BUS 100 University of C Irvine Wk 14 Identifying Potential Market Segments Discussion

First thing

You are the CEO of a small company of 250 employees and your company is going to be sold to a large technology giant. Most of your employees will be laid off.

Write a company-wide memo announcing this change in your organization. Be professional, consider formatting, tone and empathy.

Second thing

Using the following list of products, identify the potential market segments of each product based on geographics, demographics, psychographic, and behavioral differences. Prepare a brief report and explain the segmentation variables associated with each example.

• A high-end automatic espresso maker for the home
• An affordable electric car (not Tesla)
• A new fast-food restaurant selling burgers
• A health coach service focussing on exercise and nutrition
• A consumer product of your choice

Use table 12.2 in your textbook on page 367 to segment the market and identify as many segments as possible for each products. Be specific. Don’t just stay “high income” but instead, for example, state “household income between 200-300k in the San Francisco Bay Area”.

Show your results in table format. Don’t forget to include a list of references. Wikis or blogs are not acceptable. Make sure to use proper spelling and grammar.