Describe market segmentation, how it is applied and why it is used. Explain—using at least two examplesMarket Segmentation Analysis
Create a comprehensive Market Segmentation Analysis of the Case: Volkswagen in India 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.
IG006: Market Segmentation Models: Develop viable market segmentation models.
Assessment Rubric
0
Not Present
1
Needs Improvement
2
Meets Expectations
3
Exceeds Expectations
Sub-Competency 1: Describe the role of market segmentation and why it is important.
Learning Objective 1.1:
Describe market
segmentation.
Learning Objective 1.2:
Explain the benefits
and challenges to
market segmentation
and the risks involved
in its use.
Description of market
segmentation is not
present.
Explanation of the benefits
and challenges to market
segmentation and the risks
involved in its use is not
present.
Description vaguely or
incompletely states what
market segmentation is,
how it is applied, and why
it is used.
Description clearly and
completely states what
market segmentation is,
how it is applied, and why
it is used.
Description includes fewer
than two examples from
the assigned case to
support key points.
Description includes two
examples from the
assigned case to support
key points.
Description is not
supported by relevant
academic/professional
resources or the resources
are not relevant.
Explanation details fewer
than three key benefits
and two challenges of
segmenting a market
and/or explanation is
vague.
Description is supported
by relevant
academic/professional
resources.
Explanation vaguely states
the associated risks of
©2019 Walden University
Response demonstrates
the same level of
achievement as “2,” plus
the following:
Description shows unique
insights into market
segmentation that show
even more possibilities
than described in the case,
with more than two
examples provided.
Explanation clearly details
three key benefits and two
challenges of segmenting a
market.
Response demonstrates
the same level of
achievement as “2,” plus
the following:
Explanation clearly states
the associated risks of
applying a segmentation
solution as related to the
The explanation shows
unique insights into the
benefits, challenges, and
risks, insights that align
1
0
Not Present
1
Needs Improvement
applying a segmentation
solution as related to the
assigned case.
Explanation is not
supported by relevant
academic/professional
resources or the resources
are not relevant.
2
Meets Expectations
assigned case.
3
Exceeds Expectations
with larger company goals.
Explanation is supported
by relevant
academic/professional
resources.
Sub-Competency 2: Explain the role of primary data and the role of existing data in market decisions.
Learning Objective 2.1:
Explain the role of
primary data in
defining market
segments, enhancing
performance in
segments, and in
making market
expansion decisions.
Explanation of the role of
primary data in defining
market segments,
enhancing performance in
segments, and making
market expansion
decisions is not present.
Learning Objective 2.2:
Explain the role of
existing data in
defining market
segments, enhancing
performance in
segments, and making
market expansion
decisions.
Explanation of the role of
existing data in defining
market segments,
enhancing performance in
segments, and in making
market expansion
decisions is not present.
©2019 Walden University
Explanation identifies
fewer than three sources
of primary data and/or the
details on how each can
help define market
segments, enhance
performance in segments,
and make market
expansion decisions are
unclear or are not aligned
to the case.
Explanation vaguely
identifies three sources of
existing data (i.e.,
secondary data, including
“‘big data”) and details
how each can help in
defining market segments,
enhancing performance in
segments, and in making
market expansion
decisions using the
Explanation identifies
three sources of primary
data and details how each
can help define market
segments, enhance
performance in segments,
and make market
expansion decisions using
the assigned case as a
basis for the response.
Response demonstrates
the same level of
achievement as “2,” plus
the following:
Explanation identifies
three sources of existing
data (i.e., secondary data,
including “big data”) and
details how each can help
in defining market
segments, enhancing
performance in segments,
and in making market
expansion decisions using
the assigned case as an
Response demonstrates
the same level of
achievement as “2,” plus
the following:
The explanation shows
unique insights into use of
primary data that support
strategic company goals.
The explanation shows
unique insights into use of
existing data that support
strategic company goals.
2
0
Not Present
1
Needs Improvement
assigned case as an
example.
2
Meets Expectations
example.
3
Exceeds Expectations
Sub-Competency 3: Describe target segment(s) for a specific product or service.
Learning Objective 3.1:
Describe what a target
segment means and
the advantages of
identifying a target
market segment, as
well as how to identify
it.
Description of what a
target segment means and
the advantages of
identifying a target market
are not present.
Learning Objective 3.2:
Using multiple
segmentation bases
(e.g., demographic,
psychographic, usage),
describe a target
segment for a global
product or service.
Description of a target
segment for a specific
product or service, using
multiple segmentation
bases, is not present.
Description of a target
market and the
advantages of identifying a
target market are unclear
and/or incomplete.
Description of a target
market and the
advantages of identifying a
target market are clear
and complete.
