Completion requirements
For this activity:
You will need access to The Internet and to write down your answers in your Mahara e-portfolio
In this theme we have learned that a company must decide on one or more segments to design its marketing operations.
The table below provides some basic information for eight different market segments. Based upon the information provided, which target market would you select as the best one to pursue? Why?
Fill in the boxes below and be prepared to debate and justify your answers.
Segment | Size $m | Growth % pa | Competitiveness | Access to retailers |
A | 100 | 5 | Medium | Easy |
B | 100 | 20 | Aggressive | Hard |
C | 75 | 5 | Medium | Medium |
D | 75 | 20 | Aggressive | Hard |
E | 50 | 5 | Friendly | Easy |
F | 50 | 20 | Medium | Easy |
G | 25 | 5 | Friendly | Easy |
H | 25 | 20 | Medium | Easy |
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Which segment/s do you think are the most attractive to enter? Why are these segments the most attractive? Which segment/s would you NOT target? Why not? In reality, what other information would you need to help you select the best target market?
Last modified: Wednesday, 16 September 2020, 2:42 PM