“Developing a Segmentation, Communication, and Pricing Strategy for KPMG: A Comprehensive Marketing Plan”

I chose the company KPMG for my study.
Introduction
In this assignment, you will first develop a segmentation plan for your product or service. Next, you will investigate the functions of different communication elements (advertising, trade shows, direct marketing, personal selling, and so on) and integrate them into the communication strategy that you will develop for your chosen firm. You will then review the nature of the competition in your chosen market segment(s); from this information, you will develop a pricing strategy for your chosen product or service.
This assignment is divided into three parts:
Part I: Segmentation Strategy (3%)
Part II: Communication Strategy (3%)
Part III: Pricing Strategy (3%)
This assignment is marked out of 100 and is worth 9 per cent of your final grade in the course.
Instructions
Write a 10- to 12-page, double-spaced report, styled in APA format, as follows:
Part 1: Segmentation Strategy
Develop a segmentation plan for your product or service based on customer needs and desired benefits.
In segmenting the market, consider how you will identify the segment(s) that are likely to deliver the highest profit to your firm.
Select the segment(s) to which you will market your chosen product or service.
Part II: Communication Strategy
Describe the different communication elements you will employ in your Communication strategy and discuss the reasons why you selected them.
Develop a detailed implementation strategy for each communication element that you selected.
Describe how you can integrate these communication elements effectively and how you will allocate your communication budget among these elements.
Part III: Pricing Strategy
Briefly review the nature of competition in the market your chosen firm is in.
Develop a pricing strategy for each product line you will market.
References
You must reference all ideas or findings that are not original to you. References must be provided for both paraphrasing and quoting. Paraphrasing is taking the ideas or findings of another writer or researcher and putting them into your own words. Like quotations, paraphrased ideas must be acknowledged; otherwise, you appear to be claiming that the idea is your own. Quoting is using the exact words of a writer.
This course uses American Psychological Association (APA) citation style; the TRU Library provides excellent guides on how to write APA citations and references.
Criteria for Evaluating Assignment 3
Criteria
Value
Use of marketing terms and textbook concepts
30%
Organization and completeness
20%
Critical thinking and insight
20%
Logical conclusions
10%
Professional Presentation (tone, grammar, spelling, APA)
20%