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Original Question
Market Segmentation Analysis
Create a comprehensive Market Segmentation Analysis of the VW India Case Study as follows (6-to 8-pages):
- Describe market segmentation, how it is applied and why it is used. Explain—using at least two examples from the case—why consideration of market segmentation is important and why it is particularly important in the VW India Case Study.
- Explain the benefits and challenges to market segmentation and the risks involved in its use in the VW India Case Study.
- Discuss the role of data—both primary and existing (big)—in defining market segments, enhancing performance in segments, and making market expansion decisions. Highlight where these kinds of data decisions took place in the VW India Case Study and how they impacted later actions.
- Discuss how identifying target market segments are important in the business case, but also include a discussion of what other kinds of market segment variables companies may encounter (e.g., what did the company avoid encountering, what is not a target segment). Be sure to describe what a target market is, the advantages of identifying a target market, and include a review of how to determine which segments are most ripe with potential. Global considerations of language, culture, demographics, communication infrastructure, and historical/legacy issues are particularly important to review in this area.
- Explain how product, price, promotion, and place are impacted by the VW India segmentation, and where they are not impacted.
- Analyze the benefits and risks of expansion into new market segments after having established the company successfully in existing market segments. Again, focus on how certain segments may not be compatible and the global perspectives to consider in making these evaluations. Weave in both a macro consideration of these issues as well as a specific review of potential impacts in the VW India Case Study.
This the Professor feedback
Learning Objective 1.1: Describe market segmentation.:
| EXCEEDS EXPECTATIONS | |
| 3 | Response demonstrates the same level of achievement as “2,” plus the following:
Description shows unique insights into market segmentation that show even more possibilities than described in the case, with more than two examples provided. |
| Additional Comments: | |
Learning Objective 1.2: Explain the benefits and challenges to market segmentation and the risks involved in its use.:
| EXCEEDS EXPECTATIONS | |
| 3 | Response demonstrates the same level of achievement as “2,” plus the following:
The explanation shows unique insights into the benefits, challenges, and risks, insights that align with larger company goals. |
| Additional Comments: | |
Learning Objective 2.1: Explain the role of primary data in defining market segments, enhancing performance in segments, and in making market expansion decisions.:
| NEEDS IMPROVEMENT | |
| 1 | Explanation identifies fewer than three sources of primary data and/or the details on how each can help define market segments, enhance performance in segments, and make market expansion decisions are unclear or are not aligned to the case. |
| Additional Comments:
What are the specific sources that were used? Please include this information. Here are some examples showing both primary and secondary resources. Please go back and update this section. Specifically differentiate the two. http://www.mymarketresearchmethods.com/primary-secondary-market-research-difference/ https://www.cleverism.com/market-research-techniques-primary-secondary/ Please list the actual resources they are using. Please separate: Primary vs. Secondary. Please review the links above and differentiate the two in your paper. Please make sure to include three of each specifically outlined in your paper. |
|
Learning Objective 2.2: Explain the role of existing data in defining market segments, enhancing performance in segments, and making market expansion decisions.:
| NEEDS IMPROVEMENT | |
| 1 | Explanation vaguely identifies three sources of existing data (i.e., secondary data, including “‘big data”) and details how each can help in defining market segments, enhancing performance in segments, and in making market expansion decisions using the assigned case as an example. |
| Additional Comments:
What are the specific sources that were used? Please include this information. Here are some examples showing both primary and secondary resources. Please go back and update this section. Specifically differentiate the two. http://www.mymarketresearchmethods.com/primary-secondary-market-research-difference/ https://www.cleverism.com/market-research-techniques-primary-secondary/ Please list the actual resources they are using. Please separate: Primary vs. Secondary. Please review the links above and differentiate the two in your paper. Please make sure to include three of each specifically outlined in your paper. |
