Objective: The goal of this assignment is to help you understand and apply the concept of market segmentation by analyzing the target market characteristics of a brand of your choice.
When creating a target market profile, a common mistake is making it too broad trying to include everyone instead of focusing on a specific group. Yes, big brands like Nike or Apple serve multiple audiences, but for this assignment, that’s not what we’re asking you to do. We want you to create one clear, highly detailed profile of a single target audience—just like a real marketer would when crafting a campaign. Think about who they are, what they care about, and why they buy. The more specific, the better. A well-defined target market doesn’t exclude anyone else from buying your product; it just sharpens the focus on who you’re trying to reach for specific campaigns. In reality, big companies have multiple target audience profiles, but for this assignment, we’re asking you to develop just one potential market segment. This is important because professional marketers need to identify advertising and promotional outlets that align with a specific target audience—and if the profile is too broad, that becomes nearly impossible.
Use at least 2 market research resources to help you gather information and fill out the chart below.
Instructions:
- Select a Brand: Choose a brand from one of the following categories:
- Food brand
- Clothing company
- Technology company
- Automobile company
- Airline company
- Complete the Chart: Create a chart in Word or Excel similar to the one below to identify and describe the market segmentation characteristics of the chosen brand. Fill in each section with relevant information based on your analysis of the brand’s target market. Use market research.
Segmentation Type Enter Your Brand Name Here Demographics Psychographics Geographics Behavioral Characteristics - Conduct a Brief Analysis: Write a brief analysis explaining how the identified characteristics of the target market can influence the brand’s marketing strategy.
Submission Instructions:
- Please use: APA formatting using a cover page, 1-2 content page(s) and reference page. Word document. Include the above chart for your chosen brand in your paper.
- Cover page
- Content page
- Content page
- References
Academic Integrity
Assignment Rubric
- If you do not see the rubric, in the blue horizontal navigation bar, select Course Tools, then Assignments. Select the appropriate assignment, and the rubric will be located near the bottom of the page.
- Weekly reading and resources below.
- Principles of Marketing CH 5-6- link - https://opentextbc.ca/principlesofmarketingh5p/cha...