MKGT 522 MARKETING MANAGEMENT Week 3: Assignment – Create the Value

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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