Industry Analysis-

Using the product from Product Analysis and Industry Analysis, students are required to write an in-depth market segmentation analysis.

Topics to be analyzed include (but are not limited to):

1. Who is the target market?

2. Provide a detailed analysis of the consumer (see page 176 for required demographic factors)

3. Trends that may impact sales (e.g., unemployment rates, disposable income, consumer confidence index, housing market, etc.)

4. Analyze consumer characteristics (e.g., needs, attitudes, brand loyalty)

5. Decision process

6. Customer loyalty - provide an opinion on which loyalty category you feel the average consumer fall under and why.