MARKETING ASSIGNMENT MKTG1001

| March 30, 2017

Question
MARKETING ASSIGNMENT MKTG1001

This assignment requires students to develop a segmentation of “quick food” consumers for weekday lunches that are purchased outside of the home. Assume that they do not have children with them (because they will be at school).

In developing your segmentation system make sure that you place unique needs at the centre of each segment. Then think about how each of the other bases of segmentation discussed in the textbook may relate to different core needs. So you will end up with a number of segments that can be described by a combination of bases such as:

– demographics – motivations – lifestyle – tastes

– usage patterns – beliefs & attitudes – reference groups – habits

– decision making – needs – occasions – preferences

etc…….

So you will need to think about which bases are most relevant and be aware that there will be a mix of bases (not just one or two) that define your segments.

Take as a guide to suitable number of segments for this assignment as 6 plus or minus 2

Once you have defined and described your segments identify a quick food retailer that best caters for each segment. (USE SECONDARY SOURCES) Briefly describe the reasons why each retailer is likely to best appeal to each segment.

Note: the weight of emphasis in assessing your work will be on the consumer segmentation scheme that you develop. So keep the section on retailers who best cater to each segment short (maybe use a summary table).

Administrative Requirements:

The paper is to be submitted as a 1500 word, double spaced report (with added references and appendices if necessary).
Referencing is essential using Harvard Style.

**The completed assignment is due Wednesday 19th September by 5pm via Turnitin.

Please ensure that full name and SID number of for each and every student in your group appears on the front page of your group assignment.

**Absolutely NOextensions for the assignment will be allowed. A late penalty of 10% of total possible marks per day will be applied to all late assignments.

We will be marked on based on this rubric:

Background

Ex.

V.Good

Good

Fair

Poor

Evidence of secondary research effort and casual consumer observations.

Thoughtful analysis of the information gathered.

Segmentation (Primary task)

Ex.

V.Good

Good

Fair

Poor

Development of unique and compelling need clusters that form the heart of each segment

Use of a combination of other segmentation bases to characterise people most attracted to each need cluster

Underlying logic that intertwines the various segmentation bases that you employ.

Development of rich descriptive profiles that illuminate typical people in each segment.

Secondary task

Ex.

V.Good

Good

Fair

Poor

Identify a quick food retailer that best caters for each segment

Report Format

Ex.

V.Good

Good

Fair

Poor

The document is clearly laid out for easy reading.

Referencing is correct and appropriate.

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