produce a report to submit to the managing director to explain STP, its benefits and drawbacks, and how undertaking a segmentation exercise could help your organisation create a sustainable competitive advantage.

Assessment Brief:

Value 50%

Length 2500 words

Task

You have been appointed to the top marketing post of a business of your choice. The Managing Director has asked you to write a report to explain the potential benefits of segmentation, targeting and positioning.

 

Using theory and examples from industry, produce a report to submit to the managing director to explain STP, its benefits and drawbacks, and how undertaking a segmentation exercise could help your organisation create a sustainable competitive advantage.

Suggested structure:

 

  1. Introduction
  2. Explain Segmentation, Targeting and Positioning
  3. Potential benefits and drawbacks of STP
  4. How it relates to the other strategic marketing phases (e.g. audit, brand, marketing mix)
  5. Conclusion
  6. Reference list

 

The paper is to be 2,500 words in length: appendices, references and bibliographies excluded.

 

 

All sources will have to be properly referenced using Harvard format according to the School’s policy on plagiarism.  This course work is worth 50% of your semester assessment

 

Strategic Marketing Assignment: A possible Structure

 

This outline structure serves as a guide only and needn’t be followed to the letter provided you cover key components of segmentation, targeting and positioning, critically analyse the concept, and present your case in a report format.

 

N.B. Remember to answer the why question. The question asks for an explanation, as the Chief Marketing Officer it is in your interest to ‘sell’ market-driven strategy to the board.

 

Assignment Question

You have been appointed to the top marketing post of a business of your choice. The Managing Director has asked you to write a report to explain the potential benefits of segmentation, targeting and positioning.

 

Using theory and examples from industry, produce a report to submit to the managing director to explain STP, its benefits and drawbacks, and how undertaking a segmentation exercise could help your organisation create a sustainable competitive advantage.

 

 

 

Suggested broad structure:

  1. Introduction
  2. Explain Segmentation, Targeting and Positioning
  3. Potential benefits and drawbacks of STP
  4. How it relates to the other strategic marketing phases (e.g. audit, brand, marketing mix)
  5. Recommendations
  6. Conclusion
  7. Reference list

 

How to Structure a Report:

You are specifically asked to submit your work in a ‘report format’. Reports address a specific issue.

 

The key to a good report is in-depth analysis. You are expected to read widely, particularly quality academic sources, to support your explanation of STP benefits and criticisms of it.

 

 

 

Stick to the purpose of the report. Ask yourself: As a result of this report, the reader will know….

In addition

  • Use headings and subheadings
  • Structure your paragraphs well
  • Write clear sentences with plain English
  • Keep your writing professional

 

Below is a standard report format adapted to include the key components of the question. As stated above this is a ‘suggested structure’ the focus will vary depending on the brand chosen.

 

Report Format

 

  1. Title page

Report to:

From:

Subject:

 

  1. Contents page

 

  1. Executive summary

Helps reader grasp the report’s purpose and recommendations

No more than a page

Differs from abstract as it includes recommendations and conclusions

 

 

  1. Introduction
  • describe the issue or problem to be reported on
  • state the specific questions the report answers
  • preview the report structure
  • comment on the limitations of the report

 

  1. What is Segmentation Targeting and Positioning?

            Provide academic definitions of each

            Consider how the process fits within the strategic marketing process

           

           

  1. Benefits and criticisms of Segmentation Targeting and Positioning

N.B. Key section

Relate this to your chosen brand and its industry sector, use examples where possible.

If the chosen brand shows clear evidence of stp, suggest improvements based on your knowledge and insight

 

Focus on theory as well as practical applications

Consider the components of market orientation, influence of technology, recent criticisms as well as more established drawbacks of the process.

 

 

  1. Recommendations
  • based on evidence
  • recommended changes
  • summary of actions needed
  • number recommendations and start with most important

 

  1. Conclusion

 

  1. References

When you use information from other sources, you need to reference the within the text and in a list of references using Harvard referencing.

 

  1. Appendices

If you would like to include supplementary material to enhance understanding then include them in the appendices. All information crucial.

Include any company backgrounds in this section.

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