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Apply market segmentation and target marketing strategies considering the different stages of product life cycle for the purpose of ensuring updated product offerings to the right customers and to counter the competition

College of Business Administration

MKT 511: Marketing Management

Group Report

An important aspect of the course is the group project. This project will be done in a group of 2 to 5. The group project will be in the form of a case analysis of 3,000 - 5000 words.  While the format may normally be a report, it is important that you read the instructions given below carefully. In Marketing there are no "model answers" to situations and thus there is not a single correct way of dealing with the topic that you choose.  The distinction between a good answer and one that is not so good is in the analysis and clear response to the topic/s.  In your report, provide justification for the solutions that you suggest.

TASK: Write a case study on segmentation, targeting and positioning for a CAFÉ/ RESTAURANT of your choice.

Your report should include:

1. A brief introduction to the Café/ Restaurant and its products
2. A theoretical literature review on the following concepts – segmentation, targeting and positioning
3. A detailed description of variables used by the Café/ Restaurant of your choice to segment the market – please support your answer with examples.
4. An insight into customers targeted by your chosen Café/ Restaurant. An evaluation of the attractiveness of the target segment using Porters five force model.
5. POP and POD’s for your chosen Café/ Restaurant.
6.  Draw a perceptual map that will help you analyse the market position of your chosen Café/ Restaurant.

Please ensure you provide both in-text citations as well as a bibliography at the end.  Maximum Limit: 3000-5000 words

The course Learning Outcome (CLO) this report helps to test is as follows:

• Apply market segmentation and target marketing strategies considering the different stages of product life cycle for the purpose of ensuring updated product offerings to the right customers and to counter the competition

It covers concepts from Chapter 8 and 10.