The product is a portable rolled computer made by the start-up company UclidTouch. The screen and accompanying keyboard roll up for travelers or those who want to easily transport their computer. The unrolled computer measures 8 inches by 16 inches. When rolled up, the computer is 1 3/4 inches in diameter and weighs 1 pound. It fits in a lightweight aluminum canister that has an optional mini-combination lock. It is available in 7 different colors and can be hung around the customer’s neck on a lanyard which also is available in 7 colors. The price is comparable to the pricing for popular tablets already on the market.
Business Memo: You are a marketing assistant at UclidTouch tasked with providing a business memo (i.e., an internal company document) to the U.S. A. executive management team of UclidTouch 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.
Address the following items in your Assessment submission.
1. Identify a market or product category for review.
2. Describe bases for segmenting the market.
3. Identify segmentation descriptors.
4. Explain potential segments based on your reading in Chapter 8 “Steps in Segmenting a Market.”
Size of segment
Expected growth
Purchase frequency
Brand loyalty
Sales potential
Profit potential
Disclaimer: The organization and any characters depicted in this exercise are fictional. Any resemblance to real organizations or individuals is purely coincidental.