Segmentation & Opportunity Analysis DB

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Unformatted text preview: 10, 2013 8:53 AM Published Shane, I would say segmentation is already in mind. Developing a product is usually the direct result 17 of 30 5/22/13 10:13 AM Collection http://post.blackboard.com/webapps/discussionboard/do/messa... of foreseeing a need where there is a gap in the market. Marketing research is key to the performing the analysis of what opportunities exist for the product. Marketing is needed to gain "insights and analyze the market and customers' needs, interpret past performance and trends, and plan future activities" (Walker, O., Mullins, J. 2011). Knowing the target segment often helps to develop the product to fit the specific needs of the target market. Kristen Walker, O., Mullins, J. (2011) Marketing Strategy, A Decision-Focused Approach, Seventh Edition, McGraw-Hill Irwin (Post is Unread) Thread: Post: Author: Segmentation & Opportunity Analysis RE: Segmentation & Opportunity Analysis Kristen Hohmann Posted Date: Status: March 10, 2013 8:41 AM Published Dr. Chase, It was in 1997 that "the Food and Drug Administration issues a claim that Cheerios® and other oat products can lower the risk of heart disease." I would venture to guess this is about the time that the U.S. began the focus on a healthier population. I would also bet several other cereals were being introduced for the health conscious in mind and Cheerios was attempting to maintain, or maybe even increase, their market position and not fall into the category of simply a kids cereal. Cheerios continues to maintain a marketing strategy of giving back to the community, or doing more than just selling cereal. In 2002 "Cheerios® launches its Spoonfuls of Stories contest to promote its commitment to childhood literacy," and currently on their website they have a link to the "Biggest Loser Club" which is promoting weight management. Perhaps as you said they were experiencing slow growth, but they were able to forecast or predict the direction the market would be heading and efectively adapt their existing product to the cha...
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This note was uploaded on 02/08/2014 for the course BUS 504 taught by Professor Robinchase during the Fall '12 term at Post.

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