### Overview of Assignment **Aims:** 1. Examine the theory of segmentation, targeting, and positioning in more depth. 2. Discuss how it is applied in practice. **Topic:** - Focus on tourism. - Choose a local company/brand within the tourism category (can be an international brand). - Concentrate on one region only. **Areas of Focus:** 1. **Describe the Product and Market Characteristics:** - Detail the product and characteristics of the market, including market size, trends, and characteristics where available. 2. **Segmentation Criteria:** - Explain the segmentation criteria used by the company. - Analyze the effectiveness of this approach. - Develop profiles of various segments, highlighting priority segments. 3. **Positioning:** - Describe how this product is positioned against competitors. 4. **Critical Analysis:** - Evaluate if the marketing strategies align with the segmentation profiles. - Make recommendations for improvements or changes. **Research and Evidence:** - Use reliable information from websites, company data, or academic sources. ### Rubric Summary **Depth of Theoretical Knowledge (8 marks):** - Fails: Limited discussion of STP topics. - Pass: STP topics raised but lack detail and justification. - Credit: Identifies and outlines some principal STP-related concepts. - Distinction: Presents accurate and detailed insights. - High Distinction: Comprehensive and insightful diagnosis. **Market Overview and Assessment (4 marks):** - Fails: Limited identification of market characteristics. - Pass: Characteristics of the market are unclear. - Credit: Provides an adequate description of the market. - Distinction: Clear understanding of market characteristics. - High Distinction: Thorough and detailed analysis. **Segmentation and Positioning Analysis (10 marks):** - Fails: Limited assessment. - Pass: Some understanding of segmentation and positioning. - Credit: Reasonable understanding and analysis. - Distinction: Good analysis and identification of priority segments. - High Distinction: Clear, thorough, and insightful analysis