Market strategy, Marketing Management

Customers in this market could be segmented in a variety of ways.  The product/service could be targeted to a number of different market segments and marketers could develop a variety of product/service positions.  In sentence - paragraph format, consider the various strategies that the managers at Bell should take into account under the following headings:

a)  Segmentation: What possible bases of segmentation exist for this product/service? Identify and discuss at least two segment strategies that you feel are the most appropriate for Bell's internet-based video streaming service Canadian launch. Describe and justify what you deem to be the best basis of segmentation and the segments that result as fully as you can.

b)  Segment Potential: Using facts in this assignment and external research, estimate the size (in terms of # of customer) of the market for the new Bell internet-based streaming service in Canada and the size of the segments you identified in a).  List the assumptions you have made in arriving at your estimates and list your sources.  Present your numbers in a table format with appropriate headings and include a description that outlines the process you used.

c)  Target: Considering the market segments discussed in a) and the Segment Potential in b), recommend and justify the segment that Bell should target in their launch of their internet-based video streaming service in Canada.

d)  Positioning: In what ways might the service be positioned to your chosen target segment? Write and justify the positioning statement that you would recommend for your chosen target.



Posted Date: 2/27/2013 5:27:52 AM | Location : United States

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