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The Group Report

Week 3 Briefing

Foundations of Marketing 2009/10


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Practicalities
‡ Groups of 4-6 within same tutorial group
‡ 3,000 word report
‡ Due Friday 16th April by 3pm (SoM)
‡ Complete group project registration form

Foundations of Marketing 2009/10


Working in a Group
‡ Is an important life skill
‡ Play to each group member¶s strengths
‡ Notify any group problems to tutor asap
‡ Last date to notify tutor of any group work
problems by Friday 26th March
‡ Use the work plan sheets in course
manual to document tasks/allocated duties
‡ Nominate a group leader to co-ordinate
Foundations of Marketing 2009/10
The Task
Working in your groups and applying your knowledge to a ? 
 (e.g. the car market, the shampoo market) you are required to
provide answers (in report format) to the following three questions:

‡ Analyse the given market and identify and describe the different
ways that the market is/can be segmented; (30 marks)

You are a company looking to enter this market with a new product

‡ Choose which segment you plan to target, justifying your choice; (10
marks)
‡ Decide and describe how you will position your product versus the
competition within your chosen segment. (50 marks)

‡ Present your findings in report format. (10 marks)

Foundations of Marketing 2009/10


Guidance
‡ CHOOSING A MARKET

‡ You are required to pick a single market.

‡ You are advised to choose a market that interests you.

‡ It is also important that the market you choose is going


to allow you to answer the set question.

‡ It is recommended that within your groups you pool your


ideas about your potential market choice.

‡ Make sure that there is adequate information available


upon which to base your discussion.
Foundations of Marketing 2009/10
Guidance
‡ ANALYSING THE MARKET AND IDENTIFYING
SEGMENTS

‡ You will be expected to identify and describe the key


segments in your chosen market.
‡ To do this you may start by identifying the key brands
within your market and consider who they are targeted at
(e.g. Head and Shoulders in the shampoo market,
targeted at people with dandruff).
‡ It may help by doing some field work (i.e. looking at the
products in situ), and by looking at advertising and other
communication.
‡ You will also need to apply this to the segmentation
bases discussed in lectures/tutorials/texts.
Foundations of Marketing 2009/10
Guidance
‡ CHOOSE WHICH SEGMENT YOU PLAN TO TARGET,
JUSTIFYING YOUR CHOICE
‡ Choose one segment to target, and describe it fully.
‡ Justify your choice of segment making reference to classical
segmentation characteristics.

‡ DECIDE AND DESCRIBE HOW YOU WILL POSITION YOUR


PRODUCT VERSUS THE COMPETITION WITHIN YOUR
CHOSEN SEGMENT.
‡ In order to do this, you should develop your discussion around
marketing mix decisions.
‡ You may also wish to produce perceptual and positioning maps, and
consider potential sources of differential advantage.
‡ You should decide whether you will take a very analytical or creative
focus (or both!).

Foundations of Marketing 2009/10