I - Read the case study, "The Middle by Corporation,". As stated in the case, Middleby is exploring the possibility of adding casual dining chains to its targeted base.

• Discuss the differences they might encounter from their current target market of fast food restaurants to this new target market.

• Do you believe that this is good move on their part? Why, or why not? This article explains the importance of moving on from the traditional sales funnel concepts.

II - Select a business-to-business company, and discuss the segmentation strategies that they might utilize as they identify their target market.

• Explain why you believe this is the most relevant target market for this company.

• What types of strategies are they using to reach this target market, and what strategies can you recommend in the future?

• In the interest of maintaining diversity within the discussion forum, please select a company that has not yet been discussed by a fellow student.