14 Aug MGT240. Marketing and SalesMGT240. Marketing and SalesAssignment 3 Market Segmen

MGT240. Marketing and SalesMGT240. Marketing and SalesAssignment 3 Market SegmentationAssume you are the Director of Design for a cell phone manufacturing company.You work closely with the New Product Development Department. You are in theearliest stages of determining what your next cell phone product line should looklike. Clearly, in designing the new phone, you need to know who the targetcustomers will be. There are a range of potential customers: young vs. old,affluent vs. modest income, heavy users vs. light users, technology lovers vs.technophobes, etc. It doesn’t make sense to begin designing the new cell phoneuntil you have identified what market segment you wish to address.For this assignment:1. Identify different important market segments that you need to consider.2. Which of these segments can be treated as “mainstream” segments andwhich as “niche” segments?3. Create a template form that shows the different categories of customer traitsthat will help you to define different market segments.4. Select one market segment, and describe in one or two paragraphs whatfeatures the cell phone might have in order to be attractive to this segment.Target length of the assignment: 2-4 pages2016 University of Management and Technology1

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