STDP Framework Report
Companies:
- A) Dan Murphys
- B) Nike
- C) Deakin College
- D) Microsoft Office Software (only)
Topic Allocation: by your lecturer in class Week 1 and Week 2.
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 new market segments in Australia and
- choose one (1) target market out of these two segments that is best for the company to serve.
Once the new target market/product has been chosen, you 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.
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) |
Workbook 2
Workbook 3 (must submit in-class in week 2 & 3)
*Individual* |
10 | Workbook 2 and 3 mirror what’s required in this assignment hence it is imperative for you to do it in-class, guided by your lecturer.
· Workbook 2 will prepare you for some background analysis of the company that will be useful for you to justify your points in your A1. · Workbook 3 will show you step-by-step process of how to do STDP in marketing. You need to submit these workbooks online on Moodle. |
1
(100 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 their current products o their current target market Hint: Workbook 2, Part 4 |
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/product. Please note: · 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. · Provide a justification of why they are potential target market · Provide at least two (2) segmentation variables for each bases · 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 Hint: Workbook 3, Step 1 |
3
(150 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 More hint: Workbook 3, Step 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 Hint: Workbook 3, Step 3-4 |
5
(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 · 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 boxes à [Delete this box before submission] · Using the assignment template provided by the unit chair (below) · Using the company that has been allocated to you |
The breakdown of words are suggestions only. You may vary the words per section. The maximum word count (750 words +- 10%) is based on the total words of the submitted document and shown on Turnitin.
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