Royal Business College
Determine Market Segmentation,
Targeting and Positioning Decisions
Version 4 | Level 6 | Credits 10
National Diploma in Business Level
Table of Contents | Page |
1. Introduction | 3 |
1.1 Introduction to market segmentation | 3 |
1.2 Background of the Case Study | 3 |
1.3 The company Marketing Objectives | 4 |
1.4 The benefits that company receive by segmenting the market | 4 |
1.5 Brand Name of the soft drink | 4 |
2. Part one: Potential Market Segmentation Assessment | 4 |
2.1 Resource implications | 4 |
2.2 Understanding and meeting customer needs | 5 |
2.3 Identification of the competitor activities | 5 |
2.4 Evaluation of market performance | 6 |
...view middle of the document...
3.1 Product usage and potential | 10 |
3.3.2 Segment size and growth potential | 10 |
3.3.3 Segment attractiveness | 10 |
3.3.4 Organizational objectives and resources | 10 |
3.3.5 Competition | 11 |
4. Part three: Determine Target Market and Positioning Strategies | 11 |
4.1 Select at least two market segments to target | 11 |
5.3 Identify the marketing strategies you believe are appropriate for each market you identified. | 12 |
4.3 Justify your selection of each strategy. | 13 |
4.4 Based on the marketing objectives of the organization, establish the positioning variables for each target market segment. | 14 |
5. Part four: Determine assess Implications for the Marketing Mix | 15 |
5.1 Assess the implications of the marketing positioning strategies | 15 |
6.4 Recommend at least two mechanisms that can be used to monitor the market positioning strategies. | 17 |
Conclusion | 17 |
References | 19 |
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 347-356.
Benefit of segment (n.d) (retrieved on 27/07/2015) http://www.marketing91.com/6-advantages segmentation/
Charles, L (2012). Essentials of Marketing (7e ed.). Mason, OH: South-Western Cengage Learning. pp. 279–82
Culture in New Zealand. (n.d). (retrieved on 27/07/2015) https://en.wikipedia.org/wiki/New_Zealand
Grant, R. M. (1991). The resource-based theory of competitive advantage: implications for strategy formulation. Knowledge and Strategy, 33(3), 3-23.
Kotler, P., & Armstrong, G. (1993). Marketing an introduction. (3rd ed.). Prentice Hall, New Jersey
Porter, M. E. (2008). Competitive strategy: Techniques for analyzing industries and competitors. Simon and Schuster.
Porter, M. E. (1991). Towards a dynamic theory of strategy. Strategic Management Journal, 12(S2), 95-117.
Reich, M., Gordon, D. M., & Edwards, R. C. (1973). A theory of labor market segmentation. The American Economic Review, 359-365.