Situation Analysis & Segmentation, Targeting and Positioning (STP)

MKTG1100 Marketing Management

Assessment 2 Feedback – Situation Analysis, Segmentation & Consumer Profiling

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Assessment 2 Feedback

Student Name In order to achieve a High Distinction for each section, the submission must satisfy the lower levels (pass to distinction) first.

Section Fail Pass Credit Distinction High Distinction

Section 1: Company overview (2 marks)

May have discussed another market context rather than the jeans category the brand is in. May not have included a discussion or justification for the strategic decisions thus far. May not have included visuals, or the visuals were disorganised and not well presented. May not have discussed the importance and role of the brand or provided a basic discussion/justification for the brand name, profile and mission statement.

Provided limited information concerning the company operations. Information may not have been presented succinctly. A moderate discussion/ justification for the brand name, profile and mission statement. May have contained unrelated information (not related to the focal point of the assessment) or did not link the information to show the relationship to the requirements of the section. Visuals were included but may not have been well organised or easy to follow.

Provided an overview of the company’s operations including the brand market share position. A good discussion/ justification for the brand name, profile and mission statement. May not have discussed most brands, general market information and the company’s market position and its contribution or may have been only briefly discussed. Visuals needed further organising to illustrate the fit within the organisation.

Provided a good synopsis of the company’s operations including the brand market share position. An excellent discussion/ justification for the brand name, profile and mission statement. Discussed most brands in competition that exist in the market with a good understanding of the organisation’s operation using the available market information until Q3. Presentation is logical and in a visually easy to understand manner without missing any vital information.

Provided an excellent synopsis of the company’s operations including a detailed discussion and reflection on the brand profile, and market share position across the appropriate industries and categories. An exceptional discussion/ justification for the brand name, profile and mission statement. Discussed all brands in competition that exist in the market and showed an understanding of the organisation’s operation using the available market information until Q3. Presentation is clearly logical and visually easy to understand without missing any vital information.

MKTG1100 Marketing Management

Assessment 2 Feedback – Situation Analysis, Segmentation & Consumer Profiling

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Section Fail Pass Credit Distinction High Distinction

Macro- environmental and competitor analysis (10 marks) Learning Outcomes: 1, 3, and 4

Demonstrated a minimal level of understanding of the research available on MMX and competitor analysis. Majority of materials presented were not supported with in-text citations. Poor level of application of knowledge of the models and frameworks resulting in a disconnected and weak argument. Limited level of analysis was undertaken beyond that already available through MMX’s sources, resulting in minimal insights around the drivers of consumer / customer needs and behaviours. There may have been errors in the approach of analysis may have occurred. The discussion demonstrated a limited understanding of the ethical or social issues important to the marketing environment.

Demonstrated some level of understanding of the research available on MMX and competitor analysis. Some of materials presented were supported with in-text citations. Sound level of application of knowledge of the tools and models. Developing detail of the components of PESTLE. The interpretation of the results showed basic level of understanding. A basic level of analysis was undertaken beyond that already available through MMX’s sources, resulting in some insights around the drivers of consumer / customer needs and behaviours. However, errors in the approach to the analysis may have occurred. The discussion demonstrated a basic level of understanding of the ethical or social issues important to the marketing environment.

Demonstrated a reasonable level of understanding of the research available on MMX and competitor analysis. Majority of materials presented were well supported. Effective level of application of knowledge with tool use and frameworks. Some components of PESTLE explored with some detail. However, the application of synthesis was weak by not demonstrating the use of multiple sources available through MMX to substantiate an argument/position. A moderate level of analysis was undertaken beyond that already available through MMX’s sources resulting in some insights around the drivers of consumer / customer needs and behaviours. However, minor errors in the approach to the analysis may have occurred. The discussion demonstrated a moderate level of understanding of the ethical or social issues important to the marketing environment.

Demonstrated strong understanding of the research available on MMX, and competitor analysis. Majority of materials presented were well supported to deliver a strong position in the argument/position presented. A highly effective level of application of tool and model use. Various components of PESTLE explored in good detail. However, some justification/discussions may have been weak. Advanced analysis undertaken beyond that already available through the data sources on MMX’s sources, resulting in clearly articulated insights around the drivers of consumer / customer needs and behaviours. However, some minor errors or approach to the analysis may have occurred. The discussion demonstrated a good understanding of the ethical or social issues important to the marketing environment.

Demonstrated extensive understanding and critical analysis of the market research gathered in MMX and competitor analysis which led to the creation of a solid argument/position. An outstanding level of detail in model and tool use with in-text citation. Excellent and accurate understanding of all components of PESTLE. Advanced analysis undertaken beyond that already available through the data sources on MMX’s sources, resulting in clearly articulated insights around the drivers of consumer / customer needs and behaviours. The discussion demonstrated an excellent understanding of the ethical or social issues important to the marketing environment.

