Introduction to Marketing
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ASSESSMENT NUMBER: 2
ASSIGNMENT TYPE: REPORT (SEGMENTATION, TARGET MARKETS AND POSITIONING)
WEIGHTING: 30%
WORD COUNT: 800 WORDS
ASSESSMENT DETAILS AND INSTRUCTIONS
You are the General Manager of a hotel which has recently opened a new coffee shop outlet. The
outlet is a coffee shop within the hotel lobby which is also accessible to external customers via an
entrance to the main street. The coffee shop is in a busy city location attracting business customers
throughout the week, then leisure travellers from the hotel over the weekend. The coffee shop
has internal semi-formal seating and external undercover seating on street level. There are a
number of quick service and dine in coffee shops in the close vicinity providing multiple
alternatives for customers.
The purpose of the report is to:
1. Identify and evaluate three market segments available to this coffee shop business.
2. Select one market segment (from the three discussed) to target your products, services
and marketing initiatives and explain why you have chosen this segment.
3. Design a marketing mix (considering the four P’s) that will create a competitive advantage
in the minds of your selected target market.
In your report, consider the following areas:
• Methods you have chosen to segment the markets (geographic, demographic etc)
• Justify the targeting strategy you will follow to access your chosen segment
(undifferentiated, differentiated etc)
• Rationale behind your chosen target segment (profitability, availability etc)
• What mix of products or services will you promote (consider the four P’s) to attract
the selected target market.
• How will your mix add value and satisfy the selected target market’s needs?
Your report should include:
• An introduction to the business
• A discussion covering market segmentation
• Conclusion of which marketing segment will be targeted and why
• Recommendations for the marketing mix
Further Instructions:
• You must reference using the UniSA Harvard Referencing style
• You must submit your assignment to Turnitin, via LCB Engage
• Extensions will not be granted except for medical reasons in accordance with Le Cordon
Bleu’s Assessment policy (see https://www.cordonbleu.edu/australia/academic-policies/en)
Introduction to Marketing
© Le Cordon Bleu 2 | P a g e
• Please format using:
o left alignment
o double space between paragraphs and;
o use at least 1.5 line spacing to increase the ease of online reading and marking
• Appendix – If required (Note: does NOT form part of the word count)
Use headings to define each element throughout the report. Create interest by using tables,
graphs or pictures to present your information.
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