|
Learning Objective 3.1: Describe what a target segment means and the advantages of identifying a target market segment, as well as how to identify it.:
| EXCEEDS EXPECTATIONS | |
| 3 | Response demonstrates the same level of achievement as “2,” plus the following:
The description of a target market and the advantages of and processes for identifying a target market is clearly linked to strategic company goals. |
| Additional Comments: | |
Learning Objective 3.2: Using multiple segmentation bases (e.g., demographic, psychographic, usage), describe a target segment for a global product or service.:
| EXCEEDS EXPECTATIONS | |
| 3 | Response demonstrates the same level of achievement as “2,” plus the following:
The description of the target segment for a specific product or service shows unique insight into the case that supports larger company strategic goals. |
| Additional Comments: | |
Learning Objective 4.1: Explain how segmentation can complicate decisions about the marketing mix (i.e., products, price, promotion, and placement).:
| EXCEEDS EXPECTATIONS | |
| 3 | Response demonstrates the same level of achievement as “2,” plus the following:
Explanation shows unique insight into the marketing mix and the complications that segmentation involves. |
| Additional Comments: | |
Learning Objective 4.2: Describe scenarios in which segmentation may not impact marketing mix variables.:
| NOT PRESENT | |
| 0 | Descriptions of scenarios in which segmentation may not impact marketing mix variables are not present. |
| Additional Comments:
I did not see this objective being addressed: Learning Objective 4.2: Describe scenarios in which segmentation may not impact marketing mix variables. |
|
Learning Objective 5.1: Explain the benefits created through the use of market segmentation.:
| EXCEEDS EXPECTATIONS | |
| 3 | Response demonstrates the same level of achievement as “2,” plus the following:
Explanation shows unique insight into benefits created that align with larger company strategic goals. |
| Additional Comments: | |
Learning Objective 5.2: Explain the potential risks that may result from implementing a segmentation strategy.:
| EXCEEDS EXPECTATIONS | |
| 3 | Response demonstrates the same level of achievement as “2,” plus the following:
Explanation identifies some unique risks that have significant impact on larger strategic company goals |
| Additional Comments: | |
Written Communication PS 1.1: Use proper grammar, spelling, and mechanics.:
| NEEDS IMPROVEMENT | |
| 1 | Multiple minor errors in grammar, spelling, and/or mechanics are distracting and negatively impact readability. |
| Additional Comments:
Please go back and check grammar and spelling throughout your document. |
|
Written Communication PS 1.2: Organize writing to enhance clarity.:
| MEETS EXPECTATIONS | |
| 2 | Writing is generally well-organized. Introductions, transitions, and conclusions provide continuity and a logical progression of ideas. |
| Additional Comments:
Please go back and check grammar and spelling throughout your document. |
|
Written Communication PS 1.3: Apply APA style to written work.:
| EXCEEDS EXPECTATIONS | |
| 3 | APA conventions for attribution of sources, structure, formatting, etc., are applied correctly and consistently throughout the paper. Sources are consistently cited appropriately and accurately. |
| Additional Comments: | |
Written Communication PS 1.4: Use appropriate vocabulary and tone for the audience and purpose.:
| EXCEEDS EXPECTATIONS | |
| 3 | Vocabulary and tone are consistently tailored to the audience and effectively and directly support communication of key concepts. |
| Additional Comments: | |
Critical Thinking and Problem Solving PS 5.1: Analyze assumptions and fallacies.:
| EXCEEDS EXPECTATIONS | |
| 3 | Response clearly and comprehensively assesses the reasonableness of assumptions in a given argument.
Response provides a detailed and compelling analysis of implications of fallacies and logical weaknesses in a given argument. |
| Additional Comments: | |
Critical Thinking and Problem Solving PS 5.2: Generate reasonable and appropriate assumptions.:
| EXCEEDS EXPECTATIONS | |
| 3 | Response justifies the reasonableness and need for assumptions in an original argument. |
| Additional Comments: | |
Critical Thinking and Problem Solving PS 5.3: Assess multiple perspectives and alternatives.:
| EXCEEDS EXPECTATIONS | |
| 3 | Response justifies selection of chosen alternative relative to others. |
| Additional Comments: | |
Critical Thinking and Problem Solving PS 5.4: Use problem-solving skills.:
| EXCEEDS EXPECTATIONS | |
| 3 | Response presents compelling supporting arguments for proposed solutions. |
| Additional Comments: | |
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