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MKTG1205

WIKI #2HOW TO MAKE A SUPER WIKI.

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4. SEGMENTATION PageEdit

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Edits: 16

Contributors: 5

Comments: 12

Page ContributorsTran Hung Dao

Ho Chi Minh

Homer Simpson

Lady Gaga

Angelina Jolie

Site Navigation1. Micro-Environment

2. Macro-Environment

3. SWOT Analysis

4. Segmentation

5. Targeting

6. Differentiation & Positioning

A. Geographical

World Region or Country Asia, South-Asia

Country region Vietnam, North, Centre, South

City or metro size Hanoi, HCMC, Da Nang, Hue, etc.

< 5,000; 5,000-20,000; 20,000-50,000; etc.

Density Urban, suburban, rural

B. Demographic

Age Under6, 6-11, 12-19, etc.

Gender South-East Asia

Family Size 1-2, 3-4, 5+

Family Life Cycle Young, single; young, married, no children;

etc.

C. Psychographic

Social Class Under6, 6-11, 12-19, etc.

Life style South-East Asia

D. Behavioural

Occasions Regular, special

Benefits Quality, service, economy, convenience, etc.

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5. TARGETING

A. SELECTING AND EVALUATING MARKET SEGMENTS

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Contributors: 5

Comments: 12

Page ContributorsTran Hung Dao

Ho Chi Minh

Homer Simpson

Lady Gaga

Angelina Jolie

Site Navigation1. Micro-Environment

2. Macro-Environment

3. SWOT Analysis

4. Segmentation

5. Targeting

6. Differentiation & Positioning

A. Geographical[Situation]

Variable Market Segment

Selected (by the

company)

Segment Size &

Growth

Segment Structural

Attractiveness

Country region Vietnam, North,

South

50,000,000 (+6%) High competition

City or metro size Hanoi, HCMC

Density Urban, suburban .. .

A. Geographical

[Recommendation]

Variable Market Segment

Recommended (by

your team)

Segment Size &

Growth

Segment Structural

Attractiveness

Country region Vietnam, Centre 20,000,000 (+10%) Low competition

City or metro size Hoi An, Hue . ..

Density Rural . .

B. CHOOSING (A) TARGETING STRATEGY (IES)What strategy (ies) does the company use?

If you agree, explain why! Otherwise, what strategy (ies) would you recommend instead? Why?

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6. DIFFERENTIATION & POSITIONING

A. IDENTIFYING POSSIBLE VALUE DIFFERENCES AND

COMPETITIVE ADVANTAGES

What competitive advantages does the company have?

PRODUCT

SERVICE

CHANNEL

PEOPLE

IMAGE

B. CHOOSING THE RIGHT COMPETITIVE ADVANTAGESWhat competitive advantages does the company promote?

If you agree with this strategy, explain why! Otherwise, what other competitive advantages

would you recommend instead? Why?

C. SELECTING AN OVERALL POSITIONING STRATEGY

D. POSITIONING MAPS

(at least 2 positioning maps)

PageEdit

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Page StatsViews: 18

Edits: 16

Contributors: 5

Comments: 12

Page ContributorsTran Hung Dao

Ho Chi Minh

Homer Simpson

Lady Gaga

Angelina Jolie

Site Navigation1. Micro-Environment2. Macro-Environment

3. SWOT Analysis

4. Segmentation

5. Targeting

6. Differentiation & Positioning

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MKTG1205

WIKI #2REMEMBER: