Section 1 – due in Week 6 (worth 20% and approx. -1200 words):
a. The first section of the assignment is a review of the marketing environmental forces affecting the industry you have been allocated. You will need to examine each macro-environmental factor and identify the opportunities and threats it presents. Each factor will have at least one citation supporting it. Your fully explained SWOT for this section should be in a table.
b. There needs to be a discussion on the level of involvement for two target market segments you have identified in this section. In other words, perform a consumer audit on each of the segments you have recognised. Your complete answers are put in a Table in your appendix, but a brief explanation for both segments included in the main body. In addition, an explanation of both the internal and external influences affecting the buying behaviour of both segments should be included in this section.
c. Once you have an understanding of buyer behaviour on the particular industry, you will need to analyse their segmentation methods. Clearly explain why segmentation has been applied to your two (2) segments. In your explanation include: 3 demographics, 2 behavioural, 2 geographic and 1 psychographics variable and explain why in your report. A description of the different strategies used by the company in each of the segments you have identified should be at the end of this section.
d. At the end of the report, a positioning map indicating the segments identified and the variables used (not quality and price) should be included. There should be an explanation of any USP or competitive advantages the company possesses which will enable them to enter the segments you have determined.
e. Recommendation – which target market should they concentrate on in the future? In other words, choose one of the two segments you have suggested and explain why this is your preferred target market. The answer should be based on your analysis and is the focus for the next Assignment.