MKTG7501 Semester 1, 2022
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 (6th or 7th)

Scenario: Your team will conduct an analysis of a brand in Assessment 2 to understand and
evaluate the segmenting, targeting, and positioning strategy of a firm. You will use this
knowledge as a basis for your individual task in A3.

Your team should approach the task as though you’ve been hired to provide marketing
consultancy services to an external company. You are to work through the identified topics,
addressing all areas in the written report. You should provide relevant evidence and theory,
evaluating company’s current strategies. The basic overview includes an introduction,
followed by a detailed evaluation of the current segmentation, targeting and positioning of the
offering, including the development of a customer persona and positioning statement that
illustrates the firm’s current target and position.

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. To perform well, learners will need to actively participate in all class activities, as well as
complete the assigned readings each week. Learners will also need to conduct research into
relevant theory, as well as researching the marketing and industry evidence. Evaluation is a
crucial component of this task, using theory to support conclusions.

The case for this semester is Bose SoundLink Micro Bluetooth® speaker

You are expected to extend your research by identifying, analysing and evaluating further
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.

Teams
Teams will consist of 4-6 team members (who will work together throughout the semester in
tutorials). Teams will be randomly assigned by the teaching team at the start of the semester.
Students who do not attend tutorials or contribute to the team may be reassigned at the
discretion of the teaching team or may be required to complete the task individually. A team
contract will be submitted in Week 5 and peer evaluation will be performed. Individual
contributions of all team members should be monitored weekly and proactive issues
management should be implemented. If there are any issues in the team, a group issues
management form must be completed and submitted to address concerns. If no forms are
submitted, grades will remain consistent for all team members. It is up to all team members to
proactively contribute and also to proactively manage issues (with support of the teaching
team).

Report requirements
The report should begin with a theoretical discussion of STP before exploring a full STP
evaluation, working through the content from each topic, evaluating the current evidence to
determine the effectiveness of the strategy, with support from theory. Please note this is a
team assessment, so this report will be developed with contribution from all team members.
Please ensure you consult the marking criteria for full details of expectations. Notably, teams
will not just list evidence but will consider and evaluate.

MKTG7501 Semester 1, 2022
Assessment 2 Guidelines –STP evaluation report


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The report should follow the template provided (additional subheadings can be added) and be
a maximum of 2,000 words, 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 6th or 7th 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. 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 approach to assessment video in the Assessment folder
 Watch the A2 overview video – in A2 folder
 Start to conduct some of your own research to find evidence of the brand (check their
website and other online evidence)
 Watch the library video on how to conduct research – accessed via Library Guide
 Look at industry reports and some possible statistics, accessed via Library (the Library
Guide details how to locate these and they are essential)
 Look up scholarly articles about the topics. You can start in your textbook and can
conduct further key word research in the library, and follow leads from the textbook.
 Activities developed 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 Blackboard. All teams MUST
follow the specific submission instructions and the template provided.
• 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
and learning 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.
• Make sure your reference list follows APA 6 (or 7), specifically in alphabetical order.


MKTG7501 Semester 1, 2022
Assessment 2 Guidelines –STP evaluation report


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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 reviewing the evidence from market, 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.

Introduction
• Brief introduction to the report, company and examination of the market (background)
• Examination of STP theory of relevance (identifying the role of STP in developing
marketing mix strategy)

Segmentation
• Use all bases of segmentation (demographic, psychographic, geographic,
behavioural) to detail the segmentation of the current market
• Identify which variables your team believes are the most meaningful for this offering,
with justification aligned to theory

Targeting
• Identify which target market strategy (mass, segmented, niche, local, individual) your
team perceives the firm to be executing, with justification aligned to theory
• Develop a customer persona, explaining why the characteristics (and this particular
individual) is of attractiveness to the firm

Positioning
• Identify the current position your team believes is being used (noting any competitive
advantage [points of difference]), with justification aligned to theory
• Include a perceptual map, identifying close competitors and using relevant attributes

Conclusion
• Develop a positioning statement that illustrates the firms target and position, with
justification
• Brief final note.

