Clients and Markets
Below are some guidelines developed to assist in the completion of the MCR005 Assignment Two. PLEASE
NOTE This information is not to be used as part of your assignment. This is YOUR ASSIGNMENT so do not take
any of these words AND USE AS YOUR OWN TEXT.
Guide to Complete the Report
Please ensure that:
- The report is written in the 3rd person.
- Appropriate In – text references are used and therefore you must be research this question. Academic
peer reviewed sources must be used.
- Any information you use must be in your own words (paraphrased) and referenced correctly
You should introduce the concepts of the STP process and the marketing mix. For Marketers today it is
important that they define the role of the customer. Segmentation analysis is the etc. Describe the role of STP
within an organisation and how this process relates to the marketing mix etc – around 2 paragraphs.
Remember to use in-text referencing throughout the paragraph. This introduction should be an overview of
the core concepts.
Second part of the introduction should be to outline the organisation and the product/service. For example ….
this report will discuss Nike and a particular product line – Nike Air. Nike is as global sports apparel
organisation with market capital of $$$ (Nike, Annual Report 2014). Again remember when are stating $, %
dates or using any information based on the company you must reference your sources and again use in – text
(The body of the report)
Here you again support the concept of the STP process. For example you can break up your analysis up and
write to each part of the process. Remember to introduce the overall concept.
For example: The STP process is ????????? Each part of this process can be discussed separately as noted
This area focuses on understanding why people will purchase a certain product or service. How can an
organization make their product irresistible to their customer? In order to be able to identify the appropriate
target market, the market can be divided into more specific groups. These groups will consist of similarities
such as comparable product needs or identifiable characteristics.
This section relates to the way an organization actively selects a suitable market segment (or segments),
ensuring that their marketing offers and activities are directed specifically towards this particular group of
Sometimes known as product positioning, this area reflects the way the target market perceives the key
benefits and features of a particular product. This relates to the offerings of competitive products, which
effectively creates a position for a product in its market segment.
- Segmentation Variables
Then you should write to the importance of how to segment based on the following variables. You should
discuss how organisations use these variables to segment their market.
Market segments are formed on the basis of differentials in consumer wants and desires; that is, segments
derive from consumer satisfaction (Mullin , Hardy , & Sutton , 2007).
The variables for segmenting consumer markets are divided by 4 broad categories:
- Behavioural variables.
Introduce what each variable and again use referenced information and sources. Eg Demographic
segmentation divides the market into groups based on variables such as age, gender, income (Elliot, 2014).
Keep building on these concepts for each variable. Discuss why it is important for your organisation to use
these approaches. You need to write just a line or two on each of these variables above. Ensure that you
reference using in – text sources. So start every paragraph off with theory.
The based on these variables profile your potential target market. Refer to the Profile below – this example is
based on a swimming club service.
- Learn to swim lessons for boys
and girls available.
- Parent and toddler classes
available from 18 months old
- Group lessons from 3 years
- Progression through levels up
until squad level, depending on
- Aﬀordable lessons for
- Any age category
- The business is made up of
- Some families have been
involved for over 10 years
- Always welcoming new clients
to the program
- Oﬀering water safety skills as
well as a fun, recreational
- Physical and mental beneﬁts
from being involved in
- Small classes allowing the
most beneﬁt for children
- Private lessons are an
- Experienced teachers, oﬀering a
safe and fun experience for
- Supporting an achieve, healthy
lifestyle for children
- Located on Sydney’s lower
- Targeting families in the North
- Car park available at all
- Public transport
options also available for
After completing the segmentation process, targeting becomes the next step.
There are three types of target market selection processes and these include
undifferentiated target strategy, concentrated target strategy and differentiated
strategy. You need to identify which approach your organisation uses based on
your customer profiling and give an explanation as to why. Again use theory and
in<text referencing to support your assumptions.
Positioning is how the product/service is perceived by the target market. This
step involves the appropriate positioning of a brand in the chosen target market,
taking into consideration how the brand will compete at its best possible
potential (Kotler, 2012). Again you need to discuss the general theory of
positioning and then apply this to your organisation and how they position their
product/service. Again use referenced sources to support your work.
- STP Process & Impact on Marketing Mix
In this section you do not need to write up a marketing mix strategy but discuss the
implications, the impact and the importance of the STP process on the marketing mix.
Therefore think about the customer – so from understanding the customer and how to
profile them will ultimately influence how a product is produced, priced, distributed and
communicated. Again use referenced sources.