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Nataly_w [17]
3 years ago
14

This activity is important because any business that offers multiple product lines to multiple market segments is faced with the

task of making the product/market decisions and prioritizing those decisions. Products and market segments that are growing quickly and are very profitable should get more attention and resources than a product and market segment that does not show as much potential.
Once a marketing manager creates a market-product grid, they must select which segments to target. To do this, the marketing manager should use several criteria in assessing the different segments. Those criteria include: market size, expected growth, competitive position, cost of reaching the segment, and the compatibility with the organization's objectives and resources.
The goal of this exercise is to demonstrate your understanding of the market-product development process by analyzing a gift shop's markets and products.
Read the case below and then answer the questions that follow as you consider its markets and product offerings.
A small local gift shop recently marked its 25th anniversary of being in business. Over that time, the owners have continually changed the products sold in its store to reflect changes in the market. From the early days of selling small gift-type items such as figurines and collectibles, the store now offers a more eclectic mix of merchandise that includes Vera Bradley purses and inexpensive jewelry, as well as items that could be classified as "gift-type" products and merchandise that is best described as "collectibles."
However, the demographics of the store's market, as well as the needs of that market, seem to be changing. There has been an influx of younger customers (20s and 30s) into the area, which has brought the average age of the area down by 9.8 years. This rapidly growing segment doesn't seem interested in buying the same collectibles that their parents bought. Many older residents (60s and 70s) have been leaving the area for retirement. The older customers are still buying the collectibles, but are also buying gifts for children and grandchildren for holidays and special occasions. Indeed, while sales of merchandise aimed at the younger customers have grown 30 percent, sales to the older crowd have been flat. And the younger group has now passed the older segment in terms of the size of the population. While there are other stores in the area selling similar merchandise, this gift shop has managed to get an exclusive on the Vera Bradley line, which has been popular with the younger customers. The owners of the gift shop are considering which market segment should be the focus of their attention and limited resources. This is an especially critical decision because of the limited space in the store and the need to add fixtures for carrying some of the collectible items that are coming on the market.
Based on the limited information in the case, which market segment is larger?
a) the over-80 segment
b) all segments are the same size
c) the 60s and 70s segment
d) the 20s and 30s segment
Business
1 answer:
Serggg [28]3 years ago
7 0
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4.77 × 10^-4

Explanation:

Given that

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So, the incident rate of active cases is shown below:

= (No. of new active cases of TB occurring between January 1 and June 30, 2003) ÷ (Population of the city of Atlantis on March 30, 2003  - No. of active TB cases according to the city register on June 30, 2003)

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When Coca-Cola purchased first a part and then all of Honest Tea, what would have been appropriate ways to help this change be s
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The most applicable choices in the order of importance are

C, B then A. Of course, they have to be applied at various stages of the acquisition.

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C should have occurred (if possible) before the acquisition. Usually, when there is a major acquisition such as the one described above, it comes with good and bad tidings.

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Option B is one strategy that ought to have been executed upon the conclusion and official announcement of the acquisition exercise. This is the most crucial and maybe the most important part of the acquisition/takeover process.

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Because Cocal-cola is an older, more experience and more global company, it is more likely to have more efficient reimbursement systems. If these are inculcated into the Honest Tea process, with adequate training on how to use it, it will also serve to ensure homogeneity of systems and operations which is critical to the success of an acquisition.

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