Reference list
• Follow the APA guide from the library (APA 6th or 7th)



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Criteria Exceptional Advanced Proficient Functional Unsatisfactory
Background
5 marks
Highly concise discussions, expertly
identifying all essential company and
industry information/evidence of
relevance to marketing strategy.
Well detailed discussions, accurately
identifying most essential company and
industry information/evidence of relevance
to marketing strategy but with potential for
more precision.
Relevant discussions, mostly accurately
identifying company and industry
information/evidence of relevance to
marketing strategy 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 to marketing strategy with major
inaccuracies and/or lacking essential specific
detail.
STP theory
10 marks
Highly detailed justification of the
importance of STP to marketing mix
strategy, expertly examining highly
relevant and specific theory and
precise frameworks to convincingly
articulate the role of STP.
Well detailed justification of the importance
of STP to marketing mix strategy,
accurately examining specific theory and
precise frameworks to convincingly
articulate the role of STP.
A relevant examination of the importance of
STP to marketing mix strategy, accurately
examining theory and frameworks to articulate
the role of STP, but with less precision at
times.
A relevant description of STP, broadly
examining theory and frameworks to
articulate the role of STP, but more
descriptive with less precision and clarity at
times, and/or with minor inaccuracies.

A vague, inaccurate or irrelevant examination of
the importance of STP to marketing mix strategy,
lacking clarity in examining theory and
frameworks to articulate the role of STP, and/or
with major inaccuracies.
Segmentation
20 marks
Highly detailed segmentation
discussions, expertly applying
specific firm and industry evidence
with theory and precise bases of
segmentation, to expertly identify and
convincingly justify which variables
are most influential.
Well detailed segmentation discussions,
accurately applying specific firm and
industry evidence with theory and precise
bases of segmentation, to accurately
identify and convincingly justify which
variables are most influential, but with
potential for more precision and/or
justification.
A relevant segmentation discussion,
accurately applying firm and industry evidence
with theory and bases of segmentation, to
accurately identify which variables are most
influential, but with limited or less precise
justification.
A relevant segmentation discussion, with
some, but limited, application of firm and
industry evidence to bases of segmentation.
Less precise/convincing justification, with
minor inaccuracies, to identify which
variables are most influential.
An imprecise segmentation discussion, lacking
firm and/or industry evidence and/or with major
inaccuracies in application of theory. Lacking
specific detail and justification, to identify which
variables are most influential.
Targeting
20 marks
Highly detailed targeting discussions,
expertly applying specific firm and
industry evidence with theory to
precisely identify and evaluate the
target strategy. Vivid and convincing
customer persona. Expertly and
convincingly justify the target
attractiveness.
Well detailed targeting discussions,
accurately applying specific firm and
industry evidence with theory and precisely
identify and evaluate the target strategy.
Detailed and persuasive customer persona.
Accurate and convincingly justification of
the target attractiveness, but with potential
for more precision and/or justification.
A relevant targeting discussion, accurately
applying firm and industry evidence with
theory to identify and evaluate the target
strategy, Clear customer persona, as well as
accurate justification of the target
attractiveness, but with limited or less precise
justification.
A relevant targeting discussion, mostly
accurately applying firm and industry
evidence with theory to identify the target
strategy. Basic customer persona and
justification of target attractiveness, 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/or with major
inaccuracies in application. Lacking specific
detail and justification, to identify customer
persona and justify attractiveness.
Positioning
20 marks
Highly detailed positioning
discussions, expertly applying
specific firm and industry evidence
with theory to expertly justify position.
Well detailed positioning discussions,
accurately applying specific firm and
industry evidence with theory to accurately
justify the position.
A relevant positioning discussion, accurately
applying firm and industry evidence with
theory to justify the position.
A relevant positioning discussion, mostly
accurately describing firm and industry
evidence with limited theory or convincing
argument to justify the position.
An imprecise positioning discussion, with limited
application of firm and/or industry evidence with
theory and/or with major inaccuracies in
application.
Conclusion
5 marks
Exceptionally clear and expertly
justified positioning statement.
Clear and well justified positioning
statement, with potential for more
justification.
Clear positioning statement, but with limited or
less precise justification.
Fair positioning statement, with limited
justification.
Lacking specific detail and/or justification of
positioning statement.
Informed
evaluation
10 marks
Use of high-quality literature and
evidence throughout the entire report
to support evaluations and
strengthen justification.
Use of quality literature and evidence at
times in the report to support evaluations
and add to justification.
Broad use of literature and evidence
throughout the report, with some instances of
support of justification and/or with some less
valuable sources.
Accurate but descriptive use of literature and
evidence, with limited use of justification and
with some less valuable sources at times.

Insufficient or inaccurate use of literature or
evidence, and/or with poor sources.
Communication
(including style,
spelling, grammar
and referencing).
10 marks
Communicates meaning with
absolute confidence, clarity and
fluency, with no errors in grammar,
spelling and referencing.
Communicates meaning with clarity and
fluency, with minimal errors in grammar,
spelling and referencing.
Communicates meaning with some clarity but
with several 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.