MKTG7512 - Strategic Marketing Management, 2022, Semester 2
Assessment 2: Case study report (40%)

• Scope: course contents from lectures 1-5 and relevant textbook chapters
• Due date/time: 23rd September 2022, 3:10 pm (AEST/Brisbane time)
• Submission portal: On blackboard (open from 16th September 2022)
• Format: 18 pages max. A4 sized 2cm margin, 12-point font (Times New
Roman). Inclusive of all contents (title page, abstract/executive summary,
main text, tables, figures, references, appendices, if any). All texts should be
double-spaced except tables, figures, and pictures (optional; if there are any).
• References: APA style; minimum 8 references; 4 academic and 4 non-
academic (no limit on the maximum number of references)

The task:
You'll select a focal product or product line from a company of your choice, conduct a
situational analysis of the company, analyse the industry competition, analyse the
segmentation, targeting, and positioning of the product/product line, and provide
realistic and thoughtful recommendations on the repositioning of the product.

The report should include the following components:
(1) A title page, including the course code, your name and student ID (1 page)
(2) An abstract or executive summary of the report (1 page)
(3) (From here starts the main body of your report): A background section to
introduce the firm, the main products it offers, and the focal product /product
line your case study focuses on (2 pages)
(4) A situational (SWOT) analysis of the company (2 pages)
(5) An analysis of the industry competition based on Porter's five forces model (2
pages)
(6) Provide a segmentation analysis of the relevant consumer market (2 pages)
(7) Select two key product attributes of the focal and competing products, and
construct a perceptual map onto which these products are located (2 pages)
(8) Compare and contrast the current positioning strategy the firm adopts about
the focal product, and offer recommendations on the potential repositioning of
the focal product or development of a new product. Develop a slogan for the
repositioned or new product (2 pages)
(9) References (1-2 pages)
(Note: page numbers for each component are suggestive)

Details:
(Total 90 points for the sections below; 10 points are for
presentation/professionalism. See marking rubric for details)

1. Background section (10 points)
• A brief introduction of the firm and the main products it offers
• Explain why you choose this firm (e.g., undesirable market performance, good
market performance but there's room for improvement, self-interest [you are
the consumer of the firm/brand/products])
• Choose one product or product line of the firm and briefly describe it; this
becomes the focal product of your report

2. Competitive position and Industry competition (32 points)

2.1 (16 points) – SWOT analysis
• A situational analysis (i.e., the competitive position) of the company using
SWOT analysis (strength, weakness, opportunities, threats)
• List items in a SWOT table and further describe them in paragraphs beneath
the table; selectively explain some items. Cite relevant information to
support your analysis.

2.2 (16 points) – Porter’s five forces model
• Analyse the competition of the industry using Porter's five forces model
(intensity of competition among firms, entry barrier, threat of substitutes,
buyers' bargaining power, suppliers' bargaining power)
• Explain and analyse each force; cite relevant information to support your
analysis
• Provide an assessment for each force (e.g., the overall entry barrier is
high/low, hence reducing/intensifying competition)
• Provide an overall assessment of the intensity of competition in the industry
(e.g., high, low, moderate, based on the evaluations of each force)
(Note: Students frequently forget the last step; make sure you provide an overall
assessment of the industry competition; otherwise, this analysis is incomplete and
inconclusive)

3. Segmentation, targeting, and positioning (48 points)

3.1 (16 points) - segmentation
• Based on the consumer characteristics discussed in class (i.e., Consumer
background characteristics, Attitudinal characteristics, Behavioural
characteristics), select two characteristics, and two levels for each of the
characteristics, that will segment the consumers into four quadrants.
• Explain or justify why the two characteristics are relevant and important for
segmentation (based on searched information; or when such information is
unavailable, based on common sense)
• Label and briefly explain each segment (or consumer group, or “quadrant”)
• Determine the attractiveness of each segment based on the (1) size and the (2)
growth rate of the segment from information search (e.g., academic journal
articles, industrial reports, newspapers.)
Note:
A common mistake is to choose whatever characteristics are "handy" or easily spring
to mind – for example, income, gender, and education level. While they do apply to
some products, this is not always the case, nor are they universal solutions for any
product. Depending on the nature of the product, carefully select two characteristics
that are relevant and important in segmenting the market.

3.2 (16 points) – perceptual map
• Select two attributes of the focal product, construct a two-dimensional
perceptual map, and place the focal product and three competing products
from competing firms onto the same perceptual map (ensure that the three
competing products are representative of the overall industry – e.g., a strong
competing product and two weak competing products, or a weak one and two
strong ones)
• Explain or justify why the two attributes are relevant and important to the
consumer characteristics used in your earlier segmentation analysis.
• Explain or justify why you believe the four products (the focal plus the three
competing products) are located in such a way on the perceptual map based on
your information search (e.g., academic journal articles, industrial reports,
newspapers.)

Note: the locations of the focal and two competing products need NOT be precise;
however, they should roughly correspond to the reality in the current market.

For example – the focal product is an Internet plan X. "Usage" (behavioural
characteristic) and "Income" (socioeconomic characteristic) are used for
segmentation. "Data quota" and "Monthly charge" are used to construct the
perceptual map for product positioning. You argue that heavy vs light Internet
users have different requirements for data quota per month and that those with
less income may prefer a cheaper plan, hence the relevance of product
attributes to the consumer characteristics.

Hint 2: You may find it easier to first select relevant product attributes and construct
the perceptual map, and then move backwards to work out the two consumer
characteristics for segmentation.

3.3 (16 points) - repositioning
• Explain or justify (1a) how the main product can be better positioned by
altering existing product features and at the same time appeals to a target
segment (or consumer group), OR (1b) how a new product of the firm can be
introduced to the market that replaces the old one and appeals to a target
segment. Be specific about the description of the features of the
repositioned/new product.
• Place the repositioned/new product onto the perceptual map (the one you have
in 3.2)
• Create a product slogan for the repositioned/new product.

Note: A product slogan is a short phrase that conveys the key values of the product to
the target consumers. It's different from a brand slogan, which conveys the overall
values of all relevant products from the same brand.

Hint: A good repositioning strategy takes into account the results from the earlier
segmentation analysis (3.1), SWOT analysis (2.1), and Porter's Five forces model
(2.2).