MARKETING 1 (MKTG19439)
ASSIGNMENT #2
TARGET MARKET PROFILES AND
POSITIONING (10%)
OVERVIEW
Students were assigned a product at the start of the semester. The product is marketed under a
brand name owned by a company that competes in an identified industry in Canada. Students
will prepare 2 target market profiles and a positioning statement for the product using the
corporate website(s) and Sheridan’s library databases.
LEARNING OUTCOMES
The goals of the assignment are to help you to:

Understand segmentation, targeting and positioning
Prepare target market profiles
Construct a positioning statement
Research using credible sources
Communicate your knowledge by paraphrasing
Reference materials using in-text citations and a reference list in APA format
SUPPORTING MATERIALS

Marketing 1 Research Guide – https://sheridancollege.libguides.com/Marketing1
Online Tutorial – How to do internal research –
https://sheridanlibrary.ispring.com/app/preview/c94f9f14-1f0c-11ed-818e42c7a1ef6827
Module 3: Consumer Behaviour – materials in Slate
Module 4: Segmentation, Targeting, and Positioning – materials in Slate
Getting Started with APA Style, 7th ed. – https://sheridancollege.libguides.com/apa
Assignment Sample in Slate>Content>Assignments>Samples
PROHIBITED TOOLS AND SOURCES
Students are not allowed to use advanced automated tools (artificial intelligence or machine
learning tools such as ChatGPT) on assignments in this course. Students are expected to
complete assignments without substantive assistance from others, including automated tools.
Artificial Intelligence detection tools may be used to screen your responses if the use of an
automated learning tool is suspected.
Students are not allowed to use a pre-made 4Ps analysis or SWOT analysis that someone else
published on the internet. Sources include, but not limited to, SlideShare, MBA Skool, PESTLE
analysis, scribd, freeswotanalysis.com, Study Moose, Course Hero or Marketing 91.
Students may not use Wikipedia as it is not considered a credible source.
LATE POLICY
The penalty for a late assignment is 10% of the total value of the assessment for the first 24-
hour period after it is due.
For every additional 24-hour period, 20% will be deducted. After the third day (72 hours), the
grade will be recorded as a zero (0) for that evaluation.
FORMAT
Students will create a Microsoft Word document that includes these sections:
Segments chart – Prepare a table showing two key segments for the brand/company and a
description of each segment using demographic, geographic, psychographic and behavioural
variables.
Highlight the primary segment. Provide 3-4 reasons for selecting this segment as primary.
Positioning Statement
What is the product positioning statement?
Use the correct format.
Reference List
With matching in-text citations
RUBRIC
To earn marks, students need to:
Conduct current research (3-year timeframe) using credible sources
Cite research using in-text citations and a reference list in APA format
Demonstrate knowledge through clear communication and paraphrasing
Display understanding of marketing terminology and concepts
Submit before the due date to avoid a late penalty
Marks are distributed as follows:
Criteria Above
Expectations
4 points
Meets
Expectations
3 points
Below
Expectations
2 points
Unsatisfactory
1 point
Cannot Be
Assessed
0 points
Market Segment

1

2

Displays
excellent
understanding
of segmentation
variables
Provides
excellent
description of
segment
variables
Very good
understanding
of segmentation
variables
demonstrated
Provides good
description of
segment
variables
Some
understanding
of segmentation
variables
demonstrated
Provides some
description for
each
segmentation
variable
Little
understanding/
incorrect
understanding of
segmentation
variables
Provides
inadequate
description for
each
segmentation
variable
Choice of
Primary
Segment
3-4 reasons
given for
selection of the
primary
segment
Strong rationale
provided
2-3 reasons
given for
selection of the
primary
segment
Rationale is not
complete
1-2 reasons
given for
selection of the
primary
segment
Rationale is
missing
significant
amount of
information
0-1 reasons given
for
selection of the
primary segment
Rationale is not
included
Positioning
Statement
Strong
positioning
statement
Correctly
identifies all
elements
Good
positioning
statement
Correctly
identifies most
elements
Adequate
positioning
statement
Correctly
identifies some
elements
No/inadequate
positioning
statement
Professional
Communication
No grammatical
or spelling
errors
Used clear and
concise
language
1-2 errors
Mostly used
clear and
concise
language
3-4 errors
Did not use clear
and concise
language
More than 5
errors
Does not make
sense
Appropriate use
of reference
sources
Consistent and
correct use of
APA format for
in-text citations
Each reference
in the list has
matching intext
citation
Consistent and
correct use of
APA format for
reference list
Variety of highly
credible and
current
references
(within 3 years)
Few errors in
formatting or
did not use intext citations
consistently
Not all
references have
matching in-text
citation (less
than 20%)
Few errors in
formatting the
reference list or
references
missing (less
than 20%)
Majority of
sources are
credible and
current (within
3 years)
Missing many
in-text citations
Many errors in
APA formatting
Missing many
references from
reference list
Many errors in
APA formatting
Several sources
are not credible
Some references
are outdated
Little to no
attempt to use intext citations
(50% or greater)
Did not include
properly
formatted
reference list
Only included
hyperlinks to
references (50%
or greater)
Majority of
sources are not
credible or are
outdated
TOTAL /24