Market Segmentation and Positioning Analysis

Identify the key marketing issues facing your company / organisation, along with identifying new marketing opportunities.

You are required to undertake a market segmentation and positioning analysis for one of the products, or services, offered by your company.

Assignment Details:

1. You need to pick a key product, or service, offered by your company (or a product or service that could be offered in the future), and do a segmentation analysis of the market for this product or service. When undertaking this analysis you will need to consider the important points made in class and in the readings that have been provided (and any other relevant reading that you may have done).  Ideally, you should come up a clear description of what you consider to be relevant segments (i.e. relevant to the focus and purpose of the segmentation exercise – see below).
2. You should then identify one (or maximum two) segments which you think offer the greatest prospects (depending, again, on the purpose of your segmentation strategy – is it to maximise sales, market share, existing customer retention, new customer awareness or to identify market gaps? etc.)
3. You are required to develop a ‘positioning’ strategy for your new or existing product / service in your chosen segment. This might involve developing a new positioning strategy in an existing segment, or an existing positioning strategy in a new segment that you have identified, or a new positioning strategy for a new segment etc.

Notes:

If you feel your company already has a successful segmentation strategy for its existing products / services, you can use this exercise to try and identify new segments for existing products and services, or new products / services for existing segments, or both.  You may also use a different focus for the segmentation strategy, such as developing customer awareness.  Likewise, with regard to the positioning strategy, you could take this opportunity to see if your company could re-position one of its products or services in an existing, or new, market segment.

Whatever you do, you MUST state clearly which part of your assignment is your own work, and which part is based on your company’s existing marketing strategy.

While it has been stressed that the correct procedure for doing segmentation and positioning studies is to use data collected from consumers, through market research, in order to understand their perspective and likely behaviour, for the purposes of this exercise the use of secondary data is sufficient (i.e. data that already exists, either in your company, or online – or in any other data source available to you), along with your own interpretation of how you think different consumer groups are likely to think and behave.  You are not required to undertake any primary data collection.

 

Word Count: 2200-2300

No. of Pages: 12