Topic: Market Segmentation essay

Market Segmentation


Completion of this portfolio work project, a white paper on market segmentation analysis, will help you demonstrate your competency in marketing research, analysis, and planning for minority market segments (for example, African American, Hispanic, LGBTQ, and retirees). This assignment provides practice with academic writing expectations, while still being work-relevant.


Option 2

Select a company of your choosing. Note that it is recommended that you use the same company for each assignment in this course. Before choosing a company, read all three of the assignments’ requirements thoroughly to ensure the following:

Your Role

Option 2

Your boss, a director, has tasked you with this market segmentation project. She is relying on you to prepare an analysis and recommendations that can be presented to the company’s board of directors. You have completed a couple of special research projects for her previously that went very well. You are pleased to have received this new assignment.


Conduct your own research to locate supporting resources, and develop a white paper written in APA format that is well organized and includes the following for Rollin’ Auto’s investors or your selected company’s board of directors:

• Describe the minority market segment for your selected company. Your description should address demographic characteristics of the market segment, potential size (in dollars) of the segment, and other information to inform your audience about why it is desirable to market to the chosen segment (for example, African American, Hispanic, LGBTQ, and retirees).

• Analyze the extant and current literature regarding marketing to minority segments. In your analysis, discuss findings that generalize various minority market segments as well as findings specific to your chosen minority market segment.

• Recommend best practices for marketing to minority market segments. Be specific in your recommendations for your chosen minority market segment.

• Write an executive summary. This is your opportunity to clearly and succinctly summarize your findings and recommendations.

Deliverable Format


• You may choose to organize your writing as follows:

o Title page.

o Executive Summary – 1 page.

o Background of the Problem (for example, marketing to the chosen minority segment) – 2 pages.

o Literature Review – 3 pages.

o Recommendations – 1 pages.

o Summary/Conclusions – 1 page.

o References.

Type of assignment: Academic paper writing
Type of assignment: Essay
Subject: Marketing
Pages/words: 8/2200
Number of sources: 5
Academic level: Bachelor
Paper format: APA
Line spacing: Double
Language style: US English

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