Please review all documents – I must score a 3 in the rubric in all areas of the paper to pass.
In this Performance Task Assessment, you will use the VW India Case Study to create a Market Segment Analysis that will lead to a solution to VW’s challenges based on the case.
Professional Skills: Written Communication and Critical Thinking and Problem Solving are assessed in this competency.
Your response to this Assessment should:
Reflect the criteria provided in the Rubric.
Adhere to the required length.
Conform to APA style guidelines.
Before submitting your Assessment, carefully review the rubric. This is the same rubric the assessor will use to evaluate your submission and it provides detailed criteria describing how to achieve or master the Competency. Many students find that understanding the requirements of the Assessment and the rubric criteria help them direct their focus and use their time most productively.
Market Segmentation Analysis
Create a comprehensive Market Segmentation Analysis of the VW India Case Study as follows (6-to 8-pages):
Describe market segmentation, how it is applied and why it is used. Explain—using at least two examples from the case—why consideration of market segmentation is important and why it is particularly important in the VW India Case Study.
Explain the benefits and challenges to market segmentation and the risks involved in its use in the VW India Case Study.
Discuss the role of data—both primary and existing (big)—in defining market segments, enhancing performance in segments, and making market expansion decisions. Highlight where these kinds of data decisions took place in the VW India Case Study and how they impacted later actions.
Discuss how identifying target market segments are important in the business case, but also include a discussion of what other kinds of market segment variables companies may encounter (e.g., what did the company avoid encountering, what is not a target segment). Be sure to describe what a target market is, the advantages of identifying a target market, and include a review of how to determine which segments are most ripe with potential. Global considerations of language, culture, demographics, communication infrastructure, and historical/legacy issues are particularly important to review in this area.
Explain how product, price, promotion, and place are impacted by the VW India segmentation, and where they are not impacted.
Analyze the benefits and risks of expansion into new market segments after having established the company successfully in existing market segments. Again, focus on how certain segments may not be compatible and the global perspectives to consider in making these evaluations. Weave in both a macro consideration of these issues as well as a specific review of potential impacts in the VW India Case Study.