Hello Larima, hope you're doing very well,

Please take a look at the attached files of my two assignments and i would like to get your help with this one as well,

please, should be using Harvard style.

\fAssignment Brief Specific Guidance on the Content of your Assignment: Prepare a 2,000 word critical analysis of a given article from a peer-reviewed journal. You need to critically evaluate the article from a theoretical perspective and consider the practical implications for the Omani market. In order to provide more focus and direction, two key areas have been identified for you to discuss using examples from the Omani market. You need to use at least two other related journal articles(selected by yourself) to support you in the task.(Please, take note of the highlighted phrases) The rationale behind this assignment: This assignment is designed to assess your ability to identify and critically evaluate, in a comprehensive fashion the strengths and weaknesses of the given journal article. To do so, you are expected to evaluate and synthesise information especially from the given article plus other selected journal articles, demonstrate an awareness of the relevance of the journal articles to current marketing practices in the real world, use and apply relevant concepts in marketing, and communicate relevant information effectively, with accuracy. Please, note that, at the MBA level, you are expected to use other sources of information for your assignment. I specified the use of at least two journal articles to ensure that you use other journal articles in your evaluation of the given article. In terms of presentation, it will be useful to breakdown your discussion into sub-headings or paragraphs. Your sub-headings or paragraphs will not be based on each article, but will be according to the thread of your arguments. Given the aforementioned, your structure should look like this: Section 1: Introduction - this section should be brief and should indicate to the reader how you are going to approach the assignment (approximately 150words). Section 2: An overview or summary of the article on Segmentation- this section should briefly discuss the article, whilst highlighting the key marketing issues stemming from the article. For example, some of these issues could be traditional segmentation bases - the article discusses the role of segmentation in marketing and the traditional techniques used for segmentation ; Benefits of segmentation - the article discusses the dynamic nature of the business environment and the need to be more competitive. Segmentation plays a vital role in achieving competitive advantage ; Variables used for segmentation - the article discusses the future challenges and examines the current variables used for segmentation. It suggests the need to use these variables more effectively, through a greater understanding of the consumer segments .(Approx. 300 words) Section 3: An evaluation of the article on segmentation using other articles -this is the main body of your work and you will be expected , in this section, to demonstrate your knowledge in the subject matter, and your ability to identify and use relevant sources of information effectively. Your evaluation should include at least two other related journal articles, chosen by yourself. Your choice of the other articles to use in your evaluation should be dependent on how well these articles will help you put forward a balanced critique of the article, especially the author's concluding statements on Segmentation. (Approx. 850 words) Section 4: An applicationof your evaluation to the Omani market. In this section, you have to demonstrate your ability to relate your arguments in section 3 to the Omani market. My preference for the Omani market is based on the fact that your second assignment is on the Omani market. This way, you will be already familiar with some of the key issues, such as competition, consumer behaviour, and segmentation relating to this market. (Approx. 500) 1 Section 5: Conclusion and/or recommendation(s). Your conclusion and recommendations should stem from your main deductions from your evaluation. Usually, most of your recommendations would emanate from your viewpoints on the main contentions of the article. (Approx. 200words) Format for Submission: The word limit is 2,000 words (excluding your bibliography). Your work must be word-processed using either times new roman or ariel font A reference list (bibliography) must be attached at the end of your work A minimum of 2 refereed journal articles(selected by yourself) is required Not more than 50% of references may be from the internet. Assignment Brief Core Learning Outcome The completion of this assignment requires you to demonstrate the ability to: Analyse the strategic role of marketing using contemporary perspective(s), evaluated against relevant research literature Threshold Standards Using appropriate marketing literature, establish a critically determined role of marketing and the issues arising to support marketing activity in organisations Distinguish between the pragmatic marketing operations and theoretical concepts to establish a contemporary view of marketing activity in an organisation. In addition to the above, you are expected to Prepare and use IT to aid efficient searching, evaluation and selection of information, exploring alternative lines of enquiry where appropriate. Present information effectively, including evidence/examples to support your arguments and conclusions. Identify and critically assess in a comprehensive fashion the current strengths and weaknesses of the journal article. Evaluate and synthesise information from different sources, theories and principles, and communicate relevant information effectively, and with accuracy. Demonstrate an awareness of the relevance of the journal article to current marketing practices in the business world. 