Question 1 (5 marks)

Provide a Brief introduction and background of the selected organisation. Clearly specify specify the following: its product(s) and/or service(s) as well as the industry it exists in and the market(s) it serves.

Question 2 (10 marks)

How does the organisation use market segmentation? Support your opinion with practical examples.

Question 3 (10 marks)

Is market segmentation applied correctly? This is where your critical evaluation will be assessed. In this regard, dont just mention market segmentation and/or endorse it. Pull it apart to find all the gaps in how it is applied in practice. Analyse the practicality of segmentation bases (geographic, demographic, or firm demographics, etc.), the segmentation criteria used (identifiability, substantiality, accessibility, responsiveness, stability, and actionability) and segmentation techniques used to verify segments (data preparation and/or data analysis techniques). You are encouraged to comment/evaluate on any other aspect of the market segmentation approach that they regard as significant.(25 marks)

Question 4 (10 marks)

What are the value propositions that are offered to the different market segments? Comment on how sensible the value propositions are do they even matter to the market segments? The assumption here is that selected market segments are targeted and that value propositions for each will be critically discussed.

Question 5 (10 marks)

Comment on the positioning of the organisation within the different market segments. Justify whether you think the positioning is on being different (differentiation) or on being better (cost/price)?

Question 6 (15 marks)

Recommend what the organisation should do to manage their market segmentation, market targeting and market positioning to yield more productivity for the organisation.

Question 7 (15 marks)

Recommend innovations for at least two of the market segments that will add more value to the segment needs and to the organisations brand perception. Elaborate on the type of innovation (incremental, disruptive) and the change in position that it could establish.

Question 8 (20 marks)

Based on the findings of the preceding analysis and evaluation, recommend how the organisation should deliver on the value proposition in the marketplace by: 1. identifying the required value-added competencies 2. proposing how the organisation should configure these competencies in its capital base 3. proposing how the organisation should align and leverage these value-added competencies to achieve its innovation strategy or goals 4. identifying the relevant internal organisational arrangements and suggesting how they should be addressed to sustain innovation and value creation NB! Do a critical analysis on your own recommendations and explain why they will be an improvement on current practice.

Question 9 (5 marks)

Include in your report an Executive Summary. It does the following: 1. It briefly tells the reader what the report is about. 2. It briefly explains what was done to gather information/get to the findings e.g. analysed, researched, etc.) 3. It gives a short summary of key findings and the key conclusions flowing from the findings. 4. It ends with a summary of the key recommendations and how the recommendations will change the current situation. 5. The executive summary is no longer than one page remember its function is to provide executives with a snapshot of the longer report.