Assessment task 2
Title:
Market segmentation report for [insert product name]. (This is an INDIVIDUAL TASK
ONLY)
Details of task:
Type of Assessment: Business report
This assignment will take the form of a Business report.
In Assignment One, you discussed how a consumer’s perceptions and personality traits could influence their product preferences and purchase intentions. In this assignment, you will develop a market segmentation report that profiles at least three (3) different groups of consumers for your chosen product. This assignment will require you to apply, where appropriate, detailed information about: (i) market segmentation; (ii) profiling of market segments; (iii) identification of a primary target audience; and (iv) the influence of aspirational reference groups on consumer decision making among your identified primary target audience. You will also be asked to make a series of recommendations about how the company could market your chosen product in the future.
In essence, you will need to draw upon the knowledge of consumer behaviour concepts, definitions, and theories .
There are seven parts to this assignment.
Part 1. Executive Summary (you will write this last). This is a summary of the report that is given to the executive. It contains the key points from your actual report. If a CEO tore this page out, there should be sufficient information to tell them the key findings (or points) from each section of your report. The executive summary should also contain a summary of key recommendations and justify why these are important to implement. Remember, it is a concise summary of your key findings NOT a plan of your report! In this context, it should be no more than one (1) page in length.
Part 2. Introduction: In this section, you are required to state the purpose/objective of writing this business report. Next, you are required to provide a brief background information section that contains: (i) a description of your chosen product; (ii)…