Assessment item 3 Marketing Report Value: 30% Due date: 17-May-2017 Return date: 07-Jun-2017 Length: 2500 words Submission method options Alternative submission method Task For Assessment Three you are required to complete a target marketing exercise for the organisation that was the subject of your situation analysis in Assessment Two. Target marketing is the topic that you studied in Week 5, it is described and discussed in Chapter 6 of your text book, and it comprised the three sequential stages of market segmentation, market targeting and positioning. Before you undertake this assessment you should have completed the market segmentation, targeting and positioning topic and you should have studied Chapter 6 of your text book. Assessment Three has three parts; they being Part A, Part B and Part C. You are required to complete them as below. Part A Discuss the various ways an organisation can segment their audiences. Critique the relative advantages and disadvantages of each of the four segmentation approaches. Support your response with various theoretical approaches used when segmenting consumer markets. Part A should be approximately 1200 words and is worth 10 marks Part B Based on your response in part A, identify and describe a primary and secondary target market for your organisation. Justify your decision based on the selection criteria that you have used. Part B should be approximately 500 words and is worth 6 marks Part C Explain what positioning means and then analyse: a. how your organisation has been positioned b. why it has been positioned like this Part C should be approximately 800 words and is worth 8 marks Referencing and communication skills are important and worth 3 marks Rationale This assessment is designed so that students will: • be able to define and describe the complexity and diversity of markets and marketing's response to it; • be able to interpret and apply marketing concepts and models to the market place; • be able to have skills in researching and communicating ideas about industries, markets and marketing strategy; and • be able to analyse real-life business situations by comparing and contrasting the theoretical concepts in marketing theory Marking criteria Criteria: The various skills to be assessed Fail Pass Credit Distinction High Distinction Analysis and application of Segmentation theory based in research and applied to a clear context Marks 10. Unsatisfactory work, a lack of research, limited insight and/or application weak review of segmentation concepts Satisfactory work, mainly descriptive but lacking in a detailed research and analysis, and thus on;y a relatively basic segmentation process, limited application to context Good research from academic and industry sources, a well-reasoned discussion of market segmentation, a justified selection of a target market and application is clear and logical Very good research from academic and industry sources, a comprehensive theoretical discussion of market segments, a justified selection of target market and application is clear and insightful Outstanding research using academic and industry sources, a comprehensive and insightful theoretical discussion of market segments, well justified selection of target market and application is realistic and explicit Target Market Identification and justification od relevance target market to chosen segments Marks 7 No primary or secondary target market identified and no selection criteria examined A primary and secondary target market stated, some description of these markets and no justification A primary and secondary target market described, a justified selection criteria applied Very good research to describe the primary and secondary target markets, a comprehensive theoretical discussion linking the selection to the selection criteria Outstanding research to describe the primary and secondary target markets, a well justified and comprehensive theoretical discussion linking the selection to the criteria Positioning statement Marks 8 No market positioning statement provided Recommendation for market positioning statement is made, but not clearly linked to segmentation Recommendation for a market positioning statement that is clearly linked to segments Recommendation for a competitive market positioning statement that is logically linked to segments Recommendation of an explicit, realistic, sustainable and competitive market positioning Referencing and communication: Use of APA 6 style, and well presented report Marks 5 Numerous errors in presentation, and grammaer Major errors or absence of APA 6 referencing style and application Presentation in a report format, but with some incorrect formatting and grammer Many style and application errors in relation to correct APA referencing style Good presentation ina report format Less style or application errors in use of APA Very good presentation in a report format, mostly correct grammer Only minor errors in use of correct APA referencing style Excelent presentation in a report format, correct grammer used Error free referencing Presentation Assessment Three is to be presented as a report. Therefore an executive summary and a table of contents should precede the main body of your report. Use headings and subheadings where appropriate, and use illustrations if they will help to communicate your ideas. At the end of your report include a list of references and any appendices. The additional report format will not be included in the total word count. Requirements For this assessment you are required to use APA referencing to acknowledge the sources that you have used in preparing your assessment. Please refer to the CSU referencing guide http://student.csu.edu.au/study/referencing-at-csu. In addition a very useful tool for you to use that demonstrates how to correctly use in text referencing and the correct way to cite the reference in your reference list can be found at https://apps.csu.edu.au/reftool/apa-6