MKT511 Marketing Management
Individual Assignment (2)
TASK: Write a case study on segmentation, targeting and positioning for a service outlet of your choice (Bank, Hospital, Hospitality, etc.) in UAE.
Your report should include:
- A brief introduction to the company and its products
- A theoretical literature review on the following concepts – segmentation, targeting and positioning
- A detailed description of variables used by the service outlet of your choice to segment the market – please support your answer with examples.
- An evaluation of the attractiveness of the target segment using Porters five-force model.
- POP and POD’s for your chosen service.
- Draw a perceptual map that will help you analyse the market position of your chosen service outlet.
- Conclusion and recommendation