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Create the Value: Market Segmentation Analysis and a Value Proposition




Question;Week 3: Assignment;Create the Value: Market Segmentation Analysis and a Value Proposition;Your U.S.-based company has decided to explore the possibility of;developing a business based on the organic farm concept;Daylesford?developed by Lady Bamford?which is successful in the UK;( Please prepare a report that would form the basis of a;planning discussion with your senior marketing managers. Your report;should include a detailed analysis of a potential market segment and a;description of the proposed value proposition. Your report should be;about 1,000?1,250 words and include a minimum of three references.;Please use the APA format for your paper and references. Please include;the following sections.;1. Brief Description of the Daylesford Organic Farm Concept;2. Potential Market Segment;Identify the characteristics of your potential target market in the;United States. The figure from the Week 2 Lecture is helpful?you may;also include other variables that you consider relevant. You also need;to estimate the size of your target market and the revenue potential.;Major Segmentation Variables for Consumer Markets;Geographic region Pacific Mountain, West North Central, West South;Central, East North Central, East South Central, South Atlantic, Middle;Atlantic, New England;City or metro size Under 5,000, 5,000?20,000, 20,000?50,000;50,000?100,000, 100,000?250,000, 250,000?500,000, 500,000?1,000,000;1,000,000?4,000,000, 4,000,000 or over;Density Urban, suburban, rural;Climate Northern, southern;Demographic age Under 6, 6?11, 12?19, 20?34, 35?49, 50?64, 64+;Family size 1?2, 3?4, 5+;Family life cycle Young, single, young, married, no children, young;married, youngest child under 6, young, married, youngest child 6 or;over, older, married, with children, older, married, no children under;18, older, single, other;Gender Male, female;Income Under $10,000, $10,000?$15,000, $15,000?$20,000, $20,000?$30,000, $30,000?$50,000, $50,000?$100,000, $100,000 and over;Occupation Professional and technical workers, managers, officials, and;proprietors, clerical salespeople, craftspeople, forepersons;operatives, farmers, retired people, students, homemakers, unemployed;people;Education Grade school or less, some high school, high school graduate, some college, college graduate;Religion Catholic, Protestant, Jewish, Muslim, Hindu, Buddhist, other;Race White, Black, Asian, Hispanic, other;Generation Baby boomers, Generation Xers, other;Nationality North American, South American, British, French, German, Italian, Japanese, other;Social class Lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, upper uppers;Psychographic lifestyle Culture oriented, sports oriented, outdoor oriented;Personality Compulsive, gregarious, authoritarian, ambitious;Behavioral occasions Regular occasion, special occasion;Benefits Quality, service, economy, speed;User status Nonuser, ex-user, potential user, first-time user, regular user;Usage rate Light user, medium user, heavy user;Loyalty status None, medium, strong, absolute;Readiness stage Unaware, aware, informed interested, desirous, intending to buy;Attitude toward product Enthusiastic, positive, indifferent, negative, hostile;3. The Value Proposition;Describe the bundle of benefits and features that are offered to the;target customer. Features are what the company offers and benefits are;what the customer derives from these features.;? Functional benefits: What basic product features are offered?;? Emotional benefits: What features are offered that make the customer feel good?;? Self-expressive benefits: What features are offered that help reflect;and communicate the customer?s values to everyone in the social;environment?;4. Conclusions


Paper#46635 | Written in 18-Jul-2015

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