Develop a segmentation and positioning response based on the use of the marketing fit design process for two brands of eBikes. Detail: Refer to theoretical content in Ch. 7 (pp. 223-253), Ch.8 (pp. 257-289) and Case Study 8 “The Sleeping Giant” (pp.594-598)

Objective:    Develop a segmentation and positioning response based on the use of the marketing fit design process for two brands of eBikes.
Detail:          Refer to theoretical content in Ch. 7 (pp. 223-253), Ch.8 (pp. 257-289) and Case Study 8 “The Sleeping Giant” (pp.594-598)
Skills:           Desktop research, design process, informed discussion, and report writing
Focus:          Electric bikes are not, surprisingly, a recent innovation. In actuality, since the inception of the first velocipedes, the concept of powered bicycles has endured despite market inertia in Australia and elsewhere in the world. Develop a concise report which examines the relatively recent change in national  or Australian domestic shifts in consumer sentiment and undertake a market fit assessment for two brands (of comparable type/model) of eBikes.
Approach:      Assessment 3 provides an opportunity to gain first hand appreciation of the rationale, risks, and technical requirements involved in undertaking market segmentation and positioning procedures, as well as market selection and entry considerations. Ensure the report contrasts eBikes from two manufacturers one Australian and the other a well-known overseas counterpart (import).
Required: Include detail and insight gained from secondary sources (desktop research) to ensure sufficient contrast between the brand categories of eBikes chosen for contrast and comparison. Be highly selective in what needs to be included in the report (1500 words maximum excluding Executive Summary and References), as the emphasis is on effective market segmentation and product positioning techniques (not product description or a product brief about features). Refer to the in-class or online workshop on designing for market fit, and the supporting learning materials. Use the prescribed text and assigned readings, as well as your selection of reputable sources.

Due Date:                  8/02/2018 05:00 pm (Thursday, Week 12)
Due Description:      Queensland Standard Time
Return Date:              In keeping with the University’s Assessment policy for exam equivalent assessment submissions and feedback — returns coincide with Certification of Grades.
Return Description:  Refer to gradebook and Feedback Studio in Moodle for feedback and grades
Submission Instructions:
 Use file (.doc, .docx to .pdf) converter and submit the final draft of the written report.

Assessment Criteria

Item  Weighting Identified or Defined Standards (TBA)
Rationale, theoretical assessment of problem 8 marks The issue or problem particular to a rationale or relevant theoretical assessment of international marketing must address a combination of topics (no less than 3) or areas of conceptual treatment comprising

Market entry; Standardization versus adaptation; International expansion; Developing a local presence in foreign geographies; Ownership; Design, execution, and evaluation of market strategy; Market opportunity analysis; Emerging markets; Consumer and market development; Cross-national logistics; Channel management; International branding and pricing; Value-adding on a worldwide scale; Superior customer value; Globalisation or regionalisation; Growth; Planned and or open-market systems; Market segmentation; Market diversification; Leveraging scale advantages; Market exit

Technical assessment of positioning and market fit requirements 12 marks A pass (level) submission demonstrates the writer assesses no less than 3 areas from the following positioning and market fit requirements:

Target customer (based on unserved needs, preferences, values)
Consumption and purchasing patterns.
Universal segmentation
Differentiated versus undifferentiated
Economies of scale
Marketing mix
Value proposition (pain/gain)
User experience
Global consumer culture positioning (cosmopolitan, modern)
Local consumer culture positioning, local variations, local market conditions

Effective use of characteristic segmentation requirements 12 marks A pass (level) submission demonstrates the writer assesses no less than 1 or 2 areas from required market segmentation (measurable, sizeable, accessible, and actionable) characteristics:

Demographic variables
Socioeconomic variables
Lifestyle segmentation
Aggregate segmentation
Geographic segmentation
Two-stage international segmentation
Cross-national segments
Global segments
Regional segments

Mechanics and references 8 marks A pass (level) submission demonstrates:

Mechanics: (Skill) conventions

–Paragraph structure (no more than 3 errors)
–Spelling, (no more than 3 errors)
–Grammar, (no more than 3 errors)
–Problems with terminology and meaning (no more than 3 errors)

Usage: (Application) Word order, verb tense,

–Report flow/structure (no more than 3 errors),
–Paraphrasing and quotations kept to a minimum
–Tense (past present) (no more than 3 errors)
–Subject verb agreement (no more than 3 errors)
–10% tolerance with word count

Referencing: (Skill) APA citation standards for third-party content

–Text referenced mandatory (APA standard)
–Minimum of 8 other references included
–Capitalization and layout (no more than 5 errors)
–Turnitin similarity rate (below 15%)

 

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