2-column graphic of Segmentation Variables & Week 3: Assignment
2-column graphic of Segmentation Variables & Week 3: Assignment â
Create the Value
âDaylesfordâ Organic Farm Concept.
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 âDaylesfordââdeveloped by Lady Bamfordâwhich is successful in
the UK (daylesford.com).
Please prepare a report on the organic
farm concept of âDaylesfordâ 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 â 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 farmâs concept)
2. Potential Target Market Segment
unique characteristics of your new target market in the U.S. (this does not
mean all potential customers. It means the âHigh Probabilityâ consumers who
will be the focused target of this campaign).
the below 2-column chart. Retain its existing
âSegmentation Variablesâ â¦ BUT provide
new âfocused & specific dataâ
when presenting your âDescriptive Informationââ¦
Example Chart :
only the below âSegmentation Variablesâ which specifically identify âyourâ
potential target market)
(Provide new and specific data below
when presenting your âDescriptive Informationâ. Focus specifically on the segmentation
variables of your âhigh probabilityâ consumers)
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; 5,000â20,000;
20,000â50,000; 50,000â100,000; 100,000â250,000; 250,000â500,000;
500,000â1,000,000; 1,000,000â4,000,000; 4,000,000 or over
Urban, suburban, rural
Under 6, 6â11, 12â19, 20â34,
35â49, 50â64, 64+
1â2, 3â4, 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)
$10,000â$15,000; $15,000â$20,000; $20,000â$30,000; $30,000â$50,000;
$50,000â$100,000; $100,000 and over
Professional and technical
workers; managers, officials, and proprietors; clerical salespeople; craftspeople;
forepersons; operatives; farmers; retired people; students; homemakers;
Grade school or less; some
high school; high school graduate; some college; college graduate
Catholic, Protestant, Jewish,
Muslim, Hindu, Buddhist, other
White, Black, Asian, Hispanic,
Baby boomers, Generation Xers,
North American, South
American, British, French, German, Italian, Japanese, other
Lower lowers, upper lowers,
working class, middle class, upper middles, lower uppers, upper uppers
Culture oriented, sports oriented,
Regular occasion, special
Quality, service, economy,
Nonuser, ex-user, potential
user, first-time user, regular user
Light user, medium user, heavy
None, medium, strong, absolute
Unaware, aware, informed
interested, desirous, intending to buy
Attitude toward product
indifferent, negative, hostile
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.
benefits: What basic product features are
benefits: What features are offered that make
the consumer feel satisfied and rewarded?
benefits: What features are offered that help
reflect and communicate the customerâs values to others within their social
Concise and brief summary of your reportâs major points,
Every written assignment is to be formatted
per APA guidelines and must include:
content â In each draft of your plan, Submit only the content asked for in
the specific assignment.
Page â Include plan title, course name & number, student name,
& submission date;
header & running head, and page numbers on every page;
of contents (with page numbers);
text using Times New Roman 12-point type;
Headings using Times New Roman 16-point,Upper
& Lower Case,Bold
Face, flush left;
(within sections) using Times New Roman 12-point, Upper & Lower Case,
Bold Face, flush left;
& charts â 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
Briefly Describe the Daylesford
Organic Farm Concept.
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 â¦ also include other variables that you consider relevant. But be
sure to include the estimated size of your target market population and its
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.
benefits: What basic product features are offered?
benefits: What features are offered that make the customer feel good?
Self-expressive benefits: What features
are offered that help reflect and communicate the customerâs values to
everyone in the social environment?
A Concise and brief summary of
your reportâs major points, plus a final comment.
A quality paperâs content will meet
or exceed all of the above requirements,
Points will be deducted for late submission,
and improper formatting.
Content total points (minus Format
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