Challenge Question 3B Chapter 4 From your point of view, what is the more attrac

Question

Challenge Question 3B Chapter 4 From your point of view, what is the more attractive market focus when looking at single, multiple or combined? Defend your answer through justification using a real world scenario. To explain in a more simplistic way, I want you to take one of the methodologies and use an example and explain your point of view through an actual company example. (For example if you choose multiple strategy and use Coke as your example explain why you believe the combined apprbach works and then show how a company is using your strategy and doing well.)

Explanation / Answer

Personally speaking, the best market focus is the multiple methodology. Multi segment positioning is best suited to cater to the needs and preferences of different classes of people. It targets more than one segment and also offers a wide variety of products and services to the consumers. A classic example is Amazon wherein it offers a wide range of products and services such as e-Kindle, consumer products and services thereby exploiting many customer segments. There are several market segmentation involved in the process of selling more than 500 millions of products. The online retail giant offers its products and services to multiple market segments catering to their different needs and wants. For example, the needs and wants of the Indian consumers are different from that of the Westerners. Example of the multiple segments are: Geographic: region and density, Demographics: age, gender, life cycle stage, Behavioural- benefits sougth, loyal customers, new customers, etc

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