MRKTG101 Fundamentals of Successful Marketing Individual Report 2, 2026 | Waikato

MRKTG101 Individual Report 2

Segmentation, Targeting & Positioning (STP) Report

25% of Final Grade

Due: Friday, 24 April 2026, 11:59 PM NZT

This report builds on your first report (5Cs Analysis) and requires you to conduct a Segmentation, Targeting, and Positioning (STP) analysis for your product idea.

While you may continue with the same product idea from your first report, you may choose a new idea if desired. If you reuse your product idea from your first report and it received a poor grade, you may need to adjust it to better meet pain/gain points. No extensions will be given if you regret your initial product choice.

Physical products are preferable, but you may also choose to market an intangible product (e.g., an app or technology) or a service.

Please submit your report (Microsoft Word Document or pdf) through Moodle, under “WK08 Assignment 2: STP Report – 25%” by Friday, 24 April at 11:59pm NZT. 

Note: Students who fail to submit their report to Moodle on time will be penalised as per the lateness penalty indicated on the paper outline.

Your grade and feedback will be released on Moodle two weeks after the due date.

Learning Objectives

1. Gain experience using STP analysis in a New Zealand business context
2. Practice forming charts/graphs of data that directly support your arguments
3. Show strong writing, APA 7^th, and presentation abilities

Your Task

You will write a maximum 6-page proposal (excluding references) presenting a STP analysis for your New Product idea. Your report should be structured with clear section headings/subheadings and include concise, well-organised content, such as through using bullet points where appropriate. Focus on your product idea NOT a New Zealand brand/company.

References should be placed on a separate seventh page and formatted according to APA 7^th edition.

Use 1.5 line spacing and a 12pt font, with an easy-to-read typeface such as Times New Roman.

Your report should cover the following under each heading:

1. Product Idea

• State a brand name for your product.
• Describe the product in one sentence.
• Clearly define the pain point it solves in 1-2 sentences.

2. New Zealand Overall Market Definition

• Define the New Zealand market using demographics, geography, and general behaviours.
• This section is about the entire market, not just your product’s market.
• Use secondary statistical data (e.g., Stats NZ, industry reports).

3. Definition Of Two Potential NZ Market Segments

• Identify two distinct market segments that could face the pain point your business idea addresses.
• Give each segment a name.
• Use income levels, age groups, gender ratio, household type, locations, and consumer behaviour data.
• Present segments in comparison to the total NZ market (percentages, median differences, or visual charts).

4. Primary Target Market Selection

• Select one of the two segments as your primary target market.
• Justify your selection based on:
  • Identifiability – Can this group be easily defined based on demographics/behaviour?
  • Sufficiency – Is the group large enough and financially capable of supporting your business?
  • Stability – Will this group remain relevant over time?
  • Accessibility – Can you reach this group effectively through marketing and distribution?
• Use statistics, locations, and advertising/distribution details where necessary.

5. Primary Positioning For Your Idea

• Write a clear positioning statement using the following format:
  “[MY NEW PRODUCT] is the most [UNIQUE ADVANTAGE] in the [DEFINED MARKET FOR PRODUCT] because [REASON].”
• Create a positioning chart/perceptual map comparing your brand to competitors based on key points of differentiation.

6. Charts, Data Use & Referencing

• Include at least two original charts presenting key data.
• Charts must have:
  • Descriptive titles
  • Axis labels
  • Properly cited data sources

7. Writing & Presentation

• Professional structure (clear subheadings, bullet points, readable layout).
• Concise, precise writing (avoid long paragraphs or unnecessary filler text).
• No grammar/spelling errors.
• No screenshots or copied charts.
• Does not exceed 6 pages (excluding reference page).

Writing Style And Presentation

Ensure that your report has clear, professional writing (well-structured, concise, correct grammar), is well-formatted (uses subheadings, bullet points, readable font, consistent layout, & APA 7^th), and is a maximum of 6 pages (excluding references).

Worth

25% of your overall grade.

MRKTG101 Individual Report 2 Criteria

Total Score: /100

Correct Business English

If you are concerned about your English, ensure you leave enough time to seek help from within the university. In particular, ensure that you identify who will be responsible for the final checks within your group, and consider using Studiosity (free through the university) to have your work carefully proofread.

What Is “Business English” For This Paper?

In many papers, you will be expected to write correct, academic English. This means you build an argument in detail and use correct citations.

In MRKTG101 we want to see good Business English – the style of English you will use in a typical commercial workplace. This means:

• Short, concise, but accurate wording and sentences.
• Short paragraphs – in principle no more than 4-5 lines.
• Precise wording and structure
• Clear, logical structure
• Essential use of sub-headers
• Wide use of bullet points for any information that is clearly a list
• Correct use of hyperlinked references (any data or sources you use to create your reports should be referenced with active, clickable links). Most reports should finish with a proper reference list on one or more pages.
• The report should not include any appendices. If something is important, it should be in the main text. Appendices will not be graded.
• For this course, we do not require cover sheets but ensure your name and student ID are in the document header. You should put your team name and the names of all contributing team members at the top of your group Marketing Proposal (third report).

A Note On Charts/Graphs & Images

• Data and easily understood visualisations of data are very important in marketing and most business situations.
• Your charts/graphs should back up the arguments you are trying to make.
• Using charts in your reports is strongly recommended. Multiple charts/graphs are essential for your STP report (second report) and group Marketing Proposal (third report).
• Always create original charts/graphs from scratch. Do not copy and paste them from elsewhere.
• All charts/graphs should include as a minimum:
  • A descriptive title saying what the chart shows
  • Clearly labelled axes
  • A reference to the source of the original data (or the original chart that you have reconstructed), attached to the chart.
• You do not need to include images in your first two reports. In your final group report, use images to illustrate your text and make the report more interesting to the reader.
• Try to ensure that the images you use are copyright-free. Some useful sources for copyright-free images are:
  • Wikipedia
  • Unsplash
  • Pexels
  • Pixabay