Purpose: The purpose of marketsegmentation for both consumer markets and business markets, is toidentify marketing opportunities. Without tailoringmarketing mixes to meet the needs of a specific segments, there isno strategy. The purpose of this assignment is to conduct asimple market segmentation. By successfully completing thiscourse learning objective, you will be addressing many of thislesson’s learning objectives.

Skills: The purpose ofthis assignment is to help you practice the following skills thatare essential to your success in this course:

- Describe the characteristics of markets and marketsegments

- Examine the importance of market segmentation

- Factor the criteria for successful marketsegmentation

- Describe the bases commonly used to segment consumermarkets

- List the steps involved in segmenting markets

- Identify strategies for selecting targetmarkets

Knowledge: Thisassignment will also help you to become familiar with the followingimportant content knowledge in this discipline:

1. Marketing Strategy
2. Positioning Strategy
3. Perceptual Maps

Task:

Choose a product for this market segmentationassignment: computer, phone, shoes, watches, car, university.Select three different makes/ brands. Collect advertisements/promotions that you have seen/ heard as you will need them for theassignment. Provide the links/ scanned copies/ pictures/ soundclipsof the advertisements that you used. You will be conducting asimple market segmentation and analysis on those threeproducts.

A segmentation study is time consuming and requiresinside managerial knowledge to which we may not have access. Forthis assignment, we can work backwards from the advertisements/promotions that you have identified. The logic is that thebrand’s strategy will be apparent in theiradvertisement.

Find three brands that are positioned differently in themarketplace (focused on different segments). For theanalysis, pick two or three most relevant segmentation, and thenidentify the most specific significant variables below. Youdo not need to use the segmentations/ variables that I use below ifthey are not relevant. An example is provided. You can usethe ads that you have observed, personal knowledge to fill out thechart.

Next you will use that information to create aperceptual map. Select two relevant positioning bases and placeyour brands on the map.

THEN ANSWER THE FOLLOWING QUESTIONS

Describe the process of the marketers of these brandsand how they could have used the three different segmentation basesto create market segmentation.

Discuss how the advertisements helped/ did not help thebrand/ make achieve their positioning.

What changes would you make to your brands to repositionthem to the opposite quadrant (diagonally opposite)?