Type: Market situation analysis and target market segmentation
Format: Written
Length: 2000 words
Task
In creating, communicating, and delivering a value offering, Marketing Managers engage in a marketing planning process that is both strategic and tactical. In this assignment you will focus on the first two stages of the marketing planning process. Namely, you will perform a market situation analysis using secondary data, followed by a segmentation discussion. The assessment will conclude with targeting and positioning recommendations.
Procedure
Choose one product (good or service) of GO TRANSIT. Start by providing adequate context for the selected organisation (brand)- GO TRANSIT – and identified product (good or service). Then, based on various theories of marketing management (marketplace and customer needs and wants, the micro- and macro-environmental forces, designing a customer-driven strategy involving market segmentation, targeting, differentiation and positioning, B2C and B2B), analyse the current market situation by a comprehensive situational analysis applying the Five Cs Framework. Summarise the findings from the Five C’s analysis, using the SWOT analysis tool to identify trends and issues impacting GO Transit, specifically in relation to the selected product. Analyse and discuss how to segment the market for the selected product (good or service), justifying your approach to segmentation based on relevant criteria for effectiveness. Keep in mind the difference between B2C and B2B.
Provide justified recommendations for selecting a target market segment. Based on the analysis of the market situation and target market, provide the recommended positioning for the selected product (good or service). (Tip: utilise the elements of the value pyramid to aid your positioning as well as a perceptual map).
Notes: There are several frameworks or tools to use when conducting a market analysis: Five Cs Framework and SWOT analysis tool When considering segmentation, keep in mind: B2C, B2B, Effective segmentation criteria
Format
Title page Executive summary Table of Contents 1. Introduction (including company background) This section explains to your reader the importance of the report and what you are going to tell them in the body of your report. It gives the background to the report and explains why it is useful. It should state the aim/purpose and objective/s of the report. Then, provide adequate information about your selected organisation and chosen product (good or service) so that the marker can assess your answer appropriately. Overall, this is a high-level description of the organisation, giving readers a quick and easy way to understand the business that this company is currently in, its products and services, a brief scope of work that the company performs and present conditions. It should then mention any limitations and present a very brief summary of the sections.
Very clearly and concisely introduces the report and summarises one organization (brand) and dentified product (good or service) providing relevant background context with excellent evidence.
2. Market situation analysis Based on various theories of marketing management (marketplace and customer needs and wants, the micro- and macro-environmental forces, designing a customer-driven strategy involving market segmentation, targeting, differentiation and positioning, B2C and B2B), analyse the current market situation by a comprehensive situational analysis applying the 5Cs framework. Summarise the findings from the Five C’s analysis, in a SWOT analysis to identify trends and issues impacting the organisation (specifically in relation to the selected product).
Demonstrates a thorough understanding of the current marketsituation for a product (good or service). Provides excellent evidence to support the SWOT analysis
Discussion of the environmental factors using the 5Cs framework with evidence to support the market situation analysis
Demonstrates a thorough and systematic understanding of how to analyse the current market situation for a product (good or service) by identifying, organising and synthesising information to provide highly coherent insights. Provides excellent evidence to support the market situation analysis.
3. Market segmentation Discuss how to segment the market for the selected product (good or service), justifying your approach based on relevant criteria for effectiveness.
Alignment of market segmentation, target market selection, and positioning of the product (good or service), with use of supporting evidence.
Demonstrates a logically and strongly developed presentation of alignment among market segmentation, target market selection, and positioning of the product (good or service). Provides excellent and compelling evidence to support the strategic alignment.
4. Target market recommendations Provide justified recommendations for the selection of a target market segment
5. Positioning recommendation Provide justified recommendations for the positioning of the company in relation to the product/service selected. Base the recommendation on the market analysis (particularly the company and competitor analysis will be very pertinent in informing your decision) as well as recommended target market. Utilise the elements of the value pyramid as well as a perceptual map to aid your discussion
6. Conclusion The conclusion should be brief. It should summarise the whole of the report and tie it together, without introducing new material
References Appendices (if any)
Requirements
Scholarly resources
A minimum of ten (10) credible academic sources must be used- these must be academic and peer reviewed, scholarly journal articles. You may also use the current company, industry, government and media sources to support your statements, but these will NOT count toward the minimum required credible academic sources for your assessment. Most web-based sources are not sufficiently rigorous and credible for academic assessments and will NOT count toward the minimum required credible academic sources.
Please do not use AI tools. -Please DO not submit to turn it in software that stores work.