MKT101A Assessment 2 Brief XXXXXXXXXXPage 1 of 6
ASSESSMENT 2 BRIEF
Subject Code and Title MKT101A - Marketing Fundamentals
Assessment Marketing Plan – Stage 2: Segmentation, Targeting,
Positioning
Individual/Group Individual
Length 1000 words (+/- 10%)
Learning Outcomes Addressed a) Describe the marketing concept
) Outline and apply the elements of the marketing
process.
c) Identify and explain the macro and micro
environmental factors impacting the marketing of a
usiness or industry.
d) Demonstrate an ability to incorporate new trends to
solve marketing problems and apply communication
skills.
Submission By 11:55pm AEST/AEDT Sunday of module 3.2 (week 6)
Weighting 25%
Total Marks 100 marks
Context
Congratulations! You are now in Stage 2 of your marketing plan.
It is time to show Mary, your marketing manager, that you know how to identify
appropriate target audience(s). Based on the same client from Stage 1, you are now
equired to analyse the segments using suitable and relevant segmentation variables in
order to select the ideal target market for your client.
As part of the marketing process, you need to research different types of data using a
variety of sources to understand consumers’ needs, wants and relevant trends to make
informed marketing decisions.
In this stage, you also need to identify or suggest a positioning statement to the client,
which considers all the values and competitive advantages that need to be promoted to
consumers, as well as setting up its positioning map using competitors’ information already
collected in Stage 1.
MKT101A Assessment 2 Brief XXXXXXXXXXPage 2 of 6
Instructions- Stage 2
In Stage 2 of your marketing plan, the focus is on demonstrating an ability to incorporate
new trends from consumers’ behaviours and consumption patterns to create relevant
marketing strategies to solve potential issues that may affect the business.
Make sure you use the same client from Stage 1.
At this point, Stage 2, the marketing plan report must include:
a) Cover page including:
i. Company’s name
ii. Student Identifier (name and number)
iii. Subject code and name
) Table of contents
c) Identification of consumer buyer characteristics including:
i. Level of involvement of consumers that purchase the product/service;
ii. Situational, psychological and social influences on the buying decision
process.
Stage 4 (Assessment 4)
Metrics Proposal and Marketing Deliverable (sample)
Stage 3 (Assessment 3)
Marketing Mix
Stage 2 (Assessment 2)
Segmentation, Targeting & Positioning
Stage 1 (Assessment 1)
Situational Analysis
MKT101A Assessment 2 Brief XXXXXXXXXXPage 3 of 6
iii. At least 08 (eight) segmentation variables in total using
demographics, geographics, psychographics and behavioural
elements.
d) Creation of at least 01 (one) buyer persona using a template of your choice,
contemplating all the segmentation variables identified in the previous task
(point c) above).
e) Inclusion of a positioning statement for the client highlighting the values and
enefits offered to consumers.
f) Creation of a positioning map using the two main competitors identified in
Stage 1.
g) Reference list using APA 6th ed. style.
Submission guidelines
The presentation recommended for this Assessment is REPORT FORMAT.
An executive summary is NOT required.
Use suitable headings and subheadings for the information presented, and page
numbers should appear on each page of the document – ideally in either the
header or footer.
The assessment should be submitted in a format that would be acceptable in the
usiness world. All assessments are to be submitted to Blackboard. All work must be
word-processed, spell-checked, grammatically acceptable, and professional in
appearance.
The assessment submission should include the Similarity Report from Turnitin.
Assessments should not be written from a 1st person context, but rather from the 3rd
person perspective. That is, “I, we, my, our” are not acceptable.
All claims and recommendations are to be supported by suitable and relevant
marketing and/or theoretical principles and their relevant references.
