The case will focus on issues related to market segmentation targeting and/or positioning. You will be asked to answer questions following the case. Your analysis and recommendations must be strongly communicated to demonstrate your knowledge and understanding of the concepts learned in the course. Be creative in your work and ensure that all your recommendations are fully substantiated.
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The case will focus on issues related to market segmentation targeting and/or positioning. You will be asked to answer questions following the case. Your analysis and recommendations must be strongly communicated to demonstrate your knowledge and understanding of the concepts learned in the course. Be creative in your work and ensure that all your recommendations are fully substantiated.
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Instructions
1. Students will purchase the case directly from the publisher.
2. Students will be required to address the questions that follow the case using course materials to inform and support their answers. Additional research is likely to be needed to satisfactorily address the questions.
3. Remember, this is a Marketing class. The Product (the content, the presentation, etc.), Place (the manner in which it is presented to the instructor), Price (the amount of effort required to read and consider the points – this is a place where clarity, conciseness and attention to grammar, and spelling and punctuation counts), and Promotion (how well are your ideas supported and whether you “sell” your position) work together as the professor evaluates your work.
4. The written submission should be substantive, both in length 1500 words and content, directly and thoughtfully addressing the question or issue.
5. Responses should draw on materials from the assigned readings and discussion materials to develop a thoughtful and reasoned answer. Students should not hesitate to draw on past experience, knowledge and external sources to support their position.
6. The report should address each case question individually and the answers should be formatted in a manner where there is an introductory and a concluding paragraph. The report should also be free of spelling errors, be grammatically correct, written in full-sentences and contain full words (no shorthand, emoticons, etc.).
7. Responses must be well written, properly cited and referenced (APA), and be free of spelling and grammatical errors.
Students will be expected to read the case, identifying the main issues and, following the case method, provide a thorough analysis of case facts, identify and assess alternatives and provide recommendations to address the problems identified.
Objectives
- Students will use a solutions-based problem solving approach
- Students will analyze and synthesize information provided in the case
- Students will provide recommendations in response to case questions that are based on a comprehensive analysis of the case materials and other supporting documents
Short Description
The case assignment is an opportunity for students to assess a business challenge and apply their learning to assessing the issues and developing recommendations for their solution.
Requirements and Submission Instructions
- Maximum 1500 words
- APA Format
1. Go to the Ivey Publishing website at www.iveycases.com
- Log in to your existing account or click “Register” to create a new account and follow the prompts to complete the registration. If registering, choose the “Student User” role.
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The Case Study on Market Segmentation, Targeting, and Positioning
The objective of this case study is to analyze a business challenge and apply the concepts of market segmentation, targeting, and positioning to develop recommendations for its solution. In this case study, we will be exploring a company facing issues related to market segmentation, targeting, and positioning. The company’s goal is to reach new customers and improve its market position.
Market Segmentation
Market segmentation is the process of dividing the market into smaller groups of consumers with similar needs or characteristics. This allows companies to create targeted marketing strategies and increase their chances of success. In order to achieve this, the company must first identify its target market. This can be done by analyzing consumer demographics, behaviors, and psychographics.
Targeting
Targeting is the process of choosing specific segments to target with a marketing campaign. This can be done by evaluating the potential of each segment and choosing the one that is most likely to generate the desired outcome. The company should consider factors such as consumer needs, preferences, and behaviors when making this decision.
Positioning
Positioning is the process of creating a unique image in the consumer’s mind for the product or service. This can be done through effective marketing and branding. The company should aim to differentiate itself from its competitors by creating a unique and attractive image in the consumer’s mind. This can be done through advertising, packaging, and other marketing efforts.
Recommendations
Based on the above analysis, the following recommendations can be made to improve the company’s market position:
Identify the target market: The first step in improving the company’s market position is to identify its target market. This can be done by analyzing consumer demographics, behaviors, and psychographics.
Choose the right target segment: Once the target market has been identified, the company should choose the right target segment to target with its marketing efforts. This can be done by evaluating the potential of each segment and choosing the one that is most likely to generate the desired outcome.
Differentiate from competitors: The company should aim to differentiate itself from its competitors by creating a unique and attractive image in the consumer’s mind. This can be done through advertising, packaging, and other marketing efforts.
Improve branding and marketing efforts: The company should improve its branding and marketing efforts in order to increase its visibility and reach new customers. This can be done through effective advertising, packaging, and other marketing efforts.
Monitor results and adjust strategies: The company should monitor the results of its marketing efforts and adjust its strategies as needed. This will help ensure that the company is on track to achieve its goals and reach new customers.
In conclusion, market segmentation, targeting, and positioning are important concepts that can help companies improve their market position and reach new customers. By following the recommendations outlined above, the company can improve its marketing efforts and achieve its goals.
