Strategic Marketing and Steps of Segmenting Discussion Question TOPIC 1: Market Analysis
What are the elements of a comprehensive market analysis? Read the article under Week 3 Learning Module.
This article begins with the important steps of segmenting and outlining the dimensions of a market and discusses eight required elements.
Do you think each step in segmenting is equally important? Why or why not?
TOPIC 2: Marketing Analysis
As a critical piece of the marketing plan, the market analysis needs to include a clear analysis of the market segment, target population, and forecast for success. Author Tim Berry discusses these factors.
http://www.mplans.com/articles/market-analysis-is-the-foundation-of-the-marketing-plan/
What did you take away from this article? How will it help you in your group project? ( Group Project description to help answer the question: You will research and prepare a marketing plan for a market follower with the objective of gaining significant market share over the next year. The subject of your marketing plan will be determined based on the results of the competitive analysis assignment. )
TOPIC 3: The Product Portfolio
The Boston Consulting Group presents a concise analysis of considerations related to the composition of a balanced product portfolio.
https://www.bcg.com/documents/file13255.pdf
Why is this important?
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