Assessment Two MKTM028: STP

Purpose of the Assessment This assessment has been designed to allow students the opportunity to explore the underlying importance and application of marketing strategy and implementation concepts to produce recommendations for selected organisations. Assessment Task “…positioning and segmentation are distinct parts of the strategy process and provide us with some extremely powerful tools; but ultimately they are linked by the central issue of focusing on satisfying customer’s needs in ways that are superior to competitors” (Hooley et al, 2017 p159)*. *Hooley et al (2017) Marketing Strategy & Competitive Positioning. 6 th ed. Harlow Pearson. By reference to academic literature evaluate, and critique, the concepts of Segmentation, Targeting & Positioning (STP) including a consideration of implementation issues. With supporting evidence, use appropriate examples from different industries (plural) to exemplify how different organisations (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 for best practice. You are required to produce a report that should have: • a sound theoretical and conceptual perspective, containing evidence of critical debate with reference to appropriate academic literature (at least 10 academic journal articles) • sound examination of STP and its application in industry, with evidence, showing effective practical understanding • generic management recommendations.

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