Discuss the key factors that must be considered in determining which customer base the business should target




The section “Problem 1: Identifying the Market” includes a few questions but, you do not have to answer these in your assignment.  They are essentially answered in the rest of the case study.  You should focus on the questions at the end of the case study.  Specifically, these questions:

  1. Which market segment/segments will you sell your product to?
How will you price your product? How will you sell to your selected market segment/segments?
  • Summarize the situation including the business idea, what makes it unique/different, and the problem that needs to be solved.
  • Summarize the results of the market research, including:
  • What information does it provide that is useful to the problem being solved?
  • What information is still unknown; can you find this information somewhere else?
  • Discuss the key factors that must be considered in determining which customer base the business should target.
  • Discuss the pros and cons of focusing specifically on each of the focus groups as potential customers. 
  • Discuss the critical decisions the business must make in the process of determining the focus group that is the best fit for the company in its initial roll-out.
  • Respond to each of the three questions listed above.  You are encouraged to use outside research in addition to the information included in the case study.  Be sure to discuss the factors that were considered in making the final decision.
  • Conclude by summarizing any recommendations and outstanding issues.
  • This report should be double spaced, 12-point font, and three to five pages in length excluding the title page and reference page;
  • Title page;
  • Use section headings;
  • Write in the third person;
  • Use APA formatting for in-text citations and a reference page. You are expected to paraphrase and not use quotes. Deductions will be taken when quotes are used and found to be unnecessary;

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Tanner_Emilie case study (1).docx

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