MKT420 Assignment 1 - Case Study Customer-Driven Marketing Strategy 3 PDF

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GROUP ASSIGNMENT 1 (20%) – CASE STUDY (1500 - 2000 WORDS) CLO 2 INSTRUCTIONS The student is required to choose one company and explain the company market segmentation, targeting, positioning to market their products and services. The student needs to:

1. Identify which market segmentation the company focus to market their products or services. 2. Identify what market targeting the company focus to market their products or services. 3. Identify what market positioning the company done to market their products or services. 4. Give recommendations to the company. FORMAT 1. Cover page 2. Table of content 3. Introduction 4. Main content a. Market segmentation b. Market targeting c. Positioning 5. Recommendations and conclusion 6. References

FACULTY OF BUSINESS AND MANAGEMENT UNIVERSITI TEKNOLOGI MARA, MALAYSIA

RUBRIC CASE STUDY PRINCIPLES AND PRACTICE OF MARKETING MKT420 BY DR MUHAMMAD AZMAN IBRAHIM RESOURCE PERSON

FACULTY OF BUSINESS AND MANAGEMENT UNIVERSITI TEKNOLOGI MARA, MALAYSIA

CASE STUDY RUBRICS Course Name: Principles and Practice of Marketing

Student’s Name:

Lecturer’s Name:

Course Code: MKT420

Student’s ID:

Group:

Criteria

Marks Allocated

C

Poor

Introduction

10

0 - 2 marks Unable to identify and understand the issues in the case study

Identification of market segmentation

25

0 - 5 marks • No or poor identification of market segmentation.

Identification of market targeting

25

0 - 5 marks • No or poor identification of market targeting.

Moderate 3 - 4 marks Able to slightly identify and understand the issues in the case study 6 - 10 marks

• Moderate identification of market segmentation. • Key elements of market segmentation are moderately presented 6 - 10 marks • Moderate identification of market targeting. • Key elements of market targeting are moderately presented

Satisfactory

Good

Excellent

5 - 6 marks Able to identify and understand some of the issues in the case study

7 - 8 marks Able to identify and understand most of the issues in case study

9 - 10 marks Able to identify and understand all of the main issues in the case study

11 - 15 marks

16 - 20 marks • Good identification of market segmentation. • Key elements of market segmentation well presented. 16 - 20 marks • Good identification of market targeting. • Key elements of market targeting well presented.

• Satisfactory

identification of market segmentation. • Key elements of market segmentation are satisfactorily presented 11 - 15 marks

• Satisfactory identification of market targeting.

• Key elements of

market targeting are satisfactorily presented

21 - 25 marks • Excellent identification of market segmentation. • Key elements of market segmentation are excellently presented.

21 - 25 marks • Excellent identification of market targeting. • Key elements of market targeting are excellently presented.

P

A

Weighted Marks Obtained (%)

Criteria

Marks Allocated

Identification of market positioning

25

Provide suggestions on appropriate solutions and conclusion

10

Writing style, spelling & grammar

5

Total:

100

Poor 0 - 5 marks No or poor identification of market positioning.

Moderate 6 - 10 marks

Satisfactory 11 - 15 marks

Good

Excellent

identification of market positioning. • Key elements of market positioning are moderately presented

identification of market positioning. • Key elements of market positioning are satisfactorily presented

0 - 2 marks

3 - 4 marks

5 - 6 marks

16 - 20 marks • Good identification of market positioning. • Key elements of market positioning well presented. 7 - 8 marks

Unclear suggestions and conclusion

Moderate suggestions and conclusion

Satisfactory suggestions and conclusion

Good suggestions and conclusion

Excellent suggestions and conclusion

1 marks

2 marks

3 marks

4 marks

5 marks

The writing lacks sentence variety and few grammatical errors

Sentences were somewhat varied, and some were inappropriate with minimal grammatical errors

Sentences were correctly constructed

Sentences were correctly constructed and well-articulated

Sentences were well written and expressed

• Moderate

• Satisfactory

21 - 25 marks • Excellent identification of market positioning. • Key elements of market positioning are excellently presented.

C

P

A

Weighted Marks Obtained (%)

9 - 10 marks

/100...