STDP Framework Report MMK101 Assignment 代写

MMK101 Assignment 1
Guide & Template
T2 2018
Segmentation, Targeting, Differentiation, and Positioning
(20% of Final Grade)
 
 

Assessment	Assignment 1: STDP Framework Report
Completed	Individual ONLY
Weighing	20% of the final grade (marked out of 100)
Word limit	1000 words (+/- 10%); This includes everything i.e. Title page, table of content, content, reference list, tables and appendices.
Due date	Week 6, Sunday, 12August2018 @11.59pm
Where to submit	Via Turnitin link on Moodle – Softcopy submission
Late submission penalty	5% of the available marks will be deducted each day for up to 7 (seven) days. If the assessment is submitted more than seven days after the due date it will not be marked and be awarded zero (0%) for the task.
Word Limit Penalty	5% of the available marks will be deducted for every 10% that the word limit (1000 words -+ 10%) is exceeded by
Return Date	Week 8, Monday, 8August 2018 @8am

 
Please note the following:
·         Late Submission Penalty: If the assessment is submitted late without an approved extension from the Unit Coordinator, a marking penalty of 5% of the available marks will be deducted each day for up to SEVEN days. If the assessment is submitted more than seven days after the due date it will not be marked and be awarded zero (0%) for the task.
·         Assignment must be submitted as a WORD document only. Assignments submitted using other files types WILL NOT BE MARKED.
·         This is a business report and MUST BEformatted using the template for Assignment 1 on Moodle. This can be found on Moodle under Resources and Assessment tab.
·         You MUSTuse the companythat you have been allocated to by the Unit Coordinator in Week 3. Assessment that does not use the given company willNOT BE MARKEDand be awarded zero (0%).
 
 
 
 
 
 
Instructions:
 
Companies:
A) Thunderpants Ltd.
B) Vegemite
C) Planet Fitness USA
 
The Unit Coordinator will allocate a company for each student at the end of Week 1 and Week 2. Please make sure you use the company that you have been allocated for this assignment. Your assignment will be marked as 0% if you do not follow your allocation. You can check your allocation on Moodle under the Resources and Assessment Tab.
 
Your task in the first assignment (A1) is to:
Think of yourself as a marketing consultant for the company that you have been allocated. For the first assignment, all you need to do is to help them to identify two (2) potential market segments in Australia and choose one (1) target marketout of these two segments that is best for the company to serve. Once the new target market has been chosen, you would need to provide a detailed customer profile of such market as well as develop a new differentiation and positioning strategy for the company to be successful in the new market.
 
Below shows the key summary of the task mentioned above:
1) identify two (2) new potential market segments for the company. Such segments should be in Australia.
2) choose one (1) out of these two as a new target market for the companyby providing a detailed consumer profile.
4) identify the best differentiation andpositioning strategy for the company that will be appealing to the new target market by choosing the right value proposition, differentiation strategy, creating positioning map as well as positioning statement that will summarise your STDP strategy.
 
You must provide:
1) Cover page
2) Table of Content
3) Reference list
 
Section and Marks Breakdown:
 

Section	Marks	Details (suggested breakdown of word limit and references are in brackets)	Checklist
WORKSHOP 2 WORKSHOP 3 (done in-class)	10	Workshop 2 and 3mirrors what’s required in this assignment hence it is imperative for you to do it in-class, guided by your lecturer. Workshop 2 will prepare you for some background analysis of the company that will be useful for you to justify your points in your A1. Workshop 3 will show you step-by-step process of how to do STDP in marketing. Your lecturer will mark this workshop in-class and online as you go, and the marks will be out of 10, which will be part of your A1 marks.	¨
1 (200 words)	10	Background Please provide a fully referenced background to this report that includes: ·         An industry overview (min. 1 reference) ·         Brief description of (min. 1 reference): o   the company o   the competitors o   brief overview of their current products o   analysis of their current target market	¨   ¨ ¨ ¨ ¨
2 (300 words)	25	Market Segmentation Please provide a fully referenced overview of the segmentation bases that could be used by the company in segmenting the market to identify a potential new market. Please note: ·         Only focus on the relevant segmentation bases and provide a justification of why they are relevant, and others are not ·         Provide at least two (2) segmentation variables for each bases that you have proposed ·         Provide two (2) appropriate new market segments for the company to be used as potential target market and do not forget to label them correctly. ·         Use a segmentation table to present these information ·         Make sure that your new segments are in consumer market, NOT business market ·         The segments MUST be in AUSTRALIA(geographic segmentation base), NOT overseas	¨     ¨     ¨     ¨     ¨ ¨     ¨
3 (200 words)	25	Market Targeting and Consumer Profile ·         From the two (2) new segments identified in Section 2, choose one (1) target market that would be best for the company and provide a fully referenced justification of why the company has to choose such target market. Please note: ·         Choose only ONE (1) new target market and justify why they should be the new target market for the company ·         Provide a detailed consumer profile for the target market that you have chosen using the segmentation variables that you have discussed in Section 2	¨           ¨   ¨
4 (200 words)	25	Differentiation and Positioning Considering the target market that you have selected, discuss how you would differentiate and position the company in the new target market’s minds (fully referenced). Please note: ·         Suggest a new value proposition that will be relevant to the new target market and justify this ·         Consider the five (5) differentiation bases and justify the most appropriate ones (can be more than one) to discuss ·         Provide a positioning statement ·         Illustrate where the company should be positioned against the competitors mentioned in Section 1 on a positioning map	¨     ¨   ¨     ¨ ¨
Reference List   (and General Communications)	5	Reference List and General Communications Use credible and relevant references (minimum of 5 different references (at least 2 being academic references i.e. textbooks and journal articles) ·         You MAY NOT use: o   Wikipedia o   Investopedia o   Businessdictionary.com o   Blogs o   Marketingteacher.com o   and the like ·         For websites, you may consider websites that ends with: o   .org o   .gov.au o   .net o   .com (only for company websites) ·         You can also cite news articles ·         Correct and consistent use of Deakin Harvard Referencing format (please check out this link http://www.deakin.edu.au/students/studying/study-support/referencing/harvard) ·         Professional business report (avoid 1st person expression i.e. I, we, us ·         Free of grammar and spelling mistakes ·         Have checked the online library resources on Moodle ·         Delete the template boxesà[Delete this box before submission] ·         Using the assignment template provided by the unit chair (below) ·         Using the company that has been allocated to you	¨     ¨             ¨         ¨ ¨         ¨   ¨ ¨ ¨     ¨   ¨