MKTG1100 Marketing Management

Assessment 2 Feedback – Situation Analysis, Segmentation & Consumer Profiling

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Section Fail Pass Credit Distinction High Distinction

Strengths and Opportunities (5 marks) Learning Outcome: 3 and 5

Complex areas identified throughout the submission were not distilled into statements of fact. The information was vague and unclear. The application of the marketing model did not clearly identify the brand or company strengths and opportunities that can lead to competitive advantage, and weaknesses and threats that could diminish competitive advantage for the brand under evaluation. Resultant possible strategies may have not been well linked and demonstrated a limited ability to critically evaluate the materials to generate competitive advantages based on the analysis undertaken.

Complex areas identified throughout the submission were not distilled into statements of fact, and they were presented in a vague way and unclear way. The application of the marketing model identified strengths and opportunities that can lead to competitive advantage, and weaknesses and threats that could diminish competitive advantage for the brand under evaluation. Resultant possible strategies were well linked and demonstrated a basic ability critically evaluate the materials to generate competitive advantages based on the analysis undertaken.

Complex areas identified throughout the presentation were distilled into statements of fact, but the majority were presented in a vague way and therefore not always clear or rational. The application of the marketing model identified strengths and opportunities that can lead to competitive advantage, and weaknesses and threats that could diminish competitive advantage for the brand under evaluation. Resultant possible strategies were well linked and demonstrated a moderate ability critically evaluate the materials to generate competitive advantages based on the analysis undertaken.

Majority of complex areas identified throughout the submission and were distilled into rational statements of fact with only a few presented vaguely. The application of the marketing model identified strengths and opportunities that can lead to competitive advantage, and weaknesses and threats that could diminish competitive advantage for the brand under evaluation. Resultant possible strategies were well linked and demonstrated a strong ability critically evaluate the materials to generate competitive advantages based on the analysis undertaken.

An excellent application of distilling complex information into rational and coherent statements of fact. The application of the marketing model identified strengths and opportunities that can lead to competitive advantage, and weaknesses and threats that could diminish competitive advantage for the brand under evaluation. Resultant possible strategies were well linked and demonstrated an exceptional ability to critically evaluate the materials to generate competitive advantages based on the analysis undertaken.

MKTG1100 Marketing Management

Assessment 2 Feedback – Situation Analysis, Segmentation & Consumer Profiling

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Section 2: Consumer Segmentation (8 marks) Learning Outcome: 1, 2

Limited demonstration of customer segmentation methodology with limited/no use of research provided by MMX. No rationale was provided for the secondary research bought through MMX to explain your segmentation tool and outcomes. The five criteria of segmentation as not consistently applied, and some errors were noticeable in the construction of the various consumer segments. May not have identified six consumer segments, or the steps in segmentation were not applied. Did not include appropriately selected variables within geographic, demographic, psychographic, and behavioural elements. Several variables may not have added value to the segmentation table, or the segmentation table contained issues in connecting the customer and the product category resulting in many segments being generic / not related to the product category of the assessment. More than two segments may be viewed as generic / not related to the product category.

Demonstrated customer segmentation methodology. However with a limited use of the research provided by MMX. A basic rationale was provided for the secondary research bought through MMX to explain your segmentation tool and outcomes. Basic application of the theory of segmentation by applying the five criteria of segmentation. Some noticeable errors in the construction of the various consumer segments. Six defined consumer segments and information shows less than three steps were applied within the steps of segmentation. Included elements within geographic, demographic, psychographic, and behavioural variables. However, several variables selected may not have added value to the segmentation table, or the segmentation table contained issues in connecting the customer and the product category. A couple of segments may be viewed as generic / not related to the product category.

Demonstrated customer segmentation methodology utilising some of research provided by MMX. A moderate rationale was provided for the secondary research bought through MMX to explain your segmentation tool and outcomes. Demonstrated a good application of the theory of segmentation (applying correctly the five criteria of segmentation). Information demonstrated how more than three steps in segmentation were applied. Included elements within geographic, demographic, psychographic, and behavioural variables. However, two or more variables may not have added value to the segmentation table, or the segmentation table contained issues in connecting the customer and the product category. No segments could have been viewed as generic / not related to the product category of the assessment.

Excellent demonstration of customer segmentation methodology utilising the research provided by MMX. A good rationale was provided for the secondary research bought through MMX to explain your segmentation tool and outcomes. Insightful application of the theory of segmentation (applying correctly the five criteria of segmentation) to develop each consumer segment. Identified and defined your consumer segments. Included appropriately selected variables within geographic, demographic, psychographic, and behavioural elements. The selected variables demonstrated a good understanding of segmentation. However, one or two selected variables did not added value to the segmentation table and could have been omitted. The segmentation table contained excellent connection between the customer and the product category with no segments appearing to be generic or not related to the product category of the assessment.

