2200 = 35%
2201-2300 = 40%
- Please keep any appendices within a 5 page limit. They are intended to support the main report not replace it.
- You must appropriately cite all sources consulted. Please cite according to the APA Style.
Formatting Requirements:
- Font: Times New Roman
- Headings Level One: Centred, Boldface, Uppercase and Lowercase Heading, Font Size 12 point.
- Heading Level Two: Flush Left, Boldface, Uppercase and Lowercase Heading, Font Size 12 point
- Body text: Font Size 12 point.
- Line spacing: Double Space (also includes block quotations and references).
- Margins: 2.5 cms/1 inch on all sides.
- Paragraph: Indent first line of new paragraph by one tab space.
- Quotation: Indent entire block quotation (quotation of 40+ words) by one tab space from left margin.
- Pages numbered sequentially in the top right of each page except for the title page (however, the title page is considered part of your page count and therefore as page 1, so the following numbered page is page 2).
Evaluation
In marking your reports the following criteria will be included:
- Ability to apply/or modify relevant concepts from this course and prior courses to support your analysis and recommendations
- Understanding of key marketing vocabulary, knowledge and theoretical perspectives
- Ability to gather marketing and customer insights using appropriate data collection tools, research methods and diagnostic models
- Ability to to make coherent and logical conclusions and inferences from analysis
- Ability to identify and justify marketing actions among multiple alternatives, demonstrating alignment between key strategic issues that exists in the external and internal environments
- Ability to develop marketing actions that demonstrate awareness of different cultures and global contexts
- Ability to communicate professionally, e.g. coherent flow and persuasive presentation of ideas/arguments; appropriate use of grammar, language and citations
