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Elements and Performance Criteria

1. Segment the market
   • Identify criteria to use in segmenting the market in accordance with the marketing/media plan
   • Access sources of information for segmenting and profiling markets in accordance with the marketing/media plan
   • Segment the market in accordance with identified criteria
   • Review market segments for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns
2. Identify the target market
   • Define the target market in terms of the stakeholders to be included as prospective users of a product or service, and in terms of the selected market segment/s
   • Explain the target market segments
   • Identify available strategic options and select the targeting strategy in accordance with operational policy and procedures
3. Profile target audience
   • Outline the total market and the selected market segment/s in the form of a stakeholder profile
   • Use demographic and/or psychographic profiles in accordance with the requirements of the marketing/media plan
   • Apply language, format, content and level of detail so that the profile is consistent with organisational requirements
4. Develop a positioning strategy
   • Identify a viable positioning strategy
   • Draft a marketing/positioning plan that aligns strategy with stakeholder profile
   • Consult with organisational stakeholders to ensure strategy aligns with organisational goals/mission

Range Statement

Range is restricted to essential operating conditions and any other variables essential to the work environment. Non-essential conditions may be found in the Companion Volume Implementation Guide.

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Performance Evidence

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria on at least one occasion and include: applying communication ethics relevant to the audience and organisation applying relevant organisational policies and procedures conducting market profiling researching and analysing identifying relevant information, writing reports, and interpreting internal and external information identifying the target market, and selecting targeting and positioning strategies that meet organisational requirements providing a profile that contains rationale and supporting information.

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Knowledge Evidence

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria and include knowledge of: criteria to use in segmenting the market including: stakeholder needs benefits desired service usage attitude demographics lifestyle social and cultural factors business characteristics data collection and analysing techniques elements of marketing profiling/media planning including: targeting strategy demographic descriptions psychographic descriptions positioning strategies market mix relevant legislation, organisational policies and procedures organisational business and marketing/media plan organisational business structure, and relevant products and services product and service standards, and relevant best practice models.

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