Superior demonstration of customer segmentation methodology utilising the research provided by MMX. An excellent rationale was provided for the secondary research bought through MMX to explain your segment tool and outcomes. Insightful application of the theory of segmentation (applying correctly the five criteria of segmentation) to develop each consumer segment. Identified and defined your group’s exceptionally well- constructed consumer segments relevant to the category. The six consumer segments included appropriately selected variables within geographic, demographic, psychographic, and behavioural elements. The selected variables demonstrated a strong understanding of segmentation. The segmentation table contained exceptional connection between the customer and the product category of the assessment.

MKTG1100 Marketing Management

Assessment 2 Feedback – Situation Analysis, Segmentation & Consumer Profiling

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Target market (consumer journey and persona) (10 marks) Learning Outcomes: 1, 2

There was a basic identification of the primary and secondary target markets for the brand. There may have been only one consumer personas developed. The selection was not clear and lacked the ‘bridging’ or connection between the segmentation work and the positioning. The customer journey was based on limited or no research into the behaviours and motivations of the consumers in the category when making their purchase decision. Complex consumer purchase decision information was not presented well – missing the opportunity to present some information visually. The customer journey was not easy to follow or was basic and lack detail. The Consumer personas were generic and could have been future developed making them specific to the category. They may not have showed a strong link to the identified groups from the segmentation table. Some new information was presented that was not identified in the segmentation. There was limited connected storytelling and visuals applied to bring the consumer’s persona to life.

There was a basic identification of the primary and secondary target markets for the brand and consumer personas for each – primary and secondary target groups. The selection was not clear and may have lacked the ‘bridging’ or connection between the segmentation work and the positioning. The customer journey was based on limited or no research into the behaviours and motivations of the consumers in the category when making their purchase decision. Complex consumer purchase decision information was not presented well – missing the opportunity to present some information visually. The customer journey was not necessarily easy to follow – it may have lost some key points. The Consumer personas were generic and could have been future developed making them specific to the category. They may not have showed a strong link to the two groups from the segmentation table. Some new information was presented that was not identified in the segmentation. There was limited connected storytelling and visuals applied to bring the consumer’s persona to life.

There was a good identification of the primary and secondary target markets for the brand and consumer personas for each – primary and secondary target groups. The selection was not clear and may have lacked the ‘bridging’ or connection between the segmentation work and the positioning. The customer journey was based on limited or no research into the behaviours and motivations of the consumers in the category when making their purchase decision. Complex consumer purchase decision information was presented through distilling into a visual form but not necessarily easy to follow – it may have lost some key points. The Consumer personas are specific to the category and showed strong link to the two groups from the segmentation table. However, some new information was presented that was not identified in the segmentation. There was some storytelling and visuals applied to bring the consumer’s persona to life.

There was an excellent identification of the primary and secondary target markets for the brand and consumer personas for each – primary and secondary target groups. The selection was logical however lacked the ‘bridging’ or connection between the segmentation work and the positioning. The customer journey was based on some research into the behaviours and motivations of the consumers in the category when making their purchase decision. The information was well supported with your MMX decisions presented professionally in the appendix. Complex consumer purchase decision information was professionally presented through distilling into easy to read and understand information without the loss of the key points. The Consumer personas are specific to the category and showed critical analysis and interpretation of the two groups from the segmentation table. Sections within the persona were logical and considered – linking to information that was supported in the segmentation work. A good balance of storytelling and visuals were used to bring the consumer’s persona to life.

There was an exceptional identification of the primary and secondary target markets for the brand and consumer personas for each – primary and secondary target groups. The selection was logical and built a bridge linking both the segmentation work and the positioning. The customer journey was based on solid research into the behaviours and motivations of the consumers in the category when making their purchase decision. The information was well supported with your MMX decisions presented professionally in the appendix. Complex consumer purchase decision information was professionally presented through distilling into easy to read and clear understanding of information without the loss of the key points. The Consumer personas are unique to the category and showed critical analysis and interpretation of the segmentation group. Sections within the persona were logical and considered – linking to information that was supported in the segmentation work – no new information was presented that had not previously been covered in the segmentation. A good balance of storytelling and visuals were used to bring the consumer’s persona to life.

MKTG1100 Marketing Management

Assessment 2 Feedback – Situation Analysis, Segmentation & Consumer Profiling

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Marketing Objectives (2 marks) Learning Outcome: 3 and 5

May not have applied any analysis to arrive at two appropriate objectives. May have determined only one objective or did not identify marketing objectives as discussed on Canvas. Did not apply SMART to the format and structure of the objective. Applied incorrect data (industry not brand focused) or relied on the data as presented in the industry reports no further analysis undertaken.

