Strategic Marketing Assignment -

Answer two COMPULSORY questions:

Question 1 - The principle of segmentation is fundamental to Strategic Marketing and implies that organisations should approach unique groups of customers/consumers in different ways. Students must do the following:

a) Using relevant academic literature, critically evaluate segmentation as both a concept and a process. What implications does this have for an organisation's value propositions?

b) Based on this evaluation, select an organisation and use examples from the last three years. Critically evaluate to what extent using a segmentation approach has created value for both the customer and the organisation and make recommendations for improvements.

Question 2 - Reflecting upon your experience of playing the Marketplace simulation, critically evaluate which of the decisions that your group made related to the marketing mix had the greatest impact (positive and negative) on your final results, and what could you have done differently? You MUST use data from the game to support your arguments.

Word limit - 4000 words. Question 1- 3,000 words and Question 2- 1000 words.

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