A Strategic Review of Market Segmentation and Marketing Mix Decisions

The marketing plan: 2,000 words +/- 10%

This word limit includes any tables, diagrams and appendices but excludes final reference list, in-text citation, headings and sub-headings and item I, II and III above.

Introduction and Background

Including a clear description of the product/service

Analysis of segmentation approaches, Target Market(s) and positioning

Target market

a. Identify the applied segmentation approaches (e.g., demographics, psychographics, behaviours etc).

b. Which segment(s) of the consumer/business markets is this company targeting? Who is the primary target market(s)? For the purpose of this assessment, you are only required to discuss a minimum of one primary target market (advisable).

c. Describe and provide insights for the target market (market segment profile) demographics, psychographics, behaviours etc.

d. Then, assess/evaluate/analyse the target market(s) using strategic analysis conducted above.

Positioning statement and key value propositions

Clearly state the positioning of the product, relative to consumer needs, and what the competition is doing. Then, summarise the positioning strategy in a “Positioning Statement” (see examples below). Example:

“For upscale American families (target market), Volvo is the family automobile (product category) that offers maximum safety (key value proposition/benefits).”

Key Value Proposition refers to the value proposition/benefits which are provided to the identified target market(s). The following questions would help to identify the value propositions related to your product:

• What bundles of products and services are you offering to each target market? What key benefits do you deliver to them?

• Which one of your target market’s problems are you helping to solve? Which needs are you satisfying? (Minimum two key value propositions must be included in your positioning statement.)

Analysis of Marketing Strategies/activities

You would now outline the broad marketing strategy or ‘game plan’ that is currently implemented by the business for this product.

Pause and reflect

At this stage, you have also carefully analysed the target market, strengths, weaknesses, opportunities, threats, and issues facing the product. You have carefully identified the positioning strategy relative to consumer needs and competition. Now, the time has come for you to identify/analyse the applied marketing mix strategy, bringing all the “marketing mix” together. This is where the serious fun begins.

Product Strategy

State clearly and succinctly the main product strategy(ies). Structure your discussion around the “total product concept” (core, actual/expected, augmented). Only three product layers must be discussed.

• You should also include their branding strategy here i.e., brand name, logo, image etc.

• Then, assess/evaluate/analyse their product and branding strategies. Is their product strategy in line with their target market, SWOT analysis, positioning statement and other elements of marketing mix? Justify your response.

See Lectures 4 & 5: Product, for more information.

Pricing Strategy

State clearly and succinctly the main pricing strategy(ies). Please do not just recite the materials from textbook or lecture notes. You need to discuss the application of that knowledge to the context of the product. For example, think through their pricing objectives, applied pricing strategies and factors that might have affected their decision.

So, in sum, please discuss the following:

• What is their pricing objective(s)? Why? Justify your answer.

• What pricing strategy(ies) are applied by this business? How did they apply it? Are they in line with their pricing objective(s)?

• Then, assess their pricing strategies. Are pricing strategies aligning with the SWOT analysis, overall positioning strategy and target market, and other elements of marketing mix strategy? Justify your response.

See Lectures 11 & 12: Price, for more information.

Place / Distribution Strategy

State clearly and succinctly what the main strategy(ies) is for this marketing mix. Some considerations include:

• How intensive the distribution is (exclusive, selective, intensive)?

• Which intermediaries are included? Or do they consider a direct channel? What about an online channel?

• The distribution strategy will have direct impact on the market coverage/their potential revenue. Assess their place/distribution strategies. Are place strategies aligning with the SWOT analysis, their overall positioning strategy and target market, and other elements of marketing mix strategy? Justify your response.

See Lectures 9 & 10: Distribution, for more information.

Promotional Strategy

State clearly and succinctly the main promotional strategy(ies). Some considerations include:

• Which IMC mix(es) are applied? What are their main roles/functions? Explain.

• Is their IMC mix integrated around the positioning strategy, target market? Are their promotional strategies in line with other elements of marketing mix and SWOT analysis? Justify your response.

See Lectures 6, 7 & 8: Promotion, for more information.

Brief summary of assessment requirements 

This marketing-plan assessment requires a professional 2,000-word (±10%) written plan that analyses a product/service and its market, then evaluates and justifies a marketing mix. The word limit includes tables/diagrams/appendices but excludes references, in-text citations, headings/subheadings, and the cover/executive summary/TOC.

Key elements to address:

• Introduction & Background : concise product/service description and context (≈100 words).
• Segmentation, Target Market(s) & Positioning : identify segmentation approaches (demographic, psychographic, behavioural, etc.), select and profile the primary target market, evaluate the target market strategically, and produce a clear positioning statement with at least two key value propositions.
• Analysis of Marketing Strategies / Activities : present the broad marketing strategy or game plan currently used for the product.
• Marketing Mix (4Ps) : Analysis
Product Strategy: Use the total product concept (core, actual, augmented); include branding (name, logo, image); evaluate alignment with target market, SWOT, and positioning.
Pricing Strategy: Identify pricing objectives, applied pricing strategies, drivers affecting pricing decisions, and evaluate fit with positioning and SWOT.
Place / Distribution Strategy: Describe distribution intensity (exclusive/selective/intensive), channels/intermediaries or direct/online approaches, and assess alignment with revenue potential and positioning.
Promotional Strategy: Identify IMC components, roles/functions, and evaluate integration with positioning, target market and other marketing mix elements.
• Recommendations : targeted, justified actions derived from the analysis (recommended ≈400 words in full plan structure).
• Report structure & referencing : cover page, executive summary, table of contents, body sections, and references (APA/Harvard). Follow academic writing and present evidence where applicable.

Mentor-guided step-by-step approach

The Academic Mentor leads the student through a logical workflow that converts research and analysis into a coherent marketing plan. Below is the typical step sequence and what the mentor does at each stage

Need Extra Guidance? Download the Sample or Order a Fresh Solution

If you’re looking to understand how to structure your assessment, analyse the requirements, and present your ideas effectively, our sample solution can be a great starting point. It provides a clear reference for academic formatting, logical flow, and content depth. However, this sample is strictly for learning and reference purposes only. Submitting it as your own work may lead to plagiarism penalties and academic misconduct issues.

To ensure complete originality and compliance with your university’s academic integrity standards, you can also request a custom-written assignment prepared by qualified academic experts. Our writers follow your specific instructions, deliver plagiarism-free content, and provide accurate referencing to support your academic success. A tailor-made solution helps you save time, reduce stress, and submit work that is authentically yours.

Why choose a fresh, custom-written solution?
• 100% original and plagiarism-free content
• Tailored to your university guidelines and marking rubric
• Written by subject specialists with academic expertise
• Proper formatting, citations, and high-quality research
• On-time delivery and student-friendly support

Make the most of the free learning resource and choose a fresh solution when you need guaranteed originality and accuracy.

Download Sample Solution Order Fresh Assignment

.