The report should include a co
ectly constructed Reference List and accompanying in-
text citations as per University guidelines (APA 6th ed. referencing style). Please see the
Academic Skills page on Blackboard for information on referencing in APA 6th ed.:
https:
laureate-
au.blackboard.com/webapps
lackboard/content/listContent.jsp?course_id=_20163_1
&content_id=_2498847_1&mode=reset
The use of any combination of na
ative, point form, diagrams, graphs or charts
including presenting the information in table form is permitted – particularly if these
devices reduce the wordiness and increase the "readability" of the submission.
MKT101A Assessment 2 Brief XXXXXXXXXXPage 4 of 6
Learning Ru
ics- Assessment 2: Marketing Plan- Stage 2: Segmentation, Targeting, Positioning
Assessment
Attributes
Fail (Unacceptable)
(0-49)
Pass
(Functional)
(50-64)
Credit
(Proficient)
(65-74)
Distinction
(Advanced)
(75-84)
High Distinction
(Exceptional)
(85-100)
Segmentation
Outlined and
applied different
analyses as part of
the marketing
concept and its
processes.
Demonstrated an
ability to identify
and incorporate
new trends that
could influence
marketers’ and
consumers’
decisions to solve
marketing
problems.
Identified
consumer buyer
characteristics
utilising
demographics,
geographics,
psychographics
and behavioural
Limited understanding
and analysis of the level
of involvement of the
purchasing decision,
stages of the decision
process and influences
on the purchase decision
evident.
Segmentation variables
are unclear and
demographics,
geographics,
psychographics and
ehavioural elements
were not referenced.
Some understanding and
analysis of the level of
involvement of the
purchasing decision,
stages of the decision
process and influences
on the purchase decision
evident.
Demographics,
geographics,
psychographics and
ehavioural
segmentation variables
included and
eferenced with some
adjustments required.
Good understanding and
analysis of the level of
involvement of the
purchasing decision,
stages of the decision
process and influences
on the purchase decision
evident.
Good selection of
demographics,
geographics,
psychographics and
ehavioural variables.
Relevant and reliable
sources used to support
the identification of
segment(s).
Very good
understanding and
analysis of the level of
involvement of the
purchasing decision,
stages of the decision
process and influences
on the purchase decision
evident. The information
discriminates between
assertion of personal
information
substantiated by robust
evidence from research
materials and extended
eading.
Very good selection of
demographics,
geographics,
psychographics and
ehavioural variables.
Relevant and reliable
sources used to support
the identification of
segment(s).
Excellent understanding
and sophisticated
analysis of the level of
involvement of the
purchasing decision,
stages of the decision
process and influences
on the purchase decision
evident. The information
systematically and
critically distinguishes
etween assertion of
personal opinion and
information obtained
from robust evidence
from research and
extended reading.
Excellent selection of
demographics,
geographics,
psychographics and
ehavioural variables.
Relevant and reliable
sources used to support
the identification of
segment(s).
MKT101A Assessment 2 Brief XXXXXXXXXXPage 5 of 6
variables.
35%
Targeting
Created a buyer
persona using
elevant traits from
demographics,
geographics,
psychographics and
ehavioural
variables.
20%
Buyer persona(s) did not
include enough
information to support
marketing decisions.
Buyer persona(s)
included some
characteristics and traits
collected from the
segmentation activity.
Some adjustments
equired.
Good buyer persona(s)
including relevant
characteristics and traits
collected from the
segmentation activity.
Some relevant and
specific psychographics
and behavioural
elements included.
Very good buyer
persona(s) including
elevant characteristics
and traits collected from
the segmentation
activity.
Great level of research
including relevant and
specific psychographics
and behavioural
elements.
Excellent buyer
persona(s) including
elevant characteristics
and traits collected from
the segmentation
activity.
Excellent level of
esearch including
elevant and specific
psychographics and
ehavioural elements
included.
Positioning
Identification of a
positioning
statement.
25%
Positioning statement
not clearly identified.
Positioning map not
include or did not
include main
competitors from stage
1.
Positioning statement
included some relevant
values and benefits.
Positioning map
included main
competitors from stage
1 but