Q In this section, your group will choose the specific target market that you will focus on for the chosen strategic business unit. Remember that your marketing strategy must directly cater to the needs and the attitudes of the specific group you choose. Be sure to choose carefully, identifying a group that you can justify easily. Step 1 Using a format similar to the individual assignment, identify your target market using as many bases of segmentation as possible. List your specific target market as follows: Base of Segmentation 1 <variable 1> <variable 2> Base of Segmentation 2 <variable 1> <variable 2> Base of Segmentation 3 <variable 1> <variable 2> Remember that specificity is very important. You may have as many relevant variables under each base of segmentation as you want, but you must have at least one. The more bases of segmentation and the more variables you use, the more specifically identifiable the target market becomes. Now provide one to two paragraphs that justify this specific target market. You can use such things as the mission statement and values of the organization, information that you’ve identified from your situational analysis, and, of course, additional research. You are required to provide and cite at least one quality source using APA 7 that shows evidence supporting the value of this segment as a target market. Step 2 Now, discuss how this product will be positioned relative to competitors in the minds of consumers. Remember to be as specific as possible, justifying this positioning using information you have developed before (including your competitive and environmental analyses) while still considering the identity of your target market. Rubric Segmentation, Targeting, and Positioning Analysis Segmentation, Targeting, and Positioning Analysis Criteria Ratings Pts This criterion is linked to a Learning OutcomeContent 15 pts Excellent Fully answers each segment of the analysis in concise but educated manner that reflects understanding of the topic and presents a cohesive analysis. 10 pts Good Answers each segment of the analysis but is lacking in depth or some cohesive manner or answers most of the segments required, but not all of them answered or all of them answered to the same level. Format of analysis is not fully followed as instructed. 5 pts Poor Analysis is lacking in content or cohesive thought. Format was not followed and it is difficult to understand. Sections may not be complete with answers. 0 pts No Marks Analysis is late or not submitted. 15 pts This criterion is linked to a Learning OutcomeGrammar and Structure 5 pts Excellent Proper grammar is used. APA citations are used where necessary, and the structure format is followed as instructed. 3 pts Poor/Needs Improvement Analysis is poorly written and full of grammatical mistakes. Obvious APA citations are missing. Format may not have been followed. 0 pts No Marks Analysis is late or not submitted. 5 pts Total Points: 20 PreviousNext

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