Description is not
supported by relevant
academic/professional
resources or the resources
are not relevant.
Description is supported
by relevant
academic/professional
resources.
Fewer than two
segmentation bases (e.g.,
demographic,
psychographic, usage) are
applied in a clear
description of a target
segment for a product or
service, and/or the
segmentation bases are
applied incorrectly.
Two segmentation bases
(e.g., demographic,
psychographic, usage) are
correctly applied in a clear
description of a target
segment for a product or
service.
Description does not
include an explanation of
how segments with
greatest potential are
determined, or the
explanation is vague or
©2019 Walden University
Description includes an
explanation of how
segments with greatest
potential are determined.
Response demonstrates
the same level of
achievement as “2,” plus
the following:
The description of a target
market and the
advantages of and
processes for identifying a
target market is clearly
linked to strategic
company goals.
Response demonstrates
the same level of
achievement as “2,” plus
the following:
The description of the
target segment for a
specific product or service
shows unique insight into
the case that supports
larger company strategic
goals.
Description includes global
considerations of
language, culture,
demographics,
3
0
Not Present
1
Needs Improvement
inaccurate.
Description does not
include global
considerations of
language, culture,
demographics,
communication
infrastructure, and/or
historical/legacy issues.
2
Meets Expectations
communication
infrastructure, and/or
historical/legacy issues.
3
Exceeds Expectations
Description is relevant to
the assigned case.
Description is not relevant
to the assigned case.
Sub-Competency 4: Explain how the marketing mix—product, price, promotion, and place (distribution)—can be impacted once a
segmentation model has been adopted for use.
Learning Objective 4.1:
Explain how
segmentation can
complicate decisions
about the marketing
mix (i.e., products,
price, promotion, and
placement).
©2019 Walden University
Explanation of how
segmentation can
complicate decisions about
the marketing mix (i.e.,
products, price,
promotion, and
placement) is not present.
Explanation of how
segmentation can
complicate decisions about
the marketing mix (i.e.,
products, price,
promotion, and
placement) is not clearly
articulated through an
example related to the
assigned case.
Explanation of how
segmentation can
complicate decisions about
the marketing mix (i.e.,
products, price,
promotion, and
placement) is clearly
articulated through an
example related to the
assigned case.
Explanation does not
include each of the four
marketing mix variables.
Explanation includes each
of the four marketing mix
variables.
Explanation is not
supported by relevant
Explanation is supported
by relevant
Response demonstrates
the same level of
achievement as “2,” plus
the following:
Explanation shows unique
insight into the marketing
mix and the complications
that segmentation
involves.
4
0
Not Present
Learning Objective 4.2:
Describe scenarios in
which segmentation
may not impact
marketing mix
variables.
Descriptions of scenarios
in which segmentation
may not impact marketing
mix variables are not
present.
1
Needs Improvement
academic/professional
resources or the resources
are not relevant.
Descriptions of less than
two scenarios from the
assigned case in which
segmentation may not
impact marketing mix
variables are provided.
2
Meets Expectations
academic/professional
resources.
Descriptions are not
clearly stated and do not
demonstrate an
understanding of products
or markets where
segmentation is
unnecessary or
inappropriate.
Descriptions are clearly
stated and demonstrate an
understanding of products
or markets where
segmentation is
unnecessary or
inappropriate.
Description does not
include examples for each
of the four marketing mix
variables.
Descriptions of two
scenarios from the
assigned case in which
segmentation may not
impact marketing mix
variables are provided.
3
Exceeds Expectations
Response demonstrates
the same level of
achievement as “2,” plus
the following:
Description shows unique
insight into those
marketing mix scenarios
that segmentation may not
impact.
Description includes
examples for each of the
four marketing mix
variables.
Sub-Competency 5: Explain the reasons for, and the risks of, expanding the market via new segments.
Learning Objective 5.1:
Explain the benefits
created through the
use of market
segmentation.
©2019 Walden University
Explanations of the
benefits created through
the use of market
segmentation are not
present.
Explanation of the benefits
created through the use of
market segmentation is
not clearly stated.
Explanation of the benefits
created through the use of
market segmentation is
clearly stated.
Response demonstrates
the same level of
achievement as “2,” plus
the following:
Explanation identifies and
describes less than four
benefits that the assigned
Explanation identifies and
describes four benefits
that the assigned case can
Explanation shows unique
insight into benefits
created that align with
5
0
Not Present
Learning Objective 5.2:
Explain the potential
risks that may result
from implementing a
segmentation strategy.
Explanation of the
potential risks that may
result from implementing
a segmentation strategy is
not present.
1
Needs Improvement
case can realize as a result
of using market
segmentation.
Explanation is not
supported by relevant
academic/professional
resources or the resources
are not relevant.
