ADM 2320 Chapter Notes - Chapter 6: Swot Analysis, Micromarketing, La Senza

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: David Delcorde

Document Summary

Step 1: establish overall strategy or objective: consistent with mission statement, derived from mission, current objectives, and state swot analysis used. Step 2: segmentation bases: bases include, geographic (i. e. canada, regions, province, city, etc. ): based on where their live; regional preferences can define a company"s success: demographic (i. e. age, gender, sex, family size, etc. , psychographic (i. e. lifestyle, personality, health/fitness level, behavioural (i. e. loyalty, usage, etc. , divide market into separate geographic units. Segments helps you get information and tools to effectively manage for business use. Vals is widely used: develop appropriate marketing programs to cater the needs and wants of each group. Demographic segmentation: most common method, divide market into groups based on: gender, age, ethnic group, family lifecycle stage, household type, income, other, consensus is an excellent source of data. Description of vals the most used psychographic system: vals can identify target segments and their underlying motivations.