Reference no: EM13700172
Q1 - Why is it important for a company to maintain a balance between customer and competitor orientations?
Q2 - Segmentation strategy
Is it a good idea for a small company to adopt a differentiated segmentation strategy? Explain. Point out the benefits as well as the dangers of this approach. Does it fit every industry, or would it be better in certain domains and less effective in others?
Students will complete the situation analysis section (section 2) of their marketing plan. It is expected that your completed document will be two to four pages in length. Since a formal market analysis will not be used for this exercise, educated estimates will be sufficient.
Situation analysis
1. Market description (note: make sure you segment your market into at least three different segments)
1. Segment
1. Description
2. Expected % of sales
3. What consumers want
4. How consumers will use the product
5. Support requirements
6. How to reach them
7. Price sensitivity
2. Segment
1. Description
2. Expected % of sales
3. What consumers want
4. How consumers will use the product
5. Support requirements
6. How to reach them
7. Price sensitivity
3. Segment
1. Description
2. Expected % of sales
3. What consumers want
4. How consumers will use the product
5. Support requirements
6. How to reach them
7. Price sensitivity
4. Miscellaneous
2. Competitive review including discussion of market position, strengths, weaknesses and market share
3. Distribution review
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