Marketing Strategy and Competitive Positioning
Assessment Task “….positioning and segmentation are distinct parts of the [marketing] strategy and provide us with some extremely powerful tools; but ultimately, they are linked by the central issue of focusing on satisfying customers’ needs in ways that are superior to competitors” (Hooley et al., 2012, p. 183).
Hooley et al. (2012) Marketing Strategy & Competitive Positioning. 5th ed. Harlow Pearson. By reference to academic literature, evaluate and critique the concept of Segmentation, Targeting & Positioning (STP).
With supporting evidence, use appropriate examples from different industries (plural) to exemplify how different organizations (plural) have applied STP, to demonstrate your learning and application of this topic.
Indicate how any company could apply the concepts around STP, making generic recommendations. You are required to produce an essay that demonstrates your understanding of this key aspect of strategic marketing. The essay should have:
- a sound theoretical and conceptual perspective containing evidence of critical debate with reference to appropriate academic literature
- sound examination of STP and its application in industry, with evidence, showing an effective practical foundation
- Generic management recommendations.
NOTE: You must NOT undertake primary research as part of this assessment. Asses. It is suggested that you submit a PDF version of your document to maintain the structure/style.
The work will be submitted in essay format and should be 3000 words, +/- 10% (excluding cover page, contents page, titles and references list [as applicable]). University policy regarding the presentation of references must be followed.
Word limits will be in line with the Assessment and Feedback policy, which states that where the submission exceeds the stipulated word limit by more than 10%, the submission will only be marked up to and including the additional 10%. Anything over this will not be included in the final grade for the assessment.