Literature Assessment and critique of STP Segmentation, Targeting & Positioning in strategic Marketing
Instructions
1. Read the uploaded files FULLY and Completely before starting the assignment
2.Try to not write simple destructive or summarization of the reviewed articles, there should be sound critique such as:
• Briefly define and contrast the 3 concepts then…
• Compare and contrast different authors’ views on the concepts
• Note areas in which authors are in disagreementhighlight weaknesses of the concepts as well as strengths
• Highlight gaps in research/ knowledge
• Discuss implementation issues in applying the concepts to practice
3. When selecting the articles, focus on:
• Relevance
• Quality
• At least 10 Academic journal articles, 3 of them must be the below
1. Hooly et al (2017) Marketing Strategy & Competitive Positioning. 6th ed. Harlow Pearson
2. Dibb, S. & Simkin, L. (2009) STP – Implementation rules to bridge the theory/practice divide in market segmentation – https://ww w.researchgate.net/publication/45348437_Implementation_rules_to_bridge_the_theorypractice_divide_in_market_segmentation
3. Urde, M. & Koch, C. (2014) Market and brand-oriented schools of positioning. Journal of Product & Brand Management. 23(7),
pp. 478–490.
4. %40 of the word count only (around 1000 words) should be dedicated to the literature review section
5. %40 of the word count only (around 1000 words) should be dedicated to the case studies of the 2 companies chosen from 2 different industries
6. %20 of the word count only (around 500 words) should be dedicated to the generic recommendations
Purpose of the Assessment
This assessment has been designed to allow students the opportunity to explore the
underlying importance and application of marketing strategy and implementation
concepts to produce recommendations for selected organisations.
Assessment Task
“…positioning and segmentation are distinct parts of the strategy process and provide
us with some extremely powerful tools; but ultimately they are linked by the central
issue of focusing on satisfying customer’s needs in ways that are superior to
competitors” (Hooley et al, 2017 p159)*.
*Hooley et al (2017) Marketing Strategy & Competitive Positioning. 6
th ed. Harlow
Pearson.
By reference to academic literature evaluate, and critique, the concepts of
Segmentation, Targeting & Positioning (STP) including a consideration of
implementation issues.
With supporting evidence, use appropriate examples from different industries (plural)
to exemplify how different organisations (plural) have applied STP, to demonstrate your
learning and application of this topic.
Indicate how any company could apply the concepts around STP, making generic
recommendations for best practice.
You are required to produce a report that should have:
• a sound theoretical and conceptual perspective, containing evidence of critical
debate with reference to appropriate academic literature (at least 10 academic
journal articles)
• sound examination of STP and its application in industry, with evidence, showing
effective practical understanding
• generic management recommendations.
Learning Outcomes
The learning outcomes that are being assessed in this assignment are:
b) Select, apply and critique relevant marketing conceptual models and frameworks, in
the appraisal and development of marketing strategies
c) Select, apply and critique relevant marketing conceptual models and frameworks, in
the appraisal of strategic implementation issues and development of proposed solutions
f) Produce appropriate informed decisions and recommendations in the context of real world situations
Your grade will depend on the extent to which you meet these learning outcomes in the
way relevant for this assignment. Please see the grading rubric at the end of this
assignment brief for further details of the criteria against which you will be assessed.
Word Limits
The word limit for this assessment is 2400 words.
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