The following Course Outcome is assessed in this Assignment:
AB219-3: Describe market segmentation and target marketing in a case scenario.
Using the information on the target market you learned from reading Chapters 6 and 8 in your text, original research on the Internet, and the various Learning Activities provided, read the scenario and respond to the checklist items in a business memo format.
Case Scenario: The product is a portable multimedia center, to be marketed in the U.S., called “Media Popup” and made by the startup company Porttron, Inc. The multimedia center is a glossy compact 10ʺ×12ʺ entertainment box. It includes a screen with optional additional screen extension that pops out of the right side; a computer keyboard that folds down; four surround-sound mini-speakers that can be adhered to any hard surface with the stick strips at the back of each speaker; and a subscription to streamed movies, music, and videos for 2 years — all for $499. It is available in three different colors (black, silver, and white).
Business Memo: You are a marketing assistant at Porttron, Inc. tasked with providing a business memo (i.e., an internal company document) to the U.S. executive management team of Porttron, Inc. concerning the checklist items provided below.
Write a minimum 500-word original business memo. In a concise manner, describe to executive management the data you will analyze to determine a potential market for this product. State your purpose in the opening paragraph and provide sufficient information to explain the required items. Finally, provide a concluding paragraph to summarize your suggestions.
1. Identify either a consumer or business market.
2. Describe your bases for segmenting the market (e.g., demographics).
3. Identify segmentation descriptors (e.g., age, occupation, income).
4. Explain your rationale for the segmentation descriptors.
5. Describe a target market.
6. Identify a marketing mix (product, place, promotion, price).
In a minimum of 2 pages (500 words) in a Microsoft Word document, write the business memo using the 6th edition APA format and citation style.
Disclaimer: This exercise may include actual companies and brand names solely for instructional purposes; this exercise is not associated with any such actual company or brand name. All trademarks remain the property of their respective owners.
Topic: Segmentation is crucial in order to match the product to the needs and wants of the appropriate group of potential customers.
Scenario: A new product service company’s marketing assistant tells his boss that the market segment for a new ergonomic chair is sedentary adults.
What is wrong with the marketing assistant’s segmentation of the market? Explain.