Weight-Loss, Nutrition
Every business should determine its own standards for success when evaluating the attractiveness of a market, since every industry has its unique circumstances. Criteria that influence Segment Attractiveness include: ⢠Market Growth (Market Size, Growth Rate, Market Potential) ⢠Competitive Intensity (Number of Companies, Ease of Entry, Substitutes) ⢠Market Access (Customer Familiarity, Channel Access, Company Fit) While bench marking based on criteria is beneficial in capturing the qualitative aspects of a market situation, the profit potential must also be assessed for all segments deemed attractive based on their market attractiveness indexes. Segmentation Application ⢠Provide a brief description of your chosen product/service. (This should be used throughout the class.) ⢠Analyze customer needs for the target product ⢠Discuss Segmentation Strategies based on two real competitors' market position ⢠Devise a niche marketing strategy that would be appropriate for your company's product. Gap Analysis, Bench marking & Competitive Advantage ⢠Implement a Gap Analysis of Two Competitors. Discuss how the findings would be used. ⢠Develop Competitor and Competitive Bench marking.