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    Assignment #2 - Persona Development and Positioning Map

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    Hamdallah Anwar Khasawneh
    This document outlines an assignment for a marketing consulting project. Students are asked to analyze a small company they previously studied and write a report that focuses on the company's customers. The report should include sections on market segmentation, customer behavior analysis, developing a customer persona and positioning map, and recommendations. Students can choose to submit a written report, video, or audio presentation. At least 3 sources must be cited and a references page included. The assignment is worth 20% of the student's total grade.

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    Assignment #2 - Persona Development and Positioning Map

    Uploaded by

    Hamdallah Anwar Khasawneh
    108 views4 pages
    This document outlines an assignment for a marketing consulting project. Students are asked to analyze a small company they previously studied and write a report that focuses on the company's customers. The report should include sections on market segmentation, customer behavior analysis, developing a customer persona and positioning map, and recommendations. Students can choose to submit a written report, video, or audio presentation. At least 3 sources must be cited and a references page included. The assignment is worth 20% of the student's total grade.

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    Assignment #2 - Persona Development and Positioning Map(3)

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    This document outlines an assignment for a marketing consulting project. Students are asked to analyze a small company they previously studied and write a report that focuses on the company's customers. The report should include sections on market segmentation, customer behavior analysis, developing a customer persona and positioning map, and recommendations. Students can choose to submit a written report, video, or audio presentation. At least 3 sources must be cited and a references page included. The assignment is worth 20% of the student's total grade.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    108 views4 pages

    Assignment #2 - Persona Development and Positioning Map

    Uploaded by

    Hamdallah Anwar Khasawneh
    This document outlines an assignment for a marketing consulting project. Students are asked to analyze a small company they previously studied and write a report that focuses on the company's customers. The report should include sections on market segmentation, customer behavior analysis, developing a customer persona and positioning map, and recommendations. Students can choose to submit a written report, video, or audio presentation. At least 3 sources must be cited and a references page included. The assignment is worth 20% of the student's total grade.

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    Assignment #2: Persona Development & Positioning Map

    CLO’s & Grade Weighting


    2. Research consumer behaviour, competition, and target markets to develop a value proposition of a
    product or services that considers sustainability.

    5. Manage customer interactions in a Customer Relationship Management tool in order to improve


    company performance and client loyalty.

    6. Identify opportunities and challenges associated with sustainable marketing business practices.

    Assignment Value: 20% of total grade

    Instructions
    Congratulations! Your manager at M1 Consulting Inc. was so pleased with the analysis you
    completed that they would like you to continue the project.

    The format of your analysis can be one of three forms. It is your choice:

     Traditional report written in full paragraphs and sentences (no more than 5 pages)
     Video with references included (no longer than 10 minutes)
     Audio with accompanying notes and references (no longer than 10 minutes)

    Use the same small company that you analyzed in your Business Strategy Evaluation case study
    assignment.

    You are expected to research this company, using at least 3 different resources. You will
    include a list of these references at the conclusion of the document. These can include:

     The company’s website


     Other websites
     Books, journals, magazines, newspapers
     Interview with employees or other stakeholders
     Other reputable sources as found

    Your manager has asked that this report focus on the customers of the company you chose.
    Your report should contain the following sections, at minimum:

    1. A Title Page to include the name of the company, and your name, your instructor’s
    name, and the date (not included in page count)

    2. Segmentation, approximately 1 page


    Written or described in complete paragraph format, a description of at least 2 of this
    company’s target market segments. Be sure to describe it in terms of:
     Geographics
     Demographics
     Psychographics
     Behaviouristics

    3. Customer Behaviour, approximately 1 page


     Based on the specific nature of the product and/or service your chosen company
    offers, develop a clear picture of your company’s customers. Focus on the internal
    and external influences on them, and be sure to consider some combination of
    psychological, socio-cultural, and situational influences.

    4. Positioning, approximately ½ to 1 page


     Based on your segmentation of this company’s market in #2 above, build a profile
    (or persona) for one typical customer of their product or service. This profile should
    include all relevant segmentation variables as outlined in the course, and should give
    actual personality to the person. (e.g. Alice is a 42 year-old mother of 2…..and then
    describe Alice using the highlights of the segmentation analysis….)
     Create a positioning (or perceptual) map for this product/service. Be sure to select
    the appropriate x and y axes, all relevant competitors, and position the offering
    accordingly. The MS-Word Table function will be helpful here. Describe the key
    parts of the map in a few lines.

    5. Recommendations, approximately ½ to 1 page


     Based on what you have learned about this company through your analysis in both
    Assignments #1 and #2, what are 3 marketing-related initiatives you would
    recommend this company undertake in the future.
     Briefly explain ‘why’ for each (but you do not have to provide many details on ‘how’),
    based on what you have learned about the company
     Ensure that each recommendation relates to one of the 4 P’s of the marketing mix

    6. References/Bibliography – final page (not included in page count)


     List all references used, including publications and websites.

    *Please Note: Please cite any content that is not your own creation. It is expected that you will
    use your own words, but even so, the ideas might have come from another source, so use
    citations. Use a minimal number of direct quotes – only where necessary. If material is not
    cited and is not original, it will be considered plagiarism. Please consult your professor if you
    have any questions or concerns about this. **There is no required citation format required in
    this course – use your own judgement and be consistent.**
     Use 12-point font, preferably Calibri or Arial. Emphasize the headings that label each
    new section using Styles in the Home tab (when using Word). Include page numbers in
    your report.
     Please see attached marking rubric.
     Submit through Blackboard (under Assessments tab in the course menu).
     DUE DATE: March 18th 2022.
    Rubric
    CATEGORY Exemplary Proficient Partially Incomplete Not Score
    5 3-4 Proficient 1 Present or
    13-15 10-12 2 3-6 Acceptable
    7-9 0
    Quality of Content
    Depth and Breadth Clear evidence that Adequate evidence Little evidence that No evidence that Total Po
    of Research multiple and that sources of sources of research sources of research /5
    appropriate research were used were used in the were used in the
    sources of research in the creation of creation of this creation of this
    information were this project. project. project.
    used in this project.
    Application of Application of Some application of Application of Total Po
    Application of course topics and course topics and course topics and course topics and /15
    Content research used research evident research are research are not
    throughout the throughout most of evident. Some evident.
    project. All the project. Most information is Information is
    information is information is confusing or confusing or
    clear, appropriate clear, appropriate incorrect. incorrect.
    and correct. and correct.
    Grand Total Comments: Total Possible
    /20

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