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MKTG2004 Assessment
ASSESSMENT TASK 2: SEGMENTATION, TARGETING AND POSITIONING
Worth: 20%
Type: Individual submissions
Words: 1500 words excluding reference lists/bibliography
Submission: Wattle due date
Content Coverage: Weeks 1 to 8 inclusive of textbook chapters, tutorial experiences, seminar
information, Wattle book content through to Week 8, and your own independent research.
This document: A follow up to the broader guidelines on Wattle.
OVERVIEW
Welcome back to the Marketing Assessment Guides. You are about to undertake a specific task
exercise in two parts. The first task is to identify the audience of interest for your project. This
audience will then form the basis for Assessment Task 3. You could say that Assessment Task 2 is a
document of consequences since you’ll be acting on decisions from this document in Assessment
Task 3. We’re getting into the specific requirements time in the projects. There’s no index,
abstract, executive summary, or TOC. Just the coversheet and the five parts of the assignment.
CASE STUDY PRODUCTS
For Semester 2, 2023, the assignment will use one of the following commonly available food
products. Links are to the Woolworths online shopping are provided below. At this site you can see
the price, and relative availability of the product. Your task is to use the real-world marketing
activities of one of these three firms, regarding this specific product1, to determine one specific
market segment that this organisation is addressing, one it could address, and one it should avoid.
No purchase is required to enter this assessment task.
A B C
Coca-Cola Classic
Soft Drink Bottle 600ml
Red Bull Purple Edition
Sugar Free 250ml
Maggi 2 Minute Beef Flavour
Instant Noodles 5 Pack
1 Size, volume, unit, and flavour are specified. This is the product from the extended range of products that
these organisations offer that you will use for your projects.
MKTG2004 Assessment Task 02 S2 2023 v2
2023
2
SPECIFIC TASK REQUIREMENTS (THE FOUR SECTIONS TO BE GRADED)
For this task, you are commissioned to be precise, concise, and specific. Please adhere to the
following requirements, as this is part of the technical challenges you will face in working in the
marketing industry.
Based on your choice of ONE of the THREE case study products address the following questions
• Part 1: Background (250 words)
Write a brief background and description of the product and the company making the product
(~250 words). This section requires you to explain the value offer of that specific product – with
the use of reference to theories describing product, value, and value offers.
Please ensure that this value offer is compatible with the audience identified in Part 2.
• Part 2: Current Local Audience (500 words)
Identify a single, specific, and narrow current local Australia audience for that product. Be
precise. Be concise. Be specific. Use several market segmentation variables in combination to
describe this audience, as this audience will form the basis of your Assessment Task 3.
Justify your recommendations with a combination of marketing segmentation theory, and
visible evidence from the marketing practices of the company. The audience must be local to
company’s operation, and you must be able to demonstrate evidence that the audience is being
addressed via existing recent marketing activity of the organisation.