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MKTG1205

WIKI #2
HOW TO MAKE A SUPER WIKI.

4. SEGMENTATION
A. Geographical World Region or Country Country region City or metro size Density B. Demographic Age Gender Family Size Family Life Cycle C. Psychographic Social Class Life style D. Behavioural Occasions Benefits Regular, special Quality, service, economy, convenience, etc. Under6, 6-11, 12-19, etc. South-East Asia Under6, 6-11, 12-19, etc. South-East Asia 1-2, 3-4, 5+ Young, single; young, married, no children; etc. Asia, South-Asia Vietnam, North, Centre, South Hanoi, HCMC, Da Nang, Hue, etc. < 5,000; 5,000-20,000; 20,000-50,000; etc. Urban, suburban, rural

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Views: 18 Edits: 16 Contributors: 5 Comments: 12

Page Contributors
Tran Hung Dao Ho Chi Minh Homer Simpson Lady Gaga Angelina Jolie

Site Navigation
1. Micro-Environment 2. Macro-Environment 3. SWOT Analysis 4. Segmentation 5. Targeting 6. Differentiation & Positioning

5. TARGETING
A. SELECTING AND EVALUATING MARKET SEGMENTS
A. Geographical [Situation] Variable Market Segment Selected (by the company) Vietnam, North, South Hanoi, HCMC Urban, suburban Segment Size & Growth 50,000,000 (+6%) .. Segment Structural Attractiveness High competition .

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Country region City or metro size Density A. Geographical [Recommendation] Variable

Page Contributors
Tran Hung Dao Ho Chi Minh Homer Simpson Lady Gaga Angelina Jolie

Market Segment Recommended (by your team) Vietnam, Centre Hoi An, Hue Rural

Segment Size & Growth 20,000,000 (+10%) . .

Segment Structural Attractiveness Low competition .. .

Country region City or metro size Density

Site Navigation
1. Micro-Environment 2. Macro-Environment 3. SWOT Analysis 4. Segmentation 5. Targeting 6. Differentiation & Positioning

B. CHOOSING (A) TARGETING STRATEGY (IES)


What strategy (ies) does the company use? If you agree, explain why! Otherwise, what strategy (ies) would you recommend instead? Why?

6. DIFFERENTIATION & POSITIONING


A. IDENTIFYING POSSIBLE VALUE DIFFERENCES AND COMPETITIVE ADVANTAGES
What competitive advantages does the company have? PRODUCT SERVICE CHANNEL PEOPLE IMAGE

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B. CHOOSING THE RIGHT COMPETITIVE ADVANTAGES


What competitive advantages does the company promote? If you agree with this strategy, explain why! Otherwise, what other competitive advantages would you recommend instead? Why?

Page Contributors
Tran Hung Dao Ho Chi Minh Homer Simpson Lady Gaga Angelina Jolie

C. SELECTING AN OVERALL POSITIONING STRATEGY D. POSITIONING MAPS


(at least 2 positioning maps)

Site Navigation
1. Micro-Environment 2. Macro-Environment 3. SWOT Analysis 4. Segmentation 5. Targeting 6. Differentiation & Positioning

MKTG1205

WIKI #2
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