14 Aug Week 3: Assignment Create the Value: Market Segmentation Analysis and a Value Pr

Week 3: Assignment
Create the Value: Market Segmentation Analysis and a Value Proposition
Your U.S.-based company has decided to explore the possibility of
developing a business based on the organic farm concept
Daylesford—developed by Lady Bamford—which is successful in the UK
(daylesford.com). Please prepare a report that would form the basis of a
planning discussion with your senior marketing managers. Your report
should include a detailed analysis of a potential market segment and a
description of the proposed value proposition. Your report should be
about 1,000–1,250 words and include a minimum of three references.
Please use the APA format for your paper and references. Please include
the following sections.
1. Brief Description of the Daylesford Organic Farm Concept
2. Potential Market Segment
Identify the characteristics of your potential target market in the
United States. The figure from the Week 2 Lecture is helpful—you may
also include other variables that you consider relevant. You also need
to estimate the size of your target market and the revenue potential.
Major Segmentation Variables for Consumer Markets
Geographic region Pacific Mountain, West North Central, West South
Central, East North Central, East South Central, South Atlantic, Middle
Atlantic, New England
City or metro size Under 5,000; 5,000–20,000; 20,000–50,000;
50,000–100,000; 100,000–250,000; 250,000–500,000; 500,000–1,000,000;
1,000,000–4,000,000; 4,000,000 or over
Density Urban, suburban, rural
Climate Northern, southern
Demographic age Under 6, 6–11, 12–19, 20–34, 35–49, 50–64, 64+
Family size 1–2, 3–4, 5+
Family life cycle Young, single; young, married, no children; young,
married, youngest child under 6; young, married, youngest child 6 or
over; older, married, with children; older, married, no children under
18; older, single; other
Gender Male, female
Income Under $10,000; $10,000–$15,000; $15,000–$20,000; $20,000–$30,000; $30,000–$50,000; $50,000–$100,000; $100,000 and over
Occupation Professional and technical workers; managers, officials, and
proprietors; clerical salespeople; craftspeople; forepersons;
operatives; farmers; retired people; students; homemakers; unemployed
people
Education Grade school or less; some high school; high school graduate; some college; college graduate
Religion Catholic, Protestant, Jewish, Muslim, Hindu, Buddhist, other
Race White, Black, Asian, Hispanic, other
Generation Baby boomers, Generation Xers, other
Nationality North American, South American, British, French, German, Italian, Japanese, other
Social class Lower lowers, upper lowers, working class, middle class, upper middles, lower uppers, upper uppers
Psychographic lifestyle Culture oriented, sports oriented, outdoor oriented
Personality Compulsive, gregarious, authoritarian, ambitious
Behavioral occasions Regular occasion, special occasion
Benefits Quality, service, economy, speed
User status Nonuser, ex-user, potential user, first-time user, regular user
Usage rate Light user, medium user, heavy user
Loyalty status None, medium, strong, absolute
Readiness stage Unaware, aware, informed interested, desirous, intending to buy
Attitude toward product Enthusiastic, positive, indifferent, negative, hostile

3. The Value Proposition
Describe the bundle of benefits and features that are offered to the
target customer. Features are what the company offers and benefits are
what the customer derives from these features.
• Functional benefits: What basic product features are offered?
• Emotional benefits: What features are offered that make the customer feel good?
• Self-expressive benefits: What features are offered that help reflect
and communicate the customer’s values to everyone in the social
environment?
4. Conclusions

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