Explanation identifies and
describes less than three
risks that may result from
implementing a
segmentation strategy.
Explanation is not based
on the assigned case.
2
Meets Expectations
realize as a result of using
market segmentation.
3
Exceeds Expectations
larger company strategic
goals.
Explanation is supported
by relevant
academic/professional
resources.
Explanation identifies and
describes three risks that
may result from
implementing a
segmentation strategy.
Explanation is based on
the assigned case.
Response demonstrates
the same level of
achievement as “2,” plus
the following:
Explanation identifies
some unique risks that
have significant impact on
larger strategic company
goals.
PS001: Written Communication: Demonstrate graduate-level writing skills.
Learning Objective
PS 1.1:
Use proper grammar,
spelling, and
mechanics.
Multiple major and minor
errors in grammar,
spelling, and/or mechanics
are highly distracting and
seriously impact
readability.
Multiple minor errors in
grammar, spelling, and/or
mechanics are distracting
and negatively impact
readability.
Learning Objective
PS 1.2:
Organize writing to
Writing is poorly organized
and incoherent.
Introductions, transitions,
Writing is loosely
organized. Limited use of
introductions, transitions,
©2019 Walden University
Writing reflects competent
use of standard edited
American English.
Errors in grammar,
spelling, and/or mechanics
do not negatively impact
readability.
Writing is generally wellorganized. Introductions,
transitions, and
Grammar, spelling, and
mechanics reflect a high
level of accuracy in
standard American English
and enhance readability.
Writing is consistently
well-organized.
Introductions, transitions,
6
0
Not Present
and conclusions are
missing or inappropriate.
1
Needs Improvement
and conclusions provides
partial continuity.
Learning Objective
PS 1.3:
Apply APA style to
written work.
APA conventions are not
applied.
APA conventions for
attribution of sources,
structure, formatting, etc.,
are applied inconsistently.
Learning Objective
PS 1.4:
Use appropriate
vocabulary and tone
for the audience and
purpose.
Vocabulary and tone are
inappropriate and
negatively impact clarity of
concepts to be conveyed.
Vocabulary and tone have
limited relevance to the
audience.
enhance clarity.
2
Meets Expectations
conclusions provide
continuity and a logical
progression of ideas.
APA conventions for
attribution of sources,
structure, formatting, etc.,
are generally applied
correctly in most
instances. Sources are
generally cited
appropriately and
accurately.
Vocabulary and tone are
generally appropriate for
the audience and support
communication of key
concepts.
3
Exceeds Expectations
and conclusions are used
effectively to enhance
clarity, cohesion, and flow.
APA conventions for
attribution of sources,
structure, formatting, etc.,
are applied correctly and
consistently throughout
the paper. Sources are
consistently cited
appropriately and
accurately.
Vocabulary and tone are
consistently tailored to the
audience and effectively
and directly support
communication of key
concepts.
PS005: Critical Thinking and Problem Solving: Use critical-thinking and problem-solving skills to analyze professional issues and inform best
practice.
Learning Objective
PS 5.1:
Analyze assumptions
and fallacies.
©2019 Walden University
Analysis of assumptions is
missing.
Response is weak in
assessing the
reasonableness of
assumptions in a given
argument.
Response generally
assesses the
reasonableness of
assumptions in a given
argument.
Response clearly and
comprehensively assesses
the reasonableness of
assumptions in a given
argument.
Response does not
adequately identify and
discuss the implications of
fallacies or logical
weaknesses in a given
Response identifies and
discusses the implications
of fallacies and/or logical
weaknesses in a given
argument.
Response provides a
detailed and compelling
analysis of implications of
fallacies and logical
weaknesses in a given
7
0
Not Present
Learning Objective
PS 5.2:
Generate reasonable
and appropriate
assumptions.
Learning Objective
PS 5.3:
Assess multiple
perspectives and
alternatives.
Learning Objective
PS 5.4:
Use problem-solving
skills.
©2019 Walden University
Assumptions are missing.
1
Needs Improvement
argument.
Response does not
adequately present and
discuss key assumptions in
an original argument.
2
Meets Expectations
Response presents and
discusses key assumptions
in an original argument.
3
Exceeds Expectations
argument.
Response justifies the
reasonableness and need
for assumptions in an
original argument.
Assessment of multiple
perspectives is missing.
Response does not identify
nor adequately consider
multiple perspectives or
alternatives.
Response identifies and
considers multiple
perspectives and
alternatives.
Response justifies
selection of chosen
alternative relative to
others.
Problems and solutions are
not identified.
Response presents
solutions, but they are
ineffective in addressing
the specific problem.
Response presents
solutions that are practical
and work in addressing the
specific problem.
Response presents
compelling supporting
arguments for proposed
solutions.
8

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