Essay MKT503 Clients & Profiling Market / Client Characteristics, Including Segmentation – Management Assignment Help

Assignment Task

Company focus 

The company (corporate brand) and the product (product brand) selected for your assignments in this unit will be presented to you in the face to face and online classes. For background see: 

The selected company offers a particularly relevant and interesting case study, not least since its promotion involves significant B2C and B2B marketing activities that target consumers, as well as businesses.  

You won’t find the answer on the web and you will need to engage with the unit in order to do well in your assignment.

Assignment description

In the early weeks of this unit you will be introduced to the customer oriented market segmentation, targeting and positioning process, as well as relevant models of buyer behaviour and related concepts. 

Assignment 1 requires you to initially identify and evaluate the range of potential B2C and B2B customer segments that make up the selected company’s market.  

Having described these you then pick one specific niche B2C, as well as one specific niche B2B segment, for targeting and provide rationale for your selections, as well as insights into the buyer behavior dimensions that should be considered in subsequent marketing mix planning stages.

Please note that assignment 1 involves marketing segmentation and targeting stages only. Positioning forms the focus of assignment 2, in which you provide in depth analysis of the behaviour of the chosen target market segments and appropriate marketing mix recommendations.