MKTG7501 Semester 2, 2024

Assessment 2 Guidelines – STP evaluation report

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Weight: 40%

Submission: Word document (.docx is preferable)

Word limit: 2,000 words maximum. Any content submitted beyond the limit is ineligible for marking.

Referencing: APA 7

Scenario: You will conduct an analysis of a brand in Assessment 2 to understand and

evaluate the segmenting, targeting, and positioning strategy of a firm. You should approach

the task as though you’ve been hired to provide marketing consultancy services to an external

company and are beginning with an evaluation of the current brand. You should use the

template and provide relevant evidence and theory, evaluating company’s current strategy.

The aim of this assessment is to increase learner knowledge of segmenting, targeting and

positioning and the importance of having this strategic direction when executing a marketing

mix. Evaluation is a crucial component of this task, using theory to support conclusions.

The case for this semester is: Thankyou hand wash – Botanical Sweet Orange & Almond

Pump 500ml

You are expected to complete desktop research by identifying, analysing and evaluating

evidence of the company’s marketing and exploring industry reports of influence. Further, the

application of evidence against theoretical foundations and frameworks are imperative for

completing this assessment.

Report requirements

Please ensure you consult the marking criteria for full details of expectations. The report

should follow the template provided (additional subheadings can be added), with the word

count excluding reference list (everything else including tables, figures, heading, captions, etc

are included in the word count). There are no appendices for this task, so all content must fit

into the word limit. You do not need to add a cover sheet.

APA 7 Referencing is required (use the Library style guide). The report should include a mix

of quality peer reviewed scholarly sources to discuss theory, industry reports to establish the

context, and websites which host firm details and competitor insights. There is no specific

number of sources required but reports which do not include evidence and theory will lack

rigour and will not perform well.

Where should I start?

This report requires in-depth analysis and evaluation which takes time. Please start this early

so you have time to thoroughly work through all areas. There are many places to start but

some ideas for you include…

 Ensure you’ve watched the lecture discussions on assessment

 Watch the library video on how to conduct research – accessed via Library Guide

 Conduct your own research to find evidence (check their website and search other)

 Look at industry reports and statistics, accessed via Library

 Look up scholarly articles. You can start in your textbook and can conduct further

keyword research in the library, and follow leads from the textbook.

 Activities in tutorials give you important information on how to apply theory to practice.

Active participation on these activities facilitates the replication of knowledge in your

assessment.

Other important guidelines

• This evaluation is in relation to the Australian market only.

• The full report must be submitted electronically through the Turnitin.

MKTG7501 Semester 2, 2024

Assessment 2 Guidelines – STP evaluation report

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• References should be included for ALL works used – don’t forget information relating to

the company, any theory, industry, trade, competitors and news materials.

• Under no circumstances should students contact the business involved. Penalties

will apply. We are not interested in the firm’s perspective, we are looking for your analysis

of evidence so there are no advantages to contacting the firm, rather it will be detrimental.

Format:

• Line spacing 1.5, font Arial, font size 11pt, standard margins (use the template)

• The word count includes ALL content (except reference list). Any tables/figure/captions

are all included. Therefore, it is your task to prioritise which information is critical and which

is not. Any content over the maximum word limit provided will not be assessed and

penalties will apply.

Assessment content

A template document has been provided for you to complete. Working with the template, the

following identifies the specific analysis expected within the template. Where you are asked

to ‘identify’ this involves presenting the evidence from market/reports, then considering and

analysing the evidence and theory to determining the most logically aligned conclusions. You

need to explain how you come to the conclusion, not just list it.

Template Explained

Remember, for all elements of this report – this is NOT a new proposal but your informed

view of their current approach. Following uses examples of Nike Alphafly relating to tutorial

discussions, but this is not the brand for this semester. Ensure your assessment focuses on

the stated case for this semester noted on page 1 of this guide (as highlighted in yellow).

Introduction

• Brief introduction to the report and company, with an examination of the market

(background).

o Consult Ibisworld and other industry resources to inform discussion.

o This requires you to identify the industry of the product (eg. Nike Alphafly is in the

footwear industry and also the fitness industry).

o Also identify any important industry trends (eg. For Nike Alphfly think about

potential growth in fitness industry, increased competition or perhaps low demand

– all relevant to understanding the market).

Segmentation

• Segmentation evaluation: Review all bases of segmentation (demographic,

psychographic, geographic behavioural) to detail the segmentation of the current market.

o Complete the table by evaluating the relevance of each individual variable.

• Influential variables: Identify which variables are the most meaningful for this offering,

with justification supported by theory.

o Discuss in depth which variables are more important to our offering and why (e.g.

Income might be important for expensive Nike Alphafly [explain why this would be

the case], but is geographic region important – why or why not, what evidence

supports this).

Targeting

• Target strategy: Identify which target market strategy the firm is executing (select one

only, either: mass, segmented, niche, local or individual), with justification aligned to

theory and evidence.

• Target characteristics: Identify the target characteristics which are most important for our

offering and explain why you perceive the characteristic to be the most attractive target.

MKTG7501 Semester 2, 2024

Assessment 2 Guidelines – STP evaluation report

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o E.g., if we identified income as an important variable for Nike Alphafly, now we

will note the demographic details of our target.

