MKTG7501 Semester 2, 2024
Assessment 2 Guidelines – STP evaluation report
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Weight: 40%
Submission: Word document (.docx is preferable)
Word limit: 2,000 words maximum. Any content submitted beyond the limit is ineligible for marking.
Referencing: APA 7
Scenario: You will conduct an analysis of a brand in Assessment 2 to understand and
evaluate the segmenting, targeting, and positioning strategy of a firm. You should approach
the task as though you’ve been hired to provide marketing consultancy services to an external
company and are beginning with an evaluation of the current brand. You should use the
template and provide relevant evidence and theory, evaluating company’s current strategy.
The aim of this assessment is to increase learner knowledge of segmenting, targeting and
positioning and the importance of having this strategic direction when executing a marketing
mix. Evaluation is a crucial component of this task, using theory to support conclusions.
The case for this semester is: Thankyou hand wash – Botanical Sweet Orange & Almond
Pump 500ml
You are expected to complete desktop research by identifying, analysing and evaluating
evidence of the company’s marketing and exploring industry reports of influence. Further, the
application of evidence against theoretical foundations and frameworks are imperative for
completing this assessment.
Report requirements
Please ensure you consult the marking criteria for full details of expectations. The report
should follow the template provided (additional subheadings can be added), with the word
count excluding reference list (everything else including tables, figures, heading, captions, etc
are included in the word count). There are no appendices for this task, so all content must fit
into the word limit. You do not need to add a cover sheet.

APA 7 Referencing is required (use the Library style guide). The report should include a mix
of quality peer reviewed scholarly sources to discuss theory, industry reports to establish the
context, and websites which host firm details and competitor insights. There is no specific
number of sources required but reports which do not include evidence and theory will lack
rigour and will not perform well.

Where should I start?
This report requires in-depth analysis and evaluation which takes time. Please start this early
so you have time to thoroughly work through all areas. There are many places to start but
some ideas for you include…
 Ensure you’ve watched the lecture discussions on assessment
 Watch the library video on how to conduct research – accessed via Library Guide
 Conduct your own research to find evidence (check their website and search other)
 Look at industry reports and statistics, accessed via Library
 Look up scholarly articles. You can start in your textbook and can conduct further
keyword research in the library, and follow leads from the textbook.
 Activities in tutorials give you important information on how to apply theory to practice.
Active participation on these activities facilitates the replication of knowledge in your
assessment.

Other important guidelines
• This evaluation is in relation to the Australian market only.
• The full report must be submitted electronically through the Turnitin.
MKTG7501 Semester 2, 2024
Assessment 2 Guidelines – STP evaluation report
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• References should be included for ALL works used – don’t forget information relating to
the company, any theory, industry, trade, competitors and news materials.
• Under no circumstances should students contact the business involved. Penalties
will apply. We are not interested in the firm’s perspective, we are looking for your analysis
of evidence so there are no advantages to contacting the firm, rather it will be detrimental.
Format:
• Line spacing 1.5, font Arial, font size 11pt, standard margins (use the template)
• The word count includes ALL content (except reference list). Any tables/figure/captions
are all included. Therefore, it is your task to prioritise which information is critical and which
is not. Any content over the maximum word limit provided will not be assessed and
penalties will apply.

Assessment content
A template document has been provided for you to complete. Working with the template, the
following identifies the specific analysis expected within the template. Where you are asked
to ‘identify’ this involves presenting the evidence from market/reports, then considering and
analysing the evidence and theory to determining the most logically aligned conclusions. You
need to explain how you come to the conclusion, not just list it.

Template Explained
Remember, for all elements of this report – this is NOT a new proposal but your informed
view of their current approach. Following uses examples of Nike Alphafly relating to tutorial
discussions, but this is not the brand for this semester. Ensure your assessment focuses on
the stated case for this semester noted on page 1 of this guide (as highlighted in yellow).

Introduction
• Brief introduction to the report and company, with an examination of the market
(background).
o Consult Ibisworld and other industry resources to inform discussion.
o This requires you to identify the industry of the product (eg. Nike Alphafly is in the
footwear industry and also the fitness industry).
o Also identify any important industry trends (eg. For Nike Alphfly think about
potential growth in fitness industry, increased competition or perhaps low demand
– all relevant to understanding the market).
Segmentation
• Segmentation evaluation: Review all bases of segmentation (demographic,
psychographic, geographic behavioural) to detail the segmentation of the current market.
o Complete the table by evaluating the relevance of each individual variable.
• Influential variables: Identify which variables are the most meaningful for this offering,
with justification supported by theory.
o Discuss in depth which variables are more important to our offering and why (e.g.
Income might be important for expensive Nike Alphafly [explain why this would be
the case], but is geographic region important – why or why not, what evidence
supports this).
Targeting
• Target strategy: Identify which target market strategy the firm is executing (select one
only, either: mass, segmented, niche, local or individual), with justification aligned to
theory and evidence.
• Target characteristics: Identify the target characteristics which are most important for our
offering and explain why you perceive the characteristic to be the most attractive target.
MKTG7501 Semester 2, 2024
Assessment 2 Guidelines – STP evaluation report

