MKTU640 Target Market and Segmentation  Research Paper

MKTU640 Target Market and Segmentation  Research Paper

Table of Contents

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Instructions

MKTU640 Target Market and Segmentation  Research Paper

MKTU640, Target Market, Segmentation, Research, Paper

Target Market and Segmentation Paper

In the Target Market and Segmentation Paper:

• Select and briefly describe in 150 – 200 words the product that you will use for this assignment; discuss why this product may be marketable in developing countries.
• Identify 5 characteristics of your potential market (such as education, family size, and/or income distribution) relevant to marketing efforts for the identified product. *Create and attach as an exhibit to your paper a spreadsheet that includes current data for each characteristics across four countries (Philippines, Indonesia, Thailand, and USA). One possible source of data is The United Nations Human Development: http://hdr.undp.org/en/data
• Describe the target market(s) in each of the three developing countries. Provide details of the size of each target market, and competitive brands (if any) currently marketed in each country supporting your analysis with data.
• Discuss the advantages and barriers to entering each developing nation supporting your analysis with data.
• Recommend why entry into each developing country is or isn’t a viable decision; be specific including 3 reasons for each recommendation supported by data from your research and analysis. Determine which country has the greatest probability of success; you will use this country to develop an International Marketing Plan in Week 8.

A well-written paper should be 5 – 6 double spaced pages of content and adhere to APA standards; the page count doesn’t include the title and reference pages and required exhibit. The analysis and recommendations must be supported with citations and references from 4 or more academic sources including your textbook, respected business journal articles such as the WSJ, Barrons, and Forbes and/or credible websites such as the United Nations Human Development: http://hdr.undp.org/en/data

Clearly and concisely describes the target market(s) in each of the three developing countries; details the size of each target market, and competitive brands (if any) currently marketed in each country. Supports analysis with data.

Criteria Requirements

Product Identification

In 150 – 200 words, clearly identifies a product and fully discusses why it may be marketable in a developing country.

Market Characteristics

Accurately identifies 5 market characteristics relevant to marketing efforts. Creates a spreadsheet that includes current data for each characteristic across four countries (3 approved developing nations and USA).

Target Market

Clearly and concisely describes the target market(s) in each of the three developing countries; details the size of each target market, and competitive brands (if any) currently marketed in each country. Supports analysis with data.

Advantages and Barriers

Comprehensively and accurately discusses the advantages and barriers to entering 3 developing countries supporting all analyses with relevant data.

Recommendations

Objectively analyzes and synthesizes research to make specific market entry recommendations; includes 3 reasons supported by data for each country. Clearly identifies country with the greatest probability of success.

APA and Sources

Uses 4 or more valid and reliable sources. Uses headers to organize paper, and accurately adheres to APA standards; reference page and citations are correct. All sources listed in References are cited in paper

Writing Mechanics

The paper is logical and well-written; spelling, grammar and punctuation are accurate. Paper is the required length of 5 – 6 pages of content, and includes a correctly prepared title page.

Textbook

Swink, M., Melnyk, S. A., & Hartley, J. L. (2020). Managing operations across the supply chain. New York, NY: McGraw-Hill Education

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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MKTU640 Target Market and Segmentation  Research Paper

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