Assignment 2 092117 (1).doc - Assignment 2 There are three...

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Assignment 2 There are three parts to assignment 2 . The first part is individual . For part-1 each student will complete part-1 of assignment 2 (see attached sheet), which is to assess the consumer behavioral aspects of the market, take a VALS survey, and develop 4 survey questions. For part-2, each student will survey five people —do not do part-2 until after we discuss part-1 in class . For part-3 your team will submit a two-to-five page memo (10-to-12 point font, double spaced) discussing (1) the factors influencing consumers, (2) how your team thinks Nike should segment the market, (3) what information you collected in order to determine or validate the segmentation scheme for your product, and (4) an analysis of the data the group has collected. Use the information collected in parts 1 and 2 to guide the team paper write-up. In order to segmentation, targeting and differentiation the market you need to address the following questions: (1) which targeting approach for Nike (differentiated, niche, undifferentiated)? (2) Given the targeting approach determine if you have viable segments (explain how the segments meet the segmentation criteria)? In addition to describing your target, each team is expected to select one or more groups to target. Provide general demographic information (i.e., age, gender, race, income, education, etc…) about the group(s) that you have selected. You must also indicate why you have selected this particular group and their desirability as potential customers. Based on the Segmentation scheme that you have developed, create a positioning statement. After you determine you potential segmentation scheme and positioning statement, you will need to gather and process information. Given your segmentation scheme and positioning indicate: (1) how does your proposed positioning compare against the competition. (2) What type of
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