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Market Segmentation theory – Literature review

Paper instructions: 1. Your lecturer will provide a foundation academic article for you to read based on Market Segmentation theory. Goyat, S. (2011). The basis of market segmentation: a critical review of literature.

European Journal of Business and Management, 3(9), 45-54. Create a title cover page for the Essay3. Create a short Introduction for the Essay4.

Create a short literature review that incorporates at least 6 (six) academic articles about Market Segmentation. Notes: 

• You may reference the Goyat (2011) article as part of your literature review. 

• Please ensure you use APA7 in-text citations for each article and then include them fully in the Reference List at the end.

• “A literature review is a piece of writing that describes, summarises and evaluates existing information on your topic. It is a critical analysis of the strengths and weaknesses and the theoretical basis of current knowledge.

The literature review highlights relationships, or lack thereof, between resources and helps you identify gaps within the literature. It is designed to find out how much we know about a particular topic according to the research that has been conducted so far.”

Select a company or product/service of your choice and undertake a short case study analysis from the perspective of the findings of your Literature Review on Market Segmentation. Notes: 

• The company or product/service should be located/available in Queensland and must not be a tourism or food-based business.

• Analyzing case studies provides you with insights into real-world companies’ and the problems and challenges they face with marketing and general management decisions.

These challenges provide you with an opportunity to diagnose problems, analyse and evaluate the situation and develop strategic decision choices based on the conceptual frameworks learned in this subject.

It allows you to connect your academic theoretical skills with your practical business skills, this is a very important attribute for developing your professional career.You may find sometimes that cases have incomplete information from which to make decisions, or that managers have made decisions based on incomplete information.

In this instance, you may need to (a) make some assumptions about why they made these decisions and describe these, or (b) research the company, industry or issue and determine the appropriateness of your assumptions or you may wish to conduct some additional research into the industry or similar type of companies or issues for ideas and trends.

Some cases do not focus on one firm or decision maker but may take an industry perspective.In this specific case, take the view of a consultant analyzing the issue and consider what organisations may be involved and how you would analyse the situation from their perspectives.

From experience, the most difficult aspect of case analysis for students is the idea of “analysis”. Most students simply repeat what’s in the case in their own words or simply re-arrange the same information.

While the latter is definitely desirable and helps students to break up the case into smaller components that can be analysed, analysis takes one further step and that is to explain, using the language of marketing, the implications of this information for the firm and the key decision makers.

For many students, case analysis may be new at this stage of the subject.In this assessment academic writing skills are being practiced. If you are unsure there are some additional resources on writing styles LearnJCU, there is also assistance available through the libguides. 

Structure:Following are some general guidelines on presentation and essay writing. The assessment paper should be in essay format with a title page, short introduction, literature review, case study analysis, conclusion and reference list. Pages should be numbered.

This assessment piece requires you to work individually to research and then present your findings in a formal written document that is well structured and appropriately referenced. 

Ensure that observations are adequately justified where required and that APA 7 referencing method is used.Do:: 

• Present in essay format. This requires well-structured paragraphs. 

• The word limit of 1,500 words is a maximum for ALL essays in total.

• Use tables, diagrams and further analysis of data to clarify, illustrate and supplement analysis and support your recommendations.

• Use page numbers, double spacing for ease of reading and feedback.

• Use citations from original sources when they are used, using APA 7 style referencing.

• Proof read your essays thoroughly, for grammatical and spelling errors.

• Minimum of 10 references.Don’t: 

• Use bullet points unless you are simply presenting a list that is self-explanatory. Bullet points do not lend themselves to discussion and 

• Copy material from other sources without acknowledging the source. Failure to acknowledge the source will be interpreted as plagiarism which is a serious offence.

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