Purpose of this assignment: To help the learner understand the concepts of macro and micro environmental factors along with segmenting, targeting and positioning and be able to apply these concepts in a practical scenario.

Scenario

Select an organization of your choice. Based on your understanding of segmenting, targeting and positioning, answer the following question proceed to answer questions 2.1, 2.2 and 2.3

2.1 There are many factors in the micro and macro environment that will affect the decisions of the managers of any organization. Justify with example about the influence of micro and macro environmental factors on marketing decisions of the chosen organization. (AC 2.1 : Show macro and micro environmental factors which influence marketing decisions)

2.2Identify the current market segmentation process followed in the chosen organization and propose a segmentation criteria to be used for products in different market. Choose suitable targeting strategy for a selected product/service and propose a new positioning for it. (AC 2.2 Propose segmentation criteria to be used for products in different markets, AC 2.3 Choose a targeting strategy for a selected product/service, AC 2.5 Propose new positioning for a selected product/service)

2.3Based on the suggested strategies, demonstrate how the customer buyer behavior affects marketing activities of the chosen organization in different buying situations. (AC 2.4 Demonstrate how buyer behavior affects marketing activities in different buying situations)