MKT571 – Understanding Target Markets – Walt Disney World

**Cannot accept more than 2% plagiarism, it will be submitted to TurnItIn. If you are referencing please do in-text citations.

***Please use grading guide attached to help you and make sure that all requirements are met.

Written Paper Assignments:

It should not have to be restated, but remember that ALL written paper assignments are required to have references AND citations in the body of the paper. A paper with no references or citations is considered a form of plagiarism and will result in zero points.

***It is VERY IMPORTANT that you follow the grading guide as well as the APA format.

**** NOTE: This professor has a zero-tolerance policy on plagiarism. The professor submits ALL papers to Turnitin! The scores they receive can be significantly different from the scores you receive for student submittals.

BOOK: Kotler, P., & Keller, K. L. (2016). Marketing Management. Boston: Pearson.

***Minimum of two references

Let me know if you have any questions.

Understanding Target Markets – Walt Disney World

Purpose of Assignment

To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. This week’s assignment is the first part of the development of a marketing plan. It provides the foundation of the marketing plan and introduces the student to a variety of diagrammatic tools for understanding a business.

Assignment Steps

For week 2 complete the target market worksheet that addresses the following topics:

1. Describe the value proposition of your product. What does the product do for the customer; what needs does it address and what problem(s) does it solve? Consider all product attributes including features, functions, warranties, brand, etc.
2. Identify the “qualifying” dimensions for your target market. These are the customer attributes that define who is in your target market, and who is not in your target market.
3. Identify the “determining” dimensions for your target market. These are the factors that influence why a customer in your target market would choose your product over alternative products or solutions to address the needs identified in (1) above.
4. Considering the forces of change, which specific forces or trends could impact the dynamics of the customer decision process in selecting or purchasing your product?
5. Considering your responses to 1-4 above, complete a brief SWOT analysis, identifying specific strengths, weakness, opportunities, or threats.

Diagrams are not required but can be used to provide clarity and conciseness. Diagrams (and subsequent discussion) can include SWOT (emphasizes internal market–Strengths, Weakness, Opportunities, Threats) TOWS (emphasizes the external market–Threats, Opportunities, Weakness, Strength), PEST (Political, Economical, Social, Technological), SOAR (Strengths, Opportunities, Aspirations, Results), and/or STEEP (Social, Technological, Environmental, Economical, Political).

All diagram(s) should be in APA format and must include a subsequent discussion of the diagram(s) providing insight and clarity.

Supporting Material: Understanding Target Markets Worksheet

Supporting Material: Understanding Target Markets Worksheet Grading Guide