MKT389补作业名单

		202530B	MKT389	KC AA
Student ID	Last Name	First Name	Current Grade	Final Grade PS/FL	Comments	中方学号	班级	姓名
11814546	Ge	Hongjia	AA			0318012209619	会计学2296	葛鸿嘉
11815049	Guo	Chenxu	AA			0318032202613	电子商务2226	郭宸序
11814529	Han	Zhiyin	AA			0318012209603	会计学2296	韩志胤
11814847	Huang	Yihan	AA			0318022209013	金融学2290	黄奕涵
11815165	Jiang	Yongqi	AA			0318032202710	电子商务2227	姜永琪
11814880	Lei	Mingdi	AA			0318022209027	金融学2290	雷茗迪
11814541	Li	Zimeng	AA			0318012209614	会计学2296	李梓萌
11814719	Zhang	Xinyue	AA			0318012209934	会计学2299	张馨悦

MKT389补作业要求

MKT389 Additional Assessment - STP Strategy for a New Market Entry

Value: 30%

Due Date: Wednesday, 3^rd September 2025

Length: 2,200 words +/- 10%

Group Assessment: No

Submission method options: FOBJBS-Subject-Admin@csu.edu.au

7-Day Automatic Extension availability: No

Hurdle Assessment: Yes

Purpose and Scenario

The purpose of this assessment is to apply key strategic marketing concepts—particularly Segmentation, Targeting, and Positioning (STP)—to the launch of a new or adapted clothing product in China. Students will demonstrate their ability to conduct high-level decision-making, evaluate alternative market approaches, and justify their final STP strategy.

Assume that you are a strategic marketing consultant hired by a mid-sized clothing/apparel brand aiming to expand into a new market (either a new geographic location or a new customer segment). Your task is to design an STP strategy that positions the brand for long-term success.

You will:

· Analyse the external and internal environment.

· Identify potential market segments.

· Select target segment(s) based on clear criteria.

· Develop a positioning strategy supported by a customer value proposition.

Assignment Tasks

Part A – Market Segmentation Analysis (approx. 800 words)

1. Briefly describe the clothing product and market context.

2. Identify at least three potential segments using segmentation variables (demographic, psychographic, behavioural, geographic). Give appropriate name to each segment.

3. Justify the selection of segmentation variables using theory from Chapter 5.

4. Include a segmentation table outlining each segment’s characteristics and potential attractiveness.

Part B – Target Market Selection (approx. 700 words)

1. Apply the targeting criteria (e.g., size, growth potential, accessibility, competitiveness, responsiveness).

2. Select two target segments and justify your choice.

3. Discuss alternative targeting strategies (differentiated, concentrated, undifferentiated, micromarketing) and explain why your chosen approach is optimal.

Part C – Positioning Strategy (approx. 600 words)

1. Develop a positioning statement for your chosen segment(s) including brand promise and differentiators.

2. Create and explain a perceptual map comparing your brand against key competitors.

3. Describe the customer value proposition and explain how it will be communicated and delivered.

4. Outline potential repositioning options for the future if market dynamics change.

Use theory and concepts from the textbook as a starting point (see Chapter 5), and then undertake extensive secondary research.

The number of words is a guide only to help you. You may find some sections are slightly over or under these amounts. The remainder of the words will be used for introduction and conclusion.

Report requirements

· This assignment is to be completed in report format. Include a cover page, table of contents, introduction, body paragraphs, conclusion and reference list.

· Develop an overall position and ensure each paragraph contains a specific point that is demonstrated and supported in the paragraph.

· Write in the third person; avoid the use of “I”, “we”, “our” etc.

· Resources and information relating to writing essays can be found at: http://student.csu.edu.au/study/guidesandtips/writing-at-uni

Reference requirements

· Use at least ten (10) reference sources.

· ALL texts must be of academic standard, such as a journal article, text book, text book chapter or conference paper proceeding. Assess the quality of content in web sources very carefully. In general, website references are unlikely to provide reliable, researched information suitable for this task.

· Do not reference Wikipedia as this is an unreliable source.

· Use in-text citations to identify other people’s ideas and words. These in-text citations must follow the APA (7th ed.) referencing style.

· Quotes must be in quotation marks and the in-text citation must include the page number.

· The assessment task should be your own original work. This assessment task will be put through Turnitin to identify plagiarism.

Formal and respectful language requirements

· This assessment task must be in professional and formal language. This means there should be no abbreviations or slang.

· Care must be taken to avoid spelling, grammar and punctuation errors.

PLEASE NOTE:

Charles Sturt University expects that the work of its students and staff will uphold the values of academic honesty and integrity. The Guide to Avoiding Plagiarism is located at: http://student.csu.edu.au/study/plagiarism. This is an important resource that will help you understand these values and apply them in practice. You should familiarise yourself with these requirements and ensure that all assessments submitted by you are your own work, have not been submitted elsewhere and comply with the University's requirements for academic integrity.

The University has purchased Turnitin software. This software has two functions, a pre-emptive education function which students may use to check their own work prior to submission, and a plagiarism detection function which academics may use to check the student’s work for improper citation or potential plagiarism. Use by students is optional and is not a prerequisite for submission. You are encouraged to check your work for originality prior to submission. You can register with Turnitin to create a Student Account under the CSU Turnitin Licence at http://www.turnitin.com/login_page.asp. Further information on how to use Turnitin is provided within the Guide to Avoiding Plagiarism: http://student.csu.edu.au/study/plagiarism/checking

Generative AI

Use of Generative AI NOT permitted.

Rationale

This assessment task will assess the following learning outcome/s:

· Apply strategic marketing decision-making frameworks to evaluate market opportunities and design segmentation, targeting, and positioning (STP) strategies for a new market entry.

· Analyse and justify target market selection using data-driven criteria, demonstrating the ability to compare alternative targeting approaches and select the most appropriate strategy.

· Develop a compelling positioning strategy including a positioning statement, perceptual mapping, and a customer value proposition that aligns with the needs and preferences of the target segment(s).

Marking criteria and standards

Criteria	High Distinction (HD), Distinction (DI), Credit (CR) and Pass (PS)	Fail (FL)
Sources of information are credible, acknowledged, traceable and the student's own work.	At least ten (10) in-text citations and a reference list to verifiable, credible, and traceable English sources in the body of the report.	The report does not include at least ten (10) in-text citations and a reference list of traceable, credible English sources in the body of the report. This assessment will not be read and will receive 0 marks.

*The use of some Chinese sources will be accepted for data sources when the context is focused on a case study based in China. English sources will be expected for discussion of theory/concepts.

Criteria	High Distinction 85-100%	Distinction 75-84%	Credit 65-74%	Pass 50 -64%	Fail 0-49%
Market Segmentation Analysis (10 Marks)	Demonstrates exceptional depth in segmentation analysis; variables chosen are highly relevant, supported by strong theory; segmentation table is insightful and detailed.	Strong segmentation analysis with clear justification and good theoretical support; minor detail gaps.	Adequate segmentation analysis; some justification and theory used but lacks depth.	Limited segmentation detail; weak theory application; minimal justification.	Poor or missing segmentation analysis; lacks theory.
Target Market Selection (8 Marks)	Target segment(s) selection is highly justified using multiple targeting criteria; strong evaluation of alternative strategies.	Well-justified segment selection with good use of targeting criteria; some discussion of alternatives.	Segment selection is somewhat justified; limited application of targeting criteria; alternatives briefly mentioned.	Weak justification for selection; minimal criteria use; no discussion of alternatives.	No clear target market selection; missing criteria and alternatives.
Positioning Strategy (8 Marks)	Positioning statement is compelling and precise; perceptual map is accurate and insightful; strong customer value proposition linked to target needs; future repositioning options are innovative.	Strong positioning statement and perceptual map; clear CVP linked to target needs; some discussion of future repositioning.	Adequate positioning statement and perceptual map; CVP present but lacks depth; limited repositioning discussion.	Weak positioning statement; unclear perceptual map; superficial CVP; no repositioning discussion.	Missing or unclear positioning elements.
Professional Presentation and academic writing (including grammar, spelling & punctuation) and referencing. (4 Marks)	Writing style is clear and academic. Written material is presented with no spelling, grammatical, or punctuation errors AND referencing demonstrates academic integrity. All sources are traceable and acknowledged with in-text citations and a reference list entry which is formatted consistently in APA 7th ed. style. The URL is provided for online sources.	Writing style is generally clear and academic. Written material is presented with minor spelling, grammatical, or punctuation errors AND referencing demonstrates academic integrity. All sources are traceable and acknowledged with in-text citations and a reference list entry which is formatted consistently, although there are a few minor errors in APA 7th ed. style. The URL is provided for online sources.	Writing style is acceptable but with moderate issues. Written material is presented with some spelling, grammatical, or punctuation errors however they do not affect meaning AND referencing demonstrates academic integrity. All sources are traceable and acknowledged with in-text citations and a reference list entry which is formatted consistently, although there are frequent minor errors in APA 7th ed. style. The URL is provided for online sources.	Writing style is acceptable but with moderate issues. Written material is presented with frequent spelling, grammatical, or punctuation errors that have some effect on meaning AND referencing demonstrates academic integrity. All sources are traceable and acknowledged with in-text citations and a reference list entry which is formatted in APA 7th ed. style but contain frequent errors. The URL is provided for online sources.	Presentation is informal or unprofessional. Written material is presented with frequent spelling, grammatical, and punctuation errors that affect meaning AND referencing demonstrates lapses in academic integrity. Sources are not always acknowledged with in- text citations and/or a reference list entry; and/ or formatting is not at all consistent with APA 7th ed. style; and/or formatting errors impact the traceability of the source.

Notes: Reports MUST include BOTH in-text referencing AND a reference list to pass the minimum requirements. Assignments will be reviewed through Turnitin.

Presentation

This report should use basic report format, including an executive summary. Other points to note:

· Text presentation to be 1.5 line spacing, 12 point font.

· Use headings, subheadings and diagrams as necessary.

· Provide a cover page, table of contents introduction, body paragraphs, conclusion and reference list.

· The first page should contain your name, student number, subject code, word count and due date. Please use 12 point font and avoid the use of fancy templates with added colour or graphics.

· Add your name, student ID number and page number on the footer of each page.

· Lines should be 1.5 or double spaced.

· The assessment tasks should be within +/- 10% of the word limit. Note: the cover page, table of contents and reference list are not included in the word count.

· Proof-read your work so that it is free of spelling, grammar and punctuation mistakes. Use language that is appropriate to academic and professional tasks. Ensure you use respectful and appropriate terminology.

Requirements

How to reduce your Turnitin similarity and avoid a Student Academic Misconduct investigation:

· Complete your own assessment. Do not share the work you have produced with other students.

· Paraphrase the original sources rather than quoting them directly. Effective paraphrasing will lower your Turnitin similarity score, increase your understanding, improve the flow of your writing, allow you to focus more acutely on responding to the actual question asked, and demonstrate your knowledge and skills so you receive a higher mark.

· Acknowledge all material sourced by providing traceable, credible in-text citations and a reference list that conforms with APA 7th ed. Style.

· Use Turnitin to pre-check your writing, detect similarity and revise your assessment before submitting.

· Do not include a copy of the assessment question and/ or marking criteria in your submission.