Segmentation, Target market and Positioning (STP)Length: 10-12 slides (max)The presentation should include about 12 – 15 slides (excluding referencing and title page) and should not be more than 20 mi

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Segmentation, Target market and Positioning (STP)

Length: 10-12 slides (max)

The presentation should include about 12 – 15 slides (excluding referencing and title page) and should not be more than 20 mins of narration. There should be a 1 page written summary/blurb of your consumer profile presentation- highlighting the key points (max 500 words) 

Carefully choose an organisation that you are interested in and one of their specific products.  Imagine you a marketing consultant and you have been hired to review and make recommendations on their target audience. 

Using the concepts of segmentation, targeting and positioning as a theoretical framework, and data from secondary market research, construct a primary audience for your chosen product and design a consumer profile. 

Along with the brief one page summary, the organisation has requested a digital meeting where you will present your ideas to the chief marketing officer.  To do this, you need to create a presentation, (i.e. power point or a prezi.com) pitching your STP to the company. 

Inside the presentation you need to include; 

  • Definitions and descriptions of concepts of STP
  • A consumer profile for your chosen product
  • Recommendations for positioning statement. 

Use your textbook and other theoretical sources and secondary research (be sure to have reviewed their latest marketing information- i.e. TVC/Youtube ad for their current STP strategy) as a starting point for your analysis to support and frame your argument. 

This assessment task will assess the following learning outcome/s:

  • be able to find relevant and important information about organisations, their industries and marketplaces from secondary sources.
  • be able to evaluate the key marketing aspects of segmentation, targeting and positioning (STP) and be able to analyse an organisation’s approach to STP.
  • be able to discover and evaluate how contemporary issues of environment, social media and other technology, society and Corporate Social Responsibility (CSR) might affect marketing.

Assimilation & integration (depth and breadth of analysis and quality of research).Assimilation & integration (depth and breadth of analysis and quality of research).Can reformat a range of ideas/information towards a given purposeCan collect/collate and categorise ideas and information in a predictable and standard formatPartially collects/collates and categorises information in a structured wayNo organisation of ideas and information

/7

Professional presentation (checked for layout of 1 page summary, word count, spelling, typographical and grammatical errors).Fluent writing style appropriate to document. Grammar and spelling accurate.Language fluent. Grammar and spelling accurateLanguage fluent. Grammar and spelling accurateMeaning apparent, but language not always fluent Grammar and/or spelling contain errorsMeaning unclear and/or grammar and/or spelling contain frequent errors

/3

Presentation (visual)

Material is imaginatively presented resulting in clarity of message and informationMaterial is carefully structured with clear message and visual effectMaterial included is relevant to topic and has been structured. Visual aspect of presentation is limitedMaterial presented is relevant but lacks structure or visual impact.Material presented is relevant but lacks structure or visual impact.

/4

Presentation (oral)Imaginative presentation of material resulting in clarity of message and informationWell structured and signposted presentation. Audible and pace appropriate to audience. Visual aids used to support the presentationClearly structured and addressed to audience. Pace and audibility satisfactory. Visual aids usedShows some attempt to structure material for presentation, pace and audibility are satisfactory most of the timeMaterial is difficult to understand due to poor structure and/or pace and audibility

/4

Soundness of the use of the strategy  and its application to the organisation.With minimum guidance can transform abstract data and concepts towards a given purpose and can design novel solutionsCan reformat a range of ideas/information towards a given purposeCan collect/collate and categorise ideas and information in a predictable and standard formatPartially collects/collates and categorises information in a structured wayNo organisation of ideas and information

/5

APA  6th Referencing (In-text and in the reference list)Referencing is consistently accurateReferencing is mainly accurateReferencing is accurateSome attempt at referencingReferencing is absent/ unsystematic

/2

Presentation

Report format should be used for Assessment Three.

You need to include an executive summary for the third assessment, table of contents etc

Use an abbreviation of the questions as your section headings and sub- sections for each of the 8ps of marketing and each contemporary issue you are addressing in your report

Referencing should use APA 6th edition- see CSU library for tutorials and guide

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