Based on the same client from Stage 1, you are now required to analyse the segments using suitable and relevant segmentation variables in order to select the ideal target market for your client. As part of the marketing process, you need to research different types of data using a variety of sources to understand consumers’ needs, wants and relevant trends to make informed marketing decisions. In this stage, you also need to identify or suggest a positioning statement to the client, which considers all the values and competitive advantages that need to be promoted to consumers, as well as setting up its positioning map using competitors’ information already collected in Stage 1.
MKT101A Assessment 2 Brief Page 2 of 6Instructions- Stage 2In Stage 2 of your marketing plan, the focus is on demonstrating an ability to incorporate new trends from consumers’ behaviours and consumption patterns to create relevant marketing strategies to solve potential issues that may affect the business. Make sure you use the same client from Stage 1.At this point, Stage 2, the marketing plan report must include:a) Cover page including: i. Company’s name ii. Student Identifier (name and number) iii. Subject code and name b) Table of contents c) Identification of consumer buyer characteristics including: i. Level of involvement of consumers that purchase the product/service; ii. Situational, psychological and social influences on the buying decisionprocess. Stage 4 (Assessment 4) Metrics Proposal and Marketing Deliverable (sample)Stage 3 (Assessment 3) Marketing MixStage 2 (Assessment 2) Segmentation, Targeting & PositioningStage 1 (Assessment 1) Situational Analysis
MKT101A Assessment 2 Brief Page 3 of 6iii. At least 08 (eight) segmentation variables in total usingdemographics, geographics, psychographics and behaviouralelements. d) Creation of at least 01 (one) buyer persona using a template of your choice,contemplating all the segmentation variables identified in the previous task(point c) above). e) Inclusion of a positioning statement for the client highlighting the values andbenefits offered to consumers. f) Creation of a positioning map using the two main competitors identified inStage 1. g) Reference list using APA 6th ed. style.