Marketing: Target Market and Comprehensive Group Project Essay

Submitted By clara_yu
Words: 3772
Pages: 16
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Section
Mark Awarded
Marking Criteria
Required Elements
Comments
Executive Summary

/10
9-10 Excellent
7-8 Good
5-6 Satisfactory
0-4 Below expectation
Appears first in the report and includes:
- Concise definition of the problem
- Brief description of segments to be targeted
- Brief statement of all alternatives considered
- Max length typewritten ½ to 1 page
- Identification of recommended alternative
- Discussion of benefits of the recommendation to the organization
- Brief statement of the plan for implementation of the recommended alternative

Problem Statement
Issue/s to be solved

/3
3 Excellent
2 Good/Satisfactory
0-1 Below expectation
- 1 or 2 sentences
- Alerts the reader about where the analysis is headed
- Based on fundamental factors/causes rather than symptoms
- Briefly stated with a clear focus for developing alternative strategies
- Reflects the most strategic management priority
- Does not simply ‘cut and paste’ from the Executive Summary

Situation Analysis
1. Macroenvironment
(External analysis)
2. Microenvironment
(Internal analysis)

/15
13-15 Excellent
11-12 Good
8-10 Satisfactory
0-7 Below expectation
1. Factors in the Company’s Macroenvironment
Use subheadings. Remember to identify opportunities/threats in:

Demographic forces
Economic forces
Natural forces
Technological forces
Regulatory/Political forces
Cultural/Social forces 2. Factors in the Company’s Microenvironment
Use subheadings. Remember to identify strengths/weaknesses in:

The company.
Clearly state the objectives of the organization or management team especially as they relate to the problem identified. That is, don’t state the organization’s overall reason for existing. Instead, what specific objective is the problem you identified preventing them from achieving?
Identify strengths/weaknesses in: Management, Finance, Research and Development, Purchasing, Operations (Production/Service Process), Accounting, Marketing, Human Resources, Information Systems
Suppliers/Supply Chain
Marketing intermediaries
Competitors
Publics
Customers

Discussion should be contained in the body of the report. Tables to summarize all the above information - in the Appendix
For every area discussed, explicitly identify whether it is a strength/weakness or opportunity/threat. Be sure to clearly link the information you present to the problem you have identified. How does the strength, weakness, opportunity or threat presented by each factor impact on the organization’s ability to resolve the problem?

NOTE: if you do not cite your information sources appropriately, you will receive a grade of zero for this section.

3.

Segmentation Analysis

/15
13-15 Excellent
11-12 Good
8-10 Satisfactory
0-7 Below expectation

- Discuss the segmentation analysis within the body of your report. Be sure to define the overall market and identify and describe primary and secondary target market segments. You need to provide a rationale for choosing some segments as “primary” and others as “secondary.” In describing segments, be sure to discuss all relevant segmentation approaches/variables, including how segments differ with respect to marketing programs.
- Include a SEGMENTATION GRID and PERCEPTUAL MAP as appendices. These should be discussed within the body of your report, however. Discuss how well or how poorly the focal firm/brand/product is positioned in the market generally and with respect to the segments you identified.

NOTE: if you do not cite your information sources appropriately, you will receive a grade of zero for this section.

Strategic Alternatives

/15
13-15 Excellent
11-12 Good
8-10 Satisfactory
0-7 Below expectation
- Present 3 alternative courses of action
- Strategic alternatives always
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