The purpose of this assignment is to deepen your understanding of market segmentation, targeting, and positioning (STP) while integrating Peter Druckers philosophy of Management as a Liberal Art. You will be challenged to apply both strategic thinking and ethical reflection in crafting a value proposition that serves not only business goals but also people and society. This exercise encourages you to think beyond the transactional nature of marketing and reflect on your role as a value creator, leader, and decision-maker.
ROJECT OVERVIEW
You will select a real or hypothetical product or service and complete a solo marketing analysis using the STP model. First, you will identify and describe three distinct market segments using demographic, psychographic, geographic, and behavioral criteria. Then, using the MASDA framework, you will evaluate and select a primary target segment. Finally, you will craft a clear and compelling positioning statement supported by either a perceptual map or a value proposition chart. Throughout this assignment, you are encouraged to reflect on how your positioning strategy serves not just the market but the whole human beinga core tenet of Druckers MLA philosophy.
OBJECTIVES
- Apply the STP model to a real or hypothetical brand challenge
- Evaluate market segments using the MASDA criteria
- Construct a meaningful, values-driven positioning statement
- Integrate ethical and human-centered considerations into strategic marketing decisions
- Demonstrate how Druckers MLA philosophy applies to customer engagement and value delivery
- Visualize brand positioning using a perceptual map or value proposition model
PAPER FORMATTING
The paper should be written following APA 7th Edition guidelines, ensuring clarity, organization, and professionalism. Key elements include a title page, an introduction with a clear thesis statement, well-structured body sections with appropriate headings, and a conclusion summarizing key findings. Use in-text citations to reference the case study and any supplemental peer-reviewed sources, and include a properly formatted reference list at the end. There is an in the Getting Started Module that you can view.
- Length: 34 pages
- Formatting: APA 7th edition
- Font: 12pt Times New Roman, double-spaced
Include the following sections:
- Introduction and Product/Brand Overview
- Market Segmentation
- Target Evaluation using MASDA
- Positioning Statement + Visual (Map or Chart)
- Reflection: Drucker and Ethical Positioning
- References (if applicable
DELIVERABLES
Your submission must include:
- Three segmented customer profiles
- One selected target audience with MASDA rationale
- A clear and strategic positioning statement
- A visual element (positioning map or value chart)
- A short reflective paragraph (56 sentences) connecting your strategy to Druckers view of management as a responsibility to people and society, not just profit.
UBMISSION EXPECTATIONS
- All sections of this paper (except Conclusion) must include in text citations.
- Ensure proper grammar, structure, and adherence to APA 7th edition guidelines.
- Use AI ethically as a supportive tool but ensure original and thoughtful contributions from the team.
- Double check the Rubric and ensure you have met all requirements.
- Late submission is subject to the late policy percentage deduction.
- Submit as a Word document
Requirements: 34 pages
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