Marketing Management

MKT511 Marketing Management

Individual Assignment (2)

TASK: Write a case study on segmentation, targeting and positioning for a service outlet of your choice (Bank, Hospital, Hospitality, etc.) in UAE. 

Your report should include:

  • A brief introduction to the company and its products
  • A theoretical literature review on the following concepts – segmentation, targeting and positioning
  • A detailed description of variables used by the service outlet of your choice to segment the market – please support your answer with examples.
  • An evaluation of the attractiveness of the target segment using Porters five-force model.
  • POP and POD’s for your chosen service.
  •  Draw a perceptual map that will help you analyse the market position of your chosen service outlet.
  • Conclusion and recommendation

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