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Segmentation, Targeting and Positioning Answers

Read about Segmentation, Targeting, Positioning

 

Segmentation, Targeting & Positioning worksheet


LM Ltd plan to launch a wide range of personal computers to cater for the many types of users.

1) List the various segmentation variables the company can use to segment their market.

2) Briefly explain why you have selected each one.

3) Which segments could the company aim for?

Segmentation lesson answers

Segmentation Variables

• Age
• Income
• Social Class – From A-D
• Lifestyle - The company could look at the activities and interests of the consumers.
• Benefit - Segment users by benefit. That is benefit of speed, or graphics or ease of use.
• Usage – Segment by how often they would use the computer and again what purpose.

Understanding how to use these variables to segment the market will help the organisation in its promotion and positioning strategy.


Targeting lesson answers


What targeting strategy would you recommend that LM Ltd adopt. Explain your reasons with a help of a diagram(s).

The company should adopt a differentiated targeting strategy selling products with different features aimed at different segments. Students would require different benefits to businesses that would buy the products. Students would want low cost, with word processing, spreadsheets. Business customers, speed, reliability, high performance and so on.


The diagram below suggests that the company should adopt a differentiated marketing strategy, students could be segment one and businesses segment 2.

 

 

Positioning lesson answers

LM Ltd realise that there are many computer organisations offering similar services, but your different!. Explain what positioning strategy you would adopt for the company. How can you be seen as different in this already over crowded personal computer market?

Answers


The company may want to offer some form of service differentiation. Computers can be quite similar whether it is from one manufacturer or another. LM Ltd could differentiate themselves by offering good customer and after sales service. By positioning themselves within a particular field is another option e.g. develop a name and identity within the corporate or consumer market.


 

 

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Further reading:

Principles of Marketing by Philip Kotler

Principles of Marketing by Frances Brassington

 

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Segmentation, Targeting and Positioning Answers

Read about Segmentation, Targeting, Positioning

 

Segmentation, Targeting & Positioning worksheet


LM Ltd plan to launch a wide range of personal computers to cater for the many types of users.

1) List the various segmentation variables the company can use to segment their market.

2) Briefly explain why you have selected each one.

3) Which segments could the company aim for?

Segmentation lesson answers

Segmentation Variables

• Age
• Income
• Social Class – From A-D
• Lifestyle - The company could look at the activities and interests of the consumers.
• Benefit - Segment users by benefit. That is benefit of speed, or graphics or ease of use.
• Usage – Segment by how often they would use the computer and again what purpose.

Understanding how to use these variables to segment the market will help the organisation in its promotion and positioning strategy.


Targeting lesson answers


What targeting strategy would you recommend that LM Ltd adopt. Explain your reasons with a help of a diagram(s).

The company should adopt a differentiated targeting strategy selling products with different features aimed at different segments. Students would require different benefits to businesses that would buy the products. Students would want low cost, with word processing, spreadsheets. Business customers, speed, reliability, high performance and so on.


The diagram below suggests that the company should adopt a differentiated marketing strategy, students could be segment one and businesses segment 2.

 

 

Positioning lesson answers

LM Ltd realise that there are many computer organisations offering similar services, but your different!. Explain what positioning strategy you would adopt for the company. How can you be seen as different in this already over crowded personal computer market?

Answers


The company may want to offer some form of service differentiation. Computers can be quite similar whether it is from one manufacturer or another. LM Ltd could differentiate themselves by offering good customer and after sales service. By positioning themselves within a particular field is another option e.g. develop a name and identity within the corporate or consumer market.