Market Segmentation and Product Strategy

Overview
Prepare a 3–5-page executive report that analyzes target market
segments, evaluates the effectiveness of a marketing strategy, and
recommends an alternative strategy.Note: You are encouraged to complete the assessments in this course in the order in which they are presented.
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Prepare a 3–5-page executive report that analyzes target market segments, evaluates the
effectiveness of a marketing strategy, and recommends an alternative strategy.
Note: You are encouraged to complete the assessments in this course in the order in which they
are presented.
Now that the competitive analysis has been completed, the company’s senior leadership has
asked you to analyze market segments and evaluate the strategy currently being used to market
the product globally.
Preparation
As you prepare to complete this assessment, what types of information will help you to segment
target markets? What type of demographic information will you need? How will you determine
the psychographics of your target customers? How can you use the information from the
competitive analysis you completed? What questions do you need answered in order to develop a
product-market profile?
Format this assessment as an executive report and include a title page and reference page. Follow
APA guidelines for citations and references.
Assessment Requirements
Within your Market Segmentation and Product Strategy report, include the following:
• Analyze the target market segments in relation to the product.
• Identify the market segments (at least 2) you believe would be effective to target
for the product.
• Explain how the product serves the wants and needs of each target segment.
• Evaluate the growth potential of the product within each target segment.
• Evaluate the effectiveness of the company’s current marketing strategy being used within
each target segment.
• Provide examples of how the strategy is and is not effective.
• Based on your analysis, recommend an alternative strategy that would better position the
product for each target segment.
• Explain the types of challenges the company is likely to face in trying to
reposition the product and change customers’ perceptions of the product.
• Explain the importance of branding/positioning in an effective marketing strategy.
• Support your recommendations with marketing theories, models, or principles.
Additional Requirements
•
•
•
•
Include a title page and reference page.
Length: 3–5 double-spaced pages, not including title page and reference page.
Resources: At least 4. Resources must be formatted according to current APA guidelines.
Font: Times New Roman, 12-point.
Market Segmentation and Product Strategy
Scoring Guide
Criteria
Proficient
Distinguished
Analyzes target market segments in
relation to a product.
Analyzes target
market segments
in relation to a
product;
demonstrates an
in-depth
understanding of
each market
segment and the
growth potential
of a product
within each
market segment.
Recommends strategies to better
position a product within target
segments.
Recommends
strategies to better
position a product
within target
segments and
explains the likely
outcome of
failing to
implement
strategies.
Write content clearly and logically
with correct use of grammar,
punctuation, and mechanics.
Writes content clearly and logically
with correct use of grammar,
punctuation, and mechanics.
Writes clearly and
logically with
correct use of
spelling,
grammar,
punctuation, and
mechanics; uses
relevant evidence
to support a
central idea.
Correctly format citations and
references using current APA style.
Correctly formats citations and
references using current APA style
with few errors.
Correctly formats
citations and
references using
Analyze target market segments in
relation to a product.
Recommend strategies to better
position a product within target
segments.
Criteria
Proficient
Distinguished
current APA style
with no errors.
Use marketing theories, models, and Uses marketing theories, models, and
principles to support marketing
principles to support marketing
strategy recommendations.
strategy recommendations.
Evaluate the effectiveness of a
marketing strategy used within
specific market segments.
Evaluates the effectiveness of a
marketing strategy used within
specific market segments.
Uses marketing
theories, models,
and principles to
provide clear and
compelling
support for
marketing
strategy
recommendations.
Evaluates the
effectiveness of a
marketing
strategy used
within specific
market segments
using examples to
support evaluatio

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