MKT 511: Marketing Management
An important aspect of the course is the group project. The project will be in the form of a case analysis of 3,000 – 5000 words. While the format may normally be a report, it is important that you read the instructions given below carefully. In Marketing there are no “model answers” to situations and thus there is not a single correct way of dealing with the topic that you choose. The distinction between a good answer and one that is not so good is in the analysis and clear response to the topic/s. In your report, provide justification for the solutions that you suggest.
TASK: Write a case study on segmentation, targeting and positioning for a retail outlet of your choice (example, Zara, Carrefour, House of Fraser etc.).
Your report should include:
1. A brief introduction to the company and its products
2. A theoretical literature review on the following concepts segmentation, targeting and positioning
3. A detailed description of variables used by the retail outlet of your choice to segment the market please support your answer with examples.
4. An insight into customers targeted by your chosen retail outlet. An evaluation of the attractive of the target segment using Porters five force model.
5. POP and PODs for your chosen service.
6. Draw a perceptual map that will help you analyse the market position of your chosen retail outlet.
Please ensure you provide both in-text citations as well as a bibliography at the end.
The course Learning Outcome (CLO) this report helps to test is as follows:
Apply market segmentation and target marketing strategies considering the different stages of product life cycle for the purpose of ensuring updated product offerings to the right customers and to counter the competition
It covers concepts from Chapter 8 and 10.
