Critically examine the marketing strategy of this organisation focus on its segmentation, targeting and positioning

CRITICAL REVIEW ON:

SEGMENTATION, TARGETING AND POSITIONING

INSTRUCTIONS:

1.    Choose a large organisation

2.    Critically examine the marketing strategy of this organisation focus on its segmentation, targeting and positioning

3.    You are required to be analytical and critical and not merely descriptive. So ‘critically examine’ is a key term.

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4.    The critical review should include:

·              STP:   Key target markets, why were they chosen ?

·              How does the organisation differentiates itself ?

·              What unique position does it have compared to competitors?

5.    The critical review must also include

• Marketing objectives related to the chosen strategy. This should be placed before the main discussion on Strategy.

• The relationship between the firms’ competitive advantage and the chosen strategy. You will need to clearly identify what you consider to be the organisations competitive advantage(s).

·         Application of relevant models and theories to support your discussion. You are advised to include key academics in the relevant fields (e.g (Porter, Perceptual Maps, Kotler , General theories, Hund, S.D and Arnett (2004), etc)

• Any limitations or criticisms of the strategy chosen (from a critical perspective)

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