Question 1:

Market segmentation is the process of identifying groups of customers that tend to share similar patterns of behaviour.

Using examples, for organisations of your choice, critically determine how a segmentation approach has created value for the organisations AND for the customers.

Question 2:

You have been approached by a local manufacturer of soft drinks to give advice on its marketing planning. Prepare a report that includes:

(a) An determine of its current portfolio of products by using any portfolio management tool of your choice.

(b) The recommended product strategy for ensuring the expansion of the soft drink manufacturer.