a case study on segmentation, targeting and positioning for a service outlet of
your choice (Bank, Hospital, Hospitality, etc.) in UAE.
Your report should include:
brief introduction to the company and its products
theoretical literature review on the following concepts – segmentation,
targeting and positioning
detailed description of variables used by the service outlet of your choice to
segment the market – please support your answer with examples.
evaluation of the attractiveness of the target segment using Porters five-force
and POD’s for your chosen service.
Draw a perceptual map that will help you
analyse the market position of your chosen service outlet.
This assignment is an
individual assignment and the due date is 3rd October, 2020
assignment represents 10 % of the total grade.
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