What is a brand and brand loyalty

Assignment Help Operation Management

Reference no: EM132079185

Scenario: The product is a portable rolled computer made by the start-up company UclidTouch. The screen and accompanying keyboard roll up for travelers or those who want to easily transport their computer. The unrolled computer measures 8 inches by 16 inches. When rolled up, the computer is 1 3/4 inches in diameter and weighs 1 pound. It fits in a lightweight aluminum canister that has an optional mini-combination lock. It is available in 7 different colors and can be hung around the customer’s neck on a lanyard which also is available in 7 colors. The price is comparable to the pricing for popular tablets already on the market.

What is a brand and brand loyalty?

A brand can be a company name, symbol, or design that distinguishes one company’s services or products from all other competitors in that category by creating a unique identity. Customers become loyal to a brand when it consistently meets their needs and wants over time.

Read Chapter 8: “Segmenting and Targeting Markets”

There are a great variety of markets, including the real estate market, the food market, and the stock market. All markets share common attributes:

Consumer markets are comprised of people and business markets are made up of organizations.

All markets are based on consumer or business needs, wants, or desires, and can be satisfied by any kind of product. Consumers or businesses have the funds and power to make buying decisions. Consumers or businesses are willing to exchange value or resources for products.

The definition of a target market per Lamb et al. (2014) is "a group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges" (p. 131). Target marketing strategies are covered thoroughly in Chapter 8.

Please Answer the below :

The objective of the paper is to identify and justify the target market for the portable rolled computer. In the Potential Segment section of your paper, instead you need to identify the target market for the portable rolled computer segment (for instance college students and/or business travelers) and then find information that describes them based on the below. Also you will need to find out sales potential and profit potential of computers. All this information should be accessible on the internet. In addition, you will need to compare the benefits of a portable rolled computer versus a tablet.

Explain potential segments based on your reading in Chapter 8 “Steps in Segmenting a Market.”

Size of segment

Expected growth

Purchase frequency

Brand loyalty

Sales potential

Profit potential

Please Answer this ASAP.

Reference no: EM132079185

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