My Marketing Work

My Marketing Work


Unit 2 Individual Project
Deliverable Length: 2-3 pages
Details: Once a marketer has a thorough understanding of customer needs and the marketing environment, s/he needs to develop a marketing strategy.

It is time to put your research skills to good use using your textbook and articles from the library’s full-text databases.

Click here for the research requirements and guide for this assignment.

Continue working with the product/service chosen in Unit 1.

Create your own marketing strategy for it.

·         Define and explain what segmentation is, and discuss different segmentation bases you could use for your product/service.

·         Based on your segmentation, describe each of the target markets that you would seek to reach. Explain why they will be the most profitable for your product/service.

·         Develop a value proposition for your product/service through differentiation and positioning. Include the following:

o    Introduce at least two (2) competitors and explain their current positioning in the market (what do they promise to deliver?)

o    Discuss possible competitive advantages your product/service can use to differentiate itself from these competitors (product, services, channels, service, people or image) and select which one(s) to use to build your positioning.

o    Based on this differentiation, explain your value proposition and develop a positioning statement.

Your paper MUST include a reference list. All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. For more information on APA, please visit the APA Lab. The body of the paper should be 2-3 pages in length – starting with a brief one paragraph introduction and ending with a short conclusion. The entire submission will be 5-6 pages in length.

Please submit your assignment as a Word document in APA format using the attached Template.


Grading Criteria  
Definition of the segmentation bases 30
Description of each of the target markets 30
Analysis of 2 competitors and their positioning 20
Analysis of competitive advantages 25
Development of value proposition and positioning statement 20
Grade for Unit 2 Individual Project 125
Grading will be based on Content, Application, Research, Mechanics (APA format, spelling grammar, punctuation) and Style – (Organization, readability, using your own words). Please click here to view MKTG205 Grading Rubric. This rubric is a guide on how to earn points.

My Marketing Work