BUS350: Provide a written analysis of one case study – Kill_Kapture. Strategic Marketing assignment

Module / Subject / School:

BUS350 Strategic Marketing

Murdoch University

Requirements: 

The use of case studies has been incorporated throughout the unit to provide a range of ‘real world’ business examples. They introduce a selection of business case studies which include product successes and failures. Some also demonstrate how businesses have tackled challenges and as a result regained market dominance.

Your recognition of the issues faced in the marketing environment is required. Informed discussion with relevance to previous and current marketing studies is also required in response to the questions posed by the case studies.

You are required to provide a written analysis of one case study – Kill_Kapture (under topic 5 on the unit website). The answers to the case study analysis are to be typed (single line spacing), minimum of 1,000 words plus any appendices and a reference list. Wider reading is encouraged and referencing to academic journals should be used where appropriate. Provide answers to the following questions as part of your analysis:

1. Identify the demographic characteristics of the target market for Kill_Kapture.
2. In psychographic segmentation of the target market for the Kill_Kapture brand, how does the concept of selforientation apply?
3. What type of targeting strategy is Kill_Kapture using?
4. Identify the other merchandise items available for sale in addition to the Pathfinder jacket. Discuss their relevance to the core brand.

Case study prep guide

• Kill Kapture case study, it will be done in report format: min 1000 words excluding ref list (30%)
• Answer 4 questions, est 250 words per qns. Qns 2 may have longer answer. Min 1000 words. Max 2000 words report in total.
• Prepare this assignment in a report writing format.
  • Headers & subheaders
  • Main paragraphs & sub paragraphs
  • You may use the question as your title for each question. It is advisable to start a new page for every question
  • Provide & explain any relevant academic theories (citation with academic sources – journals or textbook when it comes to theory)
  • Followed by discussion of application on how the theories are being applied to the context of the case studies, supported by academically recognised source – credible in nature.
  • Referencing style: Chicago referencing
• For all answers, please ensure it encompass these components:
• Theories
• Application support with evidences

1. Identify the demographic characteristics of the target market for Kill_Kapture.

• For qns 1: be sure to provide these components to meet the marking requirements:
• Concept behind segmentation
• Demographic variables available
• Which demographic variables are appliable to the case study
• Provide evidences to support why you believe these demographic variables are being used to define the target market (potential customers) in the case study

2. In psychographic segmentation of the target market for the Kill_Kapture brand, how does the concept of self-orientation apply?

• For qns 2a:
• Concept of psychographic segmentation
• Psychographic models (VALS2) and characteristics available
• Which type(s) of psychographic segmentation approach used by the case
• Provide evidences to support your psychographic segmentation approach analysis

For qns 2b:

• What is self orientation
• Do you think self orientation concept is being adopted in the marketing approach by the case
• Provide evidences to support your self concept application analysis (self esteem and self worth) Self esteem – what you think / feel / believe about yourself and Self worth – belief that you are loveable and valuable regardless of how you evaluate your traits.

3. What type of targeting strategy is Kill_Kapture using? 

   For Q3:

• Concept of targeting
• The types of targeting approach

1. Undifferentiated (mass)
2. Differentiated (multiple targets)
3. Niche or concentrated (1 focused segment / target)

• Which targeting approach used by the case
• Provide evidences to support your targeting analysis

4.Identify the other merchandise items available for sale in addition to the Pathfinder jacket. Discuss their relevance to the core brand.
For Q4:

• Concept of Positioning
• Physical Positioning
• Perceptual Positioning
• Which do you think Kill Kapture is using? (using their product offers as
• supportive argument)

What we score:

72%

Our Writer’s Comment 

This assignment tests students on their understanding of the concepts.

Based on the assignment requirements provided, here are some comments to help students score well on this assignment:

When analyzing the Kill_Kapture case study, it is important to provide a comprehensive written analysis that addresses the following questions. Your analysis should be in report format, with headers and subheaders, as well as main paragraphs and sub-paragraphs. Each question should be treated as a separate section, and it is advisable to start a new page for each question.

For all answers, make sure to include relevant academic theories and support them with evidence from academically recognized sources. Use proper citation and referencing in Chicago style.

Question 1: Identify the demographic characteristics of the target market for Kill_Kapture. In this question, you need to explain the concept behind segmentation and identify the demographic variables that are applicable to the case study. Provide evidence to support your identification of the demographic variables used to define the target market. Refer to relevant academic theories and sources.

Question 2: In psychographic segmentation of the target market for the Kill_Kapture brand, how does the concept of self-orientation apply? For this question, discuss the concept of psychographic segmentation and the psychographic models and characteristics available, such as VALS2. Analyze the type(s) of psychographic segmentation approach used by the case study and provide evidence to support your analysis. Additionally, explore the concept of self-orientation and evaluate whether it is being adopted in the marketing approach of Kill_Kapture. Support your analysis with evidence, considering self-esteem and self-worth aspects.

Question 3: What type of targeting strategy is Kill_Kapture using? In this question, explain the concept of targeting and the different types of targeting approaches: undifferentiated (mass), differentiated (multiple targets), and niche or concentrated (focused segment/target). Identify which targeting approach Kill_Kapture is using and provide evidence to support your analysis.

Question 4: Identify the other merchandise items available for sale in addition to the Pathfinder jacket. Discuss their relevance to the core brand. Here, discuss the concept of positioning, both physical and perceptual. Analyze which type of positioning Kill_Kapture is using and support your argument with evidence from their product offers.

Remember to include a concise executive summary of around 200 words at the beginning of your report, which will not count towards your total word count. Each answer to the question should be approximately 250 words, except for question 2, which may require a longer answer. Ensure your report is well-structured and utilizes proper referencing using the Chicago style. Make sure to provide a thorough analysis supported by relevant theories and examples to demonstrate your understanding of the case study.

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Sample Assignment

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