B9MG008 - Strategic Marketing Analysis Assignment

Assignment Task

Market segmentation divides a market into well-defined slices. A market segment consists of a group of customers who share a similar set of needs and wants. The marketer’s task is to identify the appropriate number and nature of market segments and decide which one(s) to target. The major segmentation variables - geographic, demographic, psychographic, and behavioural segmentation. 

Select a brand of your choice and identify its segmentation strategy in detail, including all aspects of its approach to identifying its target audience, the levels of segmentation, culminating in the persona/s developed by the brand.  

The essay should include up to date theory, commentary, analysis and current expert thinking on the subject matter. Please use the data bases as provided by DBS. You should include references from a variety of credible sources, and must be timely, up to date and relevant.

OBJECTIVES

1. Polish the ability to read and understand theoretical material.
2. Create an ability to synthesize theoretical material and connect it to real world events.
3. Produce a written document focused on a singular theme.

Introduction                                                                                                                                    

• Does the student clearly identify and explain their objectives and outline how they propose to organize the assignment?

Subject Analysis & understanding         

• Does the student present the current market scenario based on real- life numbers
• Are they able to identify segments, the approaches, segmentation levels, and personas
• Is there evidence of observation and creative thinking

Housekeeping

• Ability to sustain a logical thread throughout the commentary
• Neatness, presentation and prose
• Are all cited sources referenced?
• Spelling

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