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Week 3: Assignment Create the Value: Market Segmentation Analysis and a Value Proposition

Week 3: Assignment Create the Value: Market Segmentation Analysis and a Value Proposition

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Week 3: Assignment Create the Value: Market Segmentation Analysis and a Value Proposition

Your company has decided to explore the possibility of developing a new retail

brand aimed at a specific target market. Please prepare a report that would form the

basis of a planning discussion with your senior marketing managers. The term retail

brand refers to a retail store concept, as opposed to a manufacturer’s product or

service brand - the retail company is the brand - like Target, GAP or Victoria’s

Secret.

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 proposed retail brand concept

2. Potential Market Segment

Identify the characteristics of your potential target market. 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

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