The Situation Successful brands operating in international markets have a clear understanding of who their customers are, and this is captured through understanding segmentation and target marketing. This individual assignment provides the opportunity to practice the Customer Segmentation Market Analysis framework as well as the Segmentation Attractiveness Assessment decision matrix to this end. Instructions Using frameworks discussed in the course, you are to conduct a market segmentation analysis for a brand of your choice (do not use any brands from case studies in the course). You are asked to: 1. Focus on one specific and named geographic location/country and develop three potential market segments for the brand within that location, applying critical analysis to your research. The three potential segments are three distinct groups (target markets) within that geographic area. 2. Describe the different segments using the customer segmentation framework. Please consult information from secondary sources written within the last two years. 3. Evaluate the segments relative attractiveness using a Segment Attractiveness Decision matrix and rank the segments. Keep in mind that you need to justify your evaluations of each of the segments on the criteria, so the reader understands your rationale. 4. Choose one segment as the primary target market for the venture and justify your decision. Word count between 1400-1500 words, not less and not more. This does not include Cover Page, Table of Contents, Reference(s) pages, and appendices. Any submission exceeding the word limit will be penalized at 5% for each 100 words exceeding maximum. Example penalty: 1501-1600 = 5%, 1601-1700 = 10%, etc. Please keep any appendices within a 2-page limit. They are intended to support the main report not replace it. Please format your assignment according to APA and submit your assignment to the Moodle dropbox. Evaluation In marking your reports, the following criteria will be included: ·Ability to apply/or modify relevant concepts from this course to support your analysis and recommendations. ·Understanding of key marketing vocabulary, knowledge and theoretical perspectives. ·Ability to gather marketing and customer insights using appropriate data collection tools, research methods and diagnostic models. ·Ability to make coherent and logical conclusions and inferences from analysis. ·Ability to identify and justify marketing actions among multiple alternatives, demonstrating alignment between key strategic issues that exist in the external and internal environments. ·Ability to develop marketing actions that demonstrate awareness of different cultures and global contexts. ·Ability to communicate professionally, e.g. coherent flow and persuasive presentation of ideas/arguments; use of grammar, punctuation, spelling and English writing skills, and appropriate APA formatting.
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