MKT110 | Marketing Fundamentals | Marketing

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Part A Perceptual mapping and competitor analysis

1. Review the details of your organisation’s campaign, consider the language, tone and style of a key message (words and images) and plot on a perceptual map where the corporation is currently positioning itself on important attributes. That is, what is important to consumers and why they would buy/donate to this organisations. For example, the important attributes may be quality and price or timely response and corporate responsibility etc; and
2. Then identify two main competitors for your organisation and repeat the process of data collection and analysis and place them on the same perceptual map for comparison and discussion (i.e do the competition really offer the same thing?).

Part B Segmentation

1. Define and describe the theoretical concept and purpose of segmentation. Identify and define the key segmentation variables (i.e. demographics, psychographic etc);
2. Evaluate which of the segmentation variables will be most useful for your organisation; and
3. Using the different segmentation variables describe a likely primary and secondary segment for your organisation.

Part C Targeting strategies

1. Define and describe the theoretical concept of targeting strategies; and
2. Outline the most appropriate strategy for your organisation given its positioning, the competition and its likely segments.

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