BAM305: Select an entrepreneurial business venture that is to be introduced or is already introduced into the market and critically discuss an appropriate market segmentation, targeting and positioning (STP) approach for this business venture. Entrepreneurial Marketing assignment

Module / Subject / School:

BAM305 Entrepreneurial Marketing

University of London

Requirements:

Select an entrepreneurial business venture that is to be introduced or is already introduced into the market and critically discuss an appropriate market segmentation, targeting and positioning (STP) approach for this business venture. You are required to develop and discuss an appropriate market segmentation, targeting and positioning (STP) process for an entrepreneurial business venture of your choice that is to be introduced or is already introduced into the market. This should be carried out in 2,500 words maximum, excluding appendices and references.

Your report should include a list of references, and you are encouraged to use appendixes to include any material that you need to support your arguments.

Structure:

You must use headings, sections, subsections, and paragraphs as appropriate. In terms of content, your coursework should include the following:

– Title page

– Executive summary: provide a brief summary of your coursework and provide the key points, any results, conclusions, or recommendations

– Table of contents

– Introduction: specify the entrepreneurial business venture and explain the company that you have selected.

– Section 2: Segmentation, Targeting, Positioning (STP): discuss a segmentation (S), targeting (T) and positioning (P) process so the company can develop (discuss the findings of the STP approach on the main body of the coursework)

Segmentation: explain how you will segment the business market so to identify subgroups. Explain the ways in which you will use to segment the markets.
Targeting: explain what criteria you will use to select and the target segments and decide which sub-groups to target first.
Positioning: after segments and target segments selected, you must determine how you will position your product/service offering to the target segments.

– Section 3: Conclusion: discuss the ways in which the STP approach can help your company strategy be implemented and provide key concluding remarks for this assignment,

– References: use relevant sources to support your argument, using the Harvard referencing system. Primary research is NOT required, your report should be based on secondary sources. For example – marketing journals, company website(s), databases such as MarketLine Advantage and FAME, Statista, marketing textbooks and trade magazines e.g. Marketing Week.

Appendices: all the additional materials that support your report (e.g., reports, market data etc. – these are not included in the word count). Also, you can place the description of the STP on the appendix.

Assessment Criteria:

Plagiarism:

It is crucial that you fully credit the work of others in your written work. If somebody else’s work, appears without full acknowledgement, there is the possibility that you could end up receiving credit for that work. This is dishonest and undermines the integrity of your work and is what we define as plagiarism. All assignment submissions are electronically tested for plagiarism. Plagiarised copies are invariably rooted out and severe penalties apply.

It is important therefore that you meet the certain basic standards expected of you during the assessment process. If we receive a report claiming that you have committed an offence, your results for the year will automatically be withheld whilst your case is investigated. Students who are found to be guilty of breaking the rules may receive a penalty, ranging from a warning, through to cancellation of a module, an entire year’s work or, in very serious cases, termination of registration. You are also reminded that investigations for suspected assessment offences can take up to nine months to resolve, and your progression on this programme may be disrupted due to poor academic practices.

You should seek out and remind yourself of the standards you should meet whenever you are submitting an assessment. You can do this by:

• consulting the appropriate sections in the General Regulations, Programme Regulations, Student Guide and Programme Handbook.
• reading the material posted on the Virtual Learning Environment (VLE).

Penalties for exceeding the word count:

The content within the main body of text comprises the overall word count, including in-text citations, references, quotes, heading and sub-headings. The cover page, reference list and any appendices do not count towards the overall word count. Full submission instructions are included in the VLE with coursework submission forms. There are penalties for exceeding the specified word count.

The maximum word limit for this coursework assignment is 2,500 words (excluding the list of references).
You may use less than 2,500 words but in so doing you may be penalising yourself as it is likely to be challenging to respond to the coursework brief.
You MUST state an accurate word count (excluding the list of references) at the end of your work. If you do not state an accurate word count your mark will be reduced by 5 marks.
The content within the main body of text comprises the overall word count, including in-text citations, references, quotes, heading and sub-headings. The cover page, reference list and any appendices do not count towards the overall word count.
For coursework and project items, students should not exceed the maximum word limits by more than 10%.

a) If the word count is between 10% to 20% above the maximum word limit, 5 marks will be deducted.

b) If the word count exceeds the maximum word limit by more than 20%, students will receive zero marks for their work.

What we score:

71%

Our Writer’s Comment

This assignment tests students on their understanding of the STP approach.

To achieve an A+ grade in this assignment, ensure that you follow these guidelines and meet the assessment criteria:

Understanding the Assignment:

Understand the assignment requirements thoroughly, focusing on developing a market segmentation, targeting, and positioning (STP) approach for an entrepreneurial business venture.
Keep in mind the word count limit of 2,500 words, excluding references and appendices.

Choosing the Business Venture:

Select a suitable entrepreneurial business venture that you can critically discuss in detail.
Clearly specify the chosen business venture in the introduction and provide a brief explanation of the company.

Segmentation, Targeting, Positioning (STP):

In Section 2, thoroughly discuss the segmentation, targeting, and positioning process for the selected business venture.
Clearly explain how you will segment the business market and identify subgroups, along with the methods used for segmentation.
Discuss the criteria for selecting and targeting specific segments, including the decision on which sub-groups to target first.
Elaborate on how you will position the product/service offering to the target segments effectively.

Use of Reliable Sources:

Use relevant and reliable sources, such as marketing journals, company websites, databases, and marketing textbooks, to support your arguments.
Apply the Harvard referencing system accurately throughout the report.

Appropriate Structure:

Organize your report with appropriate headings, sections, subsections, and paragraphs to ensure a clear and coherent presentation.
Include a title page, executive summary, table of contents, introduction, main body with STP analysis, conclusion, references, and any relevant appendices.

Plagiarism Awareness:

Avoid plagiarism by properly crediting the work of others and using in-text citations as required.
Ensure your work is original and does not copy or paraphrase others’ work without appropriate acknowledgment.

Word Count Compliance:

Stay within the word count limit of 2,500 words (excluding references and appendices).
Accurately state the word count at the end of your report to avoid a mark deduction of 5 marks.

Effective Conclusion:

In Section 3, provide a comprehensive conclusion that discusses the implications of the STP approach for the company’s strategy.
Offer key concluding remarks that summarize the main points and recommendations.

Presentation and Language:

Use clear and concise language to communicate your ideas effectively.
Ensure the report is well-structured, well-researched, and well-presented to impress the reader.

Avoid Exceeding Word Limit:

Be cautious not to exceed the word limit by more than 10%. Exceeding this limit may lead to penalties.

By carefully adhering to these guidelines, conducting in-depth research, and presenting a well-structured and insightful analysis of the STP approach for the selected business venture, you can achieve an A+ grade in this assignment. Remember to demonstrate your critical thinking skills and support your arguments with relevant evidence from reliable sources.

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Sample Assignment

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