Minimal analysis to arrive at two appropriate objectives. Relied on the data as presented in the industry reports no further analysis undertaken. Objectives were developed and written following the application of SMART as per instructional material.

Moderate analysis to arrive at two appropriate objectives and taken the available industry data further to arrive at accurate and realistic objectives. Objectives were developed and written following the application of SMART as per instructional material.

Good analysis to arrive at two appropriate objectives. Explored further calculations to establish the objectives – not relying solely on information as presented in the industry reports. Objectives were developed and written following the application of SMART as per instructional material.

Excellent analysis to arrive at two appropriate objectives. Exceptional links and discussion made to the KPIs discussed in Q3. Explored further information on MMX to establish the objectives – not relying solely on information as presented in the industry reports. Objectives were developed and written following the application of SMART as per instructional material.

MKTG1100 Marketing Management

Assessment 2 Feedback – Situation Analysis, Segmentation & Consumer Profiling

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Professionalism of the submission (3 marks) Learning Outcome: 3 and 5

Document styling was minimal and showed little attempt to present the materials in a professional manner. There may have been a lack of appropriate use or presentation of headings, subheadings, section numbering, footers, graphs or data. Complex information difficult to interpret and the information presented throughout needed more focus on transitioning, connection and consistency between sections. Bullets may have been overused and statements of fact or theory/concept/framework may have not been supported with references (applying a consistent in-text citation style). The reference list was not constructed in accordance with Harvard Referencing system. The document contained multiple grammatical errors, and possibly a number of typographical or spelling errors. The Appendix was not well constructed, items were not clearly labelled or easily related to content within the body of the submission. Too many items were hidden in the Appendix and could have been included into the body of the submission for clarity and ease of read.

Document styling could have been improved through the appropriate use of headings, subheadings, section numbering, footers, graphs and data. Complex information was not well presented in an easy to interpret way. Information throughout needed more focus on transitioning, connection and consistency between sections. Use of bullet points but could have been minimised. Statements of fact or theory/concept/framework were supported with references (applying a consistent in-text citation style). The reference list was constructed in accordance with Harvard Referencing system. The document contained minor grammatical errors, but a number of typographical or spelling errors. Appendix was not well constructed as not all items were clearly labelled or easily related to content within the body of the submission. Some items in the Appendix could have been included into the body of the submission for clarity and ease of read.

Document was professionally styled and showed understanding of the appropriate use of headings, subheadings, section numbering, footers, graphs and data. Complex information was not consistently well presented in an easy to interpret way. Information throughout needed more focus on transitioning, connection and consistency between sections. Use of bullet points but could have been minimised. Statements of fact or theory/concept/framework were supported with references (applying a consistent in-text citation style). The reference list was constructed in accordance with Harvard Referencing system. The document contained minor grammatical errors, and only a few typographical or spelling errors. Appendix was well constructed, but not all items may have been clearly labelled or easily related to content within the body of the submission. Inclusion in the Appendix versus what should be found in the submission was well selected.

Document was professionally styled and showed understanding of the appropriate use of headings, subheadings, section numbering, footers, graphs and data. Some complex information could have been presented in an easier format expected of in a management position. Information throughout was consistent but transitioning and connection between sections could have been stronger. Appropriate use of bullet points but could have been minimised. Statements of fact or theory/concept/framework were supported with references (applying a consistent in-text citation style). The reference list was constructed in accordance with Harvard Referencing system. The document was grammatically correct, contained only a few typographical or spelling errors. Appendix was well constructed, clearly labelled and related to content within the body of the submission. Inclusion in the Appendix versus what should be found in the submission was well selected.

Document was professionally styled and showed understanding of the appropriate use of headings, subheadings, section numbering, footers, graphs and data. Complex information was presented in an easy to read manner that demonstrated professional management skills. Information throughout was connected and consistent, and the document transitioned from one section to another. Appropriate and minimal use of bullet points. Statements of fact or theory/concept/framework were supported with references (applying a consistent in-text citation style). The reference list was constructed in accordance with Harvard Referencing system. The document was grammatically correct, contained no typographical or spelling errors. All visual content (images and logos) were appropriately referenced and of good quality (medium to high resolution) Appendix was well constructed, clearly labelled and related to content within the body of the submission. Inclusion in the Appendix versus what should be found in the submission was well selected.

Result Grade

Additional Feedback (if applicable)

MKTG1100 Marketing Management

Assessment 2 Feedback – Situation Analysis, Segmentation & Consumer Profiling

MKTG1100 Marketing Management Assessment 1 Feedback Page | 8

Company Overview

Category and competitor analysis

Strengths and Opportunities

Consumer Segmentation

Target market (consumer journey and persona)

Marketing Objectives

Professionalism of the submission

Additional comments (if applicable)