Purpose of the Assessment
This assignment has been designed to allow students the opportunity to explore the underlying importance and application of marketing concepts to benefit a given organisation.
“….positioning and segmentation are distinct parts of the [marketing] strategy and provide us with some extremely powerful tools; but ultimately they are linked by the central issue of focusing on satisfying customer’s needs in ways that are superior to competitors” (Hooley et al, 2012 p183)*.
- Hooley et al (2012) Marketing Strategy & Competitive Positioning. 5th ed. Harlow Pearson.
By reference to academic literature, explore, evaluate, and critique, the concept of Segmentation, Targeting & Positioning (STP). Use appropriate industry examples (plural) to exemplify how organisations (plural) have applied STP, to demonstrate your learning and application of this topic.
examples should be from two or three different industries such as , Qatar airways & (Choose a well know international airline) , Amazon and (Choose another company similar to Amazon).
Indicate how any company could apply the concepts around STP, compare the two companies from same industry first then compare the two industries, making generic recommendations.
You are required to produce an essay that demonstrates your understanding of this key aspect of strategic marketing.
The essay should have:
- a sound theoretical and conceptual perspective, containing evidence of critical debate with reference to appropriate academic literature
- sound examination of STP and its application in industry showing an effective practical foundation,
- generic management recommendations
The work will be submitted in essay format and should be 3000 words, +/- 10% (excluding Executive Summary, Contents page, titles and references list [as applicable]). HARVARD references must be followed.