ASSESSMENT BRIEFPage 1 of 3Subject TitlePrinciples of MarketingSubject CodeAMKT100Lecturer / TutorMike PenfoldTrimesterMay 2016Assessment TitleSegmentation Report Best Western InternationalLearning Outcome/s1,2,3,5Assessment typeIndividualWeighting25%Word count2,000Due dateMonday 18 July 2016 (week 8)Class submissionLecture Tutorial ?Submission typePaper copy ? Turnitin ?Format / Layout of Assessment(details of what to include)(cross the appropriate check boxes)Report:ICMS Cover PageTable of ContentsSynopsisIntroductionFindingsConclusionRecommendationsReference ListAppendices??????????Assessment instructions(clear, succinct, without repetition)See page 2.Readings for the assessment(instructions where they can be found e.g. MyAthens database, Moodle etc.)Use an extensive range of sources to research the topic area. Here are some suggestions for starters: http://www.wikihow.com/Write-a-Positioning-Statement http://www.wisegeek.com/what-is-an-industry-overview http://www.dailymail.co.uk/travel/travelnews/article3199337/My-night-billion-dollar-hotel-revolving-bedschauffeur-driven-Rolls-Royces-Dubai-s-seven-starBurj-Al-Arab-s-cracked-be.html http://carlton-stmoritz.ch/en/hotelGrading Criteria / RubricThe marking rubric is at page 4 of this document.ASSESSMENT BRIEFPage 2 of 3BackgroundBest Western International Incorporated was founded in 1946 and is a worldwide hotel chain that provides accommodation and other services to tourists in over a hundred countries. The brand has its corporate headquarters in Phoenix, Arizona (U.S.A) and currently has over 4,000 hotels globally and is the worlds largest brand (based on number of rooms).Why would a tourist pick Best Western?Competition in the Tourism sector is strong, with a wide range of brands providing consumers with a range of choices and experiences. So, why would anyone choose to stay with Best Western rather than a competing brand?Assignment objective and deliverables1. Write a 400-word overview of the Tourism sector in which this brand operates.2. You need to choose four other hotel brands and write a brief company overview of each of the organisations (400 words).3. Using a table, identify and describe the market segments reached by all 5 of these brands using applicable demographic, geographic, psychographic and behavioural variables. Explain the table (250 words). The table is excluded from the word count.4. Using these brands, provide two positioning matrices (perceptual maps) with 175 word explanations for each. One map should use specific product features and benefits as the axes to highlight differential competitive benefits. The other should consist of two determinant attributes of your choice, one on each axis to demonstrate Best Westerns position relative to its competitors.5. Based on the matrices, provide a 200-word detailed explanation of the competitive advantages of Best Western compared with the competition.6. Write a 300-word description and explanation of the targeting strategy being utilized by Best Western and recommendations to more effectively target their specific segments.7. Provide a 100-word positioning statement for Best Western that you would use to brief an advertising agency promoting the organization.Your report must demonstrate evidence of further research, referenced according to the ICMS style guide.Document briefThis document is to be written in the style of a business report from you as a marketing consultant, hired by Best Western Incorporated, to assist them in their business objective of strengthening their position in the highly competitive international tourism market over the next five years.Please take note of the following;ICMS cover sheet, declaration, table of contents and synopsis must be included.Positioning maps need to be computer generated and not hand drawn.You should reference the textbook where appropriate, plus additional secondary research sources, which should be extensive. Referencing should be in accordance to the ICMS Style Guide.ASSESSMENT BRIEFPage 3 of 3Marking RubricItem Excellent Competent InadequateIndustry background, market overviewExcellent industry background showing some original researchGood industry background showing some original researchPoor industry background showing little evidence of research 3 2 1Market segmentationExcellent segmentation analysis using demographics, psychographics, usage and benefits sought in chart formGood segmentation analysis using demographics, psychographics, usage and benefits sought in chart formPoor segmentation analysis missing some detail or a chart such as demographics, psychographics, usage and benefits sought 5 3 1Targeting StrategyClearly describe and explain the Target Strategy that perfectly matches with the market segmentation strategy.Describe the Target Strategy that matches with the market segmentation strategyThe target Strategy does not or partially match with the market segmentation strategy 5 3 1Positioning matrices & narrative, competitive advantageTwo excellent matrices provided with outstanding and insightful commentaryTwo good matrices provided with adequate commentaryPoor or missing matrices and little if any commentary 5 3 1Positioning StatementExcellent positioning statement that clearly describes the target segment and need, the brand concept and the point of difference from the competitionGood positioning statement that describes the target segment and need, the brand concept and the point of difference from the competitionPoor positioning statement that partially or does not describe the target segment and need, the brand concept and the point of difference from the competition 3 2 1Evidence of secondary research and document presentation, lengthVery strong independent research approach. A professional standard document that does not need any editing and is of an appropriate length. Concise and flowing well for the reader.Good research. Document follows ICMS style guide. Layout, spelling and grammar at expected standard for a 100 level subject.Document flows well and is of appropriate length.Poor research. Document too short or long, requires serious editing of structure, grammar or spelling. Poor layout, not a business document, fails to follow style guide rules, fails to flow. 4 3 1
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