 
If you have NOT completed the checklist above, your assignment is NOT yet ready to submit.
 
The breakdown of words are suggestions only. You may vary the words per section. The maximum word count (1000 words +- 10%) is based on the totalwords of the submitted document and shown on Turnitin.
 
Please find below a sample template for the assignment:
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
[COMPANY]
 
Assessment 1
MMK101 Trimester 2 2018
 
 
Segmentation, targeting, Differentiation and Positioning Strategy
 
 
 
 
 
 
 
 
Student Name:
Student Number:

 
Table of Contents
1. Background. 7
2. Market Segmentation. 7
3. Target Market 7
Differentiation and Positioning Strategy. 8
Reference List. 9
 

 

1. Background

Please provide a fully referenced background to this report that includes:
·         An industry overview (min. 1 reference)
·         Brief description of (min. 1 reference):
o   the company
o   the competitors
o   brief overview of their current products
o   analysis of their current target market
 

2. Market Segmentation

Please provide a fully referenced overview of the segmentation bases that could be used by the company in segmenting the market to identify a potential new market. Please note:
·         Only focus on the relevant segmentation bases and provide a justification of why they are relevant, and others are not
·         Provide at least two (2) segmentation variables for each bases that you have proposed
·         Provide two (2) appropriate new market segments for the company to be used as potential target market and do not forget to label them correctly.
·         Use a segmentation table to present these information
·         Make sure that your new segments are in consumer market, NOT business market
The segments MUST be in Australia (geographic segmentation base), NOT overseas

3. Target Market

Market Targeting and Consumer Profile
From the two (2) new segments identified in Section 2, choose one (1) target market that would be best for the company and provide a fully referenced justification of why the company has to choose such target market. Please note:
·         Choose only ONE (1) new target market and justify why they should be the new target market for the company
Provide a detailed consumer profile for the target market that you have chosen using the segmentation variables that you have discussed in Section 2
 
 
 
 

Differentiation and Positioning Strategy

 
Differentiation and Positioning
Considering the target market that you have selected, discuss how you would differentiate and position the company in the new target market’s minds (fully referenced). Please note:
·         Suggest a new value proposition that will be relevant to the new target market and justify this
·         Consider the five (5) differentiation bases and justify the most appropriate ones (can be more than one) to discuss
·         Provide a positioning statement
Illustrate where the company should be positioned against the competitors mentioned in Section 1 on a positioning map
 
 
 STDP Framework Report MMK101 Assignment 代写
 
(Section continues on the next page)

Reference List.

 
 
·         Use credible and relevant references (minimum of 5 different references (at least 2 being academic references i.e. textbooks and journal articles)
o   You MAY NOT use:
§  Wikipedia
§  Investopedia
§  Businessdictionary.com
§  Blogs
§  Marketingteacher.com
§  and the like
o   For websites, you may consider websites that ends with:
§  .org
§  .gov.au
§  .net
§  .com (only for company websites)
o   You can also cite news articles
·         Correct and consistent use of Deakin Harvard Referencing format (please check out this link http://www.deakin.edu.au/students/studying/study-support/referencing/harvard)

·         Professional business report (avoid 1^st person expression i.e. I, we, us)


STDP Framework Report MMK101 Assignment 代写