Question

You are an analyst in the marketing department for a major grocery store chain, and you recently submitted a report to your boss regarding potential market segments the company should consider targeting. Your boss just sent the report back to you with the following questions:
1. What are the strengths and weaknesses of the competitors who are also targeting these markets?
2. Does any firm dominate the market currently?
3. Can we create a compelling marketing mix to effectively compete for business in this market segment?

Based on the questions being asked, it appears your boss is using which one of the following segment evaluation approaches?
a. Company sales potential approachb.
b. SWOT analysis approachc.
c. Breakdown approachd.
d. Competitive assessment approache.
e. Buildup approach

Answer 1

Answer:

(D) Competitive Assessment approach.

Explanation:

The competitive assessment approach is the third assesment approach to Integrated Digital Marketing (IDM) Strategic Analysis. It determines the strengths and weaknesses of the competitors within your market, as being used by the boss.