14 Aug 3_Segmentation and TargetingAbercrombie and Fitch: Is it Unethical to be Exclusi
3_Segmentation and TargetingAbercrombie and Fitch: Is it Unethical to be Exclusive? Harvard Business School CaseCase QuestionsFollowing are some questions to assist you in outlining the key issues for the case. You can find theneeded information in the case itself.1. What type of segmentation is Abercrombie and Fitch (AF) currently using for its customeraudience? Use the criteria we discussed in class and in your chapter.2. Using the information from the background case (Abercrombie and Fitch 2012), and from yourown research using secondary sources, outline the competitive challenges of pursuing AFâscurrent strategy. How do/would you expect competitors to respond if AF continues with itscurrent segmentation strategy?3. What alternatives does AF have for its marketing segmentation strategy?a. Outline the pros and cons of each choice from the consumer and from the marketstandpoint.4. Recommend a segmentation choice for AF and explain why you chose this option.5. AFâs current targeting strategy is distasteful to some, as indicated by the case. However, othercompanies target specific segments of the consumer market: Janie and Jack targets high-incomeparents of 0-12 year old children, Lane Bryant targets plus sized women, some restaurants targetvegetarian or vegan consumers.a. Do companies have an ethical obligation when target marketing? If so, what and how? Ifnot, why not?b. Do they share a social responsibility in promoting or not promoting particularpsychographic orientations (i.e. body image), lifestyle choices (i.e. veganism), or otherdefining characteristics of a targeted audience?
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