MKTG 522 Week 3 Assignment – Create the Value: Market Segmentation Analysis and a Value Proposition: Daylesford Organic Farm Concept
Week 3: Assignment
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 Daylesford—developed by Lady Bamford—which is successful in the UK (daylesford.com). Please prepare a report that would form the basis of a planning discussion with your senior marketing managers. Your report should include a detailed analysis of a potential market segment and a description of the proposed value proposition. Your report should be about 1,000–1,250 words and include a minimum of three references. Please use the APA format for your paper and references. Please include the following sections.
1. Brief Description of the Daylesford Organic Farm Concept
2. Potential Market Segment
Identify the characteristics of your potential target market in the United States. The figure from the Week 2 Lecture is helpful—you may also include other variables that you consider relevant. You also need to estimate the size of your target market and the revenue potential.
|Major Segmentation Variables for Consumer Markets|
|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 size||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|
|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|
|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 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?