Many years ago, marketing departments were only involved at the end of the new product process. Their task was to simply promote the new product. However, this situation has changed somewhat. Your task is to review the following list of new product development tasks and evaluate whether or not the marketing function would be involved.
ACTIVITY/TASK
Listed below is a table that provides top-level information for eight different market segments. Based upon the information provided, which target market would you select as the best one to pursue? Why?
ACTIVITY/TASK
| Segment |
Size $m |
Growth %pa |
Competitiveness |
Access to Retailers |
|
A |
100 |
5 |
Medium |
Easy |
|
B |
100 |
20 |
Aggressive |
Hard |
|
C |
75 |
5 |
Medium |
Medium |
|
D |
75 |
20 |
In the following exercise, you are required to identify which Marketing Orientation/Philosophy (see list in question area) that each firm most appears to follow, based on the statement that they have made on the way that they focus and operate in their particular organization.
ACTIVITY/TASK