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o E.g., if we identified income as an important variable for Nike Alphafly, now we
will note the demographic details of our target.
Base Target characteristics
Demographic • Income: High income earners, earning more than
$200,000 with high disposable income (add evidence as
to why this is the right group, consider how many people
in Australia earn this amount)
• Age: 35 – 50 years, active but aging individuals needing
improved running support (add evidence as to why this
is the right group)
• Persona: Develop a customer persona, explaining the key characteristics of influence.
Positioning
• Position used: Identify the current positioning being used (select one only, either:
product, service, channels, people or image), with justification aligned to theory.
• Perceptual map: Develop a perceptual map, identifying and discussing close competitors
using relevant attributes.
o Identify 2 influential variables, 1 for the X and 1 for the Y axis.
o Map the position of the brand, relative to important competitors.
o Discussion: Discuss the position of the brand, relative to competitors, identifying
the point of difference for our product (evaluate the findings from the perceptual
map)
Positioning statement and conclusion
• Develop a positioning statement that clearly illustrates the firms target and position
[using the formula: To (target segment and need), our (brand) is (concept) that (point
of difference)], drawing on prior discussions in your STP analysis to justify.
• Brief final note.
Reference list
• Follow the APA guide from the library (APA 7th)
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Criteria Exceptional Advanced Proficient Functional Unsatisfactory
Introduction
15 marks
Highly concise discussions, expertly
identifying all essential company and
industry information/evidence of
relevance.
Well detailed discussions, accurately
identifying most essential company and
industry information/evidence of relevance
but with potential for more precision.
Relevant discussions, mostly accurately
identifying company and industry
information/evidence of relevance but with
potential for more specific evidence and
precision.
A broadly relevant discussion, identifying
company and some industry
information/evidence but not comprehensive
and with less precise detail and/or minor
inaccuracies.
A vague discussion, limited ability to identify
company and industry information/evidence of
relevance with major inaccuracies and/or lacking
essential specific detail.
Segmentation
20 marks
A highly detailed segmentation
analysis of all bases, with consistent
use of specific evidence, to
persuasively identify and
convincingly justify which variables
are most influential.
A well detailed segmentation analysis of all
bases, with consistent use of evidence, to
accurately identify and convincingly justify
which variables are most influential, but
with potential for more precision and/or
justification.
A relevant segmentation analysis of all bases,
with some, but not comprehensive, use of
evidence, to accurately identify which
variables are most influential, but with less
precise justification.
A broadly relevant segmentation analysis of
all bases, with some, but limited, use of
evidence, to accurately identify which
variables are most influential, but with limited
and less precise justification.
An imprecise segmentation analysis of bases,
with limited use of evidence and/or major
inaccuracies. Lacking specific detail and
evidence in identifying which variables are most
influential.
Targeting
20 marks
Highly detailed targeting discussions,
expertly applying specific evidence
with theory to precisely identify the
target strategy and identify target
characteristics. Vivid and convincing
customer persona.
Well detailed targeting discussions,
accurately applying evidence with theory to
precisely identify the target strategy and
identify target characteristics. Detailed and
persuasive customer persona, but with
potential for more precision and/or
justification overall.
A relevant targeting discussion, accurately
applying evidence with theory to identify the
target strategy and characteristics. Clear
customer persona, but with limited or less
precise justification.
A broadly relevant targeting discussion,
mostly accurately applying evidence with
theory to identify the target strategy and
characteristics. Basic customer persona,
with less precise/convincing justification and
detail, with minor inaccuracies.
An imprecise targeting discussion, with limited
application of firm and/or industry evidence to
identify the target strategy and characteristics,
and/or with major inaccuracies in application.
Lacking specific detail and justification.
Positioning
20 marks
Highly detailed positioning
discussions, expertly applying
specific firm and industry evidence
with theory to expertly justify position
used and inform perceptual map and
related discussions.
Well detailed positioning discussions,
accurately applying specific firm and
industry evidence with theory to accurately
justify the position and inform perceptual
map and related discussions.
A relevant positioning discussion, accurately
applying firm and industry evidence with
theory to justify the position and inform
perceptual map and related discussions.
A broadly relevant positioning discussion,
mostly accurately describing firm and
industry evidence with limited theory or
convincing argument to justify the position
and inform perceptual map and related
discussions.
An imprecise positioning discussion, with limited
application of firm and/or industry evidence with
theory and/or with major inaccuracies in
application.
Conclusion
(including
positioning
statement and
conclusion)
10 marks
Exceptionally clear and expertly
developed positioning statement and
conclusion.
Clear positioning statement, and
conclusion.
Mostly sound but not always clear/consistent
positioning statement and conclusion.
Fair overall positioning statement and
conclusion, but with less clarity/consistency.
Lacking specific detail in positioning statement
and conclusion.
Communication
(including style,
spelling, grammar
and referencing).
15 marks
Communicates meaning with
absolute confidence, clarity and
fluency, with no errors in grammar,
spelling and referencing, and no
word limit issues.
Communicates meaning with clarity and
fluency, with minimal errors in grammar,
spelling and referencing, and no word limit
issues.
Communicates meaning with some clarity but
with several minor errors in grammar, spelling,
word limits and/or referencing.
Mostly communicates meaning, but with
some issues in grammar, spelling and
referencing and word limits which interrupt
communication and flow at times.
Major issues in communicating meaning, with
poor use of language, grammar, spelling, word
limits and/or referencing style.