Critical analysis of article- basis of market segmentation
Assignment : Evaluating a Journal Article
In this first assignment, you have to prepare a 2,000 critical analysis of a given article from a peer-reviewed journal. You need to critically evaluate the article from a theoretical perspective and consider the practical implications using examples based on the Omani market. In order to provide more focus and direction, two key areas have been identified for you to discuss using examples from the Omani market. You need to use two other related journal articles (selected by yourself), to support your discussion.
Journal Article on ‘The Basis of Segmentation……’
In the concluding section of the Journal article, Sulekha Goyat observes that
• ‘the selection of the basis of market segmentation is completely dependent upon the industry and product type itself’ and
• ‘demographic may prove as good basis for segmentation but everything is dependent upon the psyche of the consumers’ (page 53).
The Task:
With reference to the Omani market, and using relevant examples, critically examine and discuss these two observations.
Please, note the following:
• Equal attention must be given to both statements
• You must use at least two other journal articles for your discussion
• Your arguments must be balanced and supported by marketing literature on segmentation
• You must demonstrate and apply your marketing knowledge
• Your references must reflect a balance between academic and internet sources
Details of marking criteria are as follows:
Structure for your Assignment
While marking your assignment we will be looking for evidence for how well you have addressed the question/issues. The following part explains the structure and key points you should consider in preparing your assignment.
1. Introduction: A brief introduction and summary of the article.
Interpreting the task – your summary should be clear and should ideally lead to the two key areas identified for discussion.
2. Addressing the Key Areas: The main body of your work where these two key issues are addressed. (This part may have a few sections / sub-sections). The key criteria here include:
a. Research – evidence of systematic research approach, depth of research undertaken; application of some conceptual (theoretical / empirical) framework(s), etc.
b. Analysis – well focussed, depth and clarity of argument, organising/summarising key and relevant issues stemming from the journal article, identifying two other journal articles and integrating the discussion. Your understanding will be demonstrated by your ability to provide relevant examples based on the Omani market.
c. Scholarly practice – a proper referencing within the report (citations), employing appropriate International Business vocabulary, etc., the quality of the Reference section. (Harvard style of referencing).
3. Conclusion: A clear, concise, and relevant conclusion (and recommendations where appropriate) to the discussion. Your conclusion should contain a summary of the key points that have emerged from the discussion, a consideration of the implications and where further investigation may be appropriate.
4. Presentation: Neat layout, and headings/sub-headings where appropriate. Clarity of expression (appropriate language, grammar, spelling, etc.). Length of the discussion should be 2,000 (maximum) without including the cover page and reference/bibliography section. Word-count at the end of the essay. No attachments / appendices allowed.
Please note that the above does not necessarily provide you with the headings / subheadings to be used in your work. While generic headings such as ‘Introduction’, ‘Conclusion’, and ‘Recommendations’ would be appropriate and could be used in your paper, other headings / subheadings would emerge from the issues you are discussing. Headings / subheadings give a logical, sequential, and meaningful structure for your work
Assignment
Specific Guidance on the Content of your Assignment:
Prepare a 2,000 word critical analysis of a given article from a peer-reviewed journal. You need to critically evaluate the article from a theoretical perspective and consider the practical implications for the Omani market. In order to provide more focus and direction, two key areas have been identified for you to discuss using examples from the Omani market. You need to use at least two other related journal articles(selected by yourself) to support you in the task.(Please, take note of the highlighted phrases)
The rationale behind this assignment:
This assignment is designed to assess your ability to identify and critically evaluate, in a comprehensive fashion the strengths and weaknesses of the given journal article. To do so, you are expected to
• evaluate and synthesise information especially from the given article plus other selected journal articles,
• demonstrate an awareness of the relevance of the journal articles to current marketing practices in the real world,
• use and apply relevant concepts in marketing, and communicate relevant information effectively, with accuracy.
Please, note that, at the MBA level, you are expected to use other sources of information for your assignment. I specified the use of at least two journal articles to ensure that you use other journal articles in your evaluation of the given article.
In terms of presentation, it will be useful to breakdown your discussion into sub-headings or paragraphs. Your sub-headings or paragraphs will not be based on each article, but will be according to the thread of your arguments.
Given the aforementioned, your structure should look like this:
• Section 1: Introduction – this section should be brief and should indicate to the reader how you are going to approach the assignment (approximately 150words).
• Section 2: An overview or summary of the article on Segmentation- this section should briefly discuss the article, whilst highlighting the key marketing issues stemming from the article. For example, some of these issues could be traditional segmentation bases – the article discusses the role of segmentation in marketing and the traditional techniques used for segmentation ; Benefits of segmentation – the article discusses the dynamic nature of the business environment and the need to be more competitive. Segmentation plays a vital role in achieving competitive advantage ; Variables used for segmentation – the article discusses the future challenges and examines the current variables used for segmentation. It suggests the need to use these variables more effectively, through a greater understanding of the consumer segments.(Approx. 300 words)
• Section 3: An evaluation of the article on segmentation using other articles -this is the main body of your work and you will be expected , in this section, to demonstrate your knowledge in the subject matter, and your ability to identify and use relevant sources of information effectively. Your evaluation should include at least two other related journal articles, chosen by yourself. Your choice of the other articles to use in your evaluation should be dependent on how well these articles will help you put forward a balanced critique of the article, especially the author’s concluding statements on Segmentation. (Approx. 850 words)
• Section 4: An application of your evaluation to the Omani market. In this section, you have to demonstrate your ability to relate your arguments in section 3 to the Omani market. My preference for the Omani market is based on the fact that your second assignment is on the Omani market. This way, you will be already familiar with some of the key issues, such as competition, consumer behaviour, and segmentation relating to this market. (Approx. 500)
• Section 5: Conclusion and/or recommendation(s). Your conclusion and recommendations should stem from your main deductions from your evaluation. Usually, most of your recommendations would emanate from your viewpoints on the main contentions of the article. (Approx. 200words)
Format for Submission:
• The word limit is 2,000 words (excluding your bibliography).
• Your work must be word-processed using either times new roman or ariel font
• A reference list (bibliography) must be attached at the end of your work
• A minimum of 2 refereed journal articles(selected by yourself) is required
• Not more than 50% of references may be from the internet.
Article:- The basis of market segmentation: a critical review of literature, Sulekha Goyat