2 Format for submission The word limit is 2,000 (Maximum). This excludes Cover Page and Bibliography All work should be word processed using either Times New Roman or Ariel font, with line spacing of 1 and justified. A Reference list/bibliography must be attached at the end of your work. A minimum of 2 refereed journal articles is required. Not more than 50% of references may be from the internet. Assignment Detail Assignment : Evaluating a Journal Article In this first assignment, you have to prepare a 2,000 critical analysis of a given article from a peerreviewed journal. You need to critically evaluate the article from a theoretical perspective and consider the practical implications using examples based on the Omani market. In order to provide more focus and direction, two key areas have been identified for you to discuss using examples from the Omani market. You need to use two other related journal articles (selected by yourself), to support your discussion. Journal Article on 'The Basis of Segmentation......' In the concluding section of the Journal article, Sulekha Goyat observes that 'the selection of the basis of market segmentation is completely dependent upon the industry and product type itself' and 'demographic may prove as good basis for segmentation but everything is dependent upon the psyche of the consumers' (page 53). The Task: With reference to the Omani market, and using relevant examples, critically examine and discuss these two observations. Please, note the following: Equal attention must be given to both statements You must use at least two other journal articles for your discussion Your arguments must be balanced and supported by marketing literature on segmentation You must demonstrate and apply your marketing knowledge Your references must reflect a balance between academic and internet sources Details of marking criteria are as follows: Structure for your Assignment 3 While marking your assignment we will be looking for evidence for how well you have addressed the question/issues. The following part explains the structure and key points you should consider in preparing your assignment. 1. Introduction: A brief introduction and summary of the article. Interpreting the task - your summary should be clear and should ideally lead to the two key areas identified for discussion. 2. Addressing the Key Areas: The main body of your work where these two key issues are addressed. (This part may have a few sections / sub-sections). The key criteria here include: a. Research - evidence of systematic research approach, depth of research undertaken; application of some conceptual (theoretical / empirical) framework(s), etc. b. Analysis - well focussed, depth and clarity of argument, organising/summarising key and relevant issues stemming from the journal article, identifying two other journal articles and integrating the discussion. Your understanding will be demonstrated by your ability to provide relevant examples based on the Omani market. c. Scholarly practice - a proper referencing within the report (citations), employing appropriate International Business vocabulary, etc., the quality of the Reference section. (Harvard style of referencing). 3. Conclusion: A clear, concise, and relevant conclusion (and recommendations where appropriate) to the discussion. Your conclusion should contain a summary of the key points that have emerged from the discussion, a consideration of the implications and where further investigation may be appropriate. 4. Presentation: Neat layout, and headings / sub-headings where appropriate. Clarity of expression (appropriate language, grammar, spelling, etc.). Length of the discussion should be 2,000 (maximum) without including the cover page and reference/bibliography section. Word-count at the end of the essay. No attachments / appendices allowed. Please note that the above does not necessarily provide you with the headings / subheadings to be used in your work. While generic headings such as 'Introduction', 'Conclusion', and 'Recommendations' would be appropriate and could be used in your paper, other headings / subheadings would emerge from the issues you are discussing. Headings / subheadings give a logical, sequential, and meaningful structure for your work 4 European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.9, 2011 www.iiste.org The basis of market segmentation: a critical review of literature Sulekha Goyat Department of humanities &social sciences, National Institute of Technology, Kurukshetra (136109), Haryana Tele:8529397205. Email:sghangas12@gmail.com Abstract This article addresses the research question, what is the best method of consumer market segmentation. It deals with the issues that are already discussed by the researchers and also identifies the research gap for the further researches. It focuses on the definition, basis of market segmentation and issues related to market segmentation in detail. This research paper will provide information about the knowledge gap and will show a path for future research in the area of market segmentation, which is the heart of marketing now a day. Keywords: Market segmentation, basis of segmentation, marketing 1. Introduction Today where the world is being recognized as global village marketing has become vital ingredient for every business success. It is almost become difficult to every competitor to survive in market for a prolonged period because competition is cut to throat. Change or die is the core faith of marketing. That is why development of right marketing strategy over time is required. Right marketing Strategy is something that helps companies achieves marketing objectives. Marketing objectives help achieve corporate objectives and corporate objectives aim to achieve a competitive advantage over rival organizations. Effective marketing strategies or marketing campaigns often consist of a combination of several marketing tactics that work together in a synergistic way to establish your brand, reduce sales resistance, and create interest and desire for your product or service. Today marketing is every where, formally or informally, people and organization engage in vast number of activity that we call as marketing. But still there is one constraint before all companies that they can not connect to all customers in large, broad or diverse market Every company want to focus on customers within there capacity and with customers intimacy . For this market is to divide into groups of consumers or segments with distinct needs and wants. This strategy of dividing the market in homogenous group is known as segmentation. Even companies, who have mass marketing phenomena, are now adopting this new world's strategy i.e. segmentation. The purpose of segmentation is the concentration of marketing energy and force on subdividing to gain a competitive advantage within the segment. It's analogous to the military principle of concentration of force to overwhelm energy. Concentration of marketing energy is the essence of all marketing strategies and market segmentation is the conceptual tool to help in achieving this focus. The marketer must try to understand the target market's needs, wants, and demands. Need can be described as basic human requirements. People need food, air, water, clothing, and entertainment. These needs become wants when they are directed to specific objects that might satisfy the need. An American needs food but wants hamburger, French fries and a soft drink. Wants are shaped by one's society (Kotler, 2000). Cartwright (2002) is of the opinion that need is something that people cannot do without; a want is the method by which people would like the need to be satisfied. Demands are wants for specific products backed by an ability to pay (Kotler, 2000). Market segmentation was first put forward in the middle of 1950s by Wendell.R.Smith, an American professor of marketing. \"Market segmentation is to divide a market into smaller groups of buyers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes.\" (Charles W. Lamb 2003). Segmentation is the process of dividing the market into groups of customers or consumers with similar needs. The more closely the needs match up, the smaller the segment tends to be, 45 | P a g e www.iiste.org European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.9, 2011 www.iiste.org but the higher the premium customers are likely to be prepared to pay to have a product that more exactly meets their needs (Blythe, 2003). Segmentation allows marketers to identify distinct groups of customers whose behaviours significantly differ from others. This allows firms to adjust their marketing mix, to cater to particular needs of different market segments. Four segmentation bases have emerged as the most popular in segmentation studies (Kotler, Armstrong, Saunders, & Wong, 2002): geographic segmentation (i.e. markets segmented by geographic region, population density or climate); demographic segmentation (i.e. markets segmented by age, sex, size and family type, etc.); psychographic segmentation (i.e. markets segmented by life-style variables); and behavioural segmentation (i.e. markets segmented by purchase occasion, benefits sought, user status). The segmentation base chosen to subdivide a market will depend on many factors such as \"the type of product, the nature of demand, the method of distribution, the media available for market communication, and the motivation of the buyers\" (Chisnall 1985). Segment congruence analysis usually progresses in the following manner: 1. Traditional dimension-reducing techniques such as factor and cluster analysis are used to identify a number of segmentation bases (batteries of variables). 2. These segmentation bases can then serve as categorical variables and a multidimensional, contingency table is formed. 3. Various categorical data analysis tests are carried out on the multi-way table to assess the nature and extent of associations among its dimensions. 4. A segmentation base is identified as the distinguished base and a model is developed for predicting this base from other (possibly external) variables. The present paper highlights the definition and major basis of market segmentation. This research paper is broadly divided in to four parts. First part deals with the steps of market segmentation and its basis. Second part deals with the benefits of market segmentation. Third part includes the theoretical and empirical evidences in favor of market segmentation. Fourth and the last part discuss about the conclusion. 2. Steps in Market segmentation According to Charles W. Lamb and Carl McDaniel (2003,), the first step in segmenting markets is to \"select a market or product category for study\". It may be a market in which the firm has already occupied a new but related market or product category, or a totally new one. The second step is to \"choose a basis or bases for segmenting the market\". This step requires managerial insight, creativity and market knowledge. There are no scientific procedures for selecting segmentation variables. However, a successful segmentation plan must produce market segments which meet the four basic criteria: \"substantiality, identifiably, accessibility, and responsiveness\". The third step is \"selecting segmentation descriptors\". After choosing one or more bases, the marketer must select the segmentation descriptors. Descriptors identify the specific segmentation variables to use. The fourth one is to \"profile and analyze segments\". The analysis should include the segment's size, expected growth, purchase frequency, current brand usage, brand loyalty, and long-term sales and profit potential. This information can then be used to rank potential market segments by profit opportunity, risk, consistency with organizational task and objectives, and other factors which are important to the company. The fifth step is to \"select target markets\". This step is not a part of the segmentation process but a natural result of it. It is a major decision that affects and often directly determines the firm's marketing mix. The last one is \"designing, implementing and maintaining appropriate marketing mixes\". The marketing mix has been described as product, distribution, promotion and price strategies which are used to bring about mutually satisfying relationships with target markets. Roger Best (1990) proposes a framework for implementing a market segmentation strategy. He suggests a set of sequential steps to be taken in a needs-based segmentation process the primary benefit of needsbased segmentation is that segments are created around specific customer needs. The goal is to determine what observable demographics and behaviors differentiate one segment from another in order to make need-based market segmentation actionable. 46 | P a g e www.iiste.org European Journal of Business and Management ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 3, No.9, 2011 www.iiste.org Key Steps in a Needs-Based Market Segmentation Process. Steps in Segmentation Process Description Group customers into segments based on similar needs and benefits sought by customer in solving a particular consumption problem. For each needs-based segment, determine which demographics, lifestyles, and usage behaviors make the segment distinct and identifiable. 1 Needs-Based Segmentation 2 Segment Identification 3 Assess Segment Attractiveness Using predetermined segment attractiveness criteria, determine the overall attractiveness of each segment. 4 Evaluate Segment Profitability Determine segment profitability (net contribution). 5 Segment Positioning 6 Segment "Acid Test" 7 Marketing-Mix Strategy marketing For each segment, create a "value proposition" and product-price positioning strategy based on that segment's unique customer needs and characteristics. Test the attractiveness of each segment's positioning strategy. Expand segment positioning strategy to include all aspects of the marketing mix: product, price, promotion, place, and people. Source: Best, Roger J (2004),\" Market-Based Management\