MKTU640 Target Market and Segmentation  Research Paper

MKTU640 Target Market and Segmentation  Research Paper

Instructions/Descriptions

MKTU640 Target Market and Segmentation  Research Paper

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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.
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• 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

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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.

MKTU640 Target Market and Segmentation  Research Paper

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