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Assessment 2: Foodbank Individual Report

Assessment 2: Foodbank Individual Report

Foodbank wants to attract volunteers for their warehouse to assist with picking and packing food orders. Your task is to segment the market, identify which segment Foodbank should target, and recommend how Foodbank should differentiate and position itself to best attract the target market you recommend.

Assessment 2: Segmentation, Targeting, Differentiation and Positioning (STDP) Strategy

Word Limit: 1,500 words (+/- 10%)

Please note the following:

  • This is a business report and must be formatted according to the Submission Guidelines (see pages 11-13 of these Assessment Guidelines).
  • If any company other than Foodbank is used for this Assessment, it WILL NOT BE MARKED and will therefore attract a zero (0) grade.

Section Marks Details
Background (150 words) 10 Background:

Please provide a brief fully referenced background to this report. This should include:

  • An overview of the industry, the organisation, and the needs of the market
  • Explanation of the market offering provided
Market segmentation (450 words) 30 Market Segmentation

Provide three (3) appropriate consumer market segments for the company to consider targeting – you MUST use a segmentation table (see p. 171 of prescribed text) to present this information.

  • Use all four (4) bases (geographic, demographic, psychographic, behavioural)
  • Use two (2) variables within each base
  • Provide fully referenced justification of the segmentation bases and variables you have included as an explanation of your segmentation table
Target market and consumer profile

(350 words)

 20 Target Market and Consumer Profile

From the three (3) consumer segments identified in the Market Segmentation section RECOMMEND ONE (1) target market for Foodbank to focus on and provide a fully referenced justification of the recommended target market:

  • Choose ONE (1) consumer target market and justify why that should be the target market Foodbank directs its marketing activities towards
  • Provide a detailed consumer profile of the recommended target market based on the segmentation variables as detailed in the Market Segmentation section
Differentiation and positioning (450 words) 30 Differentiation and Positioning

Considering the target market that you have recommended and discuss how you would differentiate and position Foodbank’s market offerings in those potential consumers’ minds (fully referenced):

  • Consider the five (5) bases of differentiation (product, image, service, people, channel) and choose the most appropriate bases (more than one) to discuss
  • You must provide a positioning statement
  • Illustrate where Foodbank is positioned, relative to competitors, on a positioning map (sometimes referred to as a perceptual map)
Conclusion (100 words) 5 Conclusion

Make sure your conclusion:

  • Summarises the important elements of the entire report
  • Offers clear implications for Foodbank and what it means for the organisation
Professional presentation 5 Professional presentation

  • Following the requirements listed on pages 11-13 of these guidelines
  • Appropriate use of resources
  • Use of credible and relevant sources (minimum of five different sources, with at least two of these being peer reviewed sources)
  • Correct and consistent use of the Harvard style of referencing

No mistakes in grammar and spelling – give us a piece of work you can be proud of with concise, clear, professional language and writing style

 

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