Provide justified recommendations for the selection of a target market segment that will be the focus of your capstone assessment.

In the interim assessment report, you are required to identify one product (good, service, experience or idea) of an organisation (brand) of your choice. We suggest you choose a product (good, service, experience or idea) of your organisation of employment. However, this is not a requirement.

In your interim assessment, start by providing adequate context for the selected organisation (brand) and identified product (good, service, experience or idea). Then, based on various theories of marketing management as discussed in Module 1-3 of the learning materials:

Analyse the current market situation, considering relevant internal and external factors using appropriate frameworks and summarising them in a SWOT analysis to identify trends impacting on the selected product (good, service, experience or idea) and relevant stakeholders, collaborators and/or competitors;

Segment the market for the selected product (good, service, experience or idea), justifying your approach based on relevant criteria for effectiveness; and,

Provide justified recommendations for the selection of a target market segment that will be the focus of your capstone assessment.

This assessment is required to be presented as a formal report. It is not an essay or personal reflection.

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