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Royal Business College

Determine Market Segmentation, Targeting and Positioning Decisions

Unit 2934

Version 4 | Level 6 | Credits 10
Year 2015
National Diploma in Business Level
Name: Lucy
ID: A1234

Table of Contents | Page | 1. Introduction | 3 | 1.1 Introduction to market segmentation | 3 | 1.2 Background of the Case Study | 3 | 1.3 The company Marketing Objectives | 4 | 1.4 The benefits that company receive by segmenting the market | 4 | 1.5 Brand Name of the soft drink | 4 | 2. Part one: Potential Market Segmentation Assessment | 4 | 2.1 Resource implications | 4 | 2.2 Understanding and meeting customer needs | 5 | 2.3 Identification of the competitor activities | 5 | 2.4 Evaluation of market performance | 6 | 2.5 Segment viability and attractiveness | 6 | 2.6 Any other implications directly relevant to the company | 6 | 3. Part two; Apply Market segmentation Processes | 7 | 3.1 Identify potential market segments | 7 | 3.1.1 Geographic | 7 | 3.1.2Demographic | 7 | 3.1.3Psychographic | 8 | 3.1.4 Behavioral Usage | 8 | 4.2 Evaluate the potential of each market segment | 9 | 3.3 Evaluate the potential of each market segment | 10 | 3.3.1 Product usage and potential | 10 | 3.3.2 Segment size and growth potential | 10 | 3.3.3 Segment attractiveness | 10 | 3.3.4 Organizational objectives and resources | 10 | 3.3.5 Competition | 11 | 4. Part three: Determine Target Market and Positioning Strategies | 11 | 4.1 Select at least two market segments to target | 11 | 5.3 Identify the marketing strategies you believe are

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