For this activity, students need to select the most appropriate positioning for a firm that currently home delivers pre-prepared food to people who are trying to lose weight. They have now decided to pursue an opportunity in providing a somewhat similar product, but this time, targeted at children.
Segmentation and Positioning
For this activity, students need to determine whether the law firm will need to modify its marketing mix as they pursue another target market.
The student task is to evaluate whether the proposed target market for a new luxury service is the best approach.
The task is to outline a marketing mix for a holiday that would best suit different market segments.
The task is to identify the most attractive segment to select as a target market, based on customer needs, segment size, growth and profit margin.
Students are presented with an excerpt from a manager’s meeting discussing segments in the smart phone market – they need to identify clearly defined segments and potential target markets.
In this activity, students will review a simple table containing top-level information on several markets/segments and they need to identify which segments are the most attractive, considering trade off information.
The task in this activity is to see how much can be determined about the target market consumer by the ‘segment nickname’ it has been given.
In this exercise, students simply need to work out the firm’s unit market share. They have provided with the numbers to help them. It should be a simple exercise, shouldn’t it? Well, perhaps not?
Students need to identify what type of segmentation base that the firm is using from the list of segmentation bases provided.