Customer Analysis and Segmentation: Analyzing Positioning and Branding Strategy

Customer Analysis and Customer Segmentation

You are required to write a customer analysis and customer segmentation for a selected organization from your perspective (which would have previously considered in Assignment 1).

You are required to identify consumer segments and target markets for a chosen organization. You must analyse the positioning strategy (ies) for a chosen product or service in that selected organization. Using the positioning strategy, analyse branding plan considering current trends in the market place.

1. Identify who the current customers are. The more detailed understanding you have of your customers the better. This one group of customers should then be split into sub-groups that have similar traits and motivations. Identify target customers that you are planning to reach.
2. Customer analysis must then show the needs of these different customers group.
3. Identify how the company’s products meet the needs of each customer group. How do you provide solutions to these points?
4. How does your brand meet the needs of the customers?

Please take note that the maximum word count excludes References and Appendix.

- Company Background

- Rational of your choice of the company(ies)

- Segmentation

- Targeting and Positioning strategy and

- Branding Plan

• Appropriate citation and references.
• Style and readability including proper organization of answers.
• Overall presentation.
• This coursework must have a Cover Sheet, Table of Content and Page Number and Proper Heading/Title for each part answered, list of references (Use any referencing system that is suggested by the faculty)