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Week 3: Assignment Create the Value




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#46636 | Written in 18-Jul-2015

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