Step 1. Keeping in mind the company you selected in Week 1, ensure that you review Week 2’s
textbook chapters that cover market demand, potential, share as well as market segmentation and
Ensure that you take notes on these areas, especially on how they relate to your company. Reviewing
these chapters will help you start the research needed to draft your essay. Moreover, the concepts in
these materials are crucial to successfully completing this assignment.
Step 2. Using your notes and what you have learned this week, in your report explain how your
company addresses the concepts covered this week. Your report should contain the following areas:
• Define your company’s market for a new or existing product
• Describe market segmentation for your company’s product
• Describe the market potential and strategies
• Describe one market metric or chart, and explain its importance for your company’s
overall marketing strategy
Step 3. Time to produce your report. Your report should meet the following requirements:
Requirement 1. Your report must address the questions from Step 2 using the concepts and the
topics covered this week. Be sure to support your claims and assertions using citations.
Requirement 2. It must be an APA formatted 3-5 page long (1000-1500 words) report. You might
find it helpful to use the APA template available at the Student Resource Center.
Requirement 3. It must contain at least three scholarly sources (peer-reviewed journal articles) and
a minimum of five in-text citations. For this option, you might want to visit CIU’s online library LIRN.
Requirement 4. It must have a title page and a references page (not included in the word count).
Week 2’s Submission
Submit the essay to Week 2’s Assignment portal with the following name convention:
• Defining your target market
• Main types of market segmentation
• Market Opportunity Analysis
• 12 Key Market Metrics