MKTG7501 Semester 2, 2025 Assessment 2 Guidelines – STP analysis report

发布时间：2025-09-23

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MKTG7501 Semester 2, 2025

Assessment 2 Guidelines – STP analysis report

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:Steele Blue Argyle boot

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 sites)

□ Look at industry reports and statistics, accessed via Library

□ Look up scholarly articles to understand theory. 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 in 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.

• 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

• 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.

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

• Differentiation: Identify how the product differs from close competitors (select one only, either: product, service, channels, people or image), with justification aligned to theory.

• Perceptual map: Create and insert a perceptual map (simple to do in powerpoint the copy), identifying close competitors using relevant attributes.

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

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

• Positioning evaluation:

o Complete the table by evaluating the position against each criteria. E.g.

Criteria

Evaluation explanation

Important

• The superior performance and vibrant image of the Nike Alphafly (as identified in perceptual map), is highly valued by the target customer, with

RunningShoes Magazine (running.com, 2024) listing this as the most important feature for any long distance running shoe.

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.

• Final evaluation of the effectiveness of the STP for this offering.

o Consider all that you have evaluated within the report and draw some final conclusions about if this is a desirable position for the product.