Week 3: Assignment

Create the Value: Market Segmentation Analysis and a Value Proposition

Your company has decided to explore the possibility of developing a new retail

brand aimed at a specific target market. Please prepare a report that would form the

basis of a planning discussion with your senior marketing managers. The term retail

brand refers to a retail store concept, as opposed to a manufacturer’s product or

service brand – the retail company is the brand – like Target, GAP or Victoria’s

Secret.

Your report should include a detailed analysis of a potential market segment and a

description of the proposed value proposition. Your report should be about 1,000–

1,250 words and include a minimum of three references. Please use the APA format

for your paper and references. Please include the following sections:

1. Brief Description of the proposed retail brand concept

2. Potential Market Segment

Identify the characteristics of your potential target market. The figure from the

Week 2 lecture is helpful – you may also include other variables that you consider

relevant. You also need to estimate the size of your target market and the revenue

potential.

Major Segmentation Variables for Consumer Markets

Geographic region

Pacific Mountain, West North Central,

West South Central, East North Central,

East South Central, South Atlantic,

Middle Atlantic, New England

City or metro size

Under 5,000; 5,000–20,000; 20,000–

50,000; 50,000–100,000; 100,000–

250,000; 250,000–500,000; 500,000–

1,000,000; 1,000,000–4,000,000;

4,000,000 or over

Density

Urban, suburban, rural

Climate

Northern, southern

Demographic age

Under 6, 6–11, 12–19, 20–34, 35–49,

50–64, 64+

Family size

1–2, 3–4, 5+

Family life cycle

Young, single; young, married, no

children; young, married, youngest

child under 6; young; married,

youngest child 6 or over; older,

married, with children; older, married,

no children under 18; older, single;

other

Gender

Male, female

Income

Under $10,000; $10,000–$15,000;

$15,000–$20,000; $20,000–$30,000;

$30,000–$50,000; $50,000–$100,000;

$100,000 and over

Occupation

Professional and technical workers;

managers, officials, and proprietors;

clerical salespeople; craftspeople;

forepersons; operatives; farmers;

retired people; students; homemakers;

unemployed people

Education

Grade school or less; some high school;

high school graduate; some college;

college graduate

Religion

Catholic, Protestant, Jewish, Muslim,

Hindu, other

Race

White, Black, Asian, Hispanic

Generation

Baby boomers, Generation Xers

Nationality

North American, South American,

British, French, German, Italian,

Japanese

Social class

Lower lowers, upper lowers, working

class, middle class, upper middles,

lower uppers, upper uppers

Psychographic lifestyle

Culture-oriented, sports-oriented,

outdoor-oriented

Personality

Compulsive, gregarious, authoritarian,

ambitious

Behavioral occasions

Regular occasion, special occasion

Benefits

Quality, service, economy, speed

User status

Nonuser, ex-user, potential user, firsttime user, regular user

Usage rate

Light user, medium user, heavy user

Loyalty status

None, medium, strong, absolute

Readiness stage

Unaware, aware, informed interested,

desirous, inteDividends paid in cash (18,407) (18,130) (17,825)         Net cash used in financing activities (36,597) (41,011) (38,548)   Increase (decrease) in cash and cash equivalents (37,364) 24,986  22,082    Cash and cash equivalents at beginning of year 115,976  90,990  68,908    Cash and cash equivalents at end of year $78,612  $115,976  $90,990    Supplemental cash flow information                Income taxes paid $16,906  $20,586  $22,364        Interest paid $38  $49  $182        Stock dividend issued $47,053  $46,683  $32,538   (The accompanying notes are an integral part of these statements.) 

Based on the information contained in these financial statements, compute the following 2011 values for each company. (Round answers to 1 decimal place, e.g. 15.2.)

(1)Accounts receivable turnover. (For Tootsie Roll, use “Net product sales.” Assume all sales were credit sales.)(2)Average collection period for accounts receivable.  Tootsie Roll Hershey Company Accounts receivable turnover times times Average collection period days days  SHOW LIST OF ACCOUNTS

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