2-column graphic of Segmentation Variables & Week 3: Assignment

2-column graphic of Segmentation Variables & Week 3: Assignment –
Create the Value

‘Daylesford’ Organic Farm Concept.

REQUIRED ‘CONTENT’
GUIDELINES:

Create the Value:
Market Segmentation Analysis and a Value Proposition

Your U.S.-based company has
decided to explore the possibility of developing a business based on the organic
farm concept of ‘Daylesford’—developed by Lady Bamford—which is successful in
the UK (daylesford.com).

Please prepare a report on the organic
farm concept of ‘Daylesford’ that would form the basis of a planning discussion
with your senior marketing managers. Your report should include a detailed
analysis of your new potential U.S. market segment (and its geographic
location), and a description of your proposed value proposition.

Your report should be about 4 – 6
pages in addition to your title page, and table of contents page, and your
reference page (which must have a minimum of three references).

Please use the APA format for
your paper and references.

Include only the following
sections in addition to your title page, and table of contents page, and
your reference page (which must have a minimum of three references):

1. Brief Description of the Daylesford Organic Farm Concept (be sure to clearly identify the
key element of the farm’s concept)

2. Potential Target Market Segment

·
Identify the
unique characteristics of your new target market in the U.S. (this does not
mean all potential customers. It means the ‘High Probability’ consumers who
will be the focused target of this campaign).

·
Include
the below 2-column chart. Retain its existing
‘Segmentation Variables’ … BUT provide
new ‘focused & specific data’
when presenting your ‘Descriptive Information’…

Example Chart : TargetMarket Segments
Segmentation Variables (Include only the below ‘Segmentation Variables’ which specifically identify ‘your’ potential target market)	Descriptive Information (Provide new and specific data below when presenting your ‘Descriptive Information’. Focus specifically on the segmentation variables of your ‘high probability’ consumers)
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 population	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 of target audience	(Male or Female)
Annual 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, Buddhist, other
Race	White, Black, Asian, Hispanic, other
Generation	Baby boomers, Generation Xers, other
Nationality	North American, South American, British, French, German, Italian, Japanese, other
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, first-time user, regular user
Usage rate	Light user, medium user, heavy user
Loyalty status	None, medium, strong, absolute
Readiness stage	Unaware, aware, informed interested, desirous, intending to buy
Attitude toward product	Enthusiastic, positive, indifferent, negative, hostile

3.
The Value Proposition

Describe the bundle of features and
benefits that will be offered to new U.S.-based target customers. (Features
are what the company offers and benefits are what the customer derives
from these features.)

You must use the 3 below
sub-headings when presenting your information.

·
Functional
benefits: What basic product features are
offered?

·
Emotional
benefits: What features are offered that make
the consumer feel satisfied and rewarded?

·
Self-expressive
benefits: What features are offered that help
reflect and communicate the customer’s values to others within their social
environment?

4. Conclusions

·
A
Concise and brief summary of your report’s major points,

·
A
final comment.

______________________________________

REQUIRED ‘FORMAT’
GUIDELINES:

Every written assignment is to be formatted
per APA guidelines and must include:

Correct
content – In each draft of your plan, Submit only the content asked for in
the specific assignment.

Title
Page – Include plan title, course name & number, student name,
& submission date;

Page
header & running head, and page numbers on every page;

Table
of contents (with page numbers);

Double-spaced
text using Times New Roman 12-point type;

Section
Headings using Times New Roman 16-point,Upper
& Lower Case,Bold
Face, flush left;

Sub-Headings
(within sections) using Times New Roman 12-point, Upper & Lower Case,
Bold Face, flush left;

Graphics
& charts – must be easily readable and imbedded into the document at
the appropriate locations. They cannot be attached as separate documents.

·
Reference Page (presented in APA style). This page mustbe
formatted exactly as described in doc #14 in doc sharing and have a clear referential connection to
specific document content.See APA guidelines in
doc sharing.

Grading Rubric:

(week #3) ASSIGNMENT HEADINGS:	Content Guidelines	Possible Points
1. Description	Briefly Describe the Daylesford Organic Farm Concept.	10
2. Potential Market Segment	Identify the characteristics of your potential target market in the United States. The 2-column format of the Potential Market Segment chart (presented in this assignment) is the required format to follow. Plus … also include other variables that you consider relevant. But be sure to include the estimated size of your target market population and its revenue potential.	40
3. The Value Proposition	Describe the bundle of benefits and features that are offered to the target customer. Features are what the company offers and benefits are what the customer derives from these features.  Functional benefits: What basic product features are offered?  Emotional benefits: What features are offered that make the customer feel good?  Self-expressive benefits: What features are offered that help reflect and communicate the customer’s values to everyone in the social environment?	40
4. Conclusions	A Concise and brief summary of your report’s major points, plus a final comment.	10
Content Total Points:	A quality paper’s content will meet or exceed all of the above requirements,	100
Point Deductions	Points will be deducted for late submission, and improper formatting.	-0
GRADE:	Content total points (minus Format point deductions).	100

2-column graphic of Segmentation Variables & Week 3: Assignment

Order a similar assignment, and have writers from our team of experts write it for you, guaranteeing you an A

Order a similar assignment, and have writers from our team of experts write it for you, guaranteeing you an A