Define the overall market.
- Discuss your SEGMENTATION GRID included in an appendix (i.e., segmentation approaches/variables).
- Identify and describe primary and secondary target market segments.
- Provide a rationale for choosing some segments as “primary” and others as “secondary.”
- Discuss whether the market segments meet the requirements for effective segmentation
(remember to discuss how they differ with respect to the marketing mix elements).
-Discuss your PERCEPTUAL MAP included in an appendix. - Discuss how well or how poorly the focal firm/brand/product is positioned in the market.
- Does the firm have a competitive advantage in the segments you identified? If so, what is the nature of that advantage?