RSM251H1 Study Guide - Final Guide: Kingsford (Charcoal), Blood Substitute, Market Segmentation
Document Summary
Cost of this product (fridge and microwave in one) = . Analysis of 3 c"s and 4 p"s. Company: product strengths = 2 in 1 weaknesses: consumers can buy a microwave/fridge separately and possibly cheaper. 4 potential segments to enter: gift 2. Company: strengths: longevity/freshness, saturday delivery, management talent. Weaknesses: heavy reliance on single supplier (fedex), flowers not blossomed when received, cold weather. Target personal use based on weaknesses and strengths. Mainstream marketing strategy: focus on several segments and sell larger volumes. Niche positioning: focus on a single, specific segment and charge a price premium. If mainstream marketing is used, precision could cannibalize the sales of other colgate brushes. Launch precision as mainstream to earn the most profit. 3 segments in lodging industry: 1/3 business, 1/3 convention, 1/3 leisure. Competition: starwood (westin, sheraton, 4 points, w), mariott, bass, hyatt. Loyalty programs earn guests points with every stay.