Base Target characteristics

Demographic • Income: High income earners, earning more than

$200,000 with high disposable income (add evidence as

to why this is the right group, consider how many people

in Australia earn this amount)

• Age: 35 – 50 years, active but aging individuals needing

improved running support (add evidence as to why this

is the right group)

• Persona: Develop a customer persona, explaining the key characteristics of influence.

Positioning

• Position used: Identify the current positioning being used (select one only, either:

product, service, channels, people or image), with justification aligned to theory.

• Perceptual map: Develop a perceptual map, identifying and discussing close competitors

using relevant attributes.

o Identify 2 influential variables, 1 for the X and 1 for the Y axis.

o Map the position of the brand, relative to important competitors.

o Discussion: Discuss the position of the brand, relative to competitors, identifying

the point of difference for our product (evaluate the findings from the perceptual

map)

Positioning statement and conclusion

• Develop a positioning statement that clearly illustrates the firms target and position

[using the formula: To (target segment and need), our (brand) is (concept) that (point

of difference)], drawing on prior discussions in your STP analysis to justify.

• Brief final note.

Reference list

• Follow the APA guide from the library (APA 7th)

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Criteria Exceptional Advanced Proficient Functional Unsatisfactory

Introduction

15 marks

Highly concise discussions, expertly

identifying all essential company and

industry information/evidence of

relevance.

Well detailed discussions, accurately

identifying most essential company and

industry information/evidence of relevance

but with potential for more precision.

Relevant discussions, mostly accurately

identifying company and industry

information/evidence of relevance but with

potential for more specific evidence and

precision.

A broadly relevant discussion, identifying

company and some industry

information/evidence but not comprehensive

and with less precise detail and/or minor

inaccuracies.

A vague discussion, limited ability to identify

company and industry information/evidence of

relevance with major inaccuracies and/or lacking

essential specific detail.

Segmentation

20 marks

A highly detailed segmentation

analysis of all bases, with consistent

use of specific evidence, to

persuasively identify and

convincingly justify which variables

are most influential.

A well detailed segmentation analysis of all

bases, with consistent use of evidence, to

accurately identify and convincingly justify

which variables are most influential, but

with potential for more precision and/or

justification.

A relevant segmentation analysis of all bases,

with some, but not comprehensive, use of

evidence, to accurately identify which

variables are most influential, but with less

precise justification.

A broadly relevant segmentation analysis of

all bases, with some, but limited, use of

evidence, to accurately identify which

variables are most influential, but with limited

and less precise justification.

An imprecise segmentation analysis of bases,

with limited use of evidence and/or major

inaccuracies. Lacking specific detail and

evidence in identifying which variables are most

influential.

Targeting

20 marks

Highly detailed targeting discussions,

expertly applying specific evidence

with theory to precisely identify the

target strategy and identify target

characteristics. Vivid and convincing

customer persona.

Well detailed targeting discussions,

accurately applying evidence with theory to

precisely identify the target strategy and

identify target characteristics. Detailed and

persuasive customer persona, but with

potential for more precision and/or

justification overall.

A relevant targeting discussion, accurately

applying evidence with theory to identify the

target strategy and characteristics. Clear

customer persona, but with limited or less

precise justification.

A broadly relevant targeting discussion,

mostly accurately applying evidence with

theory to identify the target strategy and

characteristics. Basic customer persona,

with less precise/convincing justification and

detail, with minor inaccuracies.

An imprecise targeting discussion, with limited

application of firm and/or industry evidence to

identify the target strategy and characteristics,

and/or with major inaccuracies in application.

Lacking specific detail and justification.

Positioning

20 marks

Highly detailed positioning

discussions, expertly applying

specific firm and industry evidence

with theory to expertly justify position

used and inform perceptual map and

related discussions.

Well detailed positioning discussions,

accurately applying specific firm and

industry evidence with theory to accurately

justify the position and inform perceptual

map and related discussions.

A relevant positioning discussion, accurately

applying firm and industry evidence with

theory to justify the position and inform

perceptual map and related discussions.

A broadly relevant positioning discussion,

mostly accurately describing firm and

industry evidence with limited theory or

convincing argument to justify the position

and inform perceptual map and related

discussions.

An imprecise positioning discussion, with limited

application of firm and/or industry evidence with

theory and/or with major inaccuracies in

application.

Conclusion

(including

positioning

statement and

conclusion)

10 marks

Exceptionally clear and expertly

developed positioning statement and

conclusion.

Clear positioning statement, and

conclusion.

Mostly sound but not always clear/consistent

positioning statement and conclusion.

Fair overall positioning statement and

conclusion, but with less clarity/consistency.

Lacking specific detail in positioning statement

and conclusion.

Communication

(including style,

spelling, grammar

and referencing).

15 marks

Communicates meaning with

absolute confidence, clarity and

fluency, with no errors in grammar,

spelling and referencing, and no

word limit issues.

Communicates meaning with clarity and

fluency, with minimal errors in grammar,

spelling and referencing, and no word limit

issues.

Communicates meaning with some clarity but

with several minor errors in grammar, spelling,

word limits and/or referencing.

Mostly communicates meaning, but with

some issues in grammar, spelling and

referencing and word limits which interrupt

communication and flow at times.

Major issues in communicating meaning, with

poor use of language, grammar, spelling, word

limits and/or referencing style.

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