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Marketing strategy, Market segmentation, and Competition

1. Write two paragraphs on the marketing strategy, the university investors are using to identify their target market.

2. What in your opinion would be the basis for segmenting consumer markets in the attached case?

3. Roy Lindale, a retiree, wants to open a wholesale nursery that sells seedlings, potted plants, and shrubbery to retailers and distributors. Due to climatic conditions in the area, there are already five wholesale nurseries within a 100-mile radius of the location Lindale has selected for his nursery. He has been advised that he needs to use a customer survey to determine how his five potential competitors were perceived on five attributes.
- Given the data, who in your opinion is the overall strongest and weakest competitor? Justify your opinion by citing their various attributes. What is your inference about competitor B in the light of the given attributes?

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1. Write two paragraphs on the marketing strategy, the university investors are using to identify their target market.

According to the study of Martindale (2011), the students who drop out are within the over the age of 25. This is within the target market as specified by Haven University of "target audience is individuals between 22 and 40 years of age".
Haven's strategy of nailed it when it targeted "students who are currently working" as the primary market for the school. The nature of these students job makes it hard for them to attend classes just like regular students without abandoning their jobs. Their jobs will help defray the low cost of education at Haven and at the same time attend 'virtual' classes.

On the other hand, the project is an online-based instruction and does not require the students to be present in the classroom everyday. This strategy favors the students because it is cheap and can be done thru the internet. Cheap in the sense that the students can save on transportation cost and do not need to maintain a boarding house. This strategy will totally answer the needs of the target market because learning and finishing the degree will depend on the pace of their studies without leaving their work.

2. What in your opinion would be the basis for segmenting consumer markets in the above case?

The basis would probably based on existing statistical data on student ...

Solution Summary

The solution looks at how a university uses marketing strategy to identify their target market by utilizing 'virtual' classes to entice working students and dropout to go back to college and finish their degrees.

The other solution identifies the strongest and weakest competitor of a wholesale nursery business selling seedlings, potted plants, and shrubbery to retailers and distributors.

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