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Create the Value: Market Segmentation Analysis and a Value Proposition

August 14th, 2017 admin
Week 3: Assignment

Create the Value: Market Segmentation Analysis and a Value Proposition

Your U.S.-based company has decided to explore the possibility of developing a business based on the organic farm concept Daylesford—developed by Lady Bamford—which is successful in the UK (daylesford.com). Please prepare a report that would form the basis of a planning discussion with your senior marketing managers. Your report should include a detailed analysis of a potential market segment and a description of the proposed value proposition. Your report should be about 1,000–1,250 words and include a minimum of three references. Please use the APA format for your paper and references. Please include the following sections.

1. Brief Description of the Daylesford Organic Farm Concept

2. Potential Market Segment

Identify the characteristics of your potential target market in the United States. The figure from the Week 2 Lecture is helpful—you may also include other variables that you consider relevant. You also need to estimate the size of your target market and the revenue potential.

Major Segmentation Variables for Consumer Markets

Geographic region Pacific Mountain, West North Central, West South Central, East North Central, East South Central, South Atlantic, Middle Atlantic, New England

City or metro size Under 5,000; 5,000–20,000; 20,000–50,000; 50,000–100,000; 100,000–250,000; 250,000–500,000; 500,000–1,000,000; 1,000,000–4,000,000; 4,000,000 or over

Density Urban, suburban, rural

Climate Northern, southern

Demographic age Under 6, 6–11, 12–19, 20–34, 35–49, 50–64, 64+

Family size 1–2, 3–4, 5+

Family life cycle Young, single; young, married, no children; young, married, youngest child under 6; young, married, youngest child 6 or over; older, married, with children; older, married, no children under 18; older, single; other

Gender Male, female

Income Under $10,000; $10,000–$15,000; $15,000–$20,000; $20,000–$30,000; $30,000–$50,000; $50,000–$100,000; $100,000 and over

Occupation Professional and technical workers; managers, officials, and proprietors; clerical salespeople; craftspeople; forepersons; operatives; farmers; retired people; students; homemakers; unemployed people

Education Grade school or less; some high school; high school graduate; some college; college graduate

Religion Catholic, Protestant, Jewish, Muslim, Hindu, Buddhist, other

Race White, Black, Asian, Hispanic, other

Generation Baby boomers, Generation Xers, other

Nationality North American, South American, British, French, German, Italian, Japanese, other

Social class Lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, upper uppers

Psychographic lifestyle Culture oriented, sports oriented, outdoor oriented

Personality Compulsive, gregarious, authoritarian, ambitious

Behavioral occasions Regular occasion, special occasion

Benefits Quality, service, economy, speed

User status Nonuser, ex-user, potential user, first-time user, regular user

Usage rate Light user, medium user, heavy user

Loyalty status None, medium, strong, absolute

Readiness stage Unaware, aware, informed interested, desirous, intending to buy

Attitude toward product Enthusiastic, positive, indifferent, negative, hostile

3. The Value Proposition
Describe the bundle of benefits and features that are offered to the target customer. Features are what the company offers and benefits are what the customer derives from these features.
• Functional benefits: What basic product features are offered?
• Emotional benefits: What features are offered that make the customer feel good?
• Self-expressive benefits: What features are offered that help reflect and communicate the customer’s values to everyone in the social environment?
4. Conclusions



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Create the Value: Market Segmentation Analysis and a Value Proposition

March 25th, 2017

Create the Value: Market Segmentation Analysis and a Value PropositionYour company has decided to explore the possibility of developing a new retail brand aimed at a specific target market. Please prepare a report that would form the basis of a planning discussion with your senior marketing managers. The term retail brand refers to a retail store concept, as opposed to a manufacturer’s product or service brand – the retail company is the brand – like Target, GAP or Victoria’s Secret.

1. 1,000–1,250 words (not to include references)
2. 3 references.
3. APA format

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