Jul 032012
 

In this exercise, you are presented with a number of market segments for the MP3 market. For each segment you are given top-level information regarding their core need, size growth, and profit margin. Your task here is to identify which one is the most attractive market segments to select as a target market.

 

ACTIVITY/TASK

SEGMENT NAME

NEED

SIZE

GROWTH

MARGIN

Fashion focused

Need to be trendy, cool, up-to-date

Large

Flat

High

All the features

Need to manage their music effectively

Medium

Good growth

Good

Simply the best

Need to have the status of always buying the best

Small

Some

Very high

Shoppers

Need to be a smart shopper and buy cheap or buy value

Large

Good growth

Low

On-the-run

Need a motivation for exercise

Large

Some

Fair

Hardly working

Need a distraction from work or travel

Large

Some

Fair

Highly informed

Need to access news/radio at a more convenient time/place

Medium

Good growth

Good

High quality

Need to enjoy high quality music with all the sounds

Small

Longer-term

Very high

Babysitters

Need to keep the kids entertained or rewarded

Medium

Good growth

Fair

Not a DVD again

Need a better gift than another DVD

Medium

Good growth

Fair


QUESTIONS

  1. Which of your market segments would you select as the most attractive target market/s?
  2. Why do you think these are the most attractive segments?
  3. On what basis/criteria did you use to select the most attractive target market/s?

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