REPORT (PART A) - segmentation, targeting, differentiation and positioning strategies Word limit: 1,500 words (+/-10%) Structure: Business Report Birch & Waite wants to continue to expand their operations in Australia. Your task is to segment the market, identify which segment Birch & Waite should target, and recommend how Birch & Waite should differentiate and position itself to best attract the target market you recommend. Please note the following: The words per section highlighted in the table below are suggestions only. You may vary the words you use per section. The overall word limit for Report (Part A) is 1,500 words. Your report should include the following sections: Section Details Background Background (150 words) Please provide a brief fully referenced background to this report. This shouldinclude: An overview of the industry, the organisation, and the needs of the market Explanation of the market offering provided Market Market Segmentation segmentation Provide three (3) appropriate consumer market segments for the company to (450 words) consider targeting (individuals, not companies or businesses) - you MUST use a segmentation table to present this information as per the layout given in Table 6.1 Bases for identifying and analysing consumer market segments on page 175, of thetextbook. (A template has also been provided on page 10 of this document.) Use all four (4) bases (geographic, demographic, psychographic, behavioural) Use two (2) variables within each base Provide fully referenced justification of the segmentation bases and variables you have included as an explanation of your segmentation table Target marketand Target Market and Consumer Profile consumerprofile From the three (3) consumer segments identified in the Market Segmentation (350 words) section RECOMMEND ONE (1) target market for Birch & Waite to focus on and provide a fully referenced justification of the recommended target market: Choose ONE (1) consumer target market and justify why that should be the target market Birch & Waite directs its marketing activities towards Provide a detailed consumer profile of the recommended target market based on the segmentation variables as detailed in the Market Segmentation section Differentiation and Differentiation and PositioningSection Details positioning Considering the target market that you have recommended and discuss how (450 words) you would differentiate and position Birch & Waite's market offerings in those potential consumers' minds (fully referenced): Consider the five (5) bases of differentiation (product, image, service, people, channel) and choose the most appropriate bases (more than one) to discuss You must provide a positioning statement (see p. 195 of prescribed text) Illustrate where Birch & Waite is positioned, relative to competitors, on a positioning map (sometimes referred to as a perceptual map) (see pp.190-191 of prescribed text) Conclusion Conclusion (100 words) Make sure your conclusion: Summarises the important elements of the entire report Offers clear implications for Birch & Waite and what it means for the organisation Professional Professional presentation presentation Follow the formatting requirements as provided in this assessmentdocument Appropriate use of resources Use of credible and relevant sources (minimum of five different sources, with at least two of these being peer reviewed sources Correct and consistent use of the Harvard style of referencing . No mistakes in grammar and spelling Use of concise, clear, professional language and writing style