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Segmentation and the Target Market
This competency assessment assesses the following Outcome:
MT219M3-3: Describe market segmentation and target marketing in a case scenario.
Using the information on the target market you learned from your reading, original research on the Internet, and the various learning activities provided, read the scenario and respond to the checklist items in a business memo format.
Case Scenario: The product is a portable multimedia center, to be marketed in the U.S., called “Media Popup” and made by the startup company Portaltron, Inc. The multimedia center is a glossy compact 14ʺ×10ʺ entertainment box. It includes a screen with optional additional screen extension that pops out of the right side; a computer keyboard that folds down; four surround-sound mini-speakers that can be adhered to any hard surface with the stick strips at the back of each speaker; and a subscription to streamed movies, music, and videos for 2 years — all for $499. It is available in three different colors (red, black, grey, and white).
Business Memo: You are a marketing assistant at Portaltron, Inc. tasked with providing a business memo (i.e., an internal company document) to the U.S. executive management team of Portaltron, Inc. concerning the checklist items provided below.
Write a minimum 500-word original business memo. In a concise manner, describe to executive management the data you will analyze to determine a potential market for this product. State your purpose in the opening paragraph and provide sufficient information to explain the required items. Finally, provide a concluding paragraph to summarize your suggestions.
Checklist:
- Identify either a consumer or business market.
- Describe a minimum of four (4) bases each for segmenting at least one market (see Chapter 8).
- Identify four (4) segmentation descriptors (e.g., if a company chose usage-rate segmentation they might decide between heavy and light users).
- Explain your rationale for the four (4) segmentation descriptors.
- Describe a minimum of 4 factors of the target market.
- Identify a marketing mix (product, place, promotion, price) for the product.
In a minimum of 2 pages (500 words) in a Microsoft® Word® document, write the business memo using the current APA format and citation style.
Minimum Submission Requirements:
Minimum Submission Requirements
- Proper notification of any resubmission, repurposing, or reworking of prior work per the Purdue Global Student Coursework Resubmission, Repurposing, and Reworking Policy Resource.
- Your assessment response should be the required number of pages as specified, in a Microsoft Word document, with an additional title page and reference page using current APA format.
- Respond to all of the checklist items in a thorough and highly organized, logical, and focused manner using Standard English and demonstrate exceptional content, organization, style, and grammar, and mechanics.
- Your Assessment response should comply with all instructions provided.
- Your paper should provide a clearly established and sustained viewpoint and purpose.
- Your writing should be well ordered, logical and unified, as well as original and insightful.
- Be sure to cite both in-text and reference list citations where appropriate and reference all sources using proper current APA citation style.
If the work submitted for this competency assessment does not meet the minimum submission requirements, it will be returned for revision. If the work submitted does not meet the minimum submission requirements by the end of the term, you will receive a failing score.
Plagiarism
Plagiarism is an act of academic dishonesty. It violates the University’s Code of Student Conduct, and the offense is subject to disciplinary action. You are expected to be the sole author of your work. Use of another person’s work or ideas must be accompanied by specific citations and references. Whether the action is intentional or not, it still constitutes plagiarism.