Reference no: EM133101410

Introducing the do-it-yourself concept in Egypt - the case of House Wonders, Ahmed Ayman and Mahitab Mohamed Shahin.

Question 1

From the introduction paragraph to the case study, it is clear that House Wonders faces a financial dilemma that seemingly stems from an unfocused communication strategy. It is your task to assist House Wonders to lift the brand awareness and reach break-even.

The project: Suggest a market segmentation strategy that will, when implemented, change the brand awareness and financial position of House Wonders.

In your answer, suggest market segments based on information in the case study as well as what you consider could be viable market segments. Your suggested market segments must be motivated very well.

The next step is to select specific market segments that will be targeted from the segments initially suggested. The selection of target market segments should be based on sensible economic reasons for House Wonders. Please motivate the selection of specific market segments to target.
Develop a positioning statement/grid for each of the target market segments. Then describe in detail what message you will use to make sure that you address the positioning statement that was formulated.

Question 2

Speculate on the innovations that you will introduce to each of these market segments that will contribute to the objectives of increasing awareness and reaching break-even.

Question 3

Create a Balanced Score Card for House Wonders. Formulate three possible strategies for the Financial and Customer perspectives of a balanced score card for the organisation. State the critical success factor (CSF's) for each strategy and develop a key performance indicator (KPI) with a target for each CSF. For each KPI, indicate the corrective action to be taken when the target is not achieved. This could be in instances of under-performance and over performance.

Develop either a table, graphic or use subordinated bullets to indicate the links. Use the following headings to guide your answer. Perspective, Strategy, CSF, KPI, Targets, Corrective actions.