Market Segmentation – How is the demand for your product segmented, i.e., what variables differentiate purchase motivations and behaviors?
1. To which of these segment(s) is your brand targeted?
2. Characterize the typical buyer of your branded product.
3. Explain/justify this characterization.
1. Identify and comparatively evaluate your brand’s top two/three competitors.
2. Perceived differences between/among brands
Relevant External Factors
1. Economic Conditions
2. Social and cultural trends
4. Resources – Availability/Non-marketing Cost
5. Political/Legal Environment
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