2-column graphic of Segmentation Variables & Week 3: Assignment

2-column graphic of Segmentation Variables & Week 3: Assignment –
Create the Value

‘Daylesford’ Organic Farm Concept.

REQUIRED ‘CONTENT’
GUIDELINES:

Create the Value:
Market Segmentation Analysis and a Value Proposition
Your U.S.-based company has
decided to explore the possibility of developing a business based on the organic
farm concept of ‘Daylesford’—developed by Lady Bamford—which is successful in
the UK (daylesford.com).
Please prepare a report on the organic
farm concept of ‘Daylesford’ that would form the basis of a planning discussion
with your senior marketing managers. Your report should include a detailed
analysis of your new potential U.S. market segment (and its geographic
location), and a description of your proposed value proposition.
Your report should be about 4 – 6
pages in addition to your title page, and table of contents page, and your
reference page (which must have a minimum of three references).
Please use the APA format for
your paper and references.
Include only the following
sections in addition to your title page, and table of contents page, and
your reference page (which must have a minimum of three references):
1. Brief Description of the Daylesford Organic Farm Concept (be sure to clearly identify the
key element of the farm’s concept)
2. Potential Target Market Segment
·
Identify the
unique characteristics of your new target market in the U.S. (this does not
mean all potential customers. It means the ‘High Probability’ consumers who
will be the focused target of this campaign).
·
Include
the below 2-column chart. Retain its existing
‘Segmentation Variables’ … BUT provide
new ‘focused & specific data’
when presenting your ‘Descriptive Information’…

Example Chart :
TargetMarket Segments

Segmentation Variables
(Include
only the below ‘Segmentation Variables’ which specifically identify ‘your’
potential target market)

Descriptive Information
(Provide new and specific data below
when presenting your ‘Descriptive Information’. Focus specifically on the segmentation
variables of your ‘high probability’ consumers)

Geographic region

Pacific Mountain, West North
Central, West South Central, East North Central, East South Central, South
Atlantic, Middle Atlantic, New England

City or metro population

Under 5,000; 5,000–20,000;
20,000–50,000; 50,000–100,000; 100,000–250,000; 250,000–500,000;
500,000–1,000,000; 1,000,000–4,000,000; 4,000,000 or over

Density

Urban, suburban, rural

Climate

Northern, southern

Demographic age

Under 6, 6–11, 12–19, 20–34,
35–49, 50–64, 64+

Family size

1–2, 3–4, 5+

Family life cycle

Young, single; young, married,
no children; young, married, youngest child under 6; young, married, youngest
child 6 or over; older, married, with children; older, married, no children
under 18; older, single; other

Gender of target audience

(Male or Female)

Annual Income

Under $10,000;
$10,000–$15,000; $15,000–$20,000; $20,000–$30,000; $30,000–$50,000;
$50,000–$100,000; $100,000 and over

Occupation

Professional and technical
workers; managers, officials, and proprietors; clerical salespeople; craftspeople;
forepersons; operatives; farmers; retired people; students; homemakers;
unemployed people

Education

Grade school or less; some
high school; high school graduate; some college; college graduate

Religion

Catholic, Protestant, Jewish,
Muslim, Hindu, Buddhist, other

Race

White, Black, Asian, Hispanic,
other

Generation

Baby boomers, Generation Xers,
other

Nationality

North American, South
American, British, French, German, Italian, Japanese, other

Social class

Lower lowers, upper lowers,
working class, middle class, upper middles, lower uppers, upper uppers

Psychographic lifestyle

Culture oriented, sports oriented,
outdoor oriented

Personality

Compulsive, gregarious,
authoritarian, ambitious

Behavioral occasions

Regular occasion, special
occasion

Benefits

Quality, service, economy,
speed

User status

Nonuser, ex-user, potential
user, first-time user, regular user

Usage rate

Light user, medium user, heavy
user

Loyalty status

None, medium, strong, absolute

Readiness stage

Unaware, aware, informed
interested, desirous, intending to buy

Attitude toward product

Enthusiastic, positive,
indifferent, negative, hostile

3.
The Value Proposition
Describe the bundle of features and
benefits that will be offered to new U.S.-based target customers. (Features
are what the company offers and benefits are what the customer derives
from these features.)
You must use the 3 below
sub-headings when presenting your information.
·
Functional
benefits: What basic product features are
offered?
·
Emotional
benefits: What features are offered that make
the consumer feel satisfied and rewarded?
·
Self-expressive
benefits: What features are offered that help
reflect and communicate the customer’s values to others within their social
environment?
4. Conclusions

·
A
Concise and brief summary of your report’s major points,
·
A
final comment.

______________________________________

REQUIRED ‘FORMAT’
GUIDELINES:

Every written assignment is to be formatted
per APA guidelines and must include:

Correct
content – In each draft of your plan, Submit only the content asked for in
the specific assignment.

Title
Page – Include plan title, course name & number, student name,
& submission date;

Page
header & running head, and page numbers on every page;

Table
of contents (with page numbers);

Double-spaced
text using Times New Roman 12-point type;

Section
Headings using Times New Roman 16-point,Upper
& Lower Case,Bold
Face, flush left;

Sub-Headings
(within sections) using Times New Roman 12-point, Upper & Lower Case,
Bold Face, flush left;

Graphics
& charts – must be easily readable and imbedded into the document at
the appropriate locations. They cannot be attached as separate documents.

·
Reference Page (presented in APA style). This page mustbe
formatted exactly as described in doc #14 in doc sharing and have a clear referential connection to
specific document content.See APA guidelines in
doc sharing.

Grading Rubric:

(week #3)
ASSIGNMENT
HEADINGS:

Content Guidelines

Possible
Points

1.
Description

Briefly Describe the Daylesford
Organic Farm Concept.

10

2.
Potential Market Segment

Identify the characteristics of your potential target
market in the United States. The 2-column format of the Potential Market
Segment chart (presented in this assignment) is the required format to
follow. Plus … also include other variables that you consider relevant. But be
sure to include the estimated size of your target market population and its
revenue potential.

40

3.
The Value Proposition

Describe the bundle of benefits and features that are offered to the target
customer. Features are what the company offers and benefits are what the
customer derives from these features.

 Functional
benefits: What basic product features are offered?

 Emotional
benefits: What features are offered that make the customer feel good?

 Self-expressive benefits: What features
are offered that help reflect and communicate the customer’s values to
everyone in the social environment?

40

4.
Conclusions

A Concise and brief summary of
your report’s major points, plus a final comment.

10

Content
Total Points:

A quality paper’s content will meet
or exceed all of the above requirements,

100

Point Deductions

Points will be deducted for late submission,
and improper formatting.

-0

GRADE:

Content total points (minus Format
point deductions).

100

 

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