Situation Analysis & Segmentation, Targeting and Positioning (STP)

Assessment Task 2: Situation Analysis & Segmentation, Targeting and Positioning (STP) - Individual 

Course code and name:	MKTG1100 Marketing Management
Assessment name:	Situation Analysis & Segmentation, Targeting and Positioning (STP)
Weight:	40% (40 marks )
Assessment type:	Individual assessment
Assignment due (no later than):	11.59 pm Sunday 18 April 2021 （Melbourne time ）
Format and Length:	Word document/ PDF - 2,500 words (+/- 10%)
Feedback mode:	Students will be provided with progressive verbal feedback during the scheduled class where many of the assessment tasks will start. You will receive written feedback in the form of a rubric with the result of the submission.
Learning Objectives Assessed:	This assignment assesses Learning Objectives  1, 3, 4, 5

 

Assessment Declaration:  

I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the Assessment declaration (Links to an external site.)  as per below.

DECLARATION AND STATEMENT OF AUTHORSHIP

1. I/we hold a copy of this work which can be produced if the original is lost/damaged.

2. This work is my/our original work and no part of it has been copied from any other student’s work or from any other source except where due acknowledgement is made.

3. No part of this work has been written for me/us by any other person except where such collaboration has been authorised by the lecturer/teacher concerned.

4. I/we have not previously submitted this work for this or any other course/unit.

5. I/we give permission for this work to be reproduced, communicated, compared and archived for the purpose of detecting plagiarism.\

6. I/we give permission for a copy of my/our marked work to be retained by the school for review and comparison, including review by external examiners. I/we understand that:

7. Plagiarism is the presentation of the work, idea or creation of another person as though it is my/our own. It is a form of cheating and is a very serious academic offence that may lead to exclusion from the University. Plagiarised material can be drawn from, and presented in, written, graphics and visual form, including electronic data and oral presentations. Plagiarism occurs when the origin of the material used is not appropriately cited.

8. Plagiarism includes the act of assisting or allowing another person to plagiarise or to copy my/our work.

Details(important): 

This assessment is based on an online marketing simulation - MyMarketingExperience.

(my ID:s3596665 my code: Mrr0515! )

It is designed to prepare students for the decisions that have to be taken to complete the simulation game and successfully market their product (i.e., jeans). As part of this assignment, students will expand on the alternative strategies that could be adopted as well as their advantages and disadvantages.

 

This second assessment task is an individual assessment. It is based on your decisions, KPIs and performance in Quarters 1, 2, and 3 and involves two parts:

1) A situation analysis: based on the research, market share, and market information provided by the simulation which are relevant to your industry (i.e., jeanswear industry) and the existing market share, students are to provide a critical discussion of the external situation analysis at multiple levels such as industry, product category, product segment and sub-segments, and brand. Students will be expected to use models and theories/concepts learnt during modules, and make informed judgements based on the information provided through the simulation to arrive at the performance of product level.

2) A STP and company strategic direction: build your understanding of the market, and start the process of planning the long term direction for the brand. This includes segmenting the market (five to six segments), profiling and targeting two segments, and identifying the customer journey. Further, students are required to evaluate the position of the brand and its competing brands in the market and determine the most appropriate strategies that will provide a competitive advantage for your brand.

To complete this stage of the marketing plan, students will apply various marketing models as highlighted throughout the course website, and as determined by you in order to satisfy the assessment requirements. 

Assessment criteria

All work must be professionally presented (in word or PDF format.  The work must be referenced throughout and contain a reference list. Correct application and use of an appendix are expected – for example, all detail supporting statements must be shown in the appendix and correctly signposted within the body of the presentation. 

Assessment criteria

The assessment requires you to demonstrate your abilities and knowledge in the areas of:

· Identification, analysis, evaluation, and synthesis of market information provided by the simulation.

· Apply a variety of marketing analysis tools to assist in determining the position and competitive advantage of the brand in the market.

· Identification of opportunities based on the marketing context that will improve the brand position and opportunities for growth.

· Apply segmentation methodology through the application of various segmentation tools to arrive at five to six consumer segments, identify and profile two target consumers segments and develop the two segments' customer personas and customer journey maps.

· Apply critical analysis and critical thinking skills, and develop the work to a professional management standard (including visual presentation, structure, referencing and use of language).

Submission Instructions

Submission of the assessment will be via the course website (Canvas).  By submitting the assessment you agree to the integrity of the assessment.

Further, please note:

· Submissions that have been emailed will not be accepted.

· Assessment can be submitted prior to the due date and time but can not be submitted after the due date and time without penalty.  Please refer below for further details relating to ‘Penalties for Late Submission, Extensions and Special Consideration’ below.

Time is provided during the scheduled class time for students to be provided with progressive individual verbal feedback.  You will receive written feedback in the form of a rubric and will